After Prince William and Kate Middleton got married in April of 2011, no one could stop talking about Kate’s wedding dress. Within hours after the wedding, vendors began making near-identical copies or similar styles of the Stella McCartney designed dress.

Even vendors such as David’s Bridal now have a “Royal” category so you can dress “just like Kate.” When something is buzz-worthy, it creates high demand. In situations like this, you can align offers with “what’s hot.”

Companies will often leverage newsjacking for this type of technique and it works very well for offers, too.

As an example, if something is new in your industry, you can create a ebook or in depth video explaining how your customers can take advantage of this tool.

As the tool might be “hot topic” it’s more likely your customer would download your content offer.

Another example is using services like sourcebottle.com, where reporters look for comments on trending news stories. As an authority in your field you can offer up content to that reporter, often being feature in the article with a link back to your website.