Outshine your competitors by staying on top of emerging industry trends.

Whether you’re a PR guru or a social media master, staying on top of what’s trending on Twitter (and elsewhere online) is an easy way to seriously boost your social media strategy. But best stay on your toes! What’s popular one week is rarely breaking news the next.

When your content marketing calendar is already chock full of amazing initiatives and interesting articles, derailing what you have planned to make way for trendy topics might seem like a nuisance. But the fact is, the potential benefits of breaking the “#trending” barrier far outweigh any minor inconvenience these up-to-the-minute pieces might present.

These are just a few of the reasons why newsworthy content is essential to the success of any digital marketing campaign:

Staying Relevant

If we’ve said it once, we’ve said it a thousand times: whether you’re courting consumers or other businesses, establishing yourself as a thought leader in your industry will transform your brand into something people truly believe in.

Although evergreen pieces on the ABCs of your industry are a great way to establish street cred, commenting on breakthrough news — within an appropriate window, of course — will do even more to establish your authority. After all, anyone can cover the basics; it takes a real pro to demonstrate the relevance of their field in real-time. If you can keep up with the trends as well as (or better than!) your competitors, your audience will know that you’re on top of your game.

Improving Visibility

Writing topical content doesn’t only have a positive impact on your current audience — it can also create significant spikes in site traffic. This one is kind of a no-brainer: after all, if you write about the subjects people are searching for, you’re making yourself relevant to a much wider audience.

Take Buffer, for example. A big believer in workplace transparency, writer Courtney Seiter thought the #talkpay movement of 2015 was reflective of her company’s own value system. Excited by the conversation, she sent off a quick tweet about Buffer’s open salaries. The rest, of course, is history

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That 140-character missive quickly became one of the company’s best performing tweets of all time, earning, in the author’s words, “somewhere in the ballpark of 11,000+ clicks and more than 3x our normal engagement rate.” If firing off a trendy tweet could get you even a fraction of that engagement, what do you have to lose?

Joining the Conversation

As important as your ROI is, newsjacking isn’t just about the bottom line – it’s about sharing your values with the community around you. The best blogs don’t just shout into the void; instead, they carefully curate pertinent content to create a dialogue with consumers.

Again, the impetus behind this is fairly intuitive. If you’re writing about what people are interested in, people will be interested in you. Whether it’s a hard-hitting, in-depth article or a short, sweet and to the point tweet, you might be surprised at just how much you have to gain by joining the conversation.

Longneck and Thunderfoot offer brand publishing services and strategies to transform your company blog into a sophisticated trade publication that drives visibility and influence in your market. Learn more about brand publishing here.