Become a newsjacker and win free publicity for your business!
Q: What’s a newsjacker?
A: It’s someone who takes a current or breaking news story and relates it to what is happening in their business.
And it’s a novel way of generating valuable free publicity for your company. The immediacy of online media makes it the perfect vehicle for small business marketing, albeit in a subtle way under the respectability of a ‘news story’ umbrella.
So how does newsjacking work?
Quite simply as a matter of fact. You identify a larger (preferably national) news story from which you can create an angle that ties in with your business. Be sure to optimise your press release (particularly the headline), so that when people are searching for information on the bigger story, Google delivers your story amongst its results too. Genius!
Fasthosts used this newsjacking approach last Friday by posting an article about the new Twitter Vine video feature. They received an extra boost of traffic before the weekend as a result.
3 Top Tips For Becoming A Successful Newsjacker:
- Use keyword-optimised bullet points to relate your story. Not only are bullet points easier to digest, but the search engines tend to view them the same way as they do headings and sub-heads, which means you are more likely to rank higher in the search results.
- Make sure you publish your news story online as early as possible in the day to increase your chances of it being picked up by the media. Journalists have their editorial meetings in the morning, so you want to make sure they are pitching your story to their news editor over someone else’s.
- Link your news stories to your social media accounts for maximum publicity potential and don’t shy away from asking your fans to ‘like’ or repost your story if they enjoyed it. According to Mashable, the online social media resource, Pinterest users have increased by 145 per cent since the start of 2012. Why not pin your latest news release on Pinterest? To maximise your chances of it getting picked up by a media agency or publication, be sure to add keywords to the image file name, the board you pin it to and your pin description text.
Newsjacking is a simple strategy, but one that you could use to gain valuable free publicity on a frequent basis. Make a name for yourself and your business online and you could find yourself labelled as the ‘go to’ source for your industry or niche. Now that really is publicity money cannot buy.
So be on the lookout for current news stories you could newsjack to kickstart your marketing. You could call it news piggybacking – only newsjacking sounds a whole lot more exciting.
Newsjacking is a simple marketing strategy that could help you gain valuable free publicity for your business. It works by identifying a current news or breaking news story and tying it in with something that is happening in your business or industry. By publishing your news story online you will improve your search engine rankings and your story could get picked up by the media.
Written by Chris Jenkinson, founder of Jenkinson & Associates.
Jenkinson & Associates undertake marketing and business consultancy for businesses in different sectors and industries including local, national, international and global trading companies.