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 (@Monique_Rose8) March 20, 2015
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:
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.
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:
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:
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:
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:
— gamesNgirls (@gamesNgirls) June 19, 2017
You can’t buy publicity like that!
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.
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:
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! ⚾️
— Toronto Blue Jays (@BlueJays) July 19, 2017
Above all you have to be something.
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:
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.
Let’s take a second to review all of things you learned above about content marketing on Twitter:
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.