The Art of Newsjacking

When it comes to getting our clients into the news, sometimes we have to be prepared to pitch at a moment’s notice. It’s a little something we like to call “newsjacking.” Newsjacking leverages current trends and timely news to position our clients as experts in their given fields. At Walker Sands we strive for creativity as we position our clients in the headlines.

Newsjacking
(Courtesy of Pardot.com)

To land dream placements for our clients, we first put ourselves in the shoes of the reporters who would be writing them—What do the reporters want to cover right now? What is interesting to them and will catch their eyes as we pitch them our client’s content?

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Friday Five: 4/13-4/17

Happy Friday! Here’s a roundup of industry news from this week!

Can a happy, crunchy company like Etsy really survive on Wall Street? – Washington Post

ETSY

Etsy, an online hub for handmade crafts and trinkets, officially went public on Thursday. Shares opened at $16 and closed at $30, valuing the company at about $3 billion and making Etsy one of the largest initial public offerings for a tech company this year. Despite its first-day success, many are wondering if Wall Street investors will continue to bet on such a “hipster” marketplace.

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Facebook and LinkedIn Marketing: Comparing Apples to Apples.

Social media remains a blind spot for many B2B marketers, despite the wealth of information available on the web and directly accessible on platform sites. Whether you find LinkedIn Help Center difficult to navigate or you only reference Facebook Help Center on an as needed basis, there are many resources available to help you succeed in social-media marketing.

Marketing on LinkedIn and Facebook is a great way to extend your reach to a target audience. From ad bidding systems to cost-per-click models and measuring performance, B2B brands that leverage social platforms can optimize their marketing efforts. Below are my personal research notes — a side by side comparison of LinkedIn ads versus Facebook for B2B marketers, and some tips for implementation. Spoiler alert: the two platforms are very similar.

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Turning Consultants into Thought Leaders: How to ace the follow-through

Business Meeting in an officeMost marketers and public relations professionals would agree: yielding a positive reporter response to a pitch is grounds for celebration. But once the initial excitement of a feature interview or contributed byline opportunity dissipates, there’s plenty of work to be done to generate a valuable media placement.

For professional services firm marketers – who increasingly use PR to elevate their internal subject matters into respected thought leaders – the road from reporter interest to published article is filled with research, preparation and relationship-building.

Three tips for ensuring a media win

As we discuss in our latest white paper, How to Build Consultant Thought Leadership Through Media Placements, professional services firms rely almost exclusively on their people to attract and land new business. Transforming consultants into trusted media experts not only boosts their credibility, but also drives valuable awareness to your corporate brand.

Here are a few ways professional services firm marketers can work with their experts to guarantee strong interviews, bylines and media relationships.

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Friday Five: 4/6-4/10

April showers bring May flowers, and Friday brings you some of this week’s best tech stories.

Stanford Scientist Demo Promising Aluminum-Ion Battery – Tech Crunch

While aluminum first sparks memories of tin foil hats in mom’s kitchen, Stanford scientists predict that the metal could soon be synonymous with modern science. The new aluminum-ion battery is predicted to be faster charging, longer lasting and safer than traditional lithium versions. Stanford’s battery is also bendable, which expands its applications to areas such as wearables and renewable energy. Although the battery needs multiple improvements before commercialization, the advancement foreshadows exciting prospects for many tech-related industries. It seems that the Energizer Bunny might be going, going… and gone.

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