Newsjacking, as defined by marketing strategist David Meerman Scott, is the “process by which you inject your ideas or angles into breaking news, in real time, in order to generate media coverage for yourself or your business.”
It’s got the industry talking – Ann Handley and Lee Odden have blogged about it; Steve Garfield did a video on it; and the aforementioned Meerman Scott wrote an eBook explaining it – because it can generate loads of publicity for a business like yours.
That’s right: by attaching your business to a breaking news story, you can quickly create buzz, climb search engines and get in front of loads of new customers. Want to try it out? Here are three newsjacking examples that will show you how it’s done – and how to get started.
Example #1 from David Meerman Scott
News story: Occupy Wall Street
Angle: Advice for the movement’s marketing strategy
Meerman Scott optimizes this newsjack for search by using the essential keyword phrase – Occupy Wall Street – in the post’s headline and lead paragraph. He’ll be the first to tell you: search optimization is a pivotal newsjacking tactic.
Example #2 from Adam Singer
News story: Chick-fil-A Sues Vermont Artist
Angle: “Streisand Effect” does more harm than good
Great newsjacking starts with a quick reaction; in this case, Singer was very quick – he newsjacked this story for his blog (thefuturebuzz.com) on the same day the news broke.
Example #3 from Jesse Noyes of Eloqua
News story: Warren Buffett Buys More Than $10b Worth of IBM Stock
Angle: Buffett invested in IBM because of their impeccable customer service
This blog post is textbook newsjacking – it has keywords ‘IBM” and “Buffett” up front and was posted on the same day that the news hit – but it is also a great read that answers the question of why Revenue Performance Management (RPM: Eloqua’s homemade category) is so important.
Image: captsolo (Creative Commons)