As businesses realize the potential of content marketing, they are exploring different platforms for it. In 2018, 87% of B2B marketers said that they used Twitter for content marketing.

As a content platform, Twitter is always buzzing with fresh information. From breaking news to brand campaigns, everything that demands an instant reaction works on Twitter. But with the endless stream of content, it’s difficult to stand out on Twitter.

Image via Content Marketing Institute

If you want to grab the attention of your target audience, you need to develop a winning Twitter content strategy. But that is easier said than done. Developing a Twitter content strategy requires a deep understanding of the social media platform.

Best Tips To Ace Content Marketing on Twitter

Twitter isn’t like the other social media platforms. It doesn’t allow you to write more than 280 characters. So, the rules of copywriting on Facebook and Instagram don’t necessarily apply to Twitter.

Content marketing on Twitter is tricky. To help you sail through, we’ve compiled some strategies that will plan your content on Twitter.

1. Have a Clear Goal

Before you get onto planning, take a while to understand your motivation for creating content on Twitter. What’s the ultimate outcome or goal you want from your Twitter content? Note that this will be different than the main goal of your business.

Say, you sell cloth bags because you want to reduce the usage of plastic. Using Twitter, you want your target audience to become aware about your brand and your mission. It’s crucial to understand why you’re using Twitter for marketing.

Next, identify your target audience on Twitter. You can have multiple target markets too. That’s okay as long as you have all of your audience personas detailed out. For each persona that you create, try to understand their biggest pain points. It’ll help you understand your audience’s needs.

2. Find the Right People to Follow

Marketing on Twitter is all about building a community of like-minded people. Once you are clear about your target audience, find people who fit the criteria. You need to be highly targeted in your search.

It may be tempting to follow every profile you see to increase your follower count. But avoid following random people at all costs. Remember your focus is to find people who might be interested in your products. You could also look for people whose values match with your business’ values.

The key is to find people who are likely to engage with your posts. An easy way to find such people is to look at the followers of other brands in your niche. You can choose to follow those people who have been recently active.

You should also find influencers in your niche and follow them. To maximize your chances of getting a response from them, follow nano and micro-influencers. Even a single reply from an influencer can put the spotlight on your Twitter account.

3. Share Quality Content

The prerequisite to creating a successful social media strategy is to create quality content. This cardinal rule gets only slightly tweaked for Twitter. You don’t necessarily always need to create content, you can share it too.

Twitter is all about sharing information. If you find an article that may be interesting to your target audience, share it. Curate content that will provide value to your followers. You can retweet shareworthy quotes, memes, and GIFs to engage your audience.

Retweeting is a great way to increase your frequency of posting on Twitter. The lifespan of each tweet is only a few hours long. So, you can’t just tweet once a day. You need to post multiple times during the day to keep the attention of your attention.

On Twitter, Netflix regularly shares funny observations and anecdotes from their fans and other celebrities. Which helps them engage their audience while creating buzz around their brand.

Image via Twitter

When you’re merely retweeting, you are passing on interesting content. There is no space to add a caption or your thoughts to the post. However, if you’re tweeting original posts, you’ll need to think of a catchy caption.

The 280-character word limit can feel restraining. But it’s enough to get your readers interested in your content.

Read through your posts and find interesting statistics that could seem shocking or fascinating to people. Or look for interesting quotes that will make people think. The key to writing captions on Twitter is to spark people’s curiosity.

4. Engage with Your Audience

Even if you get all of the other steps right, your Twitter content strategy won’t work without engagement. One of the best ways to get your audience to engage with your content is to respond to their comments and questions.

When you reply, you’re actually striking up a conversation with them. If you’ve got nothing to say, simply thank them for commenting. Engaging with your audience is the best way to start meaningful relationships with your followers.

Just make sure you’re authentic in the way you interact. Instead of sending automated responses, use a more personalized approach. Stick to your brand voice to maintain consistency in your branding.

Take a leaf from Taco Bell’s Twitter profile. They make sure their comments are slightly humorous and entertaining to maintain a friendly brand voice.

Image via Twitter

If you receive negative feedback, respond to it with grace. Many brands choose to ignore or delete such comments. But that will only harm your brand reputation. Instead, apologize and tell them how you can fix the issue.


A winning content strategy on Twitter takes more than just tweeting once a day. You need to curate interesting content, write compelling captions, and engage with your audience. More than anything, when it comes to content, it’s important to understand that you need to provide value to your followers.

Do you have any other tips to create a winning Twitter content strategy? Please share your views in the comments section below.

Shane Barker is a digital marketing consultant who specializes in influencer marketing, product launches, sales funnels, targeted traffic, and website conversions. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.