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Content Marketing for Twitter

Twitter is one of the social media platforms that businesses and customers are flocking to. It’s a fast and easy to use platform that is suitable for real-time conversations. In this digital era, if you have a business, you should be on Twitter and you need a clear content marketing strategy. Let’s take a look at how you can build a content marketing on Twitter and how it helps your business.

Why Twitter?

  1. Twitter is one of the fastest ways to build an audience. When you consistently post the right content with attractive headlines and relevant hashtags, you will gain your audience on Twitter.
  2. News break on Twitter. If you want to be one of the early participants of a discussion or comment first on news and industry development, Twitter should be part of your content marketing strategy.
  3. Good content is on Twitter. Create a Twitter list of your influencers on Twitter. Choose the ones who post content that are helpful to your audience. Share their content by retweeting them.
  4. Twitter also provides you an opportunity to interact with you influencers and their audience by engaging with their content.
  5. Your tweets can be found on Google searches. Now when you search for a person, brand or any topic on Google, indexed tweets will be displayed along with other results. This feature was officially rolled out last August and is now available on your desktop, phone or tablet. Another solid reason to use Twitter for your content marketing.
  6. Social proof. People use social media for different purposes. They come at it with different expectations. Currently, Facebook and Twitter are the best channels to build social proof. The difference is that on Facebook, people share what is relevant to their friends and family. On Twitter, posts about business and industry news are more common.

Developing Content Marketing Strategy on Twitter

The way twitter is built suits businesses because it is able to open a line of communication between the brand and the consumer but before you tweet to your heart’s content, apply these content marketing strategy points.

Set goals - The ‘Why’ for each piece or series of content

Don't post for the sake of posting. Establish your goals and plan your posts accordingly. Last month, we shared how establishing goals is one the initial steps that you need to take in your content marketing journey. On Twitter, you can establish specific goals such as:

  • Increase your Twitter followers
  • Drive traffic to your website
  • Increase follower engagement
  • Launch a blog/ product/ service

Scheduling

Timing is everything. This is especially true when sharing content to your audience. Schedule your content according to when your audience is most active. Over time, you will get to figure out this time frame for your specific audience. Twitter has determined that between 8 AM to 7 PM, there is a 30% boost in engagement. You can use this as a guide and adjust as you get to monitor the impressions and engagement your content is getting on Twitter.

Content Marketing involves consistency. You need to share good quality content all the time. This is just one of the reasons why content marketing is hard work and you need all the help that you can get. Use social media management tools to automate your tweets. You can use the free tool, Tweetdeck, to schedule tweets in advance. If you use Twitter along with other social media platforms, paid tools such as Sprout Social and Hootsuite is worth looking at. These tools also provide you with the analytics so you can see when your content are performing best.

To help us schedule our content strategically, we use a Twitter Queue spreadsheet to map out what we are tweeting for the week. This helps us stay focused with the content that we want to share with our audience. It also helps us collaborate as a team to make sure Twitter game is always on point.

Stories

When you do a keyword search, you can expect thousands if not millions of results back. Most content have already been written. However, tons of these content need to be written by you. You have a unique personality and experiences to be able to deliver content in a fresh way to your audience. There are many good ideas that are already recorded online, but you can bring your unique stories online. In the midst of all the internet clutter, your audiences will appreciate unique and genuine stories.

Content Options

Breaking news and celebrity Twitter feuds are evidence that much can be said in 140 characters. You can expand this even further with different media such as images, video, and Twitter cards. According to Twitter, these type of content rake in more engagement that full-text ones. Use your content options in telling your stories, it looks more attractive on the newsfeed and it enhances the experience for your customers.

Hashtags and Trends

Hashtags help your audience find you within the topics that they are interested in. Include relevant hashtags in your post. If you are producing a content series, use the same hashtag throughout the series. When your follower searches or clicks a hashtag, related content should appear together. You can also use hashtags to find conversations that you want to join in.

Trends are the topics that are most talked about on Twitter. Join trending conversations that are related to your niche. Don’t hijack a trending topic by using a popular hashtag and tweeting something unrelated. This does nothing to help your brand and it turns customers off.

Content Marketing best practices on Twitter

1. Listen

How often do you use the search bar on Twitter for keywords? The search bar is a useful tool to see what your competitors, influencers, and customers are talking about. Listening is the most important part of a conversation. This is true with Content Marketing on Twitter. See how other successful businesses are interacting with their customers. Observe how your target audience interacts with the content that you post. These factors should affect the type and timing of content that you tweet.

2. Make it personal

Personality is an important part to content marketing on Twitter or on any social media site. Your social channels should be platforms to show the human side of your business.

3. It’s mostly about the customer

Content Marketing is an important selling tool. It differentiates itself from traditional marketing in that it does not constantly scream, ‘Buy from me!’. Instead, it seeks to create conversations with the audience. These conversations should be more on educating and helping your customers.

Business.twitter.com recommends the 80/20 rule. It means 80% of your content should focus on driving interactions and after you have built rapport, the 20% is for promotion.

4. Analytics

You can’t keep doing the same thing and expect a different result. Use analytics.twitter.com to see what your audience demographics and how they are responding to your content. If you are using a Social Media management platform, pay attention to reports to analyse the results of your Twitter campaigns. This should not only affect what you should post, you should also use analytics to determine the types of content you should be producing more of.

Tweetables

So, what are the things that you should be tweeting about? According to Business.twitter.com/smallbiz, you can look at a piece of content and ask these two questions:

  1. Is what you are tweeting interesting to your customers?
  2. Is it relevant to them?
Here are some of the tweets that fit:
  • A peak at a new product
  • Helpful blogs - Your own blogs should be one of them
  • Informative links to industry related posts
  • RT positive reviews from customers
  • Photos, vines or videos of employees at work or having a good time
  • A content series
  • Questions
  • Proactive answers or solutions for concerns your customers might encounter
  • Quotes related to your niche
  • Useful and entertaining images

What type of content makes the most impact to your customers?

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About the Author

 

Angelica Manlunas

About Angelica Manlunas

Angelica lives off of coffee and pizza. She spends her time online tinkering on social media, watching short films and poetry slams. Her offline time is devoted to trips to the beach or spending lazy days indoors with a book in her hand. Also, she writes at least 1000 words every day. Email Angelica at angelica.manlunas@transeo.com.au and follow Angelica @ang_transeo.

 


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