If you’ve followed our blog for any length of time, you’ve likely heard us talk about creating posts that tie in with trends and topics making the headlines.
While the bulk of the content we create is evergreen, taping in to current events can help you get noticed. It’s referred to as newsjacking.
What is Newsjacking?
Newsjacking is a term created by noted marketer David Meerman Scott.
If you taken a college or graduate-level marketing course in the last few decades, you’ve likely read one or more of his books.
Scott wrote a book and created a whole website about the topic of newsjacking.
The trick is to respond quickly and professionally without seeming like a ghoul out to profit off of a tragedy.
For example, we had clients request articles on strokes at an early age after the death of actor Luke Perry. And blog posts to talk about early Alzheimer’s when legendary coach Pat Summit lost her battle.
The articles were designed to educate and share our clients’ knowledge about the subject. As senior care providers, you are uniquely qualified to do that.
While the goal is to get content out before the news cycle peaks, the COVID-19 crisis is like nothing we’ve seen before.
The constant coverage surpasses even that in the days after 9/11.
Rightly so.
Should you newsjack with Coronavirus-related topics?
Probably, if you have the ability to do it well.
Senior Living Blogs in the Time of Coronavirus
Here are a few factors to ask yourself and to keep in mind as you move forward:
- Do you have an expert or expertise to offer?
- Does your team have someone who can write a polished, professional article?
- Is your voice needed when thousands of others are creating content?
- Will seniors and their loved ones benefit from hearing from you?
If you are like many senior living providers, the answer to the questions above is yes.
COVID-19 Topics for Your Senior Living Blog
Topics you can write about and publish if you haven’t already done so could include:
- Company response: A statement on how your company is responding to the crisis is vital. Let’s face it, the news hasn’t been kind to our industry. Many people first learned about the Coronavirus after an outbreak in a nursing home in Washington. So, having your legal and PR teams work together on a published response is a necessity.
- Hygiene basics: While those of us who work in the industry have likely been through more handwashing workshops than we can count, the general public hasn’t. Articles on basic hygiene and infection control can be invaluable. If you can add video, all the better.
- Staying connected: Senior living communities have come up with some very creative ways to help residents and families stay connected when they can’t visit in person. These are great stories to write and share on social media. Ideas such as using the House Party app for playing games together even though you are in separate locations or reading the grandkids a bedtime story over FaceTime are a welcome relief during very tough news cycles.
- Homebound activities: By now, most people are getting more than a little bit of cabin fever. That’s true for residents and their families. Pull together some fun activities to do at home, along with suggestions for exercising and eating well. Have your chef do a video demonstrating how to prepare quick, healthy snacks. Or write a blog post on “outings” that don’t require you to leave the house, such as virtual tours of museums or zoo cams that allow you to visit the animals online. With an hour or two of research, you’ll find loads of ideas to collate and share.
Have a question about newsjacking or need help creating a few articles for your blog?
We’ll be happy to send you a quick email with information about our blog subscription services and how to get on our waiting list.
Until next time,
Shelley