{"id":13513,"date":"2014-12-17T09:00:00","date_gmt":"2014-12-17T09:00:00","guid":{"rendered":"https:\/\/www.brickmarketing.com\/?p=13513"},"modified":"2025-06-30T18:45:59","modified_gmt":"2025-06-30T18:45:59","slug":"shouldnt-rely-heavily-newsjacking","status":"publish","type":"post","link":"https:\/\/www.brickmarketing.com\/blog\/newsjacking","title":{"rendered":"Why You Shouldn\u2019t Rely Too Heavily on Newsjacking"},"content":{"rendered":"

If you\u2019re not familiar with the term \u201cnewsjacking\u201d, here\u2019s a quick overview. The term became popular after the publication of David Meerman Scott’s book, \u201cNewsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage\u201d. The title includes a brief explanation but what we\u2019re talking about here is newsjacking when it comes to content marketing. According to Hubspot<\/a>:<\/p>\n

\"news\"<\/p>\n

Basically, news is breaking every second in this crazy world of ours, and there’s a point at which marketers have a unique opportunity to ride the popularity wave of a breaking story to benefit their business in some way. Now, the popularity dies down pretty quickly — perhaps in hours, usually in days, if you’re lucky, in weeks — but the impact of seizing the story early to benefit your business is big … especially compared to the effort you had to put in to get in on the action\u2026If people are going to be talking about it, and it affects our audience, we should be writing about it and getting in on the action!<\/em><\/p>\n

Now that you know what newsjacking is, you might be thinking to yourself, \u201chey, that\u2019s what we do!\u201d Exactly. There\u2019s a good chance that you\u2019re a newsjacker without even realizing it! Newsjacking can be beneficial to your content marketing strategy, especially if you\u2019ve established yourself as a thought leader in the industry. If that\u2019s the case, people will absolutely turn to your content to know what you think of this latest news. Now you\u2019re probably wondering why we\u2019re saying you shouldn\u2019t rely too heavily on it.<\/p>\n

Hubspot points out that \u201cthe impact of seizing the story early to benefit your business is big\u201d, but they also acknowledge \u201cthe popularity dies down pretty quickly\u2014perhaps in hours, usually in days, if you\u2019re lucky, in weeks\u201d. That\u2019s what we\u2019re going to focus on here. Newsjacking for content marketing purposes isn\u2019t going to benefit your marketing strategy over the long term.<\/p>\n

If you want to generate traffic to your website and\/or blog naturally over the long term, you\u2019ll need to invest time into creating and publishing evergreen content, essentially the exact opposite of news jacked content. Evergreen content is content that\u2019s just as valuable today as it will be in 6 months or more. It\u2019s the type of content that people will continually be searching for, and not just searching for in the span of maybe a few days while an industry news item is \u201chot\u201d.<\/p>\n

Now we\u2019re not saying that you shouldn\u2019t news jack at all. There\u2019s certainly a place for that type of content in the mix. What we\u2019re saying is that it shouldn\u2019t be the only content, or the majority of the content, that you\u2019re producing. It\u2019s important to create a balance when it comes to your content marketing strategy. Newsjacking might give you a huge spike in traffic for a few days, but it doesn\u2019t compare to the steady flow of traffic that an evergreen piece of content will deliver to you over the long term.<\/p>\n","protected":false},"excerpt":{"rendered":"If you\u2019re not familiar with the term \u201cnewsjacking\u201d, here\u2019s a quick overview. The term became popular after the publication of David Meerman Scott’s book, \u201cNewsjacking: How to Inject your Ideas… More Info<\/a>","protected":false},"author":2,"featured_media":13843,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[43],"tags":[],"class_list":["post-13513","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"\nWhy You Shouldn\u2019t Rely Too Heavily on Newsjacking | Brick Marketing<\/title>\n<meta name=\"description\" content=\"Newsjacking isn\u2019t going to benefit your marketing strategy over the long term.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.brickmarketing.com\/blog\/newsjacking\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why You Shouldn\u2019t Rely Too Heavily on Newsjacking | Brick Marketing\" \/>\n<meta property=\"og:description\" content=\"Newsjacking isn\u2019t going to benefit your marketing strategy over the long term.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.brickmarketing.com\/blog\/newsjacking\" \/>\n<meta property=\"og:site_name\" content=\"Brick Marketing - Digital Marketing Agency\" \/>\n<meta property=\"article:published_time\" content=\"2014-12-17T09:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-30T18:45:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.brickmarketing.com\/wp-content\/uploads\/2014\/12\/news-250x187.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"250\" \/>\n\t<meta property=\"og:image:height\" content=\"187\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nick Stamoulis\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nick Stamoulis\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/newsjacking#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/newsjacking\"},\"author\":{\"name\":\"Nick Stamoulis\",\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/#\\\/schema\\\/person\\\/dd420fc038644ad2ee1a62912b6368fb\"},\"headline\":\"Why You Shouldn\u2019t Rely Too Heavily on Newsjacking\",\"datePublished\":\"2014-12-17T09:00:00+00:00\",\"dateModified\":\"2025-06-30T18:45:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/newsjacking\"},\"wordCount\":544,\"image\":{\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/newsjacking#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/eqo6k4wde6o.exactdn.com\\\/wp-content\\\/uploads\\\/2014\\\/12\\\/news-250x187.jpg?strip=all\",\"articleSection\":[\"Content\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/newsjacking\",\"url\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/newsjacking\",\"name\":\"Why You Shouldn\u2019t Rely Too Heavily on Newsjacking | Brick Marketing\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/newsjacking#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/newsjacking#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/eqo6k4wde6o.exactdn.com\\\/wp-content\\\/uploads\\\/2014\\\/12\\\/news-250x187.jpg?strip=all\",\"datePublished\":\"2014-12-17T09:00:00+00:00\",\"dateModified\":\"2025-06-30T18:45:59+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/#\\\/schema\\\/person\\\/dd420fc038644ad2ee1a62912b6368fb\"},\"description\":\"Newsjacking isn\u2019t going to benefit your marketing strategy over the long term.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/newsjacking#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/newsjacking\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/newsjacking#primaryimage\",\"url\":\"https:\\\/\\\/eqo6k4wde6o.exactdn.com\\\/wp-content\\\/uploads\\\/2014\\\/12\\\/news-250x187.jpg?strip=all\",\"contentUrl\":\"https:\\\/\\\/eqo6k4wde6o.exactdn.com\\\/wp-content\\\/uploads\\\/2014\\\/12\\\/news-250x187.jpg?strip=all\",\"width\":250,\"height\":187},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/newsjacking#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.brickmarketing.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Why You Shouldn\u2019t Rely Too Heavily on Newsjacking\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/#website\",\"url\":\"https:\\\/\\\/www.brickmarketing.com\\\/\",\"name\":\"Brick Marketing - 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