Newsjacking

What is newsjacking?

Newsjacking is a marketing technique where brands use trending news stories or current events to gain visibility and engagement. 

Coined by marketing strategist David Meerman Scott, this strategy involves identifying timely topics and quickly creating relevant content that connects your brand to the conversation. 

It's essentially the art of injecting your brand's ideas into breaking news to generate media coverage and social media buzz.

When executed correctly, newsjacking helps brands stay relevant, boost engagement, and potentially go viral. 

Think of it as joining a conversation that's already capturing public attention, but adding your unique perspective or value. 

This technique works particularly well on social media platforms where trending topics gain traction quickly and content can spread rapidly.

How does newsjacking work?

Newsjacking operates on a simple principle: capitalize on trending topics while they're still fresh. 

The process begins with monitoring breaking news and trending conversations across various channels, particularly on social media where news spreads instantaneously.

The key to successful newsjacking lies in timing. You need to act quickly, ideally during what David Meerman Scott calls the "newsjacking window" – the period between when news breaks and when journalists are scrambling for additional information and perspectives. 

This window provides the perfect opportunity for brands to offer their take and potentially be included in the developing story.

Here's the typical newsjacking process:

1. Monitor breaking news and trends using tools like Google Trends or social media monitoring tools
2. Identify relevant stories that align with your brand values and audience interests
3. Create timely content that connects your brand to the news in an authentic way
4. Distribute your content quickly across your social media channels
5. Engage with the conversation as it develops

Using social media scheduling tools can help ensure your newsjacked content is published at optimal times to catch the wave of attention.

Why is newsjacking important for brands?

In today's fast-paced digital landscape, staying relevant is crucial for brands. Newsjacking offers several significant benefits that can help your business stand out in a crowded marketplace.

Increased visibility and reach

When you connect your brand to trending topics, you can reach audiences who might not otherwise encounter your content. 

Trending news stories attract significant attention, and by adding your voice to these conversations, you can expand your reach beyond your existing followers. This increased visibility can lead to more social media engagement and brand awareness.

Improved SEO and traffic

Breaking news generates search traffic as people look for information about trending topics. 

By creating content around these keywords quickly, you can capture some of this search traffic and drive more visitors to your website. Search engines also tend to favor fresh, timely content related to current events, potentially boosting your SEO efforts.

Enhanced brand perception

Successful newsjacking demonstrates that your brand is current, agile, and engaged with relevant issues. This can position your company as a thought leader in your industry and show that you're connected to the broader conversations happening in your field. Creating thoughtful content around trending topics can help establish your brand authenticity and expertise.

Cost-effective marketing

Compared to traditional advertising, newsjacking requires minimal financial investment while potentially delivering significant returns. The organic reach generated through well-executed newsjacking can far exceed what you might achieve through paid advertising alone. This makes it particularly valuable for businesses with limited marketing budgets.

Media coverage opportunities

Journalists and content creators are constantly looking for unique angles on breaking news. By offering a fresh perspective or valuable insights, your brand might get featured in media coverage about the trending topic. This earned media can significantly amplify your reach and credibility.

Best practices for effective newsjacking

Successful newsjacking requires a strategic approach. Here are key practices to help you newsjack effectively while avoiding potential pitfalls:

Monitor conversations continuously

Stay vigilant about emerging trends and breaking news. Use social media monitoring tools to track relevant hashtags, keywords, and discussions in your industry. Setting up Google Alerts for key terms can also help you catch breaking stories early.

Act quickly but thoughtfully

While speed is essential in newsjacking, quality shouldn't be sacrificed. Prepare templates or workflows in advance to help you create and publish content quickly when opportunities arise. Using content automation tools can help streamline this process while maintaining quality.

Find your unique angle

Don't simply repeat what everyone else is saying. Identify how your brand's expertise or perspective can add value to the conversation. Ask yourself: "What insights can we offer that others can't?" This unique angle will help your content stand out in a sea of similar posts.

Stay authentic to your brand voice

Even when jumping on trending topics, maintain consistency with your brand voice. Your newsjacking efforts should feel like a natural extension of your overall brand communication, not a desperate attempt to gain attention.

Choose stories wisely

Not every trending topic is appropriate for your brand to comment on. Be selective and focus on news that aligns with your industry, values, and audience interests. Avoid controversial issues unless they directly relate to your brand's core mission and you have something meaningful to contribute.

Provide genuine value

The most successful newsjacking adds value to the conversation rather than simply capitalizing on it. Share insights, data, or perspectives that help your audience better understand the trending topic. Creating engaging content that informs or entertains will make your newsjacking more effective.

Use the right channels and formats

Different news stories might be better suited to different platforms or content formats. Consider whether a tweet, blog post, video, or Instagram Reel would be most effective for the particular story and audience. Using multi-channel publishing tools can help you adapt your content for different platforms efficiently.

