Are you newsjacking as part of your strategy?

The term ‘newsjacking’ sounds a little rogue, right? In the sophisticated world of PR and content marketing when verbally compared to other marketing terms like ‘influencer’ or ‘nurturing’ newsjacking sounds a little hard and fast, all a bit 1989 advertising agency. However, in reality, it’s one of the most effective and relevant ways of taking advantage of current events or news stories to promote or advertise your product or brand, or simply to help and support a worthy cause.

It’s a practice we often successfully use in our content meetings with our clients. Timing and relevance is everything in content marketing so having an opinion or adding value on a topic or event that’s happening in the mainstream allows you to join the debate when the most captivated audience is thirsty to read and consume information surrounding that very topic.

Some great examples of this would be found in the following links, in the first scenario, our client Wi-Fi specialist Noba made comment on Labour’s pledge to offer free Wi-Fi for all. So very poignant was the blog and relevant to a leading political issue at a crucial time in the run-up to the recent election that is was used as a guest blog on an industry website: https://www.conference-news.co.uk/blogs/how-realistic-free-broadband-all-uk

Furthermore, kudos to a superb piece of journalism from Martin Fullard in the Conference News January issue covering the recent terrorist attack in London. The cover story and 3-page editorial included a comment from our client and event safety specialist Crest Planning whom we have helped position as an event industry commentator on all things event safety-related. Full article here: https://joom.ag/qLfe/p20

Being able to contribute in real-time on events or news whether it’s in an informative or consultative fashion will, from our experience, not only generate more engagement but position your business or people within the business as thought leaders. 

You will need the right resource available to respond to an opportunity of course, but becoming more spontaneous in your communications in 2020 will make you stand out from the rest of the automated marketing crowd rolling out the same campaign, week in and week out!