March 29, 2017

4 Reasons You Should Focus on Twitter as a Content Marketing Platform

In an age in which content marketing is becoming increasingly visual, it can be hard to know which platforms are the best channels for promoting your content and which channels are not furthering your content/helping you reach the audience you want to reach. Should I be hosting Facebook Live workshops? Should I stream on Periscope? Should I ditch Twitter for Pinterest? What's that other thing... Stumbleupon?


In this post, I'm expounding on the pros (and some cons) of Twitter as a content marketing platform. Whether Twitter will have measurable results for you personally... well, I can't predict that. I just know that I receive a lot of my traffic from Twitter (shameless plug). Maybe it's because I'm not using Pinterest the best I can or because I am a fetus entrepreneur have a small following, but hey, either way: it's working for me.



I Buffer up three tweets for any given blog post that's going live on any given day (read the latest blog post here), and each one includes images, key words, and phrasing that I hope is "attention grabby" enough, while still being professional and getting my point across. Why should you focus on Twitter for content marketing? Because...


+ Twitter is less visual.


Whereas Pinterest is a search engine that relies on strong visuals, Twitter is a platform that relies more on strong wording. Contrary to popular belief, your tweet does not need to be hashtagged for it to show up in search results. A search for "content marketing," for example, will pull up both tweets hashtagged #contentmarketing and tweets that are not hashtagged, so long as the keywords are used in the tweet.

Click to tweet: 4 Reasons Why You Should Focus on Twitter for Content Marketing 


Though tweets with hashtags get two times the engagement of those without, the more you use, the more unappealing your tweets are to Twitter users. Too many hashtags can make a tweet, well, ugly and encourage people to keep scrolling.

Another thing: like your tweets, your profile will also come up in search results whether or not you include hashtags in it. If you search for "writing coach," my profile will pop up. If you search for "#writingcoach," I'll still pop up, and my bio includes zero hashtags.

Though a strong image is a good thing to include in a tweet because tweets with image links get double the engagement of tweets without image linkspeople are (probably) not basing their decision to click on your tweeted link solely on whether or not the image you've chosen is appealing. On the flip side of that coin, someone is more likely to stop scrolling to read the tweet that includes a picture rather than the tweet that is just characters.


+ Twitter is less niche.


Pinterest can be a huge traffic driver, but Twitter is far less niche and can help you attract readers and clients outside your bubble. But wait. You've spent hours figuring out who your ideal client is, so why do you want to attract anyone who isn't a member of that ideal audience? Why is it a good thing to use content marketing to appeal to people outside of your niche?

Sometimes, building a diverse community is the best thing that you can do for your brand. (Tweet it!)


Your community members should share certain characteristics, of course, but not everyone should fit neatly into your "ideal client profile." Outliers should include those in similar niches (example: if you're a branding coach, maybe attracting an SEO consultant or a one-person marketing agency could benefit you both), but not everyone has to be a creative entrepreneur like you.


+ Twitter is very "on-demand."


You tweet a link and people click on it. There's no weird algorithm that steals your latest post and hides it from your followers (looking at you, Instagram). There's no algorithm that filters your posts based on "richness" (what's up, Pinterest?). Twitter refreshingly displays your posts chronologically, giving your potential readers/audience a (mostly) direct way to access your content.

The benefit of this format is obvious, if not somewhat problematic. If you tweet at the right time, traffic and shares could explode. If you tweet at a time that's less optimal, however, your tweet could get lost in a sea of other tweets, and the people you're targeting with that specific piece of content might miss it.



+ Twitter lets you create lists.


Have you noticed when you tweet something containing a certain phrase or keyword, you're sometimes immediately added to a random person's list of "Marketing Gurus" or "Freelance Writers"? That's because they want to keep a record of users who post similar content in a niche that they are interested in keeping up with.

You, too, can make lists! *insert gasp here* If you're struggling to keep up with all the awesome entrepreneurs you're connected with on Twitter, or you just want a better system of doing that, making lists is a good place to start.

In conclusion: Twitter is less visual, less niche, and more on-demand than other platforms out there, which makes it a great option when you need to hone your content marketing efforts.

Do you like Twitter? Which platform is your favorite for content marketing?

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