Brafton has reported that content marketing is poised to be a top priority in 2011, and data published today by eMarketer indicates that news content can catch clicks and convert […]

Brafton has reported that content marketing is poised to be a top priority in 2011, and data published today by eMarketer indicates that news content can catch clicks and convert readers.

According to the Pew Research Center for the People and the Press, 57 percent of Americans get news from at least one internet source. Nearly half of Americans (46 percent) go online for news three or more days a week, and roughly one-third of U.S. consumers (32 percent) regularly use search engines to find news.

Use of search engines to find online news is increasing rapidly. The survey reveals that the number of news readers who search for news on particular subjects has tripled since 2004. Search engines serve as an important conduit to news, outranking traditional media sites as sources of headlines. More consumers turn to Yahoo or Google to find news than visit the New York Times or Wall Street Journal online.

Experts at eMarketer predict that the online news audience will continue to grow and suggest marketers cannot ignore these valuable consumers. Lisa E. Phillips, eMarketer senior analyst and author of The Digital News Audience: 24/7 Participation, says, "the number of digital newspaper readers will continue to grow as digital devices proliferate."

With this in mind, marketers might consider that industry-specific news content optimized for search engines can draw an increasing number of online news readers to their sites. This relevant traffic could really pay off – as Brafton has reported, journalistic content is proven to produce revenue on sites.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.