When a topic starts trending, it can be hard for brands to resist derailing all current projects to jump in with their thoughts, expertise, or product offerings in hopes of gaining countless new fans and becoming an overnight sensation.
The reality, though, is that these brand attempts rarely drive the intended results. Instead, brands often come across as inauthentic, alienating, or just plain offensive when they try to hop on trending topics. The issue here is not the potential—aligning your brand with trending topics could fast-track your success—it’s a matter of execution.
In this #ContentChat we discuss how marketers can successfully align with trending topics, with a specific focus on blog content. Read the full recap below, where we discuss the goals that newsjacking can support, how to know if your brand should align with a trending topic, and how to balance your evergreen and trending content needs to best serve your audience.
Q1: When it comes to high-performance blog content, are evergreen topics your best bet? What goals can newsjacking/hot trend topics also support?
In defining “high-performance,” it’s important to first assess your goals. Are you looking to grow your reach? Drive traffic to another piece of content?
I think it’s all how you evaluate “high performing” – while a news-jacking/trending piece of content might give you good short-term visibility, but a solid piece of content might not set the world on fire but provide a long, steady stream of visits. #ContentChat
— Derek Pillie (@derekpillie) August 3, 2020
Newsjacking—when approached strategically—can provide an immediate boost to traffic and introduce your brand to new audiences.
A1a: When you are a new entrant into a crowded industry, if you can adapt a trending topic to your unique POV, it can be a great way to get in front of people who haven’t previously met your brand. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) August 3, 2020
A1: I think they serve different purposes. Newsjacking (done right) can be a shot in the arm to boost immediate traffic and possibly introduce new audiences, but evergreen topics will keep your site relevant in the long run. #contentchat
— Patrick Icasas (@PatrickIcasas) August 3, 2020
A1: I tend to find that my trending topics are highest performing mainly because I tend to take a stand. #ContentChat
— John Cloonan (@johncloonan) August 3, 2020
A1: Evergreen topics are a good bet, but evergreen CONTENT is almost a dinosaur b/c the only constant is change. Especially true these days, eh? #Contentchat “hot trend” topics IMO deserve attention, as sensitivity to new issues challenges uor diplomacy and tact. https://t.co/temFjjmC9W
— Ed Alexander (@fanfoundry) August 3, 2020
A1b: One trend today seems that the search for reliable information on currently trending topics is causing a “reset” in online search, such that truly authoritative, current, thorough content gets better traction. #contentchat
— Ed Alexander (@fanfoundry) August 3, 2020
A1b: Also, aside from the quick traffic boost, newsjacking can also be an opportunity to get in front of new readers who may not have known about your blog. #ContentChat
— WriterGirl (@WriterGirlAssoc) August 3, 2020
Evergreen content, though, is generally a better option for sustained success. Evergreen content is great for nurturing existing audiences, helping with lead generation, and solidifying your SEO.
A1b: Evergreen content, on the other hand, is more likely to be the kind of content your ideal customer is searching for, while they are just starting to think about how to solve a problem. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) August 3, 2020
A1: Overall – yes, evergreen tends to be the way to go. Their SEO performance ends up paying off for a longer period of time, too. That being said, trending topics can be great for a short-term traffic boost. #ContentChat
— WriterGirl (@WriterGirlAssoc) August 3, 2020
Agree! Evergreen posts are very valuable for SEO purposes. #ContentChat
— Kim Wise (@kimwise014) August 3, 2020
A1a: High performance blog content can be evergreen topics, but you need to make sure they are relevant. A great performing post on a topic that gets great visibility that isn’t aligned with your strategy doesn’t do you much good. #ContentChat
— Derek Pillie (@derekpillie) August 3, 2020
A1b: We had a very technical, detailed post from our VP of Development that was the evergreeniest thing you ever saw, but it was about a very niche topic that had little to do w/ our company or software. So we’d get a reliable stream of traffic that never converted. #ContentChat
— Derek Pillie (@derekpillie) August 3, 2020
To make the most of your newsjacking/timely content, write it with an evergreen angle to prolong its value. This can (and should) involve updating the piece at a later day to refresh its relevance.
