Tapping into trending news is part of what keeps web content relevant and real for readers. However, when done poorly, newsjacking can make you a jerk. Never Capitalize on Tragedy If people have lost their lives or been hurt, be careful, and be respectful. Offer condolences, insight, and connections, but write as though the families of those hurt or lost might be reading it. If it’s not original to you, then you’re being a jerk by taking it from someone else who was actually creative. Never Just Regurgitate the News Offer something new to readers, not just the same facts and details they can read in the major news outlets. Newsjacking is about capitalizing on the trending news, not re-reporting it. You might be able to attract readers to your page by jumping onto hot news topics, but you won’t be able to keep them on your site unless your perspective relates to your product offerings. Readers respect transparency; they don’t want to feel as though you’re trying to get one over on them. If a story is trending, jump on it.
Tapping into trending news is part of what keeps web content
relevant and real for readers. Newsjacking is simply taking
newsworthy events and piggybacking your content to capture
(hopefully) some of the search traffic. Ultimately, this can help
increase your site views, as well as sales or profits.
However, when done poorly, newsjacking can make you a
jerk. (highlight to tweet) News isn’t just fiction that’s
out there on the internet—this is real life for real people. Not
respecting the integrity of the news you’re co-opting for your own
purposes is a recipe for offending your readers.
There are steps you can take to ensure your newsjacking is
done properly in a non-offensive way that actually adds value
to the digital conversation. Don’t hesitant to dive into the latest
stories! Just follow these tips to make sure you’re newsjacking the
right way.
Never Capitalize on Tragedy
If people have lost their lives or been hurt, be careful, and be
respectful. Offer condolences, insight, and connections, but
write as though the families of those hurt or lost might be
reading it. Product tie-ins with recently deceased
celebrities are
a terrible no-no.
Always Choose Stories That Actually Relate to Your Product
You can and should get creative here, but keep the relationships
as logical and linear as possible. If you run a website that sells
shoes, then it’s a fairly thin connection to write about the latest
peace treaty signed out of the UN. Rescue workers wearing your
brand’s shoes during a harrowing natural disaster could, however,
be completely be related. Contrived
connections…
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