4 Reasons To Make Retweeting A Part Of Content Marketing

If you only tweet your own content and do not retweet others' content, it's like you are talking to yourself!

If you only tweet your own content and do not retweet others’ content, it’s like you are talking to yourself!

If you are wondering how to tweet (or how to Twitter for others), then the best place to start is by retweeting. Retweeting needs to be a part of your content marketing strategy, even if you are a social media “veteran”!

Virtually every thought leader, blogger and business user on Twitter tweets their own content at one time or another. There’s absolutely nothing wrong with tweeting about your own content it’s one of the strengths of the platform. But Twitter is a social tool, not entirely a broadcasting medium. Even at SAP, you can see that we dedicate about 15%-20% of our editorial calendar to retweeting thought leaders.

Recent Hubspot research indicates that over 16% of link-containing tweets generate more retweets than clicks. So, many people retweet a Tweet with a link without even clicking on that link themselves, using it as a source of content!

If you tweet about only your own stuff, then that makes a person look like one of those cocktail party bores who only want to talk about themselves. More often than not, you will end up talking only to themselves.

Retweeting is a key part of the social interaction on Twitter. Here are four great reasons to share content posted by others.

  • Helps You To Build And Contribute To The Original Tweeter’s Brand. Retweeting provides others with both social (“nice work!”) benefits as well as the practical benefit of driving more traffic to their content, since they are reaching a different circle of contacts that would otherwise not see their content. This additional reach with their @username, will also help their gain new followers. Anytime that you use the @username in your tweet, this message will show up in the author’s inbox … a nice thing to do, and (usually) appreciated.
  • Provides Great Content For Your Followers. Tweeting only original content for your followers is very difficult and they do not always expect it. You have followers that trust your judgment, which is content development and content curation. RTing someone is a way to provide content that benefits two parties – the author and your followers! In fact, about 15% of our Twitter content at SAP is retweeting thought leadership content! Tweeting and retweeting interesting and valuable content helps those who follow you. When you help your follows discover new knowledge and information, you become a valued information source and build trust.
  • Gives Your Great Retweeting Reaction. When you retweet, you receive more retweets. Others are more likely to retweet your content when they view you as someone trying to share helpful content with the community rather than just broadcasting your own material. This is a great pay it forward strategy that will help expand the reach of your brand and messaging
  • Helps You Expand Your Network. In otherwords, when you retweet, then you magically gain new followers! People want to be retweeted. Having retweets and other interaction in your message stream makes you a much more interesting and compelling to follow than someone whose tweets are one-way and scheduled obviously. Retweeting integrates you into two key Twitter showcase activities , #FollowFriday / #FF recommendations and “Thanks For The RT” messaging, which is a way that the author recommends you to their followers, that you should be followed.

Please share your reasons for retweeting on this blog, or reach out to me directly on MarketingThink of via Twitter @GerryMoran

So, quit talking to yourself by only broadcasting your own tweets and start to integrate others’ as part of your content marketing strategy. Give and you shall receive!