HubSpot has published an article answering the question, ‘Should Trending News Disrupt Your Content Plans?’.

Ann Gynn says, “News and trends can disrupt any marketer’s editorial calendar.

People take to the streets to protest the government. A tornado rips through a region. Pecorino Romano cheese faces a national recall.

“Dilly-dallying” gets replaced by “67.” #NoughtiesNostalgia moves aside for  #2026IsTheNew2016.” 

Even if your brand doesn’t feel the impact of the bad news or has a direct connection to the online trend, your audience may be affected or interested in it.

That’s why you need to critically evaluate your content marketing calendar when a major news event or emerging online trend pops up.”

HubSpot Marketing