A1: Definitely still need a mix. The trick is to publish timely content that has evergreen implications. So writing about the virus will get you clicks, but writing about how to cope with stress in uncertain times, published now, accomplishes both goals. #ContentChat pic.twitter.com/eKGj1qbpSk
— Rachel Wendte (@rkwendte) August 3, 2020
A1. Evergreen posts are referenced time and again which makes for a solid case. But for them to keep delivering it’s a good practice to optimize them. #ContentChat
— Sharanya (@sharanyamanola) August 3, 2020
A1: Since our world has been turned upside down by COVID, I think it’s important to create content that resonates with the world right now. It may not be a high-performing blog for long, but it will really resonate with people in the moment. #ContentChat
— Kim Wise (@kimwise014) August 3, 2020
Evergreen topics like self-learning, #mentalhealth, and relationships will always be relatable to people. I share a lot of old blogs on Twitter and today I even built a new blog out of one from April. The more content you have, the more options you have. #ContentChat https://t.co/yy78T63wFW
— DiKayo Data (@dikayodata) August 3, 2020
The success of each content type can vary by industry, and you should regularly review your content KPIs to assess which path has generally led to the best results for your team.
Can we say it depends? I think it depends on industry. One of my clients is in the home improvement business and their highest-performing post is about 8 years old. Every month. It’s crazy. We add fresh content every month though, and it does perform. #ContentChat
— Shane Shaps (@520eastbrands) August 3, 2020
Totally. It doesn’t always make sense to jump on a trending topic – especially if it’s a stretch to relate it to your industry or audience. #contentchat
— WriterGirl (@WriterGirlAssoc) August 3, 2020
Q2: How do you decide if your brand’s blog should chime in on a trending topic or engage in some newsjacking?
First, do your research on the trending topic (do you actually know what it’s about?) and assess whether it aligns with your brand identity and voice.
A2: Be mindful and be sensitive. Only engage if it’s relevant to your brand and it’s appropriate. #ContentChat
— Kim Wise (@kimwise014) August 3, 2020
A2: Depends a lot on the brand and how related the news is. I would say healthcare should avoid some topics, but others would fit very well. Make sure it fits with the brand’s image. #contentchat
— Jason Webb (@JasonLWebb) August 3, 2020
A2: If you can address a trending topic from your voice and with your brand values then go for it.#ContentChat https://t.co/WYxFNvTBfc
— Kathryn Lang (@Kathrynclang) August 3, 2020
A2: You’ve got to know why your brand’s voice makes sense joining the trending topic/news. Otherwise you’re glomming on for eyeballs that are irrelevant. #ContentChat
— Alan Fleming (@alan_fleming) August 3, 2020
A2: Depends on the topic and how big a statement your brand wants to make on it. It never hurts to do some research and join a discussion on the topic to learn more#contentchat https://t.co/bHT993AehZ
— Charlie Appel Agency (@ColfaxInsurance) August 3, 2020
The topic should be relevant to your audience and have a natural connection with your brand. If it feels forced, don’t pursue it.
A2: There are a couple of tests for weighing in on a topical issue:
1 – Does it matter to our community?
2 – Does it matter to prospective members of our community?
3 – Is there a connection to our offering/brand?
4 – Do we have something interesting to say about it? #ContentChat— Derek Pillie (@derekpillie) August 3, 2020
I think a good example of this is @PenzeysSpices — they don’t post and share political content for the heck of it, it’s a core part of their company values and they understand that means not everyone will love them. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) August 3, 2020
A2. If you have to force it and it doesn’t come naturally, don’t stick your brand in. I think it’s the best argument for having at least one dedicated social media manager who doesn’t need approvals and understands the brand thoroughly. #ContentChat
— anastasia straley (@arstraley) August 3, 2020
Ensure you’re adding value by joining a conversation. If you do not have something new or unique to share, you can instead amplify other voices and express your support of those messages.
