Using newsjacking to build expertise, authority and trust

The Client

Spreadex Ltd is a British-based company that offers financial spread betting, sports spread betting and sports fixed-odds betting. They commenced trading in 1999.

Breaking into the market.

Spreadex were mainly known for sports betting and wanted Edit to help them improve their visibility and authority in the financial industry. Ultimately, we aimed to position them as a leader in financial and sports spreadbetting by building expertise, authority and trust.

Newsjacking in its purest form

In order to build the authority that Spreadex wanted, we decided to focus on a newsjacking strategy. In its simplest form, this means offering a comment to a journalist or the press about a current news story which may be of interest to/have an impact on the client’s target audience.

Agile and Responsive Content.

As we never know when a story is going to ‘hit the headlines’, we have very little planning over the strategy. However, in our experience this is probably one of the most effective tools when it comes to gaining online coverage and increasing back links.

As part of the recommended newsjacking strategy, we continually monitor the news (planning around future events that we know are scheduled to happen), and build relationships with influential online journalists.

The results

This campaign has received more than 20 pieces of individual coverage on sites such as the Independent, Adweek and the Guardian. Within the first six months of working with the client, we were able to acquire more than 50 authority links.




pieces of coverage