Every podcaster shares a common dream: to see their audience grow and their downloads soar. Imagine having a strategy that could be your secret weapon to boost exposure. What if you could use trending news to get noticed? Harness the YouTube algorithm to get a hundred thousand new views?!
Enter newsjacking—a technique that could transform your podcast’s visibility. Let’s explore this strategy further and understand how you can wield it effectively, drawing from my interview with marketing guru David Meerman Scott on episode 56 of Inspired Money.
Understanding Newsjacking
Newsjacking is the art of injecting your insights into a breaking news story, gaining the media spotlight in the process. Think of it as surfing the wave of public interest that news stories generate. By providing relevant angles or expertise, you capture attention when it matters the most.
Historical Roots
Newsjacking might sound like a modern buzzword, but its origin dates back to the 1970s in the United Kingdom. David Meerman Scott breathed new life into this concept, notably spotlighting how Donald Trump deftly navigated the 2016 Presidential election cycle, utilizing real-time marketing on Twitter. Scott’s predictions based on Trump’s tactics underscored newsjacking’s power.
Key Takeaways from David Meerman Scott
In my podcast interview, David generously shared key principles behind smart newsjacking:
- Speed is Essential: The quicker you respond, the more likely you are to capitalize on the public’s interest. The hardest part about leveraging newsjacking is remembering that you need to be quick and agile. You need to have the bandwidth to act in real-time.
- Create Relevant Content: Seamlessly tie your podcast’s themes or your expertise to the news narrative. With newsjacking, you need a legitimate ties to the story. Just responding to any old story doesn’t work so well.
- Strategic Sensitivity: Handle negative news with care to avoid misjudged sentiments. It’s easy to get newsjack-happy, but the process is most effective when you’re selective. Leverage the stories that are most relevant to your target audience and industry.
- Maximize Social Media: Leverage platforms for real-time engagement, ensuring your content surges in conversations.
My Practical Application: Jane’s Addiction Incident
My real-world test of newsjacking began a week prior to writing this, with an unexpected and shocking moment during Jane’s Addiction’s reunion tour — one that left fans stunned and wondering about the future of the band. Perry Farrell’s mid-performance physical altercation with Dave Navarro not only ended the band’s Boston show early, but it ultimately ended the tour.
I saw a perfect newsjacking opportunity.
What tied me to the recent event? I had interviewed Etty Lau Farrell, Perry’s wife, on the Inspired Money podcast two years ago. During the interview, Perry made a cameo appearance—greeting me by name! Although a video about Jane’s addiction did not fit my YouTube channel’s content, I decided that diving into the substantial weekend buzz just might win attention for my YouTube channel and the Etty Farrell episode.
Here’s how I did it:
- Planning: The news broke on Friday the 13th, and by Sunday night, I had scripted a strategic video plan. This included finding concert footage of the “fight,” performance videos in New York and Boston, and reading fan comments on Reddit.
- Execution: On Monday, September 16, I recorded and published the video “Jane’s Addiction Fight Explained: Perry Farrell Attacks Dave Navarro in Boston.”
- Results: My swift action paid off.
- In one week, the video amassed over 142,000 views, 800+ comments, and it brought 188 new subscribers to my channel. This is my best performing video to date and has helped boost my channel’s total subscribers to over 4,000.
- The Inspired Money interview with Etty Lau Farrell has picked up 1,300 new views (for a total of 5,995 views since it was published.)
Why It Worked:
- Timely Response: Quick action ensured my content was fresh and relevant.
- Audience Relevance: As a Jane’s Addiction fan and musician, my insights were authentic and engaging. Being able to drop a clip of Etty and Perry saying hi to me at the start of my video boosted my relevance and credibility.
- Integration: I linked the incident to my existing content, funneling new viewers to older, yet valuable episodes.
Conclusion
For podcasters and YouTubers, newsjacking can be a game-changer. It’s about being present in the moment and offering value that aligns with the heated discourse around breaking stories. By embracing speed, relevance, and authenticity, you can propel your content into the limelight, drawing in new audiences and rejuvenating past episodes.
Harness the power of newsjacking, and watch as your podcast rises to new heights.
Happy newsjacking!
Have you ever jumped on trending news as a way to promote your podcast? Leave a comment.
