The document discusses trendjacking, which is capitalizing on current trends or news stories to grow an audience and brand credibility. It recommends identifying trends early, when public interest is rising but before peak attention, and creating "top of funnel" awareness content. Companies should consider questions like whether a trend fits their expertise and authority before launching a trendjacking campaign. The tips provide best practices like staying relevant, respecting the audience, embracing humor, and avoiding inaccurate or offensive information when trendjacking.