Content marketers often use popular stories and news to create visual content for marketing purposes. Creating fresh topics is always a struggle whereas trending news presents an easy and effective way to engage users and bring more traffic to your site. Even though finding ideas
is easier when you leverage trending news, it also presents a range of challenges. Firstly, news hijacking is not a new content marketing technique. A plethora of brands are using it on a regular basis, so consumers are well aware of the trick. Secondly, there is always a risk of being too late or undermining customers’ trust with content that isn’t consistent with the brand’s image.
Despite the obvious drawbacks, news hijacking
is a highly effective method when it comes to boosting traffic. Evergreen and long-form content form the core of the website, driving loyalty and trust, while content based on trending news can provide bursts of new traffic. The inspiration for visual content for marketing can come from many different places.
This article explores how to create content
that naturally incorporates trending news and stories into a brand’s own story. Of course, part of the success with creating content based on popular stories relies on design. You can use online tools
to help you align content with the brand’s image and story.
Why visual content for marketing should be built on popular stories
We all love to learn new things and expect brands to provide new educational materials. But familiarity has its own place in content marketing and our brains. Here is why familiar stories work: