Andrew Chen is a well-known growth marketer. He tweets helpful tips on startups and marketing. His recent Twitter thread about brand marketing and consumer startups attracts much attention.
1/ The Startup Brand Fallacy. Brand marketing is mostly useless for consumer startups. Startups build a great brand by being successful, finding product market fit and scaling traction, etc. But it’s not a real lever. Let’s not mix up correlation with causation!
— 🇺🇸 Andrew Chen (@andrewchen) June 20, 2018
So to reap its benefit, he turned his Tweetstorm into a blog post which is a smart content promotion. I got an email notification of the blog, so I guess all subscribers were notified as well via email.
He also published it as a LinkedIn article and shared it on LinkedIn.
The study suggests lifespan of a social media post is ephemeral. Andrew being an experienced growth marketer, I assume, he knows it very well, and maybe that’s why he decided to use different mediums to increase the lifespan of his Twitter thread.
Andrew now has more control over his contents after publishing it as a blog article. He can easily edit or update it, add media elements, utilize SEO guidelines, and do other things to improve its promotion.
Usually, we write an article first and then use different mediums like email newsletter, social media, video, audio, slide deck, pdf, community/forum, syndication, influencer, paid ads, language translation, and others to get it promoted.
However, in this specific scenario, Andrew’s approach was kind of reverse, and it makes sense. The engagement in his tweetstorm was significant. It probably triggers his marketing talent to publish this Twitter thread as a blog post for more substantial and long-term outreach.
Perhaps, he was well-planned from the very beginning of this Twitter thread. He has a large number of Twitter followers which likely made him chose Twitter to justify the importance of his thoughts.
Massive Twitter engagement and attention proved the value of Andrew’s topic. So he turned it into a blog post. As a prudent marketer, it was reasonable for him to think like that.
really interesting what tweetstorms work as blog posts, and vice versa! Still figuring this social media stuff out… 😉
— 🇺🇸 Andrew Chen (@andrewchen) June 20, 2018
He promoted his tweetstorm in five different ways, and those are:
The blog post and LinkedIn article are acting as a growth marketing lever to promote his Twitter thread. Regular users are now sharing it on social media, leaving comments, linking it, and doing all other things to increase the promotion of this article.
Andrew might use other methods to grow the span of his Twitter thread but what he already did is excellent to get the growth process continuing.
Twitter thread->Blog post->Email newsletter->LinkedIn article->LinkedIn post -> Cross-post tweetstorm on LinkedIn
Content promotion is becoming more diverse to meet the fast-paced technology. Skilled marketers are adding different channels on their list to get the contents promoted. Twitter thread is one of them.
Andrew Chen showed us how it could be used as a promotion tactic. We should gain knowledge from this specific example and be ready to use the Twitter thread as a content promotion method when the circumstance demands.
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