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Editorial Calendar Tools and Templates for Content Marketing

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Editorial Calendar Tools and Templates for Content Marketing

Quick: Name the tool most critical for effectively managing your content marketing program.

No matter your role or responsibilities, the answer should be an editorial calendar.

Why? Content creation involves a million small tasks. A reliable system keeps track of all those processes and each content piece’s status as it moves through them.

But content marketing editorial calendars can do much more than that.

They can streamline strategic collaboration, track marketing performance, and identify content repurposing opportunities.

With a thoughtful approach and proper configuration, editorial calendars can enhance team productivity and add clarity at every stage of your brand’s content marketing journey.

Learn how to build a customized content marketing editorial calendar – and how to maximize its benefits – with these tips, examples, and templates.

1. Set the foundation for an effective editorial calendar

Gather key information from your content marketing strategy to inform your content creation plan. Answer the following questions to help determine what to track in your calendar and stay focused on your marketing goals.

Who are you creating content for?

You can’t create the right content if you don’t have a clear understanding of the target audience. Use the insights in your content personas to focus on their informational needs and topical interests.

What will your content help your business achieve?

Are you looking to generate leads? Increase your thought leadership? Drive attendance to your events? Your content marketing mission and goals will impact what you publish, where you publish, how often, and how your team prioritizes, organizes, and categorizes/tags its content creation efforts.

What creative resources do you have?

Will you work with an in-house team of writers, designers, and videographers? A stable of industry pros sharing their insights? A mix of internal and external contributors? The tracked formats, frequency, and workflow stages likely depend on with whom you’re collaborating and the nature of their expertise.

TIP: Need to enhance your creative capabilities to handle the workload? Follow this complete guide to outsourcing content creators.

What will make your content distinct?

How can your brand deliver content with a unique mission? What unmet industry needs can the content address? What gaps exist in your or your competitors’ content? Can you tie your content to industry events for added exposure? Knowing how to attract a larger share of your audience’s attention lets you fill the content marketing editorial calendar with impactful ideas and assets.

What are the steps for producing quality content for your brand? What tasks and team members factor into your content workflow? Who manages each aspect, who else helps, and who needs to approve the pieces? Those insights determine what information to include in your calendar and how to structure it for optimal use.

2. Build your content marketing editorial calendar

Multiple calendar-building options exist, from simple spreadsheets to project management software. You can also use calendar tools integrated into content workflow management platforms and access free templates online.

Picking your calendar tool

Knowing some of the pros and cons of each option will help determine the best choice to build your marketing editorial calendar.

Project/task management software

Tools like Trello, Airtable, Basecamp, or Asana are great for organizing tasks, collaboration stages, and asset status. They include tagging, annotation capabilities, and drag-and-drop functionality that make them ideal for tracking content from ideation to execution.

For example, Clare McDermott recommends Airtable for content planning because it combines elements of spreadsheets and databases.

@Airtable is amazingly useful for editorial calendar planning because it’s an elegant combination of spreadsheet and database, says @clare_mcd via @joderama @CMIContent. Click To Tweet

As shown in her editorial calendar template example, one calendar tracks multiple elements – the headline, author, deadline, topic/category, and production status.

You can use filters to zoom in on specific details about the content pipeline, such as articles by a particular author or assets that include visuals.

Image source

However, some project management tools build templates with developer or marketing needs in mind. You need to adapt them to work well in an editorial environment – which could become more of a time-suck than a time-saver.

Editorial workflow management platforms

Dedicated content management and editorial workflow software can offer editorial calendaring features better suited to the needs of content marketers. They are also more likely to integrate well with other enterprise content technologies, like your CMS (e.g., WordPress), email marketing systems, or asset management tools.

All-in-one systems can be complex and pricey, so they may not be the best option for small teams or smaller-scale content marketing programs.

Fortunately, some offer free editorial calendar templates without purchasing a software license. They may include advanced features that would be hard to build on your own.

For example, ContentCal asks a few questions, such as your types of content, publishing frequency, and target platforms. With that information, it creates an annual calendar with target publishing dates for each type of asset.

Image source

Spreadsheets

You can always start with a simple Excel spreadsheet or a shareable Google Sheet. It’s easy to configure them to track fundamental tasks like production steps and publishing dates for a blog or social media posts. Just label the columns and rows for all the information you need.

For example, the CMI editorial team bases its editorial calendar on a template like this one for the blog. It details the production information for each day’s article – headline, author, topic category, and workflow status. (Download your own copy and adjust it as needed).

