Content marketing: Telling Meaningful Stories

Why you should never just tweet out headlines 

Disclaimers: The information provided is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Links in articles maybe affiliate links.

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Many people – including myself – share links on Twitter to blog posts and other website content that we think our audiences might find interesting. 

That, of course, is because it works. People on Twitter click on links. Twitter has sent most social media traffic to my blog this year – five times as much as Facebook. But Twitter referrals are only one-sixth of search engine traffic – so it’s also good to remember about search engines. 


One thing that I recently started noticing was that just pushing out headlines word for word doesn’t really add much to the Twitter experience. Here’s why: Twitter shows a preview of the headline anyway.


So it’s like we are just repeating ourselves a bit. It’s like we have almost another tweet of room for additional content to share. 

Here is one reason why that happens:

When you click the share to tweet button below, WordPress automatically grabs the headline and the link. It’s still the default and as far as I can tell there’s no way (at least from mobile) to set it to tweet something else. Sure, people could delete the headline, and write their own tweet, but what reader takes the time for that?

My blog posts are also auto-pushed to Twitter and that function also pulls the headline over. I can actually change the copy  before the post publishes.
Even if I don’t change it the default push has been improved and doesn’t generate the preview link: 


It’s something to think about and I still have recurringly scheduled tweets that are just repeating the headline. I’ll work on it!
What else might the copy say?

  • Grab a soundbite from the blog post.
  • Write a short teaser and then link. 
  • Share soundbites of content without linking. Twitter is not just a content delivery service!

It’s something to consider as you are continuing to use Twitter in your content marketing mix. It’s worthwhile to use, but make it even more worthwhile to the reader by adding even more value by not just repeating tweets. 


Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy, Americas, at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph ctrappe@christophtrappe.com 319-389-9853

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