Americans are now turning to the web more than newspapers to get their daily dose of news, which content marketers might take as their cue to use custom news marketing to reach online audiences. New data from the Pew Research Center's Project for Excellence in Journalism indicates that search aggregators are the top way users to find news, indicating that SEO-conscious news content may help brands generate relevant traffic.
The research suggests that Google is the main entry point for news sites – from industry-specific news providers to nationally recognized news brands. Pew reports that the search giant accounts for 30 percent of the traffic to top news sites, emphasizing the need for search-friendly headlines.
Sharing news headlines via social media is also an important way to drive site traffic. The study found that Facebook, in particular, is becoming an important traffic driver to news content. Plus, social sharing buttons around news content is key to boosting brands' web visibility, with the “share” tools being some of the most clicked-on links on news sites.
These findings support previous studies, which indicate that Americans increasingly search for news on portals and social sites.
Marketers should consider using search-friendly news content to appeal to consumers of all ages. The study found that internet news consumption – more than traditional news consumption – reaches users across ages. Plus, experts at the recent ad:tech San Francisco conference agreed that news content engages online audiences.