Uploading your spreadsheet to a cloud-sharing system (like SharePoint, Box, Dropbox, or Google Drive) makes it easy for your team to access and update the information as each asset moves through the process.

Spreadsheets lack advanced features that make complex workflows easier to manage (like content that involves sales or requires developer skills). They also can quickly get unwieldy when tracking multiple processes like creation and performance tracking or multi-channel content experiences.

Also, spreadsheets don’t always integrate well with other enterprise systems and processes, so consider your collaboration needs before choosing this option.

Start with essential workflow details

How you fill out your editorial calendar ultimately depends on your goals, resources, and content plan. At the most fundamental level, it should include these fields for each content asset:

  • Date of publication
  • Topic or headline
  • Author
  • Required features – cover image, video or audio asset, ad obligations, etc.
  • Owner – who manages the workflow for that asset and/or approves the final piece
  • Status – update as the content moves through the publishing cycle

Add useful extras

Depending on the content and workflow, you may want to track the following elements to ensure your content follows the strategy over the long term.

Distribution channels

When working with multiple channels, tracking the where and when of distribution is critical.

You can use this starter template as a model. It tracks basic publication details for each channel, such as the targeted personas, publishing frequency, and topics. This example also includes fields to identify relevant calls to action and target KPIs.

While CMI was used as a reference for this template, the content does not reflect its channel plan. Click to download a copy.

TIP: Learn to build a channel plan to put your content in the hands of the right consumers at the right time.

Content formats and types

Are you focused on a single type or multiple types of content (e.g., blog posts, podcasts, videos)? What format(s) will be used for those types (e.g., live streaming interviews, scripted presentations, product demos)? Tracking this information is helpful, especially when repackaging your assets into other formats or for use on additional platforms.

Visual elements

Don’t overlook the appeal of visual content in terms of social-sharing potential and brand recognition. Tracking the visuals – such as cover images, logos, illustrations, or infographics – ensures your content has a consistent look and cohesive brand identity.

Topics/categories

Including topics and categories makes your calendars more searchable and can help uncover opportunities to fill coverage gaps.

Keywords and other SEO metadata

This information includes meta descriptions and SEO titles (if different from the headlines). Including these details in the editorial calendar visually reminds you to optimize the content for targeted keywords and align with the business’ SEO strategy.

Calls to action

Tracking CTAs on your editorial calendar ensures every content piece is focused on achieving a goal for your business.

URLs

Tracking the URLs of each published piece can help content inventories and audits and make it easier to build backlinks to your highest-converting content assets.

Repurposing details

You can add fields to indicate the content’s last update date and its performance against a target KPI. Indexing this information turns your content marketing editorial calendar into a mini content audit to identify high-performing content to recycle and republish.

Sample

Manick Bhan offers a sample template for this small-scale content audit. In addition to tracking the content’s original and updated publication dates, it includes the page title, author, total impressions, and topical category.

3. Keep your editorial calendar filled and focused

A consistent publishing schedule requires a steady flow of engaging topics and ideas to turn into valuable content.

Incorporate a running list of story ideas into your editorial calendar. The list can also be an easy reference when looking for gaps in your coverage or provide extra inspiration for your team’s creative brainstorms.

Ben Taylor, founder of HomeWorkingClub.com, suggests using a card-based project management system like Trello. “Create a column for ideas, then anybody on the team with access can submit them,” he says. For ideas you plan to take forward, just drag their cards into your workflow.

@homeworkingclub likes @trello for #brainstorming because it lets ideas move easily through your #content workflow via @joderama @CMIContent. Click To Tweet

Again, the fields to track content ideation can vary. At a minimum, track the following:

  • Topic idea
  • Owner of the idea
  • Target keywords/categories to which the content would map
  • Who might be available/qualified to author the piece
  • Marketing goal the idea aligns with
  • Projected publishing timeframe

4. Evaluate more ways to use editorial calendars

Editorial calendars can be helpful for a range of content marketing tasks beyond tracking your creative process and managing your publishing workflow.

Diversity and accessibility compliance

To ensure your content complies with accessibility standards and features diverse perspectives, include those details in your tracking system. For example, the CMI editorial team’s calendar includes a field to note that the content has been reviewed for inclusivity considerations and/or highlights the expertise of writers from diverse backgrounds.

External collaborations

If you work with external content contributors and influencers, add the relevant details of those engagements to the content marketing editorial calendar.

