The Pros and Cons of Newsjacking for Your Web Content

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November 15, 2011 – “Newsjacking” – it sounds like a new age crime, right? Well, it’s not a crime, but it is a gray area of content marketing and today, we’re going to weigh in on the topic.

The term “newsjacking” refers to posting content related to a current event in the effort to ride the hype of the topic while somehow tying the topic to your business. For example, the recent divorce of Kim Kardashian is a great opportunity for a divorce attorney to give their two cents on the story while reminding readers that anyone undergoing a divorce may need the help of an attorney.

Essentially, newsjacking creates artificial hype for your content topics and it can be a great way to draw traffic to your site. You know how “name dropping” in your content can stir up reader interest? Using current event topics can produce the same effect.

You must be extremely careful when writing content that relates to current events. A few points that should be made clear:

  • ALWAYS cite the original article source. You probably didn’t get the story of Kim Kardashian’s divorce from the celebrity herself, so you can’t talk about the event without giving a shout out to your resource.
  • Try to keep your opinions neutral. While controversy may be good for some businesses, you may also be alienating readers if you choose one side of an issue too strongly. Remember the client audience you’re trying to reach!
  • Remember you’re representing your business. Don’t write about anything that may connect your business to a negative stance on current events. Again, remember your client audience and write to curry their favor – not scare them off.

A special point to keep in mind for our law firm friends – NEVER give your legal opinion on a current event! This is an especially dangerous area when you’re discussing legal proceedings that you aren’t directly involved with. Never say things like “If I were their attorney, I would…” or “Their attorney should have…” because you’re attempting to give legal advice on a case you have no knowledge of outside of media reports.

If you’re still intrigued by the idea of using current event topics as a way to draw additional traffic to your blog or social media sites, we can help! At We Do Web Content we often include safe current event stories in our clients’ Internet marketing strategy as a way to make a local connection and show that they’re up to date on the latest news.

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When your business is looking for quality, custom content for your website, newsletters, and social media marketing look no further than We Do Web Content. Having unique content on your website is a great way to increase search engine rankings and boost your Internet marketing. For affordable, quality content exclusive to YOUR website, blog and clients, contact us today! 1-888-521-3880.