Newsjacking is a relatively new concept in advertising. It’s all about responding to news events in real time to generate publicity for your own brand; piggybacking on breaking stories and trending topics to generate exposure and engagement.
Initially, it was mainly big brands that experimented with the concept – during the Olympics, Specsavers newsjacked the story about officials displaying the South Korean flag next to the North Korean women’s football team with ads in major newspapers.
But newsjacking isn’t just for big brands with lots of money to spend on traditional advertising. It’s also something that online marketers, working with smaller businesses, have started using to great effect.
We’ve picked 5 of the best posts on newsjacking, complete with examples and actionable tips, to show you what’s possible.
How Newsjacking is creating a new buzz in online marketing
This is a guest post by newsjacking pioneer Lyndon Antcliff for Distilled. Lyndon spoke about applying psychological principles to content creation at this year’s LinkLove event in London, and his insights on newsjacking are revealing, as well as honest – as Lyndon admits, “newsjacking is not for everyone.”
Bongo Bongo land Newsjacking example
Another post by Lyndon Antcliff, this is a case study of a recent newsjacking campaign for an SEO client (a music shop in Dundee). He persuaded his client to send a set of bongos to UKIP MEP Godfrey Bloom after his ridiculous suggestion that Britain should stop sending foreign aid to what he called “bongo bongo land”, and got coverage for his client in the Metro, the Guido Fawkes blog and more.
The Inbound Marketer’s Complete Guide to Newsjacking
HubSpot’s Corey Eridon has put together a comprehensive introduction to newsjacking, complete with advice on setting up alerts to find newsjacking opportunities when they’re still fresh, nurturing relationships with individuals who can help you spread the word about your content, and using that content to generate links, traffic and leads.
Newsjacking: 6 Tips to Help Your Branded Content Use the News
In this post, freelance writer Mark Sherbin shares some more great examples of brands doing newsjacking right, as well as advice on news events to steer clear of (thinking of newsjacking a natural disaster or a celebrity death? Not such a good idea).
Niche Newsjacking: Real-Time Content Marketing Tactics For Your Blog and Social Media Campaigns
Digital marketing manager Alex Grechanowski delves into other potential news sources, and offers neat suggestions such as using the Quora RSS Importer to monitor relevant categories on the Q&A site. Alex also includes some links to a few worthwhile resources that aren’t mentioned here.
Spotted any great examples of newsjacking recently? We’d love to have a look – just leave a comment below.