In the dynamic landscape of digital marketing, staying relevant and timely is more crucial than ever. This is where topical marketing, also known as moment marketing, newsjacking, or trend jacking, comes into play. Leveraging current events and trends, topical marketing allows brands to create content that resonates with the audience, enhancing brand momentum predominantly through social media platforms.
Understanding the nuances of topical marketing can be a game-changer in your marketing strategy. It not only helps in enhancing brand visibility but also fosters engagement and can significantly boost sales through industry-specific campaigns.
In this comprehensive guide, we delve deep into the world of topical marketing, exploring its various facets including its definition, the different types of topical posts, and the strategies to implement it successfully in your marketing campaigns. We will also look at some successful case studies and address frequently asked questions to give you a 360-degree understanding of this marketing approach.
Join us as we unravel the potential of topical marketing and how you can use it to steer your brand to new heights.
Topical marketing, synonymous with moment marketing, is a dynamic strategy that leverages the pulse of the current happenings to craft content that is both timely and pertinent. It is pivotal to delineate the fine lines distinguishing it from moment marketing to harness its full potential in your marketing blueprint.
While both strategies are grounded in leveraging contemporary events, topical marketing casts a wider net, encapsulating seasonal happenings, commemorative days, and other pivotal dates. In contrast, moment marketing is more impromptu, capitalizing on viral phenomena or current news to craft content that strikes a chord with the audience at that precise moment.
Expansive, covering seasonal events
Spontaneous, riding on viral waves
Short-term, fleeting engagement
Broad spectrum through diverse platforms
Targeted audience via viral channels
Topical posts stand as the pillar of topical marketing, offering a fertile ground for brands to foster a connection with their audience. Let’s explore the diverse types of topical posts that can be a powerhouse in your marketing strategy.
Seasonal and Topical Days
Seasonal and topical days are a treasure trove for brands, presenting an opportunity to craft campaigns that resonate deeply with the audience. These posts, which can be curated in advance, recur annually, encapsulating festive days, awareness days, and days of national and international significance. Aligning your brand message with these pivotal days can forge a deeper bond with your audience, enticing them to actively engage with your content.
New Year’s Day
International Women’s Day
St. Patrick’s Day
International Workers’ Day
International Yoga Day
Independence Day (USA)
Independence Day (India)
Teacher’s Day (India)
Please note that this list is not exhaustive and focuses on widely recognized and celebrated days.
Newsjacking or moment marketing is a dynamic strategy that involves crafting spontaneous posts that ride the wave of viral events or current happenings. This approach offers a fresh and unique perspective on trending topics, thereby enhancing visibility and fostering deeper engagement with the audience. By keeping a finger on the pulse of the latest news and trends, brands can swiftly jump onto the bandwagon, presenting content that is both fresh and resonates with the audience at that particular juncture.
The essence of this strategy lies in its spontaneity and the ability to offer a fresh take on a trending topic, which can garner more visibility and engagement. It is a strategy that thrives on timeliness, requiring brands to be always alert and ready to leverage a trending topic to their advantage.
Implementing topical marketing in your strategy comes with a plethora of benefits that can significantly enhance your brand’s visibility and engagement. Let’s explore some of these benefits in detail.
Topical marketing allows you to reach a broader audience by creating content around trending topics. This strategy not only increases brand awareness but also fosters a community of engaged followers who are more likely to interact with your brand on a deeper level.
By leveraging trending hashtags wisely, you can increase your post’s discoverability. This strategy fosters engagement and drives traffic to your brand, creating a ripple effect that enhances your social media presence exponentially.
Successfully implementing topical marketing involves a strategic approach that encompasses various elements. Here, we delve into the strategies to help you implement topical marketing successfully.
Finding Relevant Topics
Choosing topics that align with your brand and industry is crucial. It ensures a clear connection between the topic and your brand, fostering relevance and engagement. By staying updated with the latest trends and news, you can find topics that resonate with your audience, creating content that is both timely and relevant.
Creating Bite-Sized Content
Topical posts are generally packaged as bite-sized content, allowing your audience to grasp the message at a glance. This strategy fosters engagement and resonance, encouraging users to share your content, thereby increasing its reach.
Utilizing Trending Hashtags
Employing trending hashtags judiciously can increase your post’s discoverability. Choose hashtags that are relevant and resonate with your brand to create a buzz around your content, encouraging more users to engage with it.
Developing a robust topical marketing strategy involves careful planning and collaboration. Let’s explore the strategies that can aid in creating successful topical marketing campaigns.
Strategy and Planning
Collaborating with colleagues in the campaign process is essential. Pitching post ideas to coworkers and acquaintances fosters a collaborative environment, encouraging diverse perspectives and innovative ideas.
Collaborative Efforts in Topical Marketing
Engaging in collaborative efforts involves your team in the brainstorming process. This approach encourages innovative and relevant content ideas, fostering a rich and diverse content strategy.
Case Study 1 : CRED’s #IndiraNagarKaGunda Campaign
In a recent topical marketing campaign, CRED utilized a trending hashtag, #IndiraNagarKaGunda, to create a substantial buzz and virality around its brand. The campaign started with an advertisement that quickly gained popularity, even though opinions on the ad were divided. The ad sparked a meme fest on Twitter, with many brands, big and small, jumping on the bandwagon to leverage the trend.
For instance, Zomato tweeted, “Deliveries in Indiranagar might be late today due to an angry gunda on the road,” and Dunzo invited the “angry gundas of Indiranagar” to avoid traffic jams and order in. This collaborative engagement of brands created a ripple effect, enhancing the campaign’s reach and engagement.
The campaign was incredibly successful, generating over 3.6 million views on YouTube and over 114K engagements within just a week of its launch. The hashtag became a top trending topic, fostering discussions and boosting brand awareness significantly.
This case study showcases the power of topical marketing in creating buzz and fostering engagement through collaborative and spontaneous content creation, leveraging a trending topic to enhance brand visibility and reach
Case Study 2: Amazon Prime Video’s Campaign for “Mirzapur”
Amazon Prime Video orchestrated a meticulous campaign to drum up excitement for the launch of the second season of the Indian TV crime series “Mirzapur.” The campaign aimed to draw in a new viewing audience and ensure consistent engagement from potential spectators.
To reach people who might have missed the show’s launch, the agency released a follow-up campaign encouraging them to tune in. This strategy successfully leveraged a new audience, many of whom hadn’t watched the first season. The campaign’s success was evident as it managed to create a buzz and attract a substantial new viewer base.
In this campaign, Floradix aimed to reframe its status as a market leader in iron tonics in Europe to fit the Chinese market. The strategy involved understanding Floradix’s customers deeply and using data to inform the campaign’s strategy.
They chose to represent the brand through independent women with no prior association to Floradix to appeal to other women and attract prospective customers. This approach was highly successful, leading Floradix to become a market leader in iron tonics on Alibaba, China’s largest e-commerce platform.
As we come to the end of this comprehensive guide, we hope to have provided you with a 360-degree understanding of topical marketing. Leveraging current trends and events offers a rich ground to foster engagement and enhance brand visibility, steering your brand to new heights. As we move forward, it remains essential to stay abreast of the changing dynamics to effectively leverage topical marketing in your strat