Including news on a blog or company website is a great way to be considered timely and well-informed by your clients. It also doesn't hurt that this is one of the best ways to rank highly in search engine results when certain events or search terms are trending. There are some guidelines about how content marketing should be carried out, but they differ depending on the search engine.
For instance, market researcher Optify recently studied the effects of search engine marketing on breaking news using both Google and Bing. It turns out there is a significant difference between the techniques that will help your site to rank highly on one versus the other.
Google, in keeping with its dominant position as the search engine of choice for most users, emphasizes the authority of sources and links – for example, your reports of a breaking news story will be weighted more heavily if they draw upon connections to respected news sources such as The Associated Press or a national news outlet.
Bing, on the other hand, is seemingly more concerned with how recent your sources are. For instance, a local newspaper or television station that has put out a report within the past hour is probably going to be looked at more favorably than a story that was recently published that examines a subject from a national angle.
It's important to make all content marketing efforts reflect both of these preferences, though organizations with a focus on one search engine should bear in mind these differences if they have to choose. Blogs and news feeds that are concerned with current events and trending topics need to be as up-to-date and authoritative as possible to succeed.