Following on from our recent blog on Barbie, let’s look into the creative side of content marketing and how brands can tap into current affairs and events to build brand awareness.

Pivoting viral trends and news, aka newsjacking, can be a great way to land your brand coverage and increase your brand awareness, and the proven marketing technique is accessible to online stores and budgets of all sizes. By quickly joining the buzz around anything that’s capturing major attention - from breaking news to the latest blockbuster - you can increase the engagement of your on-site content, social posts, PR outreach and ads, and ultimately boost your online presence. It can also strengthen relationships with your existing customer base, giving shoppers a timely reminder of your brand’s relevance, expertise, and values, as well as positioning your brand as a figure of authority in the relevant areas of expertise

Attention-grabbing tactics 

Successful tactics we’ve used for our clients include turning to the great British weather for inspiration. By creating expert guidance on how to prevent pipes from bursting during a cold snap this spring, we secured national press coverage for Build and Plumb. We’ve also incorporated newsjacking into broader, ongoing campaigns, such as Garden Street’s seasonal planting guide. In response to the unexpected downpours of rain this August, we pivoted content to offer advice on how to prep your garden and plants in wet conditions, leading to coverage in The Independent and establishing the retailer’s reputation as an industry expert. 

Hooking onto news not only gains column inches, but timely and relevant blog content can also contribute to an uplift in SEO rankings. Our rain-focused posts for Garden Street have achieved top rankings in SERP results for the online store’s targeted keywords, driving traffic and conversions. Through an exclusive interview with a costume designer working on A Town Called Malice, we’ve also recently boosted visitors for Stuarts London, capitalising on the popularity of the hit crime thriller series. 

Top tips for successful newsjacking 

Plan ahead

Make room in your campaigns calendar for reactive content - this will prompt you to proactively look for current events and affairs that you can leverage, rather than wait for (and potentially miss) the perfect opportunities.

Stay on top of trends

Check social media for emerging opportunities, and sign up for news alerts from Google to hear about timely events. SEO topic research tools are also available, as well as journalist request platforms that can give you a good idea of what the press is currently covering.

Keep it relevant

Every campaign should have a clear connection to your offering and the industry you operate in, even when you’re piggybacking on a current event, so make sure the link between your brand and the big story is authentic rather than forced. 

Know the risks

Newsjacking isn’t always risk-free, and can even create a PR disaster via negative association. Avoid hitching your cart to trending topics that could take a dark turn, be ready to pivot if needed, and don’t get involved in conversations that could cause negative brand sentiment.. A few points to consider before pivoting a topic are: 

• Is anyone injured?
• Is this a sensitive issue which requires us to take a side? If so, is it on message?
• Are we qualified to comment & will our comments add value? If so, is someone available to comment?
• Do we have time to get involved?
• Do we have relevant data for this topic?

Incorporate key terms

It might sound obvious, but make sure you include relevant keywords and hashtags in your content to increase its likelihood of being seen by audiences that are interested in the trending topic, as well as increasing your visibility in the SERPs for your target keywords.

Timing is key

If the hype surrounding a story or event has already subsided, sit it out and wait for the next big thing to come along. Pushing out content on a topic that has passed its peak looks a little stale, which isn’t the right message for any brand. Typically, a publication will only cover a topic 3 times with 3 different angles in one news cycle, so if a news cycle is nearing its end but you think your brand can add new insight or a different, relevant angle to a topic, this is a great time to interject and send your release. 

Get inspired

Bouncing ideas of others can help you decide if they’re a good fit for your brand. Better yet, speak to our specialist content team for some creative inspiration for your next campaign.