The Art and Science of Newsjacking

  From understanding the news cycle to sharing content at the right time, learn how to use newsjacking to generate publicity.

News jacking is the art and science of injecting your ideas into a breaking news story.

How Does “Newsjacking” Work?

When there’s a news story breaking that has something to do with your area of expertise, you should immediately inject your ideas into that story in the form of a blog post, a YouTube video, a tweet, or some other form of content that people will find. But what this requires is a deep understanding of the news cycle.

Understanding the News Cycle

Every single story ever follows the exact same bell-shaped curve: the news breaks, it gains interest as people are finding out about it, it gains even more interest, it peaks, and then it declines.

Related: 3 Keys to a Successful Content Marketing Strategy

If You Are “Newsjacking” at the Right Time, People Will Find You

Now, what’s important is understanding when the story breaks. You should inject your ideas right there. Then, as people are getting curious and interested,they might find you.

Who Is Going to Find Your Content?

Now who might find you? A journalist, and they might quote you in a story. Potential prospects could also find your story and it can make them even more interested in your product or service.
Related: Why is Content Marketing Important for Your Business?

I’ve been talking about newsjacking now for more than five years, I’ve got hundreds of examples of people who have made lots of money thanks to newsjacking, and it’s a really simple concept to figure out. I’ve got a bunch of free content about newsjacking at, if anyone’s interested.

The Origin of Content Marketing

About David Meerman Scott

Our always-on, Web-driven world has new rules for competing and growing business. Advance planning is out – agile is IN! Those who embrace new ways will be far more successful than those who stay who stay stuck and afraid to change. No one knows more about using the new Real-Time tools and strategies to spread ideas, influence minds and build business than David Meerman Scott. It’s his specialty.

David Meerman Scott is an internationally acclaimed sales and marketing strategist whose high-energy presentations are a treat for the senses. That he’s spoken on all seven continents and in 40 countries to audiences of the most respected firms, organizations and associations underscores the value he brings to audiences.

David’s books and blog are must-reads for professionals seeking to generate attention in ways that grow their business. He is author or co-author of ten books – three are international bestsellers. The New Rules of Marketing & PR, now in its 5th edition, has been translated into 27 languages and is a modern business classic with over 350,000 copies sold so far. Scott also authored Real-Time Marketing & PR, a Wall Street Journal bestseller, Newsjacking, and his newest hit The New Rules of Sales & Service. He is co-author of Marketing the Moon (with Rich Jurek) and Marketing Lessons from The Grateful Dead (with HubSpot CEO Brian Halligan).