Social media marketing can help businesses spread their news content, as more people rely on the channel for updates.

A study from AYTM Market Research found that 12.9 percent of respondents to a survey named social media as a leading source of their information. While newspapers, news websites and TV news were all named more frequently, social media’s value as a content sharing platform continues grow.

News content marketing campaigns that include the sharing of links on social accounts help businesses deliver their articles to more prospects and boost their inbound links. According to AYTM, 54.7 percent of respondents said they have learned of breaking news on Facebook, 19.9 percent on Twitter and 12.7 percent on YouTube.

Social media marketing with links to news content will encourage readers, fans and followers to click through to websites and share the articles with their own contacts. In general, businesses have found social campaigns improve accessibility and visibility on the networks. SEO campaigns also benefit from social, as more inbound links improves traffic and a website’s appeal to search crawlers.

Brafton recently reported that social media marketing is also tied to increased spending by customers. The average sale for those naming social as an influencer was more than $280, which was the highest of any channel included in the report.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.