A report from Pew suggests that news content marketing campaigns can help businesses target mobile web users.

A report from the Pew Project for Excellence in Journalism found that consumers are reading more news content on their mobile devices. However, it seems tablet news consumption doesn’t compete with news readership on desktops but rather builds on it. This means marketers should consider news content marketing as a strategy to reach news-hungry web audiences..

Thirty-four percent of respondents to the Pew poll said that they access news content on both their desktop computer and mobile devices. Meanwhile, 27 percent said they get news on both smartphones and tablets, and 17 percent of desktop users also read articles on tablets. Another 5 percent said they use all three web access points to read news content.

For marketers, offering a brand perspective on industry news can help drive traffic to websites, and sharing headlines across social media will likely elicit follows and engagement. News content marketing campaigns appeal to prospects by providing insights on industry developments without overt sales pitches.

Moreover, timely, relevant articles will help companies improve their standing on search engines. According to Pew, 30 percent of respondents said they access news content from their desktop computers with keyword searches. Additionally, 25 percent of smartphone users find news through search and 30 percent of tablet users turn to search engines.

Tablet users have been especially active with news content as the market has evolved. Brafton recently reported that 78 percent of consumers read more news content after purchasing a tablet.

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.