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Learn why you should care about future-proofing your content -- and get tips on how to do it.
When you see a trend emerging, jumping on it with quick content deployment (called newsjacking) can be a great way to increase your visibility and generate new interest in your brand. But what’s the point of investing effort into these “piggybacking” content pieces if they’re reliant on trends that will eventually die out? Content is a long-term game. If you don’t have a way to drive sustainable engagement from your content pieces, you’re losing money and risk falling behind to more savvy competitors.
Essentially, you want to find the sweet spot between jumping on hot trends and future-proofing your content so that you continue to derive value from it long after the trend you’ve capitalized on has passed. Later on, we’ll discuss the different ways you can find these trends and produce future-proofed content. But first, let’s look at an example.
Future proofing your content is simply smart marketing.