A2b: I’m also a firm believer in adding something unique or helpful to the conversation. If you’re only echoing information that’s already out there, you’re just increasing the content flood without adding value. #ContentChat
— WriterGirl (@WriterGirlAssoc) August 3, 2020
A2: If you’re truly newsjacking, stay away. If your brand actually has something to offer, dive in. #ContentChat
— John Cloonan (@johncloonan) August 3, 2020
A2: Reasoning is everything, and it can’t be “clicks and reach.” Generic content doesn’t grow anything but boredom & potentially, confusion if the trend has nothing to do w/ your brand.
If you still want in, engage in TIP: Topics in Progress. Follow along & react. #ContentChat
— Rachel Wendte (@rkwendte) August 3, 2020
Yes! You don’t always have to create your own new content on a trending topic. You can curate other people’s content, and share your perspectives instead. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) August 3, 2020
A2. Riding the trending topic wave for the heck of it is not worth it. Do so only if you have something concrete to add. #ContentChat
— Sharanya (@sharanyamanola) August 3, 2020
I am especially over brands wanting to do trending video challenges when they don’t have something fun + new to add to them. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) August 3, 2020
As Shane notes, controversial topics can be risky to comment on and you need to firmly believe in your stance if you are going to engage in conversations on the topic.
A2 If it’s controversial: stay out of it. Basically, always comment as if you’re being screenshotted. Use the internet to put some good into the world, or don’t use it at all. If you’ve got valuable info that will support good conversation, by all means, chime in. #ContentChat https://t.co/daaE2iqmGd
— Shane Shaps (@520eastbrands) August 3, 2020
You’ll also need executive buy-in on your proposed angle to save yourself any future trouble.
A2: Before jumping in on a trending topic, your leadership team has to commit to sticking with it. It’s embarrassing to have to backtrack if your executive team is going to force you to take down content that stirs up some controversy. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) August 3, 2020
Touche. And sometimes with the level of personnel approvals one has to go through, and time that can take, it’s already too late to be “trend” commenting. So one has to bear this in mind too. Can’t be too slow otherwise you look lame. It’s a tight balance. #ContentChat
— Caroline (@CAZJAMES) August 3, 2020
As a strategic approach, create an editorial calendar of evergreen topics you can use when newsjacking opportunities arise.
Q2. You want a strategic approach. I would recommend an editorial calendar with evergreen topics that you can sprinkle with the newsjacking pieces as they come up. #ContentChat https://t.co/r0oYqfZ5t2
— Jen Brass Jenkins (@chrliechaz) August 3, 2020
If you’re looking for more details, check out this Content Marketing Institute post from our friend Ann Gynn (Thanks Melanie for sharing!)
A2: @CMIContent published an article around this topic back in March that I found helpful. https://t.co/2xhPedDXpd In the end, you need to think about how much the trending topic affects your target audience. #contentchat
— WriterGirl (@WriterGirlAssoc) August 3, 2020
Q3: What are some common pitfalls when it comes to jumping in on a trending topic?
Rushing through the advice in Q2 will lead to the pitfalls of jumping on a trending topic. These pitfalls include commenting on a topic your team has not researched (what is it, why is it trending, who are the relevant voices so far)…
A3: One example is not fully understanding the topic and trying to be a voice within a movement. Doesn’t really work and can put the brand in a bad light. #contentchat
— Jason Webb (@JasonLWebb) August 3, 2020
Being inauthentic is such a bad look for a brand! #ContentChat
— Kim Wise (@kimwise014) August 3, 2020
A3: Don’t post if you don’t know what it means. Don’t post if you see something trending but don’t see it on your TL (it may be a CTA or rallying cry of something you don’t actually support). Don’t post just so you can reword someone else’s post better. #ContentChat
— Rachel Wendte (@rkwendte) August 3, 2020
A3: 1. With lack of time, your brand can come across as naive with half baked info.
