Newsjacking is a digital marketing strategy of linking one’s brand or corporate message to current news or trends in order to gain visibility and audience engagement.
This technique, coined by marketing expert David Meerman Scott in 2011, allows companies to leverage media attention on news events to promote their content and increase their relevance.
How newsjacking works
The newsjacking process is based on speed and relevance.
Companies need to be ready to react promptly to news of the moment, creating content that fits into the context of thecorporate event in a natural and interesting way.
The goal is to “divert” media attention to one’s brand by offering a unique perspective or adding value to the ongoing conversation.
To be successful with newsjacking, it is critical:
- Constantly monitor current news and trends
- React quickly, ideally within a few hours after the news broke
- Create relevant, quality content that connects to the news in an authentic way
- Use the most appropriate communication channels, such as social media, blogs, or press releases
Advantages of newsjacking
When done correctly, newsjacking can offer numerous benefits:
- Increased visibility: By leveraging existing interest in a news story, the brand can reach a wider audience.
- Improved engagement: Content related to topical issues tends to generate more interaction and sharing.
- Positioning as a thought leader: Commenting on current events can help establish brand authority in your industry.
- Increased web traffic: Newsjacking can lead to a significant increase in visits to the company website.
- PR opportunities: Well-executed newsjacking stories can attract media attention, generating additional free coverage.
Risks and considerations
Despite the potential benefits, newsjacking requires caution and sensitivity. Some risks to consider include:
- Inappropriateness: Linking one’s brand to sensitive or tragic news can be in poor taste and damage the corporate image.
- Incorrect timing: Reacting too late or too early can make the newsjacking effort ineffective.
- Lack of authenticity: Forced attempts to link to a news story may be perceived as opportunistic.
Best practices for effective newsjacking
To maximize the chances of success with newsjacking, it is advisable:
- Create a responsive team that can produce quality content quickly
- Establish clear guidelines on what types of news are appropriate for the brand
- Use news and social media monitoring tools to quickly identify opportunities
- Prepare templates and resources in advance to speed up the content creation process
- Analyze the results of each newsjacking campaign to improve future strategies
In conclusion, newsjacking represents a powerful digital marketing technique that, if used intelligently and sensitively, can offer great opportunities for brand visibility and engagement.
The key to success lies in striking the right balance between timeliness, relevance and authenticity, always making sure to add value to the ongoing conversation rather than simply exploiting it for promotional purposes.