Twitter Content Strategy Guide

With Twitter you’re focusing on abbreviated content that is either short by nature, or is protracted with a link. Even though one type of content will often to better than everything else you share, it’s important to diversify your content to create a well rounded and well regarded persona. All of your tweets should be part of an overall Twitter strategy, which should be a part of your social media strategy, which is in turn going to be part of your online strategy, that would optimally be part of your overall marketing strategy. If you’re lucky enough to have the level of control required for that type of oversight, making sure that synergy is present in your business will dramatically increase efficiency and effectiveness. For the most diverse content profile, here is a sample of the various types of tweets you’ll see in a well constructed strategy:

Twitter has quickly become a favorite part of content marketing strategies employed by most businesses. The 140 character limit means that it doesn’t take much work, users have little inhibition about following quality profiles and it’s already optimized for mobile. Curating a quality Twitter feed lends itself to an answer for so many marketing questions that it would be hard to list them all here.

Still yet, lots of users have no idea how to make 140 characters count. What we end up with is Twitter feeds consisting primarily of links and quotes. Quotes are an obvious place to start when you want concise snippets of text that convey wisdom and evoke strong emotions. In fact, the most successful Twitter users are almost always inspirational, funny or educational in nature. However, followers don’t want to follow a copy of someone that’s already in their feed, and as an online influencer you don’t want to be pigeonholed.

Nothing changes as quickly as online sentiment, and it’s easy to brand yourself as a one trick pony. People who followed an account to get updates from Charlie Sheen’s cat aren’t going to know what to think when you start tweeting about debt consolidation. Consider diversifying your feed with these Twitter content strategies.

Overview

Before I break down each type of content in detail, it’s important to realize that your Twitter content strategy should not match mine exactly. The key to success with any social media campaign is identifying and understanding your audience. Some content strategies will garner much better results with multimedia, while others will need to keep their tweets per day to a bare minimum. Spend some time researching the users who follow you; what  do they re-tweet? How many users do they follow? Do they exhibit strong emotions in their feed? The better you understand your audience, the easier it will be for you to engineer an optimum content strategy.

•  Created content
• Curated Content
• Status Updates
• Q & A
• Multimedia
• Inspirational Quotes & Humor
• Replies and Discussion

For the most part, you’ll want to figure out a ratio of each type of content that is welcomed by your followers, create a plan to implement your sharing and then follow through. Depending on your resources and the size of your operation, this could involve hundreds of employees that have the ability to submit content they’ve found or created, or just one person who takes care of everything. I recently consulted with a web development company and came to the conclusion that they should send approximately 50 tweets each week, with only 20 percent containing a link back to their own blog. 50 percent of their tweets included content curated from others, and every day they send 3 tweets answering questions from random Twitter users about web development and the Internet.

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