If there’s one thing you need to know about the content marketing world, it’s that buzzwords are always in style. While there’s plenty of examples that pop across social media from time to time and make you groan just from reading them, “newsjacking” definitely fits in on the other side of the argument. To catch you up to speed with this online trend, as well as help you ensure that your content writing services make the most out of the latest news stories in your industry, let’s dig into the finer points of the newsjacking tactic.
The Rundown on Newsjacking
Of course, if you’ve never heard of newsjacking before, you’re probably wondering what all the fuss is about. In an effort to catch you and the rest of this portion of digital population up to speed, Britt Klontz of The Content Marketing Institute offers up an in-depth overview of this outreach and awareness method.
Essentially, newsjacking is all about tethering your brand to the latest news stories that are relevant to your target audience. Popularized by marketing expert David Meerman Scott, this tactic has been the method of choice for a plethora of major brands, including Charmin, Stella Artois, and Tide. While all of these brands utilized different methods of newsjacking breaking stories – expert responses, liveblogging, social media interaction, etc. – the basic premise of standing as trusted source regarding these developments remains the same across the board.
Why Does This Approach Work?
So now that you know what newsjacking is, it’s time to talk about why it works. As Klontz goes on to explain, this system is all about maximizing the value of timeliness and relevancy in relation to content writing services. Today’s online reader loves content that caters to their needs and interests, as well as offerings that take an active stance on these issues. In many ways, newsjacking is the natural evolution of content marketing; articles and other selections that don’t just rehash facts and figures, but apply interpretation and critical response to the process.
Understanding How You Can Get in on the Action
In order to win via newsjacking, Search Engine Watch’s Stephen Kenwright offers up a simple, yet accurate, formula for success. Step one starts off with gathering as much data as possible on your audience. After all, it’s hard to know which stories to pick and choose from if you have no idea what piques the interest of the people that matter to your brand.
From here, getting creative comes next. Yes, most newsjacking campaigns and commissioned projects take the form of blog posts, but that doesn’t mean your brand only has one option from which to choose on this front. By supporting these pieces with savvy social interaction or even visual content – think infographics and YouTube videos – your organization can drive additional traffic back to your company page and capture even more value via this tactic.
The last, and most important, piece of the puzzle is forming an opinion on the news story in question. It might seem scary to take a stance on these hot button issues, but failing to say something meaningful can lead to a piece that falls flat on its face. Even if the audience in question doesn’t necessarily agree with your opinion on the subject, at least you’re generating some discussion with these readers; something that can surely enhance the reach and visibility of your digital persona.
If you can follow this formula and have your team of content experts put this newfound understanding of newsjacking to good use, there’s no reason that your brand can’t take center stage the next time a breaking story comes hot off the presses and into the eager hands of viewers who can’t wait to catch up on the news.