Imagine we are mobile device sellers. The news of exploding smartphone batteries suddenly spreads. We may be tempted to run a story using trending keywords on our corporate blog, hoping it would make top search rankings. Sadly for us, all our competitors are likely to do exactly the same. Not to mention all news agencies and media outlets. In the end, all we are likely to achieve for racking our brains is to produce content of no value to our customers. After all, how likely is our blog to overcome established and authoritative news sources?