2. Misinformation without getting to know the whole matter can have a huge fall back.
3. Can come across as vain if the topic is not aligned with what the brand does.#ContentChat— Rakshit Behel (@TheEpiphanist) August 3, 2020
A3: Not knowing why something is trending. I’m looking at you, DiGiorno. #ContentChat
— Alan Fleming (@alan_fleming) August 3, 2020
A3: Not doing enough research on the topic, or having to backtrack statements made, not having everyone on the same page, not jumping onto the topic fast enough (doing too much research and joining the conversation late and being seen as behind the times)#contentchat https://t.co/sLdYHnxq7H
— Charlie Appel Agency (@ColfaxInsurance) August 3, 2020
Forgetting your audience, what they care about, and whether this topic is relevant to them…
A3a: Brands sometimes get so excited about a trending topic and a great idea for it, that they don’t stop to assess if it would have a negative impact on a core internal or external audience. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) August 3, 2020
A3: Forgetting who your audience is, their priorities and pain points. How can you address or approach this topic in a way that helps them? Our content should ultimately meet their needs before our own. #ContentChat
— WriterGirl (@WriterGirlAssoc) August 3, 2020
Acting in ways that do not align with your stance (and intended message) on the topic…
A3. One of the main pitfalls I’ve encountered is while you want to comment (say on diversity themes) and be progressive – you need to ensure the company “walks the talk.” I’ve had great ideas questioned/shot down, because management leans on the side of caution. #ContentChat
— Caroline (@CAZJAMES) August 3, 2020
Rushing a message out so you can be timely, but sacrificing quality as a result…
A3: Speed to market can sometimes mean that quality suffers. Never sacrifice quality for speed! #ContentChat
— Kim Wise (@kimwise014) August 3, 2020
Commenting on a topic when your brand is not a relevant voice in the space…
A3: Relevance. To your brand, customers, mission, and story. My motto: If it’s a stray, I needn’t adopt it unless I’m committed to its care and feeding. 🙂 #contentchat https://t.co/BppBLZlST3
— Ed Alexander (@fanfoundry) August 3, 2020
A3: Assuming everyone wants to hear your take. You’re not that important! Who wants to hear you talk about an earthquake unless you’re an emergency responder??? #contentchat
— Patrick Icasas (@PatrickIcasas) August 3, 2020
Or underestimating the potential backlash.
A3b: Or they underestimate the potential for backlash b/c they aren’t part of the originating community. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) August 3, 2020
Q3. Being called out by “subject matter experts” who disagree with you on twitter or other platforms. Not that that has happened to us… #ContentChat https://t.co/33oz5D8GOi
— Jen Brass Jenkins (@chrliechaz) August 3, 2020
In the words of Derek, all this is to say: Just because you see something shiny, it doesn’t mean you should bite. Thoroughly research a topic and assess whether it is of relevance to your brand and audience.
A3: I’m answering out of order, but there were soooo many good answers to this question. Just because you see something shiny, it doesn’t mean you should bite. Use a system to evaluate content opportunities fairly to be responsive and still keep you trouble. #ContentChat
— Derek Pillie (@derekpillie) August 3, 2020
Shiny objects = the worst content strategy ever. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) August 3, 2020
Q4: Can you ever have too much evergreen blog content?
Anything an excess can eventually become a negative, but creating an abundance of evergreen content is generally “safe.”
A4: Theoretically you can have too much of anything, but if you have evergreen content that is performing solidly, has appropriate conversion links and remains on-brand/strategy, you probably are okay. I’d love it if someone has an example to the contrary. #ContentChat
— Derek Pillie (@derekpillie) August 3, 2020
A4. I’d be impressed if you could! Is there that much evergreen to publish? That said, you don’t want to snow your public, especially if your content is autogenerated into an e-newsletter or the like. #ContentChat https://t.co/a0SNXZR9wq
— Jen Brass Jenkins (@chrliechaz) August 3, 2020
A4. Evergreen topics serve all types of audience. Personally, I think it’s not ever too much as it’s going to continue to deliver value. #contentchat
— Sharanya (@sharanyamanola) August 3, 2020
A4: I don’t think so. I think you can definitely have too many link posts on Twitter though
— LeadSift (@LeadSift) August 3, 2020
That said, you should be prioritizing your work based on your audience needs and your resource constraints. Solely creating evergreen content will likely leave gaps in your customer journey, or can cast too wide of a net for your target audience.