Whether you use dedicated influencer management tools or just add a separate tab in your main editorial calendar spreadsheet, these details can simplify the assignment process and ensure on-time assets:

  • Writer’s name
  • Contact details
  • Preferred topics
  • Standard turnaround times
  • Channels and platforms they work with

Reporting

Keeping a record of the content as it is created gives you a head start in tracking the performance of each piece and regularly sharing the results with your team and upper management.

You can add columns (or tabs) to your main calendar to keep on hand the most relevant analytics like page views, clicks, or conversions. Alternatively, you can grab the most pertinent information about the content from the calendar and plug it into a separate reporting template.

Aligning content across the enterprise

Sharing your content calendar with sales, marketing, HR, public relations, and other departments helps them understand and better leverage your content efforts to further their own goals. That connection may make them more likely to alert you when they’re involved in new events or opportunities that might spark fresh ideas or impact your project priorities.

Ease your process pain with the right editorial calendar

The possibilities are practically endless when it comes to using editorial calendars to organize your content marketing and keep your efforts moving in the right direction. What additional tips, tools, and ideas have worked well for your calendaring efforts? If you have other suggestions, please share them with your fellow content marketers in the comments.

All tools mentioned in the article are identified by the author. If you have a tool to suggest, please add it in the comments.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

Cover image by Joseph Kalinowski/Content Marketing Institute

Updated from an April 2017 post.

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How to optimize your online forms and checkouts

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How to optimize your online forms and checkouts



Forms are probably the most important part of your customer journey. They are the final step where the user entrusts you with their precious personal information in exchange for the goods or services you’ve promised.

And yet, too many companies spend minimal time on making sure their form experience is a good one for their users. They don’t use data to establish where the UX problems are on their forms, and they don’t run form-specific experiments to determine how to improve their conversion rate. As a result, too many forms are unnecessarily driving potential customers away, burning potential revenue and leads that could have been converted if they had only spent a little time and effort on optimization. Two-thirds of people who start a form don’t go on to complete it, meaning that a lot of money is being left on the table.

This article contains some of our top tips to help optimize your forms + checkouts with the goal of improving their conversion rate and delivering more customers and leads.

Use data to identify your problem fields

While user testing and session replay tools are useful in identifying possible form issues, you should also be using a specialist form analytics tool, as this will allow you to quantify the scale of the problem – where are most people dropping out – and prioritize improvements accordingly. A good form analytics tool will have advanced insights that will help work out what the problem is as well, giving you a head start on creating hypotheses for testing.

A/B test your forms

We’ve already mentioned how important it is to nurture your forms like any other part of your website. This also applies to experimentation. Your A/B testing tool such as Optimizely should allow you to easily put together a test to see if your hypothesis will improve your conversion rate. If there is also an integration with your form analytics tool you should then be able to push the test variants into it for further analysis.

Your analytics data and user testing should guide your test hypothesis, but some aspects you may want to look at are:

  • Changing the error validation timing (to trigger upon input rather than submission)
  • Breaking the form into multiple steps rather than a single page
  • Removing or simplifying problem fields
  • Manage user expectations by adding a progress bar and telling them how long the form will take upfront
  • Removing links to external sites so they are not distracted
  • Re-wording your error messages to make them more helpful

Focus on user behavior after a failed submission

Potential customers who work their way through their form, inputting their personal information, before clicking on the final ‘Submit’ button are your most valuable. They’ve committed time and effort to your form; they want what you are offering. If they click that button but can’t successfully complete the form, something has gone wrong, and you will be losing conversions that you could have made.

Fortunately, there are ways to use your form data to determine what has gone wrong so you can improve the issue.

Firstly, you should look at your error message data for this particular audience. Which messages are shown when they click ‘Submit? What do they do then? Do they immediately abandon, or do they try to fix the issue?

If you don’t have error message tracking (or even if you do), it is worth looking at a Sankey behavior flow for your user’s path after a failed submission. This audience will click the button then generally jump back to the field they are having a problem with. They’ll try to fix it, unsuccessfully, then perhaps bounce back and forth between the problem field a couple of times before abandoning in frustration. By looking at the flow data, you can determine the most problematic fields and focus your attention there.

Microcopy can make the checkout experience less stressful

If a user is confused, it makes their form/checkout experience much less smooth than it otherwise could be. Using microcopy – small pieces of explanatory information – can help reduce anxiety and make it more likely that they will complete the form.

