MarketWatch, a Dow Jones-owned business news site, is unveiling the first external media campaign it's hosted in two years.

The campaign is designed to encourage users to share and organize site content. Components include SEM, online display ads (with behavioral targeting taking a prominent role), print ads and on-site marketing functionalities.

The strategy targets two audiences: "lurkers," or users who like watching what others are doing without necessarily participating; and active participants (dubbed "power users" by the company).