Custom news marketing uses the relevance and regularity of breaking news stories in your niche to really drive your online marketing campaigns. To see how custom news marketing can work for you, request some client examples and we’ll show you some live case studies relevant to your organisation.Google regularly tells website owners to publish unique content and is constantly tweaking its search algorithm to reward those who listen. Organisations of all types and sizes know they need fresh content, but often struggle for ideas when it comes to generating new pages.News is a powerful ally when it comes to developing your content marketing strategy. Stories are breaking all the time, even in the tightest niches, meaning you have a regular source of relevant material to tap. News stories of interest to your target audience allow for the natural inclusion of your keywords and provide a flow of articles that can be used across multiple platforms.
For a growing number of Australians, the internet is now the primary news source, displacing traditional mediums like newspapers, radio and television. Old media stalwarts tend to dominate this space, with ninemsn, ABC and the Sydney Morning Herald all among Australia’s most visited websites, according to Alexa.com, a provider of online stats and analytics tools.Google’s news-only search, Google news, is a private members’ club where big news brands are joined by online trade magazines and blogs. Getting access to Google news provides another potential route that traffic can take to your website and allows you to compete against a much smaller number of sites. If you write about trending topics in your sector, your articles might feature prominently in the universal results for a day or two, which can be worth a fortune depending on the search term.There are though no shortcuts when it comes to Google news. To get indexed you need to be publishing unique articles on a regular basis and the yay or nay will come from an editorial board staffed by humans rather than Google’s trusty algorithm. This gives websites that invest in original news content a significant edge on their competitors.
As well as the chance of getting into Google news, publishing news content supports a range of online marketing activities. With a regular flow of your own fresh and unique content, you can build valuable back links to your website. Inbound links remain a core part of Google’s ranking formula. News content not only gives third parties something on your site that’s worth linking to, it also provides material that can go to article submission sites. As well as the big, generic directories, you can also seek out niche blogs in your sector that will accept your stories in exchange for a link.
RSS feeds and email campaigns
RSS readers like Google Reader allow users to quickly and easily subscribe to regularly-updating web content that’s of interest to them. If you’re publishing news, you can make it available on an RSS feed, get your articles in front of interested parties and have them clicking back to your website to read more.Email marketing remains a hugely effective tool for a range of different organisations. If you have a large database of existing or potential customers, members, partners or other stakeholders, weekly or monthly newsletters can provide a useful touch point. With a steady flow of relevant and unique news stories at your disposal you can differentiate your email campaigns, run them on a more regular basis and improve your click-through rate.
Finally, original news content can populate your social media profiles. A broad range of organisations are keen on the idea of social media marketing and an increasing number are setting up Facebook pages and Twitter profiles to reach out to their target audiences. Relevant content is often all that’s missing.Unique news articles can give you something to say on Twitter, Facebook and other popular social media platforms, driving traffic back to your site and giving users something to re-tweet and like. Links from Twitter and Facebook are no-follows, which means they don’t count as inbound links for the purposes of Google’s algorithm. But your website’s social media activity will contribute to your domain authority.
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