Some good uses of microcopy on your forms could be:

  • Managing user expectations. Explain what information they need to enter in the form so they can have it on hand. For example, if they are going to need their driver’s licence, then tell them so.
  • Explain fields. Checkouts often ask for multiple addresses. Think “Current Address”, “Home Address” and “Delivery Address”. It’s always useful to make it clear exactly what you mean by these so there is no confusion.
  • Field conditions. If you have strict stipulations on password creation, make sure you tell the user. Don’t wait until they have submitted to tell them you need special characters, capital letters, etc.
  • You can often nudge the user in a certain direction with a well-placed line of copy.
  • Users are reluctant to give you personal information, so explaining why you need it and what you are going to do with it is a good idea.

A good example of reassuring microcopy

Be careful with discount codes

What is the first thing a customer does if they are presented with a discount code box on an ecommerce checkout? That’s right, they open a new browser tab and go searching for vouchers. Some of them never come back. If you are using discount codes, you could be driving customers away instead of converting them. Some studies show that users without a code are put off purchasing when they see the discount code box.

Fortunately, there are ways that you can continue to offer discount codes while mitigating the FOMO that users without one feel:

  • Use pre-discounted links. If you are offering a user a specific discount, email a link rather than giving them a code, which will only end up on a discount aggregator site.
  • Hide the coupon field. Make the user actively open the coupon box rather than presenting them with it smack in the middle of the flow.
  • Host your own offers. Let every user see all the offers that are live so they can be sure that they are not missing out.
  • Change the language. Follow Amazon’s lead and combine the Gift Card & Promotional Codes together to make it less obvious.

An example from Amazon on how to make the discount code field less prominent

Get error messages right

Error messages don’t have to be bad UX. If done right, they can help guide users through your form and get them to commit.

How do you make your error messages useful?

  • Be clear that they are errors. Make the messages standout from the form – there is a reason they are always in red.
  • Be helpful. Explain exactly what the issue is and tell the user how to fix it. Don’t be ambiguous.

Don’t do this!

  • Display the error next to the offending field. Don’t make the user have to jump back to the top of the form to find out what is wrong.
  • Use microcopy. As noted before, if you explain what they need to do early, they users are less likely to make mistakes.

Segment your data by user groups

Once you’ve identified an issue, you’ll want to check whether it affects all your users or just a specific group. Use your analytics tools to break down the audience and analyze this. Some of the segmentations you might want to look at are:

  • Device type. Do desktop and mobile users behave differently?
  • Operating system. Is there a problem with how a particular OS renders your form?
  • New vs. returning. Are returning users more or less likely to convert than first timers?
  • Do different product buyers have contrasting expectations of the checkout?
  • Traffic source. Do organic sources deliver users with higher intent than paid ones?

————————————————————-

About the author

Alun Lucas is the Managing Director of Zuko Analytics. Zuko is an Optimizely partner that provides form optimization software that can identify when, where and why users are abandoning webforms and help get more customers successfully completing your forms.


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3 Smart Bidding Strategies To Help You Get the Most Out of Your Google Ads

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3 Smart Bidding Strategies To Help You Get the Most Out of Your Google Ads

Now that we’ve officially settled into the new year, it’s important to reiterate that among the most effective ways to promote your business are Google Ads. Not only do Google Ads increase your brand visibility, but they also make it easier for you to sell your services and products while generating more traffic to your website.

The thing about Google Ads, though, is that setting up (and running) a Google Ads campaign isn’t easy – in fact, it’s pretty beginner-unfriendly and time-consuming. And yet, statistically speaking, no platform does what Google Ads can do when it comes to audience engagement and outreach. Therefore, it will be beneficial to learn about and adopt some smart bidding strategies that can help you get the most out of your Google Ads.

To that end, let’s check out a few different bidding strategies you can put behind your Google Ads campaigns, how these strategies can maximize the results of your Google Ads, and the biggest benefits of each strategy.

Smart bidding in Google Ads: what does it mean, anyway?

Before we cover the bidding strategies that can get the most out of your Google Ads, let’s define what smart bidding means. Basically, it lets Google Ads optimize your bids for you. That doesn’t mean that Google replaces you when you leverage smart bidding, but it does let you free up time otherwise spent on keeping track of the when, how, and how much when bidding on keywords.