A4: Now, THERE’s a guilt trip waiting to happen. We’re all starved for more hours in the day to create all the content we dream. Amiright? #contentchat . That said, over time I have learned to focus on a small of handful related core topics; gave up on boiling the ocean. https://t.co/J9FPdDEMaX
— Ed Alexander (@fanfoundry) August 3, 2020
In blatant excess, evergreen content can begin to overload your audience and potentially cannibalize your own search results, so it’s important to strike a healthy balance.
A4: If you start to cannibalize your own search results, you may have too much evergreen content. That said, it’s always a good idea to review your evergreen content regularly to see if it’s time for a refresh. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) August 3, 2020
A4. Yes, I think you can. Too much lessens the impact and overload becomes a nuisance. Brands can fall in favor. “When she was dear to us we did hold her so, But now her price is fallen.” (King Lear). Aim for quality over quantity. Biweekly cadence is generally good. #ContentChat
— Caroline (@CAZJAMES) August 3, 2020
Regularly revisit and refresh your past evergreen content to keep it timely and on-brand.
A4: This is a great question and not sure whether it’s a full ‘yes’ or ‘no.’ I think it depends. Ultimately, many of us end up updating a lot of our evergreen content anyway, so it stays fresh and optimized. #contentchat
— WriterGirl (@WriterGirlAssoc) August 3, 2020
A4. Yes & can be a good & a bad thing.
If topic has remains relevant & little has changed about it then it’s a good thing.
If topic needs updating and you have been caught napping,then going back to archives & updating can be cumbersome. So depends really.#ContentChat— Rakshit Behel (@TheEpiphanist) August 3, 2020
A4: The landscape is always changing – though at different paces for different industries – and content may need updating to remain evergreen. So, yes but no. #ContentChat
— Alan Fleming (@alan_fleming) August 3, 2020
This and checking the SEO on older posts so you can add a fresh link to them in a new piece can give content fresh legs. #ContentChat https://t.co/Ii37jMYl7p
— Alan Fleming (@alan_fleming) August 3, 2020
Evergreen content can often lack a sense of urgency or flair that is necessary when tackling current events or emerging topics. Let your brand voice and audience needs guide your decisions, and don’t shy away from exploring timely pieces when relevant.
A4: Absolutely. Having evergreen content only shows two things.
1) You’re scared to ruffle feathers, so you stick to the same.
2) You’re wary of taking stances or voicing opinion and alienating audiences.Those things together make you extremely hard to find. #ContentChat pic.twitter.com/i2QR5fdo7j
— Rachel Wendte (@rkwendte) August 3, 2020
I agree that trendy doesn’t need to be a factor. My emphasis was more on timeliness. Regardless of your industry, there are happenings that deserve consideration, and they would have a more specific edge. #ContentChat
— Rachel Wendte (@rkwendte) August 3, 2020
Q5: What are some unique ways to combine the allure of a trending topic with the content longevity of evergreen blog content?
The community shared their ideas and examples below—can any of these be adapted for your organization?
A5a: I’ll start by what’s NOT a good combination: X Things You can learn about [evergreen topic] from [pop culture trend of the moment]. These posts are almost always terrible. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) August 3, 2020
A5b: My client @AIHA created a special COVID-19 website and Twitter (@Back2WorkSafely), dedicated to workplace safety guidelines. This is the perfect combination of their evergreen content expertise and meeting a trending topic/emerging need. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) August 3, 2020
A5 I’m thinking if you thread the trending topic through as an example of the point of the post, and perhaps other examples to, you’d accomplish this goal. #ContentChat
— Shane Shaps (@520eastbrands) August 3, 2020
A5. I’m interviewing with some cybersecurity companies. Obviously evergreen topics are “protect your devices/employees/business from cybercrime.” These messages can be rehashed under “everyone is WFH – more cyberattack vulnerabilities. Implement our product/service.” #ContentChat
— Caroline (@CAZJAMES) August 3, 2020
A5: Consider guest posts that align with your brand from the perspective or someone in on the trend. Host a FB Live or Twitter chat on said topic (if aligned) and engage your community. Those talking points can inform future material. #ContentChat
— Rachel Wendte (@rkwendte) August 3, 2020
A5. Figure out value proposition for your audiences in the trending topic.
