Understanding Why Twitter Is the Content Marketing World’s Best Friend

By: David Tile| Founer @ Article-Writing.co
Posted On: August 12, 2015

In terms of writing social media content for businesses, there’s nothing quite like having a great presence on Twitter. Sure, Facebook is a major force as far as post volume goes and Google+ does offer up a serious amount of search engine optimization (SEO) benefits, but Twitter brings quite a bit to the table as well. To ensure you don’t overlook this platform – and to help arm you with all the tools you need to succeed on this front – let’s take a moment to delve into why Twitter is the content marketing world’s best friend and how your brand can best leverage the power held within this social media network.

Breaking down the Power of Twitter

So just what makes Twitter so powerful? According to a post from content marketing expert Jeff Bullas on his personal site, the answer to this question comes in the form of numerous stats and facts that tell the story of this platform. Here are some of the highlights from his look at the network:

  1. Activity on This Network Continues to Soar – Currently, the monthly active users (MAU) total sits at 288 million members of the Twitter community. Adding in that this following fires off about 500 million tweets a day further emphasizes the notion that this platform is a bustling hub of activity.
  2. Twitter Is a News Source – Starting with the U.S. Airways crash in New York City’s Hudson River back in 2009, Twitter has become a source of breaking news. This mentality has spread to virtually every community and industry as consumers and contemporaries alike try to keep up with the latest happenings and relevant events.
  3. 80 Percent of Users Are Connected via Mobile Devices – There’s no denying that we live in an increasingly mobile world, so the fact that the vast majority of users connect via tablets and smartphones shows that Twitter stands on the cutting edge of the digital landscape.
  4. Don’t Forget about Twitter’s Control of the Visual World – With its purchase of Niche – an app that helps integrate Vine (40 million users) and Instagram (200 million users) with this network – and the acquisition of the livestreaming service Periscope, Twitter has firmly cemented itself as the go-to source for visual endeavors in terms of writing social media content for businesses.
  5. Twitter Has a Healthy Foothold within Youthful Demographics – The final stat from Bullas’ look at Twitter shows that 33 percent of American teens use Twitter regularly. With this number only heading north, it’s safe to say that Twitter matters a great deal to tomorrow’s shoppers.     

Going a Step Farther in This Relationship

Of course, simply recounting stats, facts, and figures probably isn’t enough to convince you to go all-in on Twitter as you begin to map out your social media strategy. Thankfully, industry thought leader Mark Schaefer from the Businesses Grow blog offers up a deeper look at why Twitter deserves your attention when it comes to writing social media content for businesses.

“Tweets and Facebook Likes are probably the most powerful sources of social proof on the web today. However, I believe it is easier to secure ‘tweets’ than ‘Likes’ for a lot of corporate content.” – Mark Schaefer, the Businesses Grow blog.

Schaefer notes that Twitter “retweets” and Facebook “likes” are actually neck-in-neck in terms of being the most powerful sources of social reach and influence when it comes to writing social media content. However, securing this kind of interaction for your corporate content on Twitter is a far more manageable affair.

Essentially, with people being more selective about what they share on Facebook, it’s actually easier to generate viral content and grow your digital presence on Twitter. With the realization guiding the way, doesn’t it make sense for your brand to take advantage of a platform that offers just as much in terms of SEO benefits and social punch, but doesn’t require nearly as much time and effort invested into the process?

Laying the Groundwork for a Great Presence on Twitter

Now that you know just how important Twitter is when it comes to writing social media content for businesses, and why this platform stands as the content marketing world’s greatest ally, it’s time to dig into how your brand can win on this network. As the team behind Twitter explain in their look at successful content marketers, it all starts with the “80/20 principle.”

If you’re not familiar with the 80/20 principle, this theory basically serves as a guideline for your posting habits. Instead of spamming your following with overt sales pitches ad nauseam – something that’s definitely not a good idea – focus on devoting the vast majority of your activity (80 percent) on interacting with your target audience. Retweets, replies, favorites, and the sharing of other relevant pieces of content fit this billing. From here, you can sprinkle in promotional content and direct offers (20 percent) once you’ve gained the trust of these viewers.

Additionally, the folks over at Twitter also suggest building a few consistent and stable tweet “series.” Just like your favorite shows on TV, these features will pop up every week and help create a presence that is conducive to repeat visits. Some great examples of this process include:

  1. Helpful Tips – Once a week, try and offer up useful advice or ideas that help your audience with real world situations and scenarios.
  2. Customer Spotlights – This approach shifts the focus back on your viewership and helps “humanize” your content, products, and services.
  3. Industry Expert Features – Perfect for drawing interest from your audience, having a day set aside to showcase a thought leader is also a great way to build lasting and fruitful professional relationships for your brand.

Keeping These Good Vibes Rolling

For one final thought on how to win on Twitter and social media for businesses in general, let’s turn to some insight offered up by Jay Acunzo of the Content Marketing Institute. In his look at what it takes to truly harness the power of this network, Acunzo quotes the following words from the founder of Twitter himself, Ev Williams:

Here’s the formula if you want to build a billion-dollar internet company. Take a human desire, preferably one that has been around for a really long time … identify that desire and use modern technology to take out steps.” – Ev Williams, Founder of Twitter, Blogger, and Medium.

The basic lesson here is that a proper approach to writing social media content for businesses isn’t just about having smart tactics and a savvy take on how to navigate these networks. To truly win over your audience, you need blog and site content that both speaks to the needs of these viewers and is worth sharing at the same time. However, if you’re able to hit on both of these points, the sky is the limit in terms of how much impact your brand can make on the social platform that matters most to the content marketing world.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.