With the elections and other hot topics splashed all over the news, newsjacking has not only become a common term used in marketing teams, it’s almost become a best practice.
The recent fiasco of a leading brand like HubSpot (when it newsjacked and retracted its post), left the rest of us a bit uncertain about the essence of a newsjacked story.
- Is newsjacking a good thing or is it in poor taste?
- Is it about driving clicks? Or is it about genuinely supporting a latest development?
- Is it about attracting people to your website or blog? Or is it gaining quality inbound leads relevant to your business?
It depends on what your brand stands for. Who wouldn’t like to accelerate inbound leads? And what better way than tapping into what’s currently hot and spoken about in the virtual world?
However, we need not necessarily ‘piggy-back’ on current affairs. Tactics to create buzz can get more creative rather than using the easy route of newsjacking. It’s nice they way they say it in the Eloqua blog “It’s PR judo!”
While newsjacking can be a great break from serious writing, if not sensitively approached it could be detrimental to your brand. So, carefully thread on the live newswire!
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