How Content Marketing Can Save Newsjacking

Posted by @audreylaine, Wed, Jan 3 9:55am

In this article, Jay Baer talks about how content marketing can be used for successful newsjacking (AKA real-time marketing). This falls right in line with Jeff Calaway’s case study on Day 1 of the 2017 MCSMN Annual Conference.

Read this article and read the Annual Conference blogs if you were unable to attend in person (or if you were and want a reminder of the awesomeness there!). 🙂

COMMENT

@JeffCalaway – interested to hear your thoughts on this…

Love it. This morning, the Star-Telegram emailed us and wanted information about the flu vaccine not being as effective as previous years. We sent them two stories we’d written on the topic. Our media specialist is swamped today with stories on the flu and this was a great way for us to get the information out there while she worked on two other TV stories. I should probably offer her help, but I’m writing this instead. I’m kidding. I offered her help.

We are driving the conversation right now with the stories we’ve done and placed on social. I agree it is about getting in the middle of that breaking news as quickly as possible and then steering it toward your own brand.

With the newsroom, we are able to give the stories a longer shelf life. One of our doctors posted a story earlier on MTHFR gene mutation because of a story published in New Beauty Magazine. We posted it and it tanked. When I went back and looked at our 2017 numbers, it ended up being one of our most read stories of the year because people found it through searches and then a few other people, groups posted it on their sites.

In that case, the longer shelf life worked and social also amplified the content.

Last week a doctor wrote about Tamiflu. My wife asked, “Did you post something about Tamiflu on your site the other day?” After I recovered from the shock that she was actually reading my site, I realized she was actually looking at the Facebook post of one of the doctors with the American College of Emergency Physicians where she works. That physician had posted our story. That story has blown up in a big way for us and we are getting coverage from this doctor’s blog.

And I agree with point number 4, if you guys came over here and walked into our little room where we have our daily meeting, well first of all it would be really cramped, but then you would see we have a spot for all the social media spots he mentioned, including Facebook, Instagram, LinkedIn, Twitter … as well as our Intranet site too.

I also agree on the small, nimble team being a plus because it allows us to move fast.

Although it’s not working very well today. I am chasing down our medical director of the Emergency Department. I want to do a story on when you should take your child to the ER for the flu. What’s a flu emergency and what’s not. I know he’s swamped over there, but … I’m going to get him. Maybe not today, but I’m going to write this story.

Finally, I agree with his three real-time marketing problems too. This is a great post. Thanks for the post Audrey. Thanks for reaching out Dan.

And thank you to everyone at Mayo. I had a great time at the conference.

Ok, once again I just rambled. Hope some of that made sense.

Jeff

Holy cow. I didn’t realize how much I just typed until I saw it on the page. I apologize.

Liked by Stacy Theobald

@JeffCalaway

Holy cow. I didn’t realize how much I just typed until I saw it on the page. I apologize.

Jump to this post

Holy cow is right! But because you’re so darn entertaining and your examples are so useful. So happy you’re not intimidated just because “they’re doctors.”

@JeffCalaway

Holy cow. I didn’t realize how much I just typed until I saw it on the page. I apologize.

Jump to this post

Ha! Exactly! Well I learned today that the reason I couldn’t get my ER doctor is because he’s in New York. But guess what? He’s writing me something tonight and sending it to me tomorrow.

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