Content Marketing Lessons from My Unexpectedly Viral Tweet

On July 31, I got a news alert. Scaramucci was out as the White House Communications Director after 10 days. I don’t know why but the first thing I thought of was avocados. So, my very first tweet that had the link to the news article had that reference.

I even thought it was funny enough to post as my Facebook status that morning, which received a lot of engagement. I was going to go on with my day. I needed to get ready for my flight.

Then, I got hit with a couple more ideas to post on Twitter. After all, the entire internet was on board. This was the creative relief we needed from the onslaught of, well, reality. So, I tweeted out a few different references. I used different hashtags. I sometimes referred to him as The Mooch and other times, used #Scaramucci.

A couple got likes. Some retweets here and there, but nothing major.

Until.

This was actually a throwaway tweet. I just kind of posted it as I thought about it and then posted my favorite, which had a Game of Thrones reference. I thought if any of my tweets that day got any traction, it would obviously be the Game of Thrones one.

To my surprise, it wasn’t. It was my ‘throwaway’ tweet that resonated the most with people for some reason. It was even included in a Buzzfeed News roundup.

I said RIP to my notifications and got ready for my flight.

My one “viral” tweet reinforced what I’ve been telling my clients about content marketing and social media all along. So, here are my learnings from my 24 hours of internet fame.

You have to be flexible with your content

Once you have a content strategy and editorial plan in place (and for the love of coffee, please have these in place), what you put out into the world cannot be repetitive. You won’t know what resonates with your audience until you’re putting out content that actually resonates with your audience. This means that you have to be flexible enough to play around with the wording and types of content you’re releasing into the world.

While it’s important to have a consistent voice, that doesn’t mean your voice has to be rigid.

Hashtags don’t guarantee exposure

I really thought that this tweet would be the one that got the most engagement. I was using multiple references, and #GameofThrones is still relatively active on Monday mornings.

As you can see, I was wrong.

Numbers don’t tell the whole story

My viral tweet received over 153K impressions, but what does that mean? Not much, to be honest. It means that with over 900 retweets, it made its way in front of a lot of eyeballs on Twitter, but I only got a single follower from it. 87 people cared enough to click over to my profile to learn more about me.

When you’re asking your social media manager or content manager to create viral posts, are you thinking about the implications? Just because something strikes a chord with your audience doesn’t mean it’ll lead to money in the bank for you.

Want to break down the actual ROI of content marketing? Jay Baer has a great formula. Spoiler: It involves actual math.

Don’t squander the first impression opportunity

My tweet had nothing to do with the content marketing and strategy services I offer. The audience it would drive to my profile were most likely not my target customers. But what if one set of eyeballs belonged to a small business owner scrolling through Twitter between phone calls or while eating lunch? My pinned tweet when I woke up that morning was a general post about the services I offer, linking to my website.

After the tweet picked up traction, I quickly drafted another tweet that I pinned to the top of my profile:

Cheesy? Yes. But potentially effective.

It was an unexpected experiment that was fun while it lasted. That’s the thing about content marketing and social media. Not everything will be a home run.

Amplifying your voice through the noise requires planning, tenacity, and a whole lot of flexibility.

Have you ever had a tweet go unexpectedly viral? What was your experience like?

 

Oh, by the way, are you going to Content Marketing World this September? I’m speaking about leveraging content to elevate your community with an amazing group of professionals. We’d love to see you in our session! If you haven’t registered yet, you can use BERRAKBIZ100 to save an additional $100!

#TuesdayThrees: Keys to Being a Successful Ghostwriter

I’ve always considered writing to be my passion.

My mom taught me how to read and write when I was four, and the running joke of my life has been that no one has been able to stop me since.

However, it was never supposed to be a career path, especially ghostwriting.

When I went into law, writing would be a crucial part of my career, but to get paid to be a writer? That seemed utterly ridiculous. So ridiculous, in fact, I wrote under a pen name for the first part of my freelance career.

I wrote for content mills, for local real estate companies, and for agencies that paid me next to nothing for my work.

I was essentially a glorified ghostwriter, and ironically, there’s really no glory in being a ghostwriter. (more…)

Content Marketing Begins with a Plan [Free Template for SMBs & Solopreneurs]

free content marketing plan template

It’s December, which means we’re all planning for 2017 in our businesses.

According to the latest research from the Content Marketing Institute, only 37% of B2B marketers and 40% of B2C marketers have a written content marketing plan.

This is baffling to me.

I know content marketing can feel overwhelming, especially as a small business owner or a solopreneur trying to grow your business, which is why it’s crucial to have a written plan you can follow throughout the year.

The first question I ask my clients when doing planning for the following year isn’t about their marketing strategy. The first question is “what are your business goals for 2017?” Once you have your business plan and your benchmarks set for the year, then you can create a content marketing strategy that will ladder up to those business goals.

Confession: I’m really good at executing this for my clients, but I let my own marketing fall through the cracks. I know this is a challenge a lot of solopreneurs and freelancers have. Which is why my business strategy for 2017 is to treat myself like a client.

For small business owners, one of the biggest challenges is not being sure where to begin with documenting a content strategy. How do you create an editorial calendar? What should be included on there? How do you measure success? Which dates should you be focusing on?

I’ve got the answer to the first two questions for you. While I’ll be releasing a full content marketing guide for solopreneurs and small businesses in the beginning of 2017, I’ve got a special treat for you today.

I’ve created a customizable content marketing plan template for you to get a head start on getting your content plan down in writing. It’s the same exact template I’ll be using for my own plan, and it’s the same one I’ve customized for my clients in the past.

And I’m giving it to my newsletter subscribers – for free. You’ll also be the first one to get a copy of the guide when it’s completed!

Want to be the first one to get a copy of the full content marketing guide when it’s ready? Sign up for my newsletter!

What’s your biggest struggle with content marketing?

Know someone who can use this template? Is this perfect for your Twitter audience? Click below to share the post and the love!

 

Slow Down to Reach Content Marketing Success (and some other CMWorld takeaways)

slow-down-to-reach-content-marketing-success-cmworld

Disclaimer: There will be more than one post related to CMWorld

Truth be told, I’m still going through my notes from Content Marketing World. The notes I took in addition to all of the tweets I sent out during the week. I may have gone a little overboard on Twitter, but there were so many great insights! As a writer and strategist, I’m naturally planning out content themes around the sessions I attended so look out for those in the upcoming weeks. (Oh and subscribe to my email newsletter!)

For this post, I wanted to focus on the major takeaways from the conference, the ones that haven’t stopped bouncing around my brain. (more…)