Mar 23, 2010

Tweeting to Women? Try Entertainment. Tweeting to Men? Try Opinion.

Posted by Rick Burnes on Tue, Mar 16, 2010 @ 03:55 PM

If you're a successful inbound marketer, you know how generate leads online: Create content that interests and attracts your ideal customers.
If you're selling golf lessonsblog articles and videos filled with golf tips will pull potential customers into your website. The more content you create, the more people you attract; the more targeted that content is, the more the people you attract will turn into customers.
But here's a question: Once you get beyond industry-level targeting (golf content for golf academies), how do you fine-tune your targeting?
Turns out there are a lot of things you can do, particularly when it comes to Twitter. For example, research by HubSpotter Dan Zarrella shows that there is a significant difference between the type of content that woman and men share on Twitter.

If you're targeting a female audience, your content will spread more quickly if it's related to entertainment, products or instructional material. If you're targeting males, your content will do better with opinion.
Dan's research shows that a series of other factors -- time of day, number of retweets, content type and punctuation -- all have relationships with retweeting patterns. (If you're interested in retweets, Dan will be hosting a webinar on the topic this Friday.) For marketers on Twitter, an understanding of these patterns can accelerate the spread of your content across the web.
Your customers aren't on Twitter?
Fine, but there's no question your customers are online, sharing information on some sort of social network.  As a marketer, you need to optimize your content for broadest possible distribution on social channels, regardless of the platforms you're using. Whatever network that is, you can learn from the basic lessons of sharing content on Twitter.