Chapter 3: Why Datejacking
The Benefits of Datejacking
Chapter 3: Why Datejacking?
The Benefits of Datejacking
Benefits
Content marketing is hard. Like really hard. Getting traction is tough. Sometimes impossible. Datejacking allows you to tap into an explosion of sharing and interaction around a given date and give your content a way to stand out and gain traction.
The following are some of the many potential benefits of Datejacking:
Brand Awareness
Datejacking improves the reach of your content, and as such, you get your brand in front of new audiences, driving overall awareness and engagement with your business.
Traffic
As more people see your content you will generate more website visitors. These users are then qualified and this feeds into other marketing strategies (think lead generation and remarketing).
SEO
Quality content gets shares and links. Links help with your SEO. The only safe and sustainable way to build the kind of links Google really likes is to create great content that people link to. This boosts your overall rankings for the commercial terms you really care about.
Social
The more quality and popular the content, the more social shares your post will get, and the more likely those people are to go to your Twitter or Facebook page and connect with you. If your post gets social traction you gain more followers and more awareness – all good things and perfect to drive awareness and engagement with your brand.
Leads and Conversions
By including a strong incentive and call to action in your content you can generate more leads and build out your sales pipeline. The more content you can connect with some form of lead generation the better, so supplement your basic piece with some additional incentives that require an email to access.
Reputation
Social media is a blizzard of ‘me too’ content. 99% of the people are sharing the same posts and saying the same thing. This is an opportunity to have something new to say. To demonstrate your brand’s personality and to stand out from the ever-growing crowd.
Brand Awareness
Datejacking improves the reach of your content, and as such, you get your brand in front of new audiences, driving overall awareness and engagement with your business.
Traffic
As more people see your content you will generate more website visitors. These users are then qualified and this feeds into other marketing strategies (think lead generation and remarketing).
SEO
Quality content gets shares and links. Links help with your SEO. The only safe and sustainable way to build the kind of links Google really likes is to create great content that people link to. This boosts your overall rankings for the commercial terms you really care about.
Social
The more quality and popular the content, the more social shares your post will get, and the more likely those people are to go to your Twitter or Facebook page and connect with you. If your post gets social traction you gain more followers and more awareness – all good things and perfect to drive awareness and engagement with your brand.
Leads and Conversions
By including a strong incentive and call to action in your content you can generate more leads and build out your sales pipeline. The more content you can connect with some form of lead generation the better, so supplement your basic piece with some additional incentives that require an email to access.
Reputation
Social media is a blizzard of ‘me too’ content. 99% of the people are sharing the same posts and saying the same thing. This is an opportunity to have something new to say. To demonstrate your brand’s personality and to stand out from the ever-growing crowd.
Measuring Success
With all content marketing, you must clearly understand what success looks like and what metrics you will use to see if you have a hit or a miss. Metrics like views, reach, social shares, likes, follows, click-through, traffic, bounce rate, links, or ideally, lead generation, all provide valuable insight.
By measuring your results you can tweak your strategy and see which dates you can effectively jack to engage with your target audience. Ultimately, you should have a clear idea even beyond these typical digital marketing KPIs of how this piece of content connects to your overall business objectives and helps you move forwards.
#MayThe4thBeWithYou
This year brands took to Twitter to share their National Star Wars Day celebrations, creating massive amounts of customer interaction and spreading their brand’s reputation using #Datejacking. Massive brands such as Domino’s, Pixar and Nasar all took part. To find out more check out the link below.
Glamour and National Lipstick Day
National Lipstick Day takes place on 29th July. Glamour leveraged this date by launching their new site, Lipstick, and posted lipstick-related content, including a poll into their reader’s favourite lipstick colours. Glamour also teamed up with Birchbox for a National Lipstick Day event in their store and used this to create even more content for their site. This date fits in perfectly with Glamour’s brand, and they utilised it to generate buzz and excitement around it. They used the date to create crossover between the digital and physical versions of their magazine and engage with audiences online and off.
Market Watch & the Walking Dead
With the new season of The Walking Dead fast approaching and Walking Dead enthusiasm rising, Marketwatch wrote a blog post combining business management with zombies. They took a boring topic and made it interesting and fun by linking it with popular culture. They used characters and plot lines to produce 7 lessons about management and featured on both business and entertainment blogs. This demonstrates how simple datejacking can be, as you don’t need a massive campaign, but a single blog post can be effective in attaining results.
Market Watch & the Walking Dead
With the new season of The Walking Dead fast approaching and Walking Dead enthusiasm rising, Marketwatch wrote a blog post combining business management with zombies. They took a boring topic and made it interesting and fun by linking it with popular culture. They used characters and plot lines to produce 7 lessons about management and featured on both business and entertainment blogs. This demonstrates how simple datejacking can be, as you don’t need a massive campaign, but a single blog post can be effective in attaining results.
Free 30-Minute Consultation
If you have any questions or would like some advice, please drop us an email via the link below. We offer a free 30-minute consultation in which we analyse your requirements and provide you with a strategy to get started.
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