A new study carried out by information tech specialist Bitkom suggests that the value of digital news content in Europe is increasing. The report shows that 94 per cent of media CEOs in Germany are embracing articles and blogs, and see investment in this marketing activity more as an opportunity than a risk.
Internet users in Germany are more open to paying for digital content too. During the past year, around a third have spent money on some form of digital news content, with a further 22 per cent revealing that they have a monthly news subscription, and 20 per cent saying that they pay for individual articles and issues.
Content and the distribution of relevant and valuable information to a clearly defined audience is still the cornerstone of an effective content marketing strategy, as it drives profitable customer action.
Surprisingly, the younger generation appears to be more willing to shell out for digital news content and is much more likely to read online rather than print newspapers, according to a separate study by Reuters Institute for the Study of Journalism. Six out of ten individuals aged over 55 still buy physical newspapers compared to just 27 per cent of those between the ages of 18 and 24. These statistics can be used by marketers to optimise their offline and online content and ad campaigns for different age groups.