Did you ever look at the amount of web searches and attention a given news story is getting online and wish you could generate that kind of traffic for your website? Well, maybe you can – through a technique called “newsjacking.”
“Newsjacking” is a great inbound marketing technique. To newsjack is to take a news story for the media and making it relevant to your company or industry – so you get some of the web traffic that the story or event is generating, which helps with your overall SEO campaign, and your readers learn something new and interesting about your company.
An example of newsjacking
For example, if you run a food website, you may have noticed that the “Paleo Diet” is a hot topic in health and nutrition news. (In fact, it was the most searched for term containing the word “diet” for the month of January 2013, according to Experian.) So you could write a blog post or run a social media campaign about how your products relate to the Paleo lifestyle or diet.
Or, if your products are totally, unrepentantly un-Paleo, you could write about how the Paleo diet doesn’t have all the answers. The very fact of tying your products in with a search term that’s getting a lot of play can help you improve your search engine rankings and bring you valuable web traffic from interested potential customers.
How to newsjack
The life of a news story is pretty brief – it could be a hot topic for a day, a week, perhaps even a few hours. So the opportunity is there, but to do newsjacking effectively, it helps if you’re already a voracious reader of news websites. And since a blog provides the quickest way to add new content to your website, that’s the place to do your newsjacking.
So here are a few tips to help you practice effective newsjacking:
- Get used to looking for an interesting and blog-worthy angle that relates to your company or industry in almost every news story you read.
- Understand and make use of the keywords that people are using to search for more information on the news story.
- Anticipate the questions your readers will have about the news story and how it relates to your industry.
- Explain how the news story can impact your customers or create a problem for them.
- End your blog post with a call to action: for example, provide a link to click for more information on your product or service that can help solve the problem discussed in the news story.
- Use social media to disseminate your new content, so the story can spread quickly while the news is still hot.
Newsjacking requires you to think fast and write faster, but is a great way to create quick content that is also useful for both SEO and readers. Who knows? If the story proves to have some longevity, your “newsjacked” blog post could have a longer life span than the original news story – and generate web traffic for years.