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“I’ve got your back” – the role of narrowcast newsjacking

Your firm’s clients depend on your firm to keep them informed about sudden changes that may affect them – new laws, new regulations, new disruptive technologies and other new developments. One of the best ways to generate content they’ll find valuable is through analyzing what that news means for them. In content marketing, this is called “newsjacking.”

And these do not have to be big changes that would grab headlines in major media like CNN, the BBC or the New York Times. Your firm’s clients value knowing about narrowly-focused news that will affect them – news they might otherwise be unaware of, because the mainstream media doesn’t cover it. We call this “narrowcast newsjacking.”

Here’s an example, about an article on a narrow news topic.

For decades, many small local utilities have relied on diesel-powered generators to help them meet “peak load” – times in the morning and evening when demand for power is particularly high. Then, the US Environmental Protection Agency, concerned about particulate emissions from diesel engines, announced tighter restrictions. But this would render many existing diesel generators unusable, because they were unable to meet the new emissions limits. How would power utilities comply with the new regulations, and also meet their customers’ needs for peak power?

Two air quality engineers in the Minneapolis office of a global firm sought to help their clients deal with the US-EPA’s new restrictions. So the engineers developed an array of solutions, depending on the utility’s situation. These included replacing the existing diesels with new units, switching to gas turbine, putting emissions controls on the existing diesels, or possibly a switch to renewable energy sources.

These engineers contacted me to get my help demonstrating their abilities to meet utilities’ needs. I researched available publications, and recommended one of the two leading magazines serving the power generation sectorPower Engineering, with a circulation of 70,000 across the US and elsewhere.

I approached the editor of the publication, who I’d worked with before on other articles, with the article concept. Based partly on the success of those articles, he indicated interest in the idea on diesel generators.

I interviewed the article’s authors about the EPA’s new regulations, the impact they would have on the users of diesel generators, and recommendations on what utilities could do about the situation. I ghost-wrote a first draft of the article and sent it to the authors, and the marketing staff in that office of the firm. They reviewed the text and made some changes particularly to the technical information, and sent the revisions back to me. I then sent the text to the editor, and then obtained a copy of the published article for the authors in Minneapolis.

Learn more about newsjacking and how it helps professional services firms >>

Download "EPA Rules Pose a Concern for Peaking Diesel Generators" >>

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