A report from the TekGroup found that 26 percent of web users access online newsrooms of the websites they visit every day. The survey polled more than 1,000 journalists who regularly access websites for businesses and other organizations, which suggests news content marketing is both a traffic driver and a means of gaining mainstream press coverage.
According to the poll, 28 percent said they access news content marketing material of these websites at least once per week, and 31 percent answered “sometimes.” Just 4 percent said they never read content provided by the businesses they’re researching for their work or websites they’re browsing for personal use.
Furthermore, 49.3 percent of respondents reported that they believe it is “very important” for businesses to maintain online newsrooms. Brands with varied content were even more likely to generate positive responses from journalists.
According to the TekGroup, using reporters to gauge the value of web content made sense because this audience has been forced to focus on digital media in the last decade. Similarly, many marketing departments are currently in the process of shifting online.
News content marketing and a well integrated strategyare also vitally important moving forward due to changing web access trends. Brafton recently reported that the tablet market in the U.S.has grown to include 19 percent of all adults, more than half of whom said they access news content on their devices every day.