What is the Value in Publishing Industry News Articles?

More often than not nowadays, we go online to discover the news as that’s where it breaks first.

However, it’s not just the traditional publishing houses that are delivering it – more and more companies are adopting a magazine mindset and publishing it themselves.

Where do industry news articles work in the sales funnel?

News articles (about your industry, not your own company) tend to work best at the top of the funnel.

People like to be the first to share news which means it travels far and wide on social media. Consequently, as the carrier of news, it is great for increasing awareness of your brand.

What do the journalists think?

Pablo Smithson

Industry news articles are a great way to show potential customers that you know what is going on in your sector, but perhaps more importantly they give you plenty of shareable content. A feature or guide may take a while to plan and deliver, whereas a news article just needs to be a concise summary of a relevant event. This type of easily digestible article can be more accessible to casual readers than a more involved essay, so you might find you get a wider readership in a sense.

Elizabeth Smythe

The value to businesses in publishing news stories is that they position the brand as up to date with industry events, knowledgeable and a leader in their field. They help to differentiate one company from another, giving them an authority which is otherwise difficult to create. What’s more, they establish trust between brand and reader. As a subtle marketing tool, many readers won’t realise that the brand is being planted into their subconscious, if you like, meaning that as and when they require a specific service, they’ll think of your brand.

Laura Varley

Customers are much more likely to trust a business that stays on top of what’s happening in its own industry – it makes your firm seem knowledgeable and well-informed. Industry news is also likely to draw people who are interested in your particular industry to your site. If they come back every day just to read the latest news, it’s quite likely that at some point they’ll convert.

Larissa Hirst

By publishing industry news articles businesses and organisations can portray themselves as an industry leader with thoughts and knowledge on a specified area. To really add value, companies should not only publish news but comment on press releases and offer their own thoughts, guidance and advice on the matter. Industry news is not simply just about publishing news stories, it is about engaging the audience with hard hitting facts and stats relevant to themselves.

Graeme Parton

More and more people are going straight to the internet for news, with most traditional formats declining in popularity. This is why publishing regular news pieces is such a great way to put your company’s name in front of potential customers across the world; brand awareness can be boosted significantly. More than this, though, news helps to show your audience that you’re on top of the latest goings-on in your industry – and this is crucial whatever you’re selling.

David Howells

Industry news articles are incredibly valuable because they provide websites with a constant stream of fresh, up-to-date content. Many companies simply don’t know what to say and find their ideas run dry very quickly indeed. With news, sites can be updated with fresh, regular content indefinitely. On top of this, both readers and search engines are shown that the site is being updated often, so will view it more favourably as a result.

Jack Stanton

Positioning yourself as an industry leader is invaluable to businesses, and regularly updated news content is one of the most effective ways to do it. Industry news articles boost your company’s online presence and show that you know your stuff. If people are coming to you to find out what’s happening in the industry, that means they’re not going to one of your competitors.

Sean McGrath

One of the key benefits of content marketing is establishing yourself as an authority and nothing is more authoritative than news. Rather than harping on about your brand, your products or you services, industry news gives your organisation the opportunity to elevate above the status of ‘just another business’ and become a thought leader.

Unbiased, impartial and well-informed news which looks at your wider industry not only gives potential customers the impression that you are a thought leader, it educates them. Assuming your product or service matches the hype, news proudly announces: ‘We are not afraid to help you understand the market because we are confident that you will eventually choose us.’

Ashley Curtis

As one of the best ways of driving traffic and increasing brand awareness, industry news articles are an essential cog in the content marketing machine. A short, easily-shareable soundbite can be the perfect way of keeping your readers updated on the latest developments in your industry and tend to be more shareable than heavier, lengthier forms of content, like white papers.

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