Thinking about packing it in where Twitter’s concerned? Reports of purged accounts, bots, online trolling and fake news have taken some of the shine off one of social media’s original pioneers.

But get past the negative noise and data tells a different story. There are still 330 million people using the social network each month.

While monthly users have dipped since 2018, daily usage keeps going up. Put another way, the quantity of users may be in slight decline, but the quality is going up.

Improving network quality by getting rid of bad accounts and content is the company’s current focus, and it seems to be working. CEO Jack Dorsey says Twitter is … ‘making meaningful progress in making it healthier and valuable.”


Should Twitter keep its place on content calendars?

As a content marketing channel, Twitter boasts an active user base that includes 75 per cent of B2B brands and 60-plus per cent of B2Cs. The average user follows five brand accounts and 38% of users say they’ll purchase from the brands they follow.

That means engagement via Twitter should remain on your list of KPIs for the foreseeable future. With the right content marketing plan, it can be one of the most valuable channels in your toolkit to help deliver traffic, awareness, engagement, influencers, and the prospects who follow them.

The company’s own research suggests that more than half of Twitter users have taken action after seeing a brand mention in their feed – including re-sharing content and visiting the brand’s website.


Quality content is Twitter’s top asset

Even if some of the trust and credibility of the platform has been diminished by recent events, using it to amplify a reputation for quality, high-value content is still an effective strategy.

Research from Pew in the US says that Twitter accounts for 16% of referrals to long-form content from social sites, and 14 per cent of referral traffic for shorter pieces.

Sharing links to your most valuable content is still the way to build an organic base of engaged followers. But how you go about it matters.

Don’t just tweet a link and expect to gather followers. You’ll get more attention if you ask a leading question or share a surprising stat. You also need to schedule tweets for the times when users are known to be most active.

Engagement is a two-way street, so time needs to be devoted each day to nurturing your follower base by sharing and curating their content too.


Invest in unique content and strategy

Especially for B2B brands, blogging should sit at the top of your content marketing priority list for Twitter. Most B2B buyers consume content to inform their purchase decisions, but you need to post regularly and make any journey back to your site worthwhile for readers.

Tweeting links to blog content remains a powerful way to boost brand awareness and pull prospects towards a sale, but the content creation skills needed to blog effectively have changed.

Copywriters need to blend storytelling techniques and business acumen to demonstrate authenticity. That’s the secret to turning today’s Twitter referrals into prospects and customers.


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