For more topicality: Agenda Surfing
If a company doesn’t just want to fish in its own pond of topics, it should try agenda surfing. Here, the brand takes a stand on current topics that play a role in public perception, but are also strategically important and appropriate. The goal is to occupy topic areas and to be perceived by the target group. The need for action on one’s own behalf, for example in political debates, is also permitted. The same applies to highlighting everyday reality and finding solutions thanks to one’s own product. One company that stands out here is EA.
On their blog for digital game culture, interested parties can find contributions on new political guidelines, for example, on the promotion of digital games. New findings in research and science can also be found – always up-to-date and close to current events. In this way, companies not only indirectly succeed in advertising their own cause. They demonstrate zeitgeist and also become more visible to the target group. A daily press review and targeted monitoring of media events can help to identify relevant topics for your own content marketing.