A report from Track Social found that TV evangelists, professional sports organizations and major news outlets make up the top 10 most frequently retweeted accounts on Twitter. This info should give marketers insights on the types of content that perform best on the microblogging site, with special emphasis on news content marketing.
The study found that consumers are becoming savvier in terms of following the brands and organizations they care the most about. While most of the organizations in Track Social’s top 10 list succeed on Twitter due to their existing brand appeal, their success can inform Twitter marketing strategies for smaller brands hoping to enhance their own allure on the platform.
The news organizations provide original, relevant content with engaging information that compels followers to share the links with their own contacts. Businesses using social media marketing can use a similar style, but it starts with the creation of original content that offers value to prospects.
The same principle of being a resource is true of other web marketing campaigns. Brafton recently reported that email marketing subscribers are most likely to share content with their friends and other contacts when it’s new, relevant information.
In general, new media marketing campaigns require a focus on engagement, as businesses look to compel prospects to move through the conversion funnel. Sharing original content on each channel will attract prospects and elicit relevant engagement.