Smartphone owners are active news consumers, which can help drive traffic for small businesses.

Reports from the Pew Research Center’s Project for Excellence in Journalism and comScore suggests that small businesses developing original news content and maintaining a social presence can increase their appeal to a growing mobile audience.

For SMBs, appealing to mobile audiences once meant spending on display ads. However, the growth of smartphones and tablets allows for the development a mobile web presence while also appealing to desktop internet users.

Pew found that 44 percent of tablet owners access new content every day, while 61 percent of smartphone users read these articles as often. On a weekly basis, 65 percent of tablet users said they read news, along with 80 percent of smartphone users. News content marketing strategies that help small businesses drive their presences in search and keep readers engaged with relevant articles can help drive mobile traffic. As more Americans upgrade to smartphones, the potential reach of site content grows even further. ComScore’s report found that 52.6 percent of American mobile phone users currently own smartphones.

News content marketing strategies that help small businesses drive their presences in search and keep readers engaged with relevant articles can help drive mobile traffic.

Taking advantage of increased mobile site traffic opens small businesses up to users spending more time with their devices than ever. A report from Viacom released earlier this year, for example, found that 96 percent of smartphone owners use the mobile web in the living room. Moreover, 94 percent read web content from their handsets before going to bed. In general, mobile exposes consumers to potential engagement from companies through news, while adding a greater opportunity to drive conversion for small businesses.

ComScore also reported that social media marketing strategies are reaching a growing portion of the mobile audience. More than 38 percent of cellphone owners in the United States accessed a social network from their device; the figure includes both smartphone and feature phone users. As more Americans access social content from their handsets, sharing relevant headlines on the channel can help small businesses develop a stronger social presence.

A well-rounded web marketing strategy calls for strong integration across different channels. With consumers accessing content that influences purchase decisions on desktops, mobile phone and other devices, campaigns that reach these users can make SMBs’ websites stronger conversion drivers.

Strong site content can also help small businesses improve their appeal with email marketing campaigns. Contentlead recently highlighted data from AYTM Market Research that found relevant site content and high-quality product information appeals to 64.1 percent of consumers.