Your Twitter account can be a tremendous tool for content marketing. It may limit you to 140 characters, but that doesn’t limit how many tweets you can send, or your Twitter content marketing strategy. Let’s get your plan started, and make it sustainable.
— Monique Tremblay (@MoniqueRose18) March 20, 2015
Set your Twitter content marketing goals
The goals that you set are going to be the things that you want your Twitter content marketing campaign to achieve. They allow you to define what it is you want to get from the campaign as different goals require different content. Examples include:
- More followers: Many Twitter content marketing campaigns focus on followers. That can’t be your only goal though, you need those followers to do something.
- Brand awareness: This will be awareness of your products and services, as well as your brand overall.
- Traffic generation: With the right links, you can drive a lot of traffic to your website for sales.
- Cross promotion: You can use your Twitter account to make other platforms popular.
- Engagement: You can be on Twitter simply because you want to engage with your customers, and maybe do some customer support.
These are the most common reasons anyone starts a Twitter content marketing campaign. If you have different goals be sure to write them down and work towards achieving them.
Canadian Tire recently did a campaign with a dedicated hashtag:
— Canadian Tire (@CanadianTire) June 30, 2017
Their goal for this would’ve been all about spreading brand awareness. There are no links, there’s no cross promotion, they aren’t selling anything, they only want people to think about their brand during this celebration.
Other social platforms
You need to think about how you can use other social media platforms to get your Twitter content marketing started. You also need other forms of content to keep it going:
- Use your most active social media platform and send people to Twitter from there.
- Your YouTube account, blog, SoundCloud profile, or anywhere else you create content needs a way to link to Twitter.
- Your promotional materials must also be optimized for Twitter. This can include using text in your images so that you do not take up the 140 character limit.
Twitter cannot exist on its own. Your content marketing campaign will not be successful if you don’t send people to your Twitter, and send people from Twitter to your other platforms.
Follow the example of top YouTubers who make it a point to ask for people to follow them on Twitter. Philip DeFranco features his Twitter handle at the end of every single one of his videos for this reason:
Identify your audience
Unfortunately, your audience cannot be listed as ‘everyone.’ You will need to consider what sort of content you are already creating, and the type of people that it attracts. Here’s what you should do:
- Examine who your current audience is on other platforms, including your website. Your current audience and how they react to content is always your starting point. You may use Twitter to attract a different audience, but there is much to learn from who you already attract as an audience.
- Define an age group, and the topics which interest them. This will help you determine what sort of content to create.
- Use some Twitter listening tools. They will help you find topics related to your content marketing goals.
- Examine your competition to see where their content fails and succeeds. There is a plethora of information out there, you need to examine it so that you succeed faster.
When you try to appeal to everyone on Twitter you usually end up appealing to no one. Wendy’s recently took a turn where they went after their critics rather than trying to appease them. This worked out so well that Wendy herself turned into the famous “Smug Wendy’s” meme:
— games N girls (@gamesNgirls) June 19, 2017
You can’t buy publicity like that!
Using #hashtags with your content marketing
Not taking the time to discuss hashtags would be foolish. Hashtags are a huge part of Twitter, and they can be huge part of your Twitter content marketing.
The most common way to use them is to link together related pieces of content. Sony Pictures were sure to use the hashtag #SpiderManHomecoming every time they had a piece of content to share related to the movie:
— Sony Pictures (@SonyPictures) July 15, 2017
Hashtags are all about telling a connected story. Using a combination of hashtags in your content will allow you to tell a much longer story than is allowed in 140 characters.
The other way to go about it is to jump on trending hashtags. If you are ready have content which is related to the hashtag in question, why not tweet it out? That is what Epic Meal Time did on #NationalHotDogDay:
— Epic Meal Time (@EpicMealTime) July 19, 2017
These moments, when you are in front of a huge audience which doesn’t know you, are perfect for our Twitter Retweet Service. Not only will this service help drive your tweet to the top of the trending chart, but it will also catch people’s eyes during those few seconds when they scroll past.
What sort of tweeting do they enjoy?
You can’t just use text, you need to include other media. Different audiences react to different types of content. Think about what you want to share:
- Links: These can be of links to your website, or to other people’s content.
- Images: You can share infographics, photographs, drawings, etc.
- Videos: Short form videos are big on Twitter, as are GIFs.
- Retweets: Every Twitter account needs a strategy for what content of others it will retweet.
- Engagement: Are you going to use Twitter polls to get people talking, or asking questions?
Let’s look closer at Smug Wendy’s. They became infamous for their smug comebacks.
what'd they win? A participation trophy?
— Wendy's (@Wendys) January 4, 2017
This appealed to a segment of their audience, a younger segment, that just wanted to see ‘savage burns’ on Twitter. Your attitude, and the way that you talk to people, is another part of how you will tweet to people. You can be formal and knowledgable:
— NASA (@NASA) July 19, 2017
Always get the extra taco. Better to be safe than sorry.
— Taco Bell (@tacobell) July 19, 2017
You can be excited:
It's a beautiful night to get a W!
Play ball! ⚾️
— Blue Jays (@BlueJays) July 19, 2017
Above all you have to be something.
Putting your Twitter content marketing strategy in motion
Now that you know who your audience is going to be, and the content they enjoy, you can start actually putting your plan in place. In order for it to be successful you will need to:
- Cross promote: Start telling people on your other platforms, including your website, that your Twitter account is up and running. You have to promote your Twitter account in order for it to get going. Be as direct as these people:
- Budget: You need to budget for assistance on your Twitter account. There is no way that you can operate it 24 hours a day by yourself. See if you can get other staff members on it, or if you need to hire a Twitter marketing team for your off hours.
- Performance: You need to keep track of your goals and whether or not you are meeting them. Tracking your performance should be an ongoing task as Twitter never stops. There are many Twitter analytics tools to use for this purpose.
- Timing: While it can be fun to tweet whenever you feel like it, there is no room for ‘whenever you feel like it’ in a proper Twitter content marketing strategy. Establish when your audience is online, and how often they want you to tweet. This will take a little bit of trial and error, as well as a tool like Tweriod.
Your plan is not going to work perfectly as soon as you start. Continuing to use the four points above will help you perfect your content marketing, and draw the maximum amount of interest from your targeted audience.
Analyze your Twitter content marketing strategy
Let’s take a second to review all of things you learned above about content marketing on Twitter:
- Set goals: Your Twitter content marketing campaign will never go anywhere if you don’t know where you are going. Pick a target to work towards.
- Other platforms: You will find greater success if you incorporate content from other platforms in your Twitter content marketing strategy. It is difficult for Twitter to succeed on its own.
- Your audience: Use data from your other platforms to determine who your audiences are, and create custom content for them which will work on Twitter. Competition analysis is important at this point.
- What to tweet: Find the interests of your audience and create content around those topics. It is important to find your voice and the type of language you will use at this time.
- Get started: This is when you will begin your cross promotion, make sure you have a proper budget, track your performance, and analyze your timing.
You have reached the end of this article, but you have nowhere near completed your journey with Twitter content marketing. It involves ongoing assessment, and ongoing creation. Keep on creating, and keep on taking the time to see what is successful and what isn’t in order to have a sustainable Twitter account.