Small businesses hoping to appeal to local audiences should add original news content to their marketing mix, as more prospects are accessing this type of information on the internet. According to a study conducted by the Pew Internet & American Life Project, 61 percent of Americans said they access news content on the web each day, compared to just 50 percent who said they read local newspapers.
News content marketing campaigns that provide relevant information about local developments and how they relate to business offerings can help make a company more appealing to its prospects. Businesses in the housing, education and recruitment industries can especially benefit from news content marketing as Americans rate the web as their top source for local news in these sectors. Moreover, Americans say they turn to the internet first to find news information about local business and restaurants.
By populating a website with original content, a small business can attract potential customers searching the web for relevant information. When site visitors see a company is providing news about its industry and actively attempting to keep new or existing customers informed, their perception of the businesses will likely receive a lift.
ContentLEAD recently reported that prospects are often more likely to trust a company that helps informs its audience. In a study from Nielsen, original editorial website content proved among the most trusted forms of marketing for consumers.