Newsjacking is an effective technique for brands and marketers to increase their visibility by injecting their ideas into a current news story. This checklist uses the December 2024 calendar from SourceBottle and the "How to Newsjack the News or a Trend" guide to help you successfully newsjack relevant events.
Before you start:
- Identify your target audience: Who are you trying to reach with your newsjacking?
- Review your existing content: Do you have anything relevant to upcoming events?
- Set realistic goals: What do you hope to achieve (eg. website traffic, brand awareness)?
For each newsjacking opportunity:
Preparation & Research (at least 1 week before):
- [ ] Review the calendar: Check our December calendar and "How to Newsjack the News or a Trend" guide for relevant events.
- [ ] Analyse the news: Follow relevant news outlets and social media for trending topics.
- [ ] Identify your angle: Find a genuine and relevant connection between the event and your brand/expertise.
- [ ] Prepare your content: Draft blog posts, social media updates, press releases etc.
Execution (1-2 days before or on the day of the event):
- [ ] Craft a compelling headline: Grab attention and clearly link your content to the news.
- [ ] Be timely: Newsjacking is most effective when your content is published promptly.
- [ ] Be accurate: Double-check your facts and ensure your information is credible.
- [ ] Add value: Provide insightful commentary, analysis or a unique perspective.
- [ ] Use visuals: Incorporate eye-catching images, videos or infographics.
- [ ] Optimise for sharing: Use relevant keywords and hashtags and tag relevant accounts.
Promotion & Monitoring (ongoing):
- [ ] Promote your content: Share it on social media, email lists and relevant online communities.
- [ ] Engage with your audience: Respond to comments, answer questions and participate in discussions.
- [ ] Track your results: Monitor website traffic, social media engagement and media mentions.
Pro Tips:
- Be creative: Don't be afraid to think outside the box and find unexpected connections.
- Be respectful: Avoid exploiting tragedies or sensitive topics for promotional purposes.
- Be prepared to adapt: News cycles move quickly, so be ready to adjust your plans if needed.
- Don't forget legal considerations: Ensure your content adheres to copyright laws and other regulations.
By following this checklist and adapting it to your specific needs, you can leverage newsjacking to increase brand awareness, drive traffic to your website AND establish yourself as a thought leader in your industry.
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