Begin by thinking about two things: Where does your industry get its news, and where does your audience get its news?
With those in mind, here are our six ways to find relevant Twitter content for your brand:
1. Industry news. If you’re creating a B2B content strategy, pay close attention. Chances are you probably already read news sites, blogs and trade journals that are specific to your industry. Start there. Scour these sites for stories directly related to your business, and share them with your Twitter audience. Provide a (shortened) link to the story with a blurb about it. Do you agree or disagree with the story? Does it offer a new perspective? If you have an opinion, share that, too.
For B2B Twitter profiles, check out What Works for Social Sharing Infographic from Compendium.
2. Local, regional and national news. The world of Twitter moves in real time, so it is important to stay on top of the biggest news stories happening locally, regionally and even nationally. Is there a story or an event that relates to your company or your audience? Sharing news about your community or offering insight on a larger story makes your Twitter handle relevant.
Take, for example, the award-winning tweet created by Oreo during this year’s Super Bowl power outage. All of Twitter was abuzz with the blackout, and Oreo capitalized on this newsworthy event by creating relevant and engaging content.
3. Twitter trends. Log into your Twitter account and scroll down to the “Trends” box. If you haven’t already set your location, you’ll see “Worldwide Trends.” Focus the trend search by clicking “change” and selecting the region/country and city you’d like to see. Now, take a look at the 10 trending hashtags or keywords in the selected area. This is what people are talking about. Can one of those hashtags or keywords apply to your industry or audience? Join the conversation. Tweet. Use the hashtag.
4. Influencer and competitor listening. If you haven’t done so already, create at least two private Twitter lists -- influencers and competitors. Influencers are those users who are active in your industry. They may be thought leaders, have a lot of followers or share and interact with your company’s owned media. Competitors are your competitors. Find these groups of people on Twitter and add them to their respective list. Check to see what those users are talking about. Should you be talking about it, too?
5. Google. When in doubt, Google it. Choose a key phrase or search term related to your company and type it into Google. Select “News” and see what news stories you might have missed. Share them.
In addition, consider setting up Google Alerts to get email updates on your topics of choice from around the Web.
6. Your owned media channels. Last of all, share from your other owned media channels. If you have a blog, YouTube channel, Facebook page, LinkedIn profile, Google+ page, Pinterest page, etc., share that content with your Twitter followers. New blogs, videos, graphics and job openings that are posted to these channels are easy ways to promote your brand’s message across all of your owned media channels.
Now you can get on the path to achieving your content marketing goals. Keep in mind, Twitter’s real-time nature moves content quickly. It is important to tweet on a regular basis, and anticipate some of the movement by using a publishing tool and keeping a content calendar for company events, anniversaries and special holidays.
For more information on finding relevant Twitter content for your brand, check out the slideshare “Why You Don’t Have Enough Content (And How To Find More)” from Compendium Co-founder & CEO Chris Baggott: