Newsjacking is the art of using current events to make your message more relevant. You might be surprised to discover that something as simple as a trending hashtag can turn into your next big marketing campaign. The idea is that you are always on the lookout for topical stories in the media, and then create content that piggybacks off of these stories to reach potential customers.
For example, let’s say that you were trying to promote a new product that was made for runners. You might want to wait until the biggest marathon of the year – the NYC Marathon – naturally comes up as a topic of conversation. In this case, it would make sense to create content where you show off your product and how it can improve runner’s times. On November 1st, these types of strategies could lead to increased sales as people are thinking about their New Year’s resolutions.
The other benefit is that if a post goes viral then your company name will be seen by millions of new customers who otherwise wouldn’t have known about it. That said, there are some other things that you need to consider before launching into a newsjacking campaign.
Some companies may not be ready to use an outside strategy like newsjacking. Newsjacking is not meant for all businesses and it should only be used if the market fits into these preconditions:
- The company must have a coherent and relevant message that corresponds with the media topic at hand.
- It must correspond with the business’s main objectives of the year.
- The company needs ample resources to create new content on a regular basis.
There are also some steps that you can take before starting an advertising campaign such as keeping up on breaking news so that you can get your name out there without stepping on people’s toes or using celebrities to help endorse your product rather than just having more traditional advertisements.