The bidding market is simply too big – and changing too rapidly – for any one person to keep constant tabs on it. There are more than 5.5 billion searches that Google handles every day, and most of those searches are subject to behind-the-scenes auctions that determine which ads display based on certain searches, all in a particular order.

That’s where smart bidding strategies come in: they’re a type of automated bidding strategy to generate more conversions and bring in more money, increasing your profits and cash flow. Smart bidding is your way of letting Google Ads know what your goals are (a greater number of conversions, a goal cost per conversion, more revenue, or a better ROAS), after which Google checks what it’s got on file for your current conversion data and then applies that data to the signals it gets from its auctions.

Types of smart bidding strategies

Now that you know what smart bidding in Google Ads is and why it’s important, let’s cover the best smart bidding strategies you can use to your advantage.

Maximize your conversions

The goal of this strategy is pretty straightforward: maximize your conversions and get the most out of your budget’s allocation toward said conversions. Your conversions, be they a form submission, a customer transaction, or a simple phone call, are something valuable that you want to track and, of course, maximize.

The bottom line here is simply generating the greatest possible number of conversions for your budget. This strategy can potentially become costly, so remember to keep an eye on your cost-per-click and how well your spending is staying inside your budget.

If you want to be extra vigilant about keeping conversion costs in a comfy range, you can define a CPA goal for your maximize conversions strategy (assuming you’ve got this feature available).

Target cost per acquisition

The purpose behind this strategy is to meet or surpass your cost-per-acquisition objective that’s tied to your daily budget. When it comes to this strategy, it’s important to determine what your cost-per-acquisition goal is for the strategy you’re pursuing.

In most cases, your target cost per acquisition goal will be similar to the 30-day average you’ve set for your Google Ads campaign. Even if this isn’t going to be your end-all-be-all CPA goal, you’ll want to use this as a starting point.

You’ll have lots of success by simply leveraging target cost per acquisition on a campaign-by-campaign basis, but you can take this one step further by creating a single tCPA bid strategy that you share between every single one of your campaigns. This makes the most sense when running campaigns with identical CPA objectives. That’s because you’ll be engaging with a bidding strategy that’s fortified with a lot of aggregate data from which Google’s algorithm can draw, subsequently endowing all of your campaigns with some much-needed experience.

Maximize clicks

As its name implies, this strategy centers around ad optimization to gain as many clicks as possible based on your budget. We recommend using the maximize clicks strategy if you’re trying to drive more traffic to your website. The best part? Getting this strategy off the ground is about as easy as it gets.

All you need to do to get started with maximizing clicks is settle on a maximum cost-per-click that you then earmark. Once that’s done, you can decide how much money you want to shell out every time you pay for a bid. You don’t actually even need to specify an amount per bid since Google will modify your bids for you to maximize your clicks automatically.

Picture this: you’ve got a website you’re running and want to drive more traffic to it. You decide to set your maximum bid per click at $2.5. Google looks at your ad, adjusts it to $3, and automatically starts driving more clicks per ad (and more traffic to your site), all without ever going over the budget you set for your Google Ads campaign.

Conclusion

If you’ve been using manual bidding until now, you probably can’t help but admit that you spend way too much time wrangling with it. There are plenty of other things you’d rather be – and should be – spending your time on. Plus, bids change so quickly that trying to keep up with them manually isn’t even worth it anymore.

Thankfully, you’ve now got a better grasp on automated and smart bidding after having read through this article, and you’re aware of some important options you have when it comes to strategies for automated bidding. Now’s a good time to explore even more Google Ads bidding strategies and see which ones make the most sense when it comes to your unique and long-term business objectives. Settle on a strategy and then give it a whirl – you’ll only know whether a strategy is right for you after you’ve tested it time and time again. Good luck!

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Is Twitter Still a Thing for Content Marketers in 2023?

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Is Twitter Still a Thing for Content Marketers in 2023?

The world survived the first three months of Elon Musk’s Twitter takeover.

But what are marketers doing now? Did your brand follow the shift Dennis Shiao made for his personal brand? As he recently shared, he switched his primary platform from Twitter to LinkedIn after the 2022 ownership change. (He still uses Twitter but posts less frequently.)

Are those brands that altered their strategy after the new ownership maintaining that plan? What impact do Twitter’s service changes (think Twitter Blue subscriptions) have?

We took those questions to the marketing community. No big surprise? Most still use Twitter. But from there, their responses vary from doing nothing to moving away from the platform.