Common newsjacking pitfalls to avoid

While newsjacking can be powerful when done right, it can also backfire if handled poorly. Here are some common mistakes to avoid:

Insensitivity to serious issues

Be cautious when newsjacking stories related to tragedies, disasters, or sensitive social issues. Attempting to capitalize on serious events can make your brand appear opportunistic or insensitive. Always consider the emotional context of the news before deciding to newsjack.

Forcing irrelevant connections

Don't stretch to make connections between your brand and unrelated news stories. Forced associations appear inauthentic and can damage your credibility. Focus on stories where your brand can genuinely contribute to the conversation.

Neglecting fact-checking

In the rush to publish quickly, don't skip verification of facts. Spreading misinformation can seriously harm your brand reputation. Take the time to ensure your content is accurate before sharing it with your audience.

Late timing

Arriving too late to the conversation diminishes the impact of your newsjacking efforts. By the time a story has reached peak coverage, the opportunity for significant visibility has usually passed. Using social media scheduling tools can help you publish content at the optimal time.

Ignoring audience reaction

Monitor the reception of your newsjacking content closely. If you receive negative feedback, be prepared to respond thoughtfully or even remove content if necessary. Social media listening is crucial during and after newsjacking campaigns.

Examples of successful newsjacking

Some of the most memorable marketing moments have come from well-executed newsjacking. Here are a few standout examples:

Oreo's "Dunk in the Dark" tweet

During the 2013 Super Bowl blackout, Oreo quickly tweeted "You can still dunk in the dark," with a simple image of their cookie against a dark background. This timely, relevant response generated massive engagement and is often cited as a classic newsjacking success.

NASA's "The Martian" connection

When NASA confirmed evidence of water on Mars in 2015, they timed their announcement to coincide with the release of the film "The Martian." This strategic newsjacking benefited both the movie and NASA's public engagement efforts.

Airbnb's royal wedding promotion

When Prince Harry and Meghan Markle announced their engagement, Airbnb quickly created content highlighting royal-themed stays in Windsor. By connecting their service to this major news event, they attracted travelers interested in the royal wedding.

These examples demonstrate how brands can add value to trending conversations while promoting their products or services in a natural, non-intrusive way. Creating timely, relevant social media content is key to successful newsjacking campaigns.

Tools for effective newsjacking

To newsjack successfully, you need the right tools to help you monitor trends, create content quickly, and distribute it efficiently:

Trend monitoring tools

• Google Trends: Track rising search queries related to your industry
• ContentStudio's Discovery tool: Find trending content in your niche
• Twitter Trends: See what topics are currently popular on the platform
• BuzzSumo: Identify the most shared content on specific topics

Content creation and distribution tools

• Social media management platforms: Create and schedule content across multiple channels quickly
• AI content assistants: Generate ideas and draft content rapidly for timely topics
• Design tools: Create eye-catching visuals to accompany your newsjacked content
• Analytics tools: Measure the performance of your newsjacking efforts

Collaboration tools

• Team workflows: Set up approval processes that allow for quick publication without sacrificing quality
• Social media calendars: Maintain visibility across your content schedule to make room for timely opportunities
• Communication platforms: Enable rapid team coordination when newsjacking opportunities arise

Using ContentStudio's comprehensive suite of tools, you can monitor trends, create timely content, and distribute it across multiple platforms efficiently, making your newsjacking efforts more effective and manageable.

How to integrate newsjacking into your content strategy

Rather than treating newsjacking as isolated opportunities, incorporate it into your broader content marketing strategy for maximum impact:

Create a responsive content framework

Develop templates and workflows that allow your team to move quickly when newsjacking opportunities arise. Having pre-approved messaging guidelines can help maintain brand consistency while enabling rapid responses.

Balance planned and reactive content

While newsjacking relies on spontaneity, it should complement your planned content rather than replace it. Maintain your regular content calendar while remaining flexible enough to incorporate timely topics when relevant.

Assign clear responsibilities

Designate team members who will monitor trends, create content, and approve newsjacking posts. Clear roles ensure quick action when opportunities arise. If you're managing this as part of a social media team, make sure everyone understands their part in the process.

Establish risk assessment guidelines

Develop criteria for evaluating which news stories are appropriate for your brand to engage with. Having clear guidelines helps your team make quick decisions about which opportunities to pursue and which to avoid.

Track and analyze results

Monitor the performance of your newsjacking efforts to refine your approach over time. Identify which types of stories, content formats, and distribution channels yield the best results for your brand. Using social media analytics tools can help you gather these insights efficiently.

Final thoughts on newsjacking

Newsjacking offers brands a powerful way to stay relevant and expand their reach by connecting with trending conversations. When done thoughtfully, it can generate significant visibility, engagement, and even media coverage at minimal cost.

The key to successful newsjacking lies in finding the right balance between speed and relevance. Act quickly, but always ensure your content adds genuine value to the conversation and aligns with your brand identity. Be selective about which stories you engage with, focusing on topics where your perspective can truly enhance the discussion.

By incorporating newsjacking into your broader content strategy and using the right tools to monitor trends and distribute content, you can transform breaking news into opportunities for meaningful brand engagement.