Alex Butzbach

​When social media marketing is as fast-paced as a Twitter stream​, visibility is key. A small, loyal following may catch (almost) every tweet, but the average user will only see what’s at the top of their feeds. Now, a new Twitter feature may reward good content to help brands extend their social marketing shelf life.

Tech Crunch first reported “While You Were Away” – a selection of how many Tweets that went live in the period between users’ logins. It’s not entirely clear how Tweets make it into the highlighted section, but the top-billed appear to share high engagement metrics.

Showing cream-of-the-crop content

What does this mean for social marketers? Basically, it’s a shot in the arm for brands producing great social content, but that are having trouble keeping up with the demands of their readers. Many businesses produce excellent blog posts and resources that make good social content, but they struggle to publish enough to build the sort of audience they’re looking for. The “while you were away” function means more users will find great content that might have slipped under the radar because it was quickly moved down the feed by other stories.

There are other ways brands can stretch their content production capabilities to increase visibility:

1. Repurposing: Just because a piece of content has been written and published doesn’t mean it no longer has value as part of the buyer’s journey. With plenty of planning ahead of time, brands can get a lot out of a single resource by repurposing it for blog posts, news stories, social media marketing and email sends.

To learn more about repurposing, check out this Brafton ebook:
Reduce, reuse, recycle and repurpose: How to get more out of content

2. Newsletters: Reaching customers in their inboxes is a great way to take content that people may or may not have already seen and summarize it in one place. People who may have missed blog posts or news stories can see what fell by the wayside or revisit resources.

If you want to understand how newsletters apply to marketing, read this Brafton resource:
60% of marketers say newsletters are one of the most effective content formats

Remember: content production isn’t necessarily about creating the most words or sharing more images than competitors. It’s about seeing greater visibility, period. If resharing and repurposing, on a blog, through social media or in prospects’ inboxes, can get content in front of more users, it’s ultimately helpful to a business’ bottom line.