A report from Triton Digital found that web-only news sources are becoming more trusted and relied upon by consumers. While televisions, newspapers and radio are still the first sources of information for most Americans, 12.5 percent of consumers said they turn to web news content more than any other source, giving marketers an opportunity to share industry updates to build thought leadership.
Additionally, 61.1 percent of consumers said the web provides the best information for purchase decisions. As search engines, social media and other web channels become the first point of research for consumers, the value of high-quality web content becomes especially appealin to marketers.
Using news content marketing campaigns to help improve standing in search and populate social media marketing accounts could help organizations capitalize on this increased reliance on the web.
Brafton has cited a series of reports that point to the trend of searching for news content for among web users accessing the internet from any number of devices. Moreover, the data shows the role of different channels in the purchase process has grown considerably for both consumers and B2B buyers. For example, those who purchase tablets read more news content than they did prior to using the devices, while a study from Fleishman-Hillard said 89 percent of consumers use search to research purchases.