Newsjacking, a term coined by David Meerman Scott in his book titled ‘Newsjacking’, refers to a marketing strategy that has been employed by various businesses all over the globe for years. Some attempts to newsjack a story prove unsuccessful, but those companies that get their content and timing perfect can reap huge rewards for brand awareness. So, what is newsjacking and how can it help to improve an SEO strategy and boost backlinks?
Newsjacking refers to the practice of piggybacking on trending news stories to share your brand in a creative manner. Through this process, visibility and awareness for your brand can increase significantly, with many other sources providing backlinks to your original content. This helps websites to rank higher with stronger domain authority.
Keep reading to find out more about what newsjacking is, how it works and how it can help to boost an SEO campaign.
First coined by David Meerman Scott, a marketing expert who published the book ‘Newsjacking’ in 2011, the term Newsjacking refers to a form of marketing that takes advantage of trending events or breaking news stories to help businesses develop their brands. By targeting trending stories, content producers can deliver a fresh angle or provide a new take on a story, helping to promote their brand at the same time. Newsjacking can be as simple as providing an ‘expert take’ on a trending topic, or it can be as complex as a multi-channel marketing strategy targeting a newsworthy story.
Leveraging newsworthy topics allows these businesses to produce timely and relevant content which appeals to their target audience, helping them to overtake their competitors by staying up-to-date with recent news.
Take a look at our dedicated PR services to help boost brand recognition here.
When done correctly, newsjacking will result in the production of fresh content that provides an original take on a trending story. As stories become trending and gain popularity, so too do the keywords relating to that topic. Just think of X (formerly Twitter); every day there are many different stories and hashtags displayed in the ‘Trending’ section, providing a seemingly never-ending pool of newsworthy narratives.
If you are fast enough to be one of the first people to produce a fresh take on a trending story before it peaks, it is possible to participate in the fierce competition and produce content that other sources will use as a reference.
Each time your content is referenced, you will earn a backlink, giving your website’s backlink profile a boost and helping you to rank higher in the SERPs. Furthermore, with the increased brand awareness and visibility, you can drive organic traffic to your website and help to improve conversions.
Find out more about how backlinks impact SEO in our detailed blog: What Are Backlinks and Why Are They Important?
Below are some examples of newsjacking strategies that have been carried out successfully.
In response to an advert that the company Peloton released in 2019, Aviation Gin released a follow-up which took advantage of various criticisms of the original Peloton advert. Aviation Gin’s newsjacked advert went viral and received over 7.2 million views on YouTube. This helped to develop Aviation Gin’s brand awareness and visibility.
Original Peloton advert – Peloton bike Christmas advert | The Gift That Gives Back
Newsjacked Aviation Gin advert – https://www.youtube.com/watch?v=H2t7lknrK28
After McDonalds lost its exclusive trademark for the Big Mac in 2019, the Burger King marketing department quickly took advantage of the legal slip to launch their own line of Big Mac-like products. This gave the brand publicity and helped to establish further market share.
When power was lost during the American Super Bowl XLVII in New Orleans, the Oero marketing department were quick to deliver their take on the matter within a few minutes, causing their content to go viral. Their Blackout tweet received over 10,000 retweets and over 18,000 likes in one hour.
As one of the Football World Cup’s official sponsors for over three decades, Budweiser released a post on X: “Well, this is awkward,” after it was confirmed that alcohol would be banned at the 2022 World Cup in Qatar. While they lost tens of thousands of dollars in sales, Budweiser was able to capitalise on the situation long term by developing their brand awareness.
To perform a successful newsjacking strategy, there are a number of steps to follow. It can be particularly challenging to identify potential stories at the peak of their interest. Our top tips for newsjacking include:
If you want the best way to find fresh and trending news stories, take a look at some of the resources below which should point you in the right direction to get started:
Developing a backlink profile which benefits your website’s SEO can be challenging without professional help. At Wildcat Digital we have a range of expert SEO services available, tailored to meet your unique requirements.
Contact our team today to arrange a consultation, and start your SEO campaign with us to reach for higher rankings and conversions.
Senior SEO Executive
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Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
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With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
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Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
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Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
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Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
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Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Manager
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
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Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
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