6 steps to promoting your content on Twitter

Twitter followingOnce you’ve created valuable content on your website and blog you need to promote it.

Twitter offers an excellent opportunity to increase the reach of your content at the click of a button. It’s the third most popular social network in the UK and has over 200 million active users worldwide.

Best of all, some of these users are ‘influencers’: people with thousands of followers in your industry sector, who can massively extend the reach of your content if they choose to retweet it.

Follow these 6 steps to give your content the best chance of succeeding on Twitter.

1. Build up a Twitter following

Before promoting your content on Twitter, it is helpful to invest some time into building the right following. Make sure you:

  • Tweet useful, interesting content regularly
  • Share valuable content from others
  • Follow and engage with influencers in your sector

Not sure if someone is an influencer? Try checking out their Klout score and/or follower count. You could also use one of the many social analytics tools such as Simply Measured or Twtrland to identify Twitter influencers in your niche.

2. Share at the right time

When you’re ready to start sharing your own content, tweet at the times when your followers are most likely to be online. There are a number of tools to help you work out when this might be: two free ones to try are Followerwonk and Socialbro.

For example, here are the times that Write My Site’s followers are most likely to be online according to Followerwonk:

Twitter follower times

The majority of Write My Site’s Twitter followers are in the UK, so it’s no surprise that the most popular times are at lunch time and towards the end of the UK working day.

3. Create content specifically for Twitter

A common mistake businesses make on social media is not tailoring their messages to each social media channel. It may well save time to send the same message out on all your networks, but creating content specifically for Twitter is likely to significantly increase the success of your tweets.

Make sure your tweet fits within the 140 character limit and links directly to your content. If possible, leave some characters free for others to reply and retweet.

If your tweet has an image, optimise the size for Twitter (440 x 220 px to fit in the preview box).

4. Share more than once

Not everyone is on Twitter all the time, so it’s a good idea to share your content at least twice to give it the maximum chance of reaching more people.

Share at different times of day and rewrite your tweet to keep it interesting for followers who might catch your tweet more than once. As long as it’s still relevant, try re-sharing your content after one day, one week and one month.

Scheduling tools such as Hootsuite and Sprout Social make it easy to push out updates at pre-selected times: you don’t need to stay up all night in order to deliver a tweet at 3am!

5. Integrate Twitter with your website

Sharing your own content on your own networks can only take it so far. You need to make it easy for your readers to share your content with their networks. One simple way to do this is to add sharing buttons and the Twitter widget to your website.

Activating Twitter Cards can also help give your content more impact within the Twitter newsfeed.

6. Use insights to improve

Once you’ve started sharing content, the next step is to keep an eye on your analytics to learn what’s working best. Which content is resonating with readers on Twitter and which tweets are generating the most engagement? Use these insights improve the way you use Twitter to promote your content.