Lowest points

At the beginning of the Elon era, more than 500 big-name advertisers stopped buying from the platform. Some (like Amazon and Apple) resumed their buys before the end of 2022. Brand accounts’ organic activity seems similar.

In November, Emplifi research found a 26% dip in organic posting behavior by U.S. and Canadian brands the week following a significant spike in the negative sentiment of an Elon tweet. But that drop in posting wasn’t a one-time thing.

Kyle Wong, chief strategy officer at Emplifi, shares a longer analysis of well-known fast-food brands. When comparing December 2021 to December 2022 activity, the brands posted 74% less, and December was the least active month of 2022.

Fast-food brands posted 74% less on @Twitter in December 2022 than they did in December 2021, according to @emplifi_io analysis via @AnnGynn @CMIContent. Click To Tweet

When Emplifi analyzed brand accounts across industries (2,330 from U.S. and Canada and 6,991 elsewhere in the world), their weekly Twitter activity also fell to low points in November and December. But by the end of the year, their activity was inching up.

“While the percentage of brands posting weekly is on the rise once again, the number is still lower than the consistent posting seen in earlier months,” Kyle says.

Quiet-quitting Twitter

Lacey Reichwald, marketing manager at Aha Media Group, says the company has been quiet-quitting Twitter for two months, simply monitoring and posting the occasional link. “It seems like the turmoil has settled down, but the overall impact of Twitter for brands has not recovered,” she says.

@ahamediagroup quietly quit @Twitter for two months and saw their follower count go up, says Lacey Reichwald via @AnnGynn @CMIContent. Click To Tweet

She points to their firm’s experience as a potential explanation. Though they haven’t been posting, their follower count has gone up, and many of those new follower accounts don’t seem relevant to their topic or botty. At the same time, Aha Media saw engagement and follows from active accounts in the customer segment drop.

Blue bonus

One change at Twitter has piqued some brands’ interest in the platform, says Dan Gray, CEO of Vendry, a platform for helping companies find agency partners to help them scale.

“Now that getting a blue checkmark is as easy as paying a monthly fee, brands are seeing this as an opportunity to build thought leadership quickly,” he says.

Though it remains to be seen if that strategy is viable in the long term, some companies, particularly those in the SaaS and tech space, are reallocating resources to energize their previously dormant accounts.

Automatic verification for @TwitterBlue subscribers led some brands to renew their interest in the platform, says Dan Gray of Vendry via @AnnGynn @CMIContent. Click To Tweet

These reenergized accounts also are seeing an increase in followers, though Dan says it’s difficult to tell if it’s an effect of the blue checkmark or their renewed emphasis on content. “Engagement is definitely up, and clients and agencies have both noted the algorithm seems to be favoring their content more,” he says.

New horizon

Faizan Fahim, marketing manager at Breeze, is focused on the future. They’re producing videos for small screens as part of their Twitter strategy. “We are guessing soon Elon Musk is going to turn Twitter into TikTok/YouTube to create more buzz,” he says. “We would get the first moving advantage in our niche.”

He’s not the only one who thinks video is Twitter’s next bet. Bradley Thompson, director of marketing at DigiHype Media and marketing professor at Conestoga College, thinks video content will be the next big thing. Until then, text remains king.

“The approach is the same, which is a focus on creating and sharing high-quality content relevant to the industry,” Bradley says. “Until Twitter comes out with drastically new features, then marketing and managing brands on Twitter will remain the same.

James Coulter, digital marketing director at Sole Strategies, says, “Twitter definitely still has a space in the game. The question is can they keep it, or will they be phased out in favor of a more reliable platform.”

Interestingly given the thoughts of Faizan and Bradley, James sees businesses turning to video as they limit their reliance on Twitter and diversify their social media platforms. They are now willing to invest in the resource-intensive format given the exploding popularity of TikTok, Instagram Reels, and other short-form video content.

“We’ve seen a really big push on getting vendors to help curate video content with the help of staff. Requesting so much media requires building a new (social media) infrastructure, but once the expectations and deliverables are in place, it quickly becomes engrained in the weekly workflow,” James says.

What now

“We are waiting to see what happens before making any strong decisions,” says Baruch Labunski, CEO at Rank Secure. But they aren’t sitting idly by. “We’ve moved a lot of our social media efforts to other platforms while some of these things iron themselves out.”

What is your brand doing with Twitter? Are you stepping up, stepping out, or standing still? I’d love to know. Please share in the comments.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

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Cover image by Joseph Kalinowski/Content Marketing Institute



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