Newsjacking for Content Marketing: Making Content Viral
Nov 10, 2024 1:27:15 GMT -3
Post by lizaseo11 on Nov 10, 2024 1:27:15 GMT -3
Newsjacking is one of the ways to create viral content, based on the creation of materials based on high-profile news events. In simple terms, newsjacking is a way to gather a huge number of readers based on some important event, new trend or some phenomenon that many people write and talk about.
Newsjacking in theory
Every day, some important events happen in the world. Some are directly related to your business or the product you are promoting, others are indirect, and some are not related to you at all. At the same time, all of them, without exception, can become part of a content strategy and play a good role in promoting a product, goods or service.
As the experts at Texterra have well noted, newsjacking is akin to news piracy. In other words, experts identify growing or existing trends and news, and then use them for marketing purposes.
Newsjacking in practice
Okay, but what does newsjacking look like in practice? You've probably encountered it more than once - it's part of a marketing strategy that includes SMM and content marketing. Let's recall a few great examples of how good advertising was made on news trends:
Burger King ad featuring Diana Shurygina:
Shkura
Telegram blocking in Russia:
Telegram Messenger
Solar eclipse and ACHE:
Axe
Zippo and the Olympic Games:
Zippo Saves Us All 700 331
There are hundreds of shopify website design similar or identical examples. In all cases, the brand is not directly related to the event or trend, but it uses an existing news item to attract attention.
How and when to use a news item?
Look at the graph below:
Diagram 04
This chart clearly demonstrates the life cycle of any trend. And there is a moment in this chart that marketers can use to promote products or services.
This chart shows that the longer a trend or news item has been around, the less popular it becomes.
Nowadays, due to the huge amount of news and trends, the life cycle of each trend is quite short - only a few days (in some cases - a few weeks).
Accordingly, the earlier a marketer uses a news item, the greater the likelihood of a successful advertising campaign. Ideally, marketers should begin working with a news item before it becomes a trend, i.e. at the moment of the first mentions in the media.
How to do newsjacking?
Let's note the main point right away: in newsjacking, the speed and efficiency of information processing decides a lot. No matter how much experts who have conducted successful marketing campaigns claim the opposite, many information occasions cannot be predicted - they can only be used post factum, and in this case, everything is decided by the speed of information processing and campaign creation.
How to do newsjacking? Follow these instructions:
Identify the really important channels of information. Pay attention to the key news sources in your business niche and related niches. Use an RSS aggregator to subscribe to news sources, and use social networks in the same way.
Pay attention to search query trends. For example, users can find the same news item through several query options. Study the most popular ones and use them when publishing materials to get maximum traffic.
Mention your brand in the news item. You can simply publish the news and wait for traffic from search engines, but this is not exactly what you need if you do not work with a news aggregator. Therefore, one of the conditions for successful newsjacking is the interaction of your brand or product/service with an existing trend.
Spread the news. You may have an incredibly interesting article or a great example of newsjacking, but people still need to know about it! So the last condition is distributing materials among the audience. Newsletters, social networks, advertising in specialized and thematic resources - all this will give your campaign greater popularity.
Finally, we note that newsjacking is one of the special cases of situational marketing, which is well-known to many. But the essence of newsjacking is a quick and precise reaction to an event or news that could not be predicted in advance (for example, an extinguished torch at the Olympics is newsjacking, a royal wedding is situational marketing).
We hope that our article will help you improve your content strategy and allow you to become a leader when the news opportunity arises!
Newsjacking in theory
Every day, some important events happen in the world. Some are directly related to your business or the product you are promoting, others are indirect, and some are not related to you at all. At the same time, all of them, without exception, can become part of a content strategy and play a good role in promoting a product, goods or service.
As the experts at Texterra have well noted, newsjacking is akin to news piracy. In other words, experts identify growing or existing trends and news, and then use them for marketing purposes.
Newsjacking in practice
Okay, but what does newsjacking look like in practice? You've probably encountered it more than once - it's part of a marketing strategy that includes SMM and content marketing. Let's recall a few great examples of how good advertising was made on news trends:
Burger King ad featuring Diana Shurygina:
Shkura
Telegram blocking in Russia:
Telegram Messenger
Solar eclipse and ACHE:
Axe
Zippo and the Olympic Games:
Zippo Saves Us All 700 331
There are hundreds of shopify website design similar or identical examples. In all cases, the brand is not directly related to the event or trend, but it uses an existing news item to attract attention.
How and when to use a news item?
Look at the graph below:
Diagram 04
This chart clearly demonstrates the life cycle of any trend. And there is a moment in this chart that marketers can use to promote products or services.
This chart shows that the longer a trend or news item has been around, the less popular it becomes.
Nowadays, due to the huge amount of news and trends, the life cycle of each trend is quite short - only a few days (in some cases - a few weeks).
Accordingly, the earlier a marketer uses a news item, the greater the likelihood of a successful advertising campaign. Ideally, marketers should begin working with a news item before it becomes a trend, i.e. at the moment of the first mentions in the media.
How to do newsjacking?
Let's note the main point right away: in newsjacking, the speed and efficiency of information processing decides a lot. No matter how much experts who have conducted successful marketing campaigns claim the opposite, many information occasions cannot be predicted - they can only be used post factum, and in this case, everything is decided by the speed of information processing and campaign creation.
How to do newsjacking? Follow these instructions:
Identify the really important channels of information. Pay attention to the key news sources in your business niche and related niches. Use an RSS aggregator to subscribe to news sources, and use social networks in the same way.
Pay attention to search query trends. For example, users can find the same news item through several query options. Study the most popular ones and use them when publishing materials to get maximum traffic.
Mention your brand in the news item. You can simply publish the news and wait for traffic from search engines, but this is not exactly what you need if you do not work with a news aggregator. Therefore, one of the conditions for successful newsjacking is the interaction of your brand or product/service with an existing trend.
Spread the news. You may have an incredibly interesting article or a great example of newsjacking, but people still need to know about it! So the last condition is distributing materials among the audience. Newsletters, social networks, advertising in specialized and thematic resources - all this will give your campaign greater popularity.
Finally, we note that newsjacking is one of the special cases of situational marketing, which is well-known to many. But the essence of newsjacking is a quick and precise reaction to an event or news that could not be predicted in advance (for example, an extinguished torch at the Olympics is newsjacking, a royal wedding is situational marketing).
We hope that our article will help you improve your content strategy and allow you to become a leader when the news opportunity arises!