Brands have an expertise advantage over B2B publishers

For B2B publishers and media companies, editorial talent with deep subject matter knowledge and expertise is hard to find. It’s one area where brands may have an upper hand. I worked inside B2B newsrooms for the better part of my reporting and editing career and, as I’ve written about previously, finding great reporting talent was always a challenge. It’s one that continues for many; in workshops and consulting sessions Toolkits holds with publishers we’re regularly asked how to hire, train and retain editorial talent. For B2B specifically, one of the more unique challenges is that reporting for professionals in a specific industry requires deep expertise and specialist knowledge. If a reporter is writing about advertising technology, they have to unde