Tip of the Day: Newsjacking – How to use the news for content ideas

I’m a self confessed news geek. I love to know what’s going on in the world, whether it’s big news stories here in the UK or abroad.

If you’re passionate about news and current affairs, how might this help you produce great content to promote and market your brand online?

An article I was reading a few weeks ago might have the answer for you:

Newsjacking: 6 Tips to Help Your Branded Content Use the News

I’d never heard of the term newsjacking before, but the idea instantly appealed to me. It’s about taking advantage of topical news stories to help promote and market your brand.

The Content Marketing Institutes’ article gives you some good examples of brands that have successfully newsjacked new stories to create content


As their article points out, there’s a very delicate balancing act to negotiate in terms of getting newsjacking right.

Certain news stories – those that are politically sensitive or involve tragedy aren’t suitable stories to take advantage of. You need to remain sensitive at all times.

Secondly make sure the topic you’re covering has a natural connection to you and your business. There’s no point trying to force a news story to fit in with your brand.


If you want to learn more about newsjacking, have a look at this presentation by David Meerman Scott, whose written a book: called Newsjacking on the subject.