An Art of Injecting Your Ideas Into a Breaking Story.
On 16 December, 2012, a young medical student was gang-raped in a moving bus in the heart of the capital city of India.
It was a breaking news , and within hours, Gang-rape in New Delhi hogged the headlines of every form of news medium, hurt the sense and sensibilities of the Indian people, and became the talk of every corner of the country. The news sparked outrage across India, and ignited the question of safety and security of girls on Indian roads.
And in the midst of hue and cry, the Pune based, Smart Cloud Infotech launched a cellphone application, which can send a distress message to a specified contact group in an emergency situation confronting a woman. The application ‘Nirbhaya’, which can be downloaded for free, will send an alarm by way of an SMS text message denoting woman’s location to the configured group through the Global Positioning System (GPS).
Certainly it’s a big PR and media exposure for the company, and that is what we call Newsjacking, which is nothing but an art of injecting your ideas into a breaking story. Lots of content marketing and digital marketing techniques wouldn’t have created so much media and mass attention to this application, what the company has achieved with Newsjacking.
“Newsjacking is a really cool way to get your ideas into the market“, says David Meerman Scott, authored a book on “Newsjacking“, who didn’t coin the phrase or the term “newsjacking,” but certainly popularized it. Newsjacking helps you “inject” your name or brand into a national or international story of your choosing.
“Nirbhaya” is the good case study for the enthusiasts of Newsjacking. This is the quintessence of inbound marketing and content marketing which is an integral part of it. This proves to be a very good example of earned media, which helps you get favorable publicity gained through promotional efforts other than advertising, as opposed to paid media, which refers to publicity gained through advertising.
Out of 6 trends of content marketing to watch in 2013, Newsjacking is one trend that is fast catching on with content marketers for big PR and media exposure.
Why Does Newsjacking Work?
The reason that Newsjacking works is because, when a story is breaking in the news, reporters and journalists look for additional information to add to their stories beyond the basics that everybody already knows.
Journalists always go to Google to just do a search to find out more information as they’re writing. Since Google indexes in real time, if you create a blog post in real time as the news is breaking, it will get indexed instantly.
We are living in an instant communications environment, where bloggers, sites, internet TV channels and people on Twitter are engaged in instant communications that we’ve never seen before.
And it is an innate art in Content Marketing that picks out valuable information from such communications and creates and shares with people to attract and convert prospects into customers, and customers into repeat buyers.
Basically, content marketing is the art of communicating with your customers and prospects without selling. There are many ways to do content marketing: blogging, video tutorials, email newsletters, white papers, free reports,etc .
The job of a content marketer, at the intersection of social networks, search engines and content publishers, is to find what is good within the pipeline of the company and tip it off to the community that might already exist, as well as help it find new audience online.
How To Do Newsjacking?
- Go to Google News and other news sites. Look at the raw news feed of headlines, and just look at what’s going on. Is there anything breaking that I have something to say about?
- Every once in a while you’ll find something , which you can blog about. Here, you’ve got to be really, really, really fast. Create the piece of content for your blog post, although it could be a video or a tweet or something, but typically a blog post.
- Use the right keywords so that that gets indexed by Google and people will find it and the reporters will find it.
So, smart your content marketing strategies and leverage Newsjacking, a powerful way to get seen and heard in today’s big media environment.