Opportunity Arising - Newsjacking To The Rescue | Small Business On The Web | Scoop.it
Newsjacking, a type of content marketing, places the emphasis on breaking news events rather than how-tos or technical information and rides the wave of existing demand to get well-earned backlinks and branded mentions.

"For example, a high profile fire in a historic building could be used by a construction company to highlight the importance of local code and inspections. A bank robbery could be used by a home security company to discuss the merits of a reliable security system. In both cases, working in a natural sentence that highlights the company’s position will not be difficult."