Friday, January 12, 2018

How Mr. Jay Baer Confirmed Trending Content Articles as the Key to Newsjacking Like a Boss

Wait a second.... What is "newsjacking"?? Well, Baer basically called it the "art and science of injecting your ideas into a breaking news story so you and your ideas get noticed." Essentially what our President Trump does all the time on Twitter. You get the idea.

However, That Gives This Concept of Newsjacking, or Otherwise Known as "Real-Time Marketing" Such a Bad Rep for an Obvious Reason

The point of that newsjacking is to highlight your content and not necessarily the "breaking news
story" many readers would be more interested in. And I get it. In fact, I've mentioned it as a key strategy when developing your content stories right here.

The problem isn't necessarily that newsjacking is a cheap way of trying to get someone's attention by "hijacking" a trending news story (that's where the term "newsjacking" comes from). In fact, what else are content marketers supposed to do?? Compete with the thousands of other pieces out there just to get someone's attention (not an easy feat to do if you're the everyday content marketer, right?)?

It is a clever and cunning way to pitch, steer and angle a story to suit your specific message. Rather, the problem with newsjacking is that like Baer states, as I paraphrase -- newsjacking ended up only working through social media, not PR. And he lists these three downsides to newsjacking as it currently works today:

  • Too Expensive
  • Too Turbulent With Trends (How Often Do Stories Trend on Twitter? A Lot.)
  • And When You Get Right Down to It, Newsjacking on Social Media Has Very Little Impact
After all, those real-time tweets you see on the platform really aren't meant to convert or retain "customers." It's brand engagement, yes. But the shelf life of a tweet doesn't seem to measure up to a redwood tree in comparison when you think about it.

Today's social media viral post will vanish tomorrow. And that's not good for content marketing or newsjacking. You want your message to last much longer, and if that breaking news story drops and then people forget about it over a short period of time -- they'll also forget about you.

The Key to Newsjacking With Content Marketing in Mind

Get social media out of your head. Don't get me wrong: it's still crucial in terms of the brand engagement and distributing the information. But it's not the message; it never will be.

You can write an article on a trending topic, or news story, hosting it on your site or blog -- and what you've done is cement that piece with your angle to it for much longer than a simple tweet. It wasn't always that easy, though; but ever since we've been able to catch real-time videos and compartmentalize our content into short snippets that can then be updated, re-purposed, revisited, and of course republished over time to keep ideas fresh....

Well, let's just say it's easier to publish, almost as easy as posting a tweet or Facebook update. You just have to be debonair with panache about it!

Additionally, when approaching newsjacking from a strictly content marketing perspective, you have more opportunities to amplify and promote than, well, just running a "Twitter campaign." Publish the article, promote it on....
  • Facebook
  • Twitter
  • Outbrain
  • Taboola
  • Adwords
  • MGID

And the dozens of other platforms out there with built-in audiences. Better than straight social media newsjacking.

Probably the Biggest Bonus of Content-Marketing-Focused Newsjacking Is This:

You don't have to be perfect with your content either! In fact, you'll probably be that much more authentic if your content piece about the latest news from 30 minutes ago happens to not be as polished as it could be. Or as long or substantial as it should be.

So take note from Jay Baer. In a nutshell: you don't have to be a literary genius to be a successful content marketer. You just have to have a voice. And your own platform to publish it in!

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