Newsjacking is a strategic content marketing tactic that involves leveraging breaking news or trending topics to generate brand awareness and engagement. It is a term coined by marketing strategist David Meerman Scott in his book “Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage.” This practice has gained significant popularity in recent years as businesses and organizations strive to stand out in a saturated media landscape.
At its core, newsjacking is about taking advantage of the rapid spread of news and social media to insert a brand’s message into popular discussions and conversations. This tactic involves creating timely and relevant content that piggybacks on a current news story or social media trend to capture the attention of the target audience and generate buzz around a brand or product.
Newsjacking is an important tool in the arsenal of content marketers as it allows businesses to amplify their message and reach a wider audience with minimal cost. By aligning their brand message with a popular news story or trend, businesses can tap into the existing interest and engagement around the topic and connect with potential customers who may not have been aware of their brand before.
One of the key benefits of newsjacking is that it allows businesses to showcase their thought leadership and expertise in a particular industry or niche. By providing valuable insights or commentary on a trending topic, businesses can position themselves as go-to sources for information and establish credibility with their target audience.
Moreover, newsjacking enables brands to stay relevant and top-of-mind with their audience. In today’s fast-paced world, where news and social media trends come and go at lightning speed, it is crucial for businesses to keep up with the latest developments and adapt their messaging accordingly. By actively participating in the conversation around trending topics, businesses can stay current and maintain a strong online presence.
Newsjacking is not limited to any particular industry or type of business. From small startups to large corporations, businesses of all sizes can use this tactic to their advantage. However, it is especially effective for businesses in fast-moving industries such as technology, fashion, and entertainment, where trends and news stories are constantly emerging.
One notable example of successful newsjacking is Oreo’s “Dunk in the Dark” tweet during the 2013 Super Bowl blackout. As soon as the lights went out during the game, Oreo’s social media team quickly crafted a simple yet clever tweet that read “You can still dunk in the dark.” This timely and humorous post went viral, generating over 16,000 retweets and 20,000 likes within the first hour and earning Oreo widespread media coverage and praise for their quick thinking.
Another example is the popular video game Fortnite, which has been known for its frequent newsjacking of popular culture events. From creating in-game events and skins based on hit movies like Avengers and Star Wars to incorporating dance moves from trending songs, Fortnite has successfully kept its audience engaged by timely and creative newsjacking.
The applicability of newsjacking extends beyond social media to other forms of content such as blogs, videos, and podcasts. Businesses can use newsjacking to create timely blog posts, videos, or podcasts that provide their perspective on a current event or trend. This allows them to not only reach a wider audience but also repurpose the content for future use.
Synonyms for newsjacking include trendjacking, news hijacking, and real-time marketing. However, it is essential to note that newsjacking is not to be confused with piggybacking, which involves simply attaching a brand’s message or advertisement to a trending topic without providing any value or context.
In conclusion, newsjacking is a powerful content marketing tactic that helps businesses stay relevant, showcase their expertise, and reach a wider audience. By leveraging breaking news or popular trends, businesses can generate buzz around their brand, increase brand awareness, and establish themselves as thought leaders in their industry. With its widespread applicability and potential for success, newsjacking is here to stay as a go-to strategy for savvy marketers.