What Is B2B Technology Journalism?

Posted on September 27, 2022
by Rebekah Carter

Understanding How B2B Tech Companies Use Journalism

What Is B2B Technology Journalism?

What is B2B technology journalism? Most people have a basic idea of “journalism” as a broad concept. Essentially, it’s a tool for “broadcasting” information about a specific topic. In the past, journalism usually involved writing a story or press release for a newspaper or television show. Now, journalists take advantage of a range of different platforms to share news and insights today. 

However, the channels journalists use to connect with readers, listeners, and consumers aren’t the only thing that’s changed over the years. As the world has evolved, various “sub-sections” of journalism have appeared, targeting specific users or certain “niche” audiences. 

B2B technology journalism is one of these niche forms of news reporting. It refers specifically to information about technology companies for the business-to-business marketplace. 

Let’s take a closer look at what B2B journalism is. 

Defining B2B Technology Journalism: The Basics

Notably, journalism involves the distribution of specific types of information across multiple channels. While journalistic reports can come in many different styles and genres, they’re connected by a consistent desire to inform, educate, and inspire. 

Journalists don’t just share opinions or ideas online like blog writers. These professionals are committed primarily to the distribution of facts and authentic information. While different journalists have their tone of voice and communication styles, they always work to ensure the data they’re providing is as accurate as possible. 

In the technology landscape, journalists typically collaborate with B2B technology businesses to collect relevant information for a specific audience. Their focus is on providing other businesses with data they can use to understand the goals and accomplishments of another company, as well as the kinds of services and products they can offer. 

A journalist working on a B2B technology brand piece may also do additional research to expand their story. This could include collecting statements and reviews from other parties associated with the business and the narrative. It could also mean looking up facts and statistics relevant to the story. For instance, in a news report about a world-record-breaking SaaS software, a technology journalist may draw attention to previous record holders for context. 

B2B technology journalism is beneficial both for the brands covered by the journalists and the readers or consumers of the journalistic content. The journalist’s audience benefits from valuable, authentic insights, while the business gains increased awareness and traffic. 

The Different Types of B2B Technology Journalism 

As the content creation and distribution landscape has evolved, so has B2B technology journalism. Today’s journalists work across a range of different media platforms. 

Some experts produce videos for social media and channels like YouTube and traditional television networks. B2B technology journalism often includes news reports and press releases posted on reputable websites by educated writers. 

For companies investing in “content marketing” strategies to boost brand awareness and engagement, B2B technology journalism can involve paid and earned media. 

Journalistic pieces which fall under the “paid media” category often include sponsored reports and reviews. Companies pay media publications to write checks or share press releases about their company. While there are often rules to ensure the information transmitted is factual and objective, brands can have a little more control over what kind of data is included in a report. 

Often, journalists who have been paid for a report will include disclaimers in their content, letting their readers know they have received a sponsorship, free item, or another form of compensation for the piece. This helps to ensure journalistic groups can maintain their status as an objective source of industry truth. 

Alternatively, journalistic content that falls under the “earned media” category is much more common. This can involve any PR-style report created by a journalist without prompting from a B2B company. Many B2B technology magazines, online websites, and content creators regularly share news reports on brands to entertain and educate their readers. Earned forms of B2B technology journalism can include:

  • Broadcasts: Video or audio posts designed to provide insights into the latest accomplishments or news shared by technology businesses. These pieces of content can also include live or pre-recorded interviews with the relevant brands involved in the story. 
  • News reports and press releases are among the most common forms of “earned” technology journalism. They’re created by companies who aim to keep B2B customers up-to-date on what’s happening in the technology landscape. 
  • Investigative insights: Journalists working for technology news teams and magazines will often investigate specific topics to answer common questions for B2B technology brands. For instance, a company might share a roundtable about the latest trends affecting the CCaaS landscape, using data collected from multiple businesses. 

How is B2B Technology Journalism Different to Standard Journalism?

There are a few main differences between B2B technology journalism and journalism as a broad concept. A catch-all journalist, for instance, will report on anything which may be considered “newsworthy” for their target audience. This could include stories about local events, worldwide issues, and everyday experiences. 

Alternatively, a B2B technology journalist has a specific focus. They only report on information linked to the technology industry. These professionals are also focused on reaching a particular audience: businesses who want to purchase from other companies. 

This means the content produced by B2B technology journalists is often more technical, data-focused, and specific to the interests of business buyers. A standard technology journalist may report on every new tool introduced by a technology brand, while a B2B technology journalist only covers solutions which appeal directly to business users. Most B2B technology journalists spend significant time getting to know their audience and the topics which interest them most. 

In all of its forms, B2B technology journalism can be a valuable tool for companies in the tech industry. It’s informative, educational, and a powerful marketing tool for those who need to increase brand awareness and recognition. 



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