How to create a content strategy

Start Tweeting

Conversations on Twitter are just like the face-to-face encounters you have with customers each day. When you’re ready to start Tweeting, use these tips to write Tweets that establish an ongoing dialogue with your followers.

  • Listen and observe. 
    Take a moment to see what other businesses are doing on Twitter. You can find competitors and monitor relevant conversations using When you see how other businesses interact with customers and what types of content they share, you can try testing similar tactics to see which resonates most with your followers. 
  • Use the 80/20 principle. 
    80% of your Tweets should focus on driving interactions with your followers, such as Retweets, replies and favourites. Once you’ve built some rapport, you can mix in direct offers or promotions that get followers to take actions, such as clicking on a link or making a purchase from your website. 
  • Let your personality shine. 
    Strive for an approachable communication style that is authentic and friendly without being overly formal. Wit and humour can help in providing entertainment value.  
  • Test and learn. 
    There’s no right or wrong number of times you should Tweet each day, or when. Instead, focus on generating quality content and establishing a regular cadence so followers know when to expect updates from you.

Develop your strategy

Compelling content will help you attract new followers and keep them engaged over time. Start by creating a Tweet calendar to help you plan your content and get into the habit of Tweeting regularly.

Here are a few examples of how you can fill your Tweet calendar each week:

Monday: Promotions
Build follower loyalty with an exclusive sale or discount that can be redeemed online or in-store using a special code. 

Tuesday: Behind-the-scenes
Tweet a photo or video that showcases your business operations or work environment. For example, if you’re an artist that is writing new music, provide a glimpse into the creative process. 

Wednesday: Helpful tips
Create a regular series of Tweets that are informative or surprising. If you’re a chef, Tweet recipes or kitchen tips. If you have a fashion boutique, Tweet ways to match current trends with vintage items. 

Thursday: Customer spotlight
Respond to questions or highlight a positive review to show your customers how much you appreciate them. Make sure that you mention the @username of the customer in your Tweet. 

Friday: Feature industry experts or news
For #FF (Follow Friday), encourage followers to learn more from industry influencers. Or you can Retweet content from them that is relevant to your business. 

Saturday: Community or industry spotlights
It takes a community to build a business. Call out neighbourhood events, charities, fundraisers and nonprofits that you support. 

Sunday: Focus on your people
Highlight the people who help run your company by Tweeting photos of them hard at work and having fun. 

Once you have a basic template for your Tweet calendar, you can incorporate Tweets that promote your upcoming marketing initiatives, such as the opening of a new shop or the launch of a new product.