Part of doing real-time content marketing right is making sure your brand is relevant and über-timely. That means getting out in front of breaking news by creating content that presents your brand’s perspectives on news that is happening in real-time. If something newsworthy happens that’s important to your industry, your brand should be there to comment on it.
Newsjacking, also known as culture-jacking, is the process of injecting your ideas or angles into breaking news, in real-time, to generate media coverage for your brand. Done effectively, it can validate your brand as a thought leader in your industry, drive traffic to your site and increase interest in your brand.
Though PR folks have been doing it for years, what has changed is the speed at which it can now be deployed. Fueling the speed bump is Google’s real-time indexing, which enables companies to create content that responds to news instantly, making it a more powerful tool. The term has also gained traction from David Meerman Scott, who authored a book on the topic.
When done the right way, newsjacking is a great tool that enables marketers to educate customers, drive interest in their brand and establish their respective organizations as trusted sources of information in their industries.
What are your thoughts on newsjacking? Leave a comment below!
Photo Credit: listal.com
Barb Schmitz is professional writer with over 20 years of experience writing for B2B and B2C publications and web sites. She served as an editor on Computer-Aided Engineering magazine for over 10 years before starting her own PR/freelance writing business in 2000. Her expertise includes interviewing, researching and writing whitepapers, blogs, e-books, case studies, and feature articles.