For a sports brand it’s a must to keep a tab on events happening in real-time. Now if you write a detailed blog on event’s history, that becomes evergreen content for your audience.#ContentChat— Rakshit Behel (@TheEpiphanist) August 3, 2020
A5 I don’t know about “unique” ways… some traditional ways of combining trends with evergreen content might be content that has seasonal applications. Examples include: video game series releases, movie franchise releases, actual seasons, holidays, etc. #ContentChat
— Derek Pillie (@derekpillie) August 3, 2020
A5. So, our system recently used both in an interesting way. We published regular, daily blogs on COVID topics and built out a page specific to patient care for coronavirus. Both types are very high performing and you could consider the blogs news-jacking. #ContentChat https://t.co/OufZa7YSJ0
— Jen Brass Jenkins (@chrliechaz) August 3, 2020
A5b. The difference here being we had actual subject matter experts in both infectious disease and health care, not to mention the numerous research initiatives we’ve launched. #ContentChat https://t.co/vW9kIbZpuL
— Jen Brass Jenkins (@chrliechaz) August 3, 2020
A5c. I was really shocked how well both types of content did (I know, pandemic) especially as some was straight syndication of CDC content. #ContentChat https://t.co/4IaxZLS9LC
— Jen Brass Jenkins (@chrliechaz) August 3, 2020
Q6: What are some of your favorite examples of great trending topic blog content? Share the URLs, and feel free to share your own work too.
Check out our community examples below and comment if there is a piece we should check out (and why).
A6a: This new post from @Brafton is so timely b/c we know restaurants are struggling right now and need all the marketing help they can get. https://t.co/MhT7GyOPay #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) August 3, 2020
A6b: The folks @buffer have a post on how they collaborate when they need to move quickly. https://t.co/YqNgNLaWBa #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) August 3, 2020
A6c: As conferences and events go virtual, we all need help like this post from @MarketingProfs https://t.co/bI2mB2RV8r
— Erika Heald | Content Marketing Expert (@SFerika) August 3, 2020
A6 Don’t mind if I do. The first week we “shut down” I offered two blogposts on how to work from home (I’ve been at it for 12 yrs). Last week I shared that I’m not good with Plan B: https://t.co/SCN7tR8xVc #ContentChat
— Shane Shaps (@520eastbrands) August 3, 2020
This morning we published this blogpost on our client’s page. They are a facilities mgmt company: https://t.co/vDVRoQCk0x #ContentChat
— Shane Shaps (@520eastbrands) August 3, 2020
And if you’re still struggling to make working from home work, here’s my advice (follow-up post also available on my blog) https://t.co/njIER6n9Tq #ContentChat
— Shane Shaps (@520eastbrands) August 3, 2020
Q7: What’s the one trending topic content idea you wish you had published but didn’t?
Our community has a few opportunities they missed but will hopefully be able to pursue in the future. What trending topic content idea do you wish you pursued?
A7: I think it’s been more about timing, rather than the topic itself. Always wishing we could have provided a valuable response/content piece sooner. #contentchat
— WriterGirl (@WriterGirlAssoc) August 3, 2020
A7: I wish I had a single Moby Dick to point out… generally I wish I was wittier so that I could put together something interesting or funny when these opportunities come along. LOL #ContentChat
— Derek Pillie (@derekpillie) August 3, 2020
A7. We haven’t kept up the velocity we started with. As COVID has evolved, there have been addition topics, but we dropped off our posting. So, travel in times of COVID? #ContentChat https://t.co/KdlFWteXss
— Jen Brass Jenkins (@chrliechaz) August 3, 2020
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