With companies turning to numerous strategies to try to broaden their internet presence, many are wondering where to start.
Due to the cost involved in hiring marketing experts to advise on a strategy and implement it, too many companies are failing to build a presence at all – discouraged by the apparent costs and complication.
However, news content can provide an affordable way to develop a presence across the internet, without investing too much.
By publishing news, companies can immediately craft a blog page, a news page for their main corporate website, and can provide regular links to articles on social media portals such as Twitter and Facebook.
Jim Monks, a spokesperson for popular social media analytics service TweetMeme.com, said: "I think much of the increase in internet usage is probably the result of people participating in social media activities or simply searching and finding increasing amounts of information on niche subjects published via social media channels."
And as social media now encompasses a huge number of users – Facebook alone claims more than 400 million unique users – companies should be able to market on these platforms.
News content is an excellent form of stealth marketing, because it gives users something they want – news on a niche subject – while bringing them to a company's website so that, while reading, they can be marketed to.