How To UseTwitter InsightsFor Your ContentMarketing Strategy

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“Content Marketing is all the Marketing that’s left.”Seth Godin

According to The Content Marketing Institute, 77% of B2C marketers say they will invest more in content creation in 2016 compared to 2015. Content marketing has exploded in the past couple of years, and it's here to stay. So what kind of insights can you gain from Twitter data to give your content marketing the magic touch? Find out in this visual guide.

Twitter Insights For Content Marketing Strategy

contentsWhy Use Twitter Insights For Content Marketing?

What Are Your Audiences Talking About?

Sneak Into The Competitor’s Data

Enrich Your Buyer Personas

What Or Who Does Your Audience

Have An Affinity With?

Conclusion: How Insight Driven Marketing

Will Transform Content Strategy

Twitter Insights For Content Marketing Strategy

why use twitter insights for content marketing?

Twitter Insights For Content Marketing Strategy

1

What role does Twitter play in content marketing? And why should “Twitter Data” be a focus for marketing professionals and agencies producing content? First of all: Twitter, currently, has a user base of 320M active users with 1B unique visits monthly to sites with embedded Tweets.

This is a huge number to contend with. Twitter’s open nature lends itself to monitoring and analysis of what these millions of users are talking about.

59%UK Twitter usersfollow brands

320Million

monthlyactive users

Twitter Insights For Content Marketing Strategy

Twitter is a treasure trove of data, and by tapping into it, you can collect insights that will enable you to enrich other areas of your marketing, one of them of which is content marketing. Plus the insights you glean from your analysis will have a big impact to your overall content marketing strategy.

why use twitter insights for content marketing?

1

Twitter Insights For Content Marketing Strategy

As with any content marketing strategy, it’s important to look at the status quo. What is your audience currently talking about? What is resonating with your audience? Here’s where you analyse the Tweets, look at the link clicks, see how much buzz different types of content is generating before you move on to drafting a full strategy.

what are your audiences talking about?

2

The Retail Marketer’s Guide To Choosing The Right Influencers

Did You Know? The Twitter Analytics within the Audiense platform allows you to measure and improve the effectiveness of all your Tweets, by showing you how successfully a Tweet has performed in terms of favourites, replies and Retweets. A well performing Tweet means the audience is enjoying that piece of content.

see it in action

what are your audiences talking about?

2

The Retail Marketer’s Guide To Choosing The Right Influencers

Did You Know? The Bio Tag Cloud within the Audiense platform is an interesting way to visualise exactly what your audience is interested in, which will make it that much easier to create content, whether that’s your own or if you decide to co-create with an influencer. Further segment your audience and look at the interests of subcategories of your audience (i.e perhaps different regions).

see it in action

what are your audiences talking about?

2

sneak into the competitor’s data

Twitter Insights For Content Marketing Strategy

3

Marketing strategies are better when you’ve scoped out your competitors. Even more so with content marketing. Taking a sneak peek into how and what content your competitor is sharing, and how well it resonated with their followers is an important tactic for any marketing professional.

For instance, if you have overlapping followers this will make the Twitter insights even more interesting. Plus, you will have a whole audience to analyse and target with messaging based on their interests.

The Retail Marketer’s Guide To Choosing The Right Influencers

Did You Know? Audiense’s competitor analysis lets you see the kind of content that resonates with your competitor’s audience. And if there’s an overlap between you and your competitor’s audience, you know exactly the kind of content to test to either 1) engage the rest of your audience and 2) to poach your competitor’s audience.

see it in action

sneak into the competitor’s data

3

enrich your buyer personas

Twitter Insights For Content Marketing Strategy

4

Without interesting content, it’s difficult to engage and attract your target audience. This vicious cycle can be disheartening to any content marketer. We need to remember that audiences are dynamic and evolve. They are people who have continually changing interests, thoughts, and actions.

For that reason, enriching buyer personas with additional information, such as personality insights, is the perfect tactic to boost your content marketing strategy. For example, why does person A retweet a piece of content or who is more interested in environmental articles? Personality insights is a powerful tool in the hands of marketers who can make the most of this to tailor their content depending on different personalities.

The Retail Marketer’s Guide To Choosing The Right Influencers

Did You Know? Personality Insights in the Audiense platform uses the power of IBM Watson to create segments by personality and deliver rich insight into audiences and influencers. Combined with the Audiense platform, marketers can define audiences by personality, relationships and content and reach them more precisely.

see it in action

enrich your buyer personas

4

The Retail Marketer’s Guide To Choosing The Right Influencers

Did You Know? And when combined with Audiense’s vast number of segmentation filters, marketers can define audiences by personality traits, relationships and content to build more targeted content marketing campaigns and improve response rates.

see it in action

enrich your buyer personas

4

Twitter Insights For Content Marketing Strategy

Wouldn’t it be amazing to see who or what your audiences have an affinity to? Do a majority of your target audience follow an influential blogger on Twitter? Maybe you can collaborate with the influencer to make different pieces of content. This is what we will explore next.

what or who does your audience have an affinity with?

5

Twitter Insights For Content Marketing Strategy

Imagine you’re running a content marketing campaign for a sportswear brand and you find that the audience of the brand has great affinity to Emma Watson; a celebrity that you don’t automatically associate with your audience.

With this insight at hand, you can do a number of things. One option would to collaborate with her. For example, Emma Watson is interested in gender equality and perhaps you can tie this in with your brand story using content that empowers women.

what or who does your audience have an affinity with?

5

The Retail Marketer’s Guide To Choosing The Right Influencers

Did You Know? Audiense’s Affinity Report was created to show marketers what their audience has an affinity to, based on what they say, how they engage and the social graph. They can use the report to see the world through the audience’s eyes, and make smarter media planning, sponsorship and content decisions.

what or who does your audience have an affinity with?

5

Try Out Audiense Today

conclusion6

Thanks to limitless options on the web for content, consumers are choosing to engage only with content that is personally relevant to them and their interests. Twitter insights takes you one step further into how your audience thinks and where their interests lie.

With insight driven marketing, your content strategy will get a complete overhaul and you will be able to:

conclusion6

1Get the most out of

your content.

2Cut through the noise and make your

content stand out.

3Get closer to your audience with

content tailored to their interests.

4Gain a competitive

advantage.

Twitter Insights For Content Marketing Strategy

All of the actions demonstrated in this Visual Guide are possible with the Audiense Platform.Our listening and audience insights solution will provide you with all the information you need to optimise your content marketing strategy, and our social marketing and Twitter advertising offerings ensures your content is seen by the right people..

Audiense is changing the way brands and agencies identify, attract and engage audiences with the help of social data. The company’s SaaS-based platform delivers rich and actionable social insights which allow companies to create and analyse audiences based on what they say, who they are, and how they think. Brands and agencies also use the platform to execute campaigns and improve cross-channel marketing by passing strategic insights and social data into other systems.

Founded in Spain in 2011 and now headquartered in London, Audiense is used in more than 70 countries by over 400,000 users, including leading brands and agencies such as Universal Music, Comic Relief, Experian, and DigitasLBi. For more information, visit audiense.com or follow @AudienseCo on Twitter.gencies such as Universal Music, Experian, and Digitas LBi.

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