In an always-on, always-changing news cycle, savvy business owners know that relevance wins. Tapping into trending news and cultural moments isn’t just for big brands or influencers—it’s a powerful strategy for small business owners too.
Whether it’s a story about young investors leaning on social media for financial advice or a viral trend on TikTok, integrating current events into your business communication can attract new audiences, position you as an expert, and boost your visibility without a big advertising budget.
Here’s how and why you should be paying attention to the headlines—and how to use them to grow your business. Check out this episode on our podcast.
1. Why Relevance Builds Trust and Authority
When your audience sees you talking about what they are already thinking about, you build an instant connection.
Take the recent survey from Spruce, for example. It showed that a third of Gen Z and nearly a quarter of millennials rely on “finfluencers” on social media for financial guidance—many of whom aren’t trained professionals. If you’re a financial advisor, accountant, educator, or even a tech entrepreneur with a budgeting app, this is your moment to speak up. Offer real, grounded insight to help people navigate their money with confidence.
This same principle applies in any industry. Are your customers impacted by new regulations, supply chain delays, or AI technology trends? Share your take, offer solutions, and become the go-to voice they trust.
Related – Why Creating Content that Matters Is Important. Beyond Splashy Headlines.
2. Position Yourself as the “Local Expert” on Global Conversations
You don’t have to be on TV to be a media expert. Your blog, your LinkedIn, your email newsletter—those are your channels. Use them.
Small business owners can quickly respond to breaking or trending news by sharing a short, thoughtful post:
- “What Gen Z’s trust in finfluencers says about YOUR marketing strategy”
- “3 things small business owners can learn from the current economic outlook”
- “Here’s how we’re helping our clients navigate uncertainty right now”
This kind of commentary positions you as not just a seller of goods or services, but a trusted guide who understands what’s going on in the world and what it means for your customers.
3. Use Topical Moments to Spark Conversation (Not Just Promotion)
Topical marketing isn’t just about hijacking headlines—it’s about adding value. If you’re jumping on a trend or reacting to news, make sure your message offers:
- Practical advice
- A unique perspective
- Or a relatable story
And remember: not everything has to lead to a sale. Sometimes the win is visibility, credibility, or starting a conversation that leads to future business down the road.
4. Be Mindful of the Line Between Relevance and Risk
When news turns political or controversial, it’s natural to wonder: Should I say something?
Here’s a tip: if it’s directly related to your industry, your values, or your customers’ concerns, and you can address it with thoughtfulness and clarity—say something. But never feel forced to weigh in on every topic. Being relevant doesn’t mean being reactive.
5. Make It Easy: Tools to Help You Stay Current
If you’re not sure how to keep up with the news, or how to tie it into your business, here are a few tips:
- Set up Google Alerts for industry keywords
- Follow reputable business news sources and thought leaders on LinkedIn
- Use AI tools (like ChatGPT) to summarize trending stories and suggest content ideas
- Schedule time each week to brainstorm a “news reaction” or commentary post
Final Word: Small Businesses Can Be Big Voices
You don’t need a huge team or marketing budget to make an impact. Just a sharp eye, a timely insight, and the courage to show up and speak up.
By leveraging the news of the day in your content, your commentary, and your conversations, you position yourself as a credible expert—and that’s how customers start to notice, listen, and trust you.
Your challenge this week? Find one news story that relates to your industry and write a short social media post or blog about it. Share what it means for your customers. Be helpful, not hype-y. Then watch what happens next.
