Why Twitter is the Goldilocks of Content Marketing
Twitter is a great social media marketing platform for a variety of reasons. Foremost on that list, in my opinion, is the short shelf-life of Twitter content. This, initially, might sound like a negative quality for us digital marketers. We don’t want the content we created, which we spend so much time and effort on, to get buried a few minutes after we post it. But using Twitter for content marketing is a great tool.
If this is your thought process, then I urge you to see this aspect of the platform from a different angle. Don’t use Twitter as a platform to promote the content that you have put tons of time and effort into. Instead, use it for the content that you have yet to put tons of time and effort into.
Brainstorming sessions for new blog content can, at times, feel like they are driven by educated guesses rather than by data aggregated on likes, dislikes and interests from your users. But that does not have to be the case when using Twitter for content marketing.
Let’s take a look at an extremely simple way to build content that will resonate with your audience, backed with data produced by…dare I say it…your audience!
Let me walk you through the process of finding out what content is too hot, too cold, and just right for your audience.
Choosing a Topic
- The best place to start is with your own account. You should always have a variety of ‘types’ of content to post on your Twitter account. Included in this mix should be industry news and third-party articles. It’s important to share others’ content, not only because it help you build relationships and softens the image of being self-promotional, but because this is where the process of testing content begins! It’s quite simple: just head to the Twitter Analytics page and go under the ‘Tweets’ tab to find your account’s top-performing tweets. From here, find the industry news and third-party article tweets that your audience engaged with and found useful. This page will provide the truest indication of where you should focus your next efforts, because this information is coming from straight from your audience.
- Next, head to your competitor’s page. A simple scroll through their page, looking for tweets with a high amount of likes and retweets, and it becomes quite obvious what kind of content is seen as useful by their (and soon to be your) audience.
- Then, check out the accounts of the companies leading your industry. Here, it will be easy to see what your potential customers are interested in learning about.
Finding the Pain Point
Next, it’s time to gather a bit of qualitative data via the Twitter Search bar. Once you have a few different ideas gathered for your blog post, find out what people are saying about each one. Simply enter the topic into the search bar, and get real-time results on what people have to say about it. For example, we can enter ‘Cost Per Lead’ into the search bar and start looking at what other people are saying about the subject. After a quick scan, I can start to pull out patterns from the various conversations taking place.
Now I can start to get a better focus on what my article should be about, because I was able to see that there were multiple articles posted on each of these topics. Clearly ‘chasing false leads’, ‘attribution’, and ‘lead generation on social media’ are what people are interested in learning about when they start talking about the topic of cost per lead.
You can take it one step further by clicking the links shared and scrolling down to the comments section for a few of the articles. Read what people are saying and find out if there was any information that users felt was left out, or if there was information that they disagreed with. All of this is great qualitative data to pull in as you start formulating your next blog post. It is also where you’re likely to find the spin that will set your article apart from these previous posts.
Finding the Right Buzzwords by Using Twitter for Content Marketing
So now that you have chosen a topic that you know your audience will find interesting and helpful, it’s time to start thinking about optimizing your post so that people will find it. If you don’t have the time or resources to do a keyword research report for every blog post you create, check out the hashtag threads on Twitter. Although this doesn’t relate directly to the amount of searches for those particular words, it will still give you a solid index to compare one topic to the next. It can also give you an idea of the most popular verbiage people are using when talking about your chosen topic. For example, If you are having trouble deciding whether to use ‘CPL’ or ‘Cost Per Lead’ in your article, a quick look at each hashtag’s thread, and the frequency/amount of posts on each, will give you a solid understanding of what the majority of people are using when they talk about the topic.
Also, you can use a free tool like Hashtracking to see data on which hashtags people are using more often.
(Quick note: we always recommend doing a keyword research report for your posts. This process gives you a general idea of the words people are using to talk about a subject, but does not provide the granular data that a keyword research report can.)
Test Different Titles
Now that you have a topic you know will resonate with your users and you’re using the right/popular buzzwords throughout, it’s time to pick a title. There are two ways using Twitter for content marketing can assist you in this process.
- One technique is to tweet the different options a few different times over the course of a couple weeks, then look at click rates to determine which performs better.
- Or, the process which I would recommend, would be to run Twitter ads and get a larger sample size to base your decision on. This way, you don’t bother your followers too much with the same topic again and again. It’s not very expensive to test a few different promoted tweets to a couple thousand people, to make sure you are choosing the best option for your title.
Time to Publish
Gone are the days of choosing a blog post topic and hoping it resonates with your audience. Through using Twitter for content marketing, you can now feel safe asking your team to take a few hours out of their day to write a post on a specific topic, because you have data to stand on, ensuring their post will be a success. You will also feel a lot more confident in putting budget behind your posts and promoting them with paid advertisements because you put in a majority of the ‘optimization’ work beforehand.
Also published on Medium.