Newsjacking: Riding News’ Coattails

At the writing of this article, these things are in the news:

  • the US is experiencing an unprecedented heat wave
  • the ‘Avengers: Endgame’ passes ‘Avatar’ to become biggest movie ever
  • it’s 50 years since Apollo 11 landed on the moon
  • it’s National Ice Cream Day
  • Marvel announces at San Diego Comic-Con, its Phase 4 projects including the vampire hunter, Blade, to be played by two-time Oscar winner, Mahershala Ali.

“Newsjacking…”, in the words of David Meerman Scott (who wrote a book with the same name) “… is the art and science of injecting your ideas into a breaking news story so you and your ideas get noticed.”

It's National Ice Cream Day! (1)

We’re having a heat wave and it’s National Ice Cream Day! What’s a person to do? Enjoy! It’s nothing a little Group Power won’t work off tomorrow morning. 😉 #heatwave #grouppower #nationalicecreamday #icecream #iscream#onlyineaston #jivafitness

So, what this means is, that by using trending, searchable terms (now easier with hashtags) such as #nationalicecreamday, or #heatwave, more people are likely to see your marketing and take notice of your business.

ice cream

Example of Newsjacking and how it can give more attention to your marketing efforts: Instagram search for #nationalicecreamday

Another benefit of utilizing newsjacking techniques is that it can be a timely way of creating a little fun with your marketing.

Note: I would recommend staying away from polarizing topics such as politics and religion.

For a little more on newsjacking, check out The Art of Newsjacking (And Its SEO Benefits) by Ramona Sukhraj

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