Optimize News Website

One of my client is developing a news website and he wants me to promote its website. Now my question is What I will do to promote and optimize it because I never worked on news website. Did I follow the same tactics (on-page and off-page) that we follow for other website or we need to follow some different tactics, if yes than what are they.
(He want to publish all the news from across the world)

See original post by Davidpoul