Where Does Newsjacking Fit Into Your Content Writing Services?

By: David Tile| Founer @ Article-Writing.co
Posted On: May 12, 2015

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 professional 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 growing 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 professional 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.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 

 

Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.