Brands can fill a growing gap in traditional reporting with news content marketing.

Traditional news outlets such as newspapers and local TV stations are losing market share to the democratic nature of the internet, which allows brands and organizations to reach their target audiences with news content online. The Pew Research Center’s Project for Excellence in Journalism’s State of the News Media 2013 report paints a dismal picture of the industry, noting that newspapers have fewer than 40,000 full-time professional employees for the first time since 1978.

As a result of cutbacks, traditional media outlets are not as well-equipped to deliver the same caliber news that viewers expect, and 31 percent of American adults have ceased to turn to those sources for that reason, Pew found. Another 23.5 percent walked away from news outlets because they were delivering fewer stories.

Instead, consumers have a growing tendency to turn to non-traditional news sources, such as corporate websites that publish industry-specific web content. These resources are delivering timely updates on the stories they care about.

Pew reports that, independent content marketing companies have hired journalists to create custom content for commercial brands to satisfy readers’ demand for hard-hitting, niche subjects online.

Brafton recently reported that the internet now contains a wealth of free information about personal finance that’s accurate and engaging. An interview with Andrew Schrage, the co-founder of Money Crashers, revealed that offering free content to readers is key to gaining traction online.

News content marketing will help brands' websites rank in search results.

Schrage said, “One of the best strategies to consider when undertaking content marketing is the “freemium” approach,” and he recommends marketers consider news content marketing.

With a growing population turning away from traditional news outlets, marketers have great opportunities to engage prospects by providing site visitors with fresh content about industry-relevant topics.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.