Editorial publications, such as magazines, newsletters or brochures with a business focus, form an important part of an organization's marketing plan. Despite the growing popularity of online initiatives, physical documents continue to play an important role. Corporate magazines or newsletters are especially suitable for B2B companies marketing complex products and services, or organizations with an original offering yet to be presented to the market.

A company magazine is a strategy to consider. There is a void in the publishing market: many free distribution magazines have disappeared. Industry trade publications are restricting their distribution to subscribers and members only. This is an opportunity for a brand to stand out, driving community engagement, positioning itself as an industry expert, and reaching key audiences.

This type of publications can be distributed in person, mailed, or made available at initiatives and events. It is the convenience of being able to be read immediately and remain more visible that makes them different from similar pieces in digital format.

There is something about a well-designed printed document that makes it a collectible item. Something that can be referred to later and not only has to contain news about the business or information about products or services, but can and should also be visually stimulating.

The look and feel of a publication for a reader is an important part of the marketing strategy. An excellent design that catches the eye, presents written content appropriately, and fits the reader's branding of the company can help prospects and other stakeholders to have a clear idea of the brand.

The choice of materials is also an important consideration in building a brand impression. For example, high-quality paper fits perfectly with the spirit of a luxury brand. Another issue is sustainability. The widespread public opinion about climate change has permanently changed, which has made the use of eco-friendly materials vital to stakeholders.

The emergence of digital magazines, however, has opened up this tactic to smaller companies with smaller marketing budgets.