{"id":147766,"date":"2022-10-07T01:00:00","date_gmt":"2022-10-07T06:00:00","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=147766"},"modified":"2022-10-07T03:41:36","modified_gmt":"2022-10-07T08:41:36","slug":"ahrefs-twitter-marketing-strategy","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/ahrefs-twitter-marketing-strategy\/","title":{"rendered":"Ahrefs\u2019 Twitter Marketing Strategy: Here\u2019s How We Do&nbsp;It"},"content":{"rendered":"\n<div class=\"intro-txt\">I\u2019ve managed Ahrefs\u2019 social media accounts for nine months now\u2014and it\u2019s been a journey, from experimenting with content formats to figuring out what engages people the&nbsp;most.<\/div>\n\n\n\n<p>To keep things succinct, I\u2019ll be focusing on our primary social media platform: Twitter.<\/p>\n\n\n\n<p>I\u2019ll also make it clear now that I <em>won\u2019t <\/em>cover my content creation process in too much depth, since many people expressed more interest in learning about our growth strategy and how we measure engagement.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">The big focus here seems to be on content creation.<br><br>But we all know engaging is just as important.<br><br>How do you manage this as a brand?<br><br>And secondly, do you have any idea of the impact of retweets by ahrefs people?<\/p>\u2014 Kjell Vandevyvere (@kjellvdv) <a href=\"https:\/\/twitter.com\/kjellvdv\/status\/1555456322509983744?ref_src=twsrc%5Etfw\">August 5,&nbsp;2022<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why Twitter?\" data-section=\"why-twitter\">\n\n\n\n<h2 class=\"wp-block-heading\">Why Twitter?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Twitter\u2019s a convenient way to build camaraderie, lead conversations, get immediate feedback, as well as respond quickly to mentions and\/or related news. Mind-blowing, right?<\/p>\n\n\n\n<p>Now let\u2019s get to the reasons for Ahrefs\u2019 focus on the social media platform:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">It\u2019s the place for marketers to&nbsp;be<\/h3>\n\n\n\n<p>If you\u2019ve been in the SEO space for a while, you\u2019ll know that many prominent marketers and influencers spend their time on the platform, including <a href=\"https:\/\/twitter.com\/lilyraynyc\">Lily Ray<\/a>, <a href=\"https:\/\/twitter.com\/randfish\">Rand Fishkin<\/a>, <a href=\"https:\/\/twitter.com\/amandanat\">Amanda Natividad<\/a>, and scores more.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">It \u201chumanizes\u201d us&nbsp;<\/h3>\n\n\n\n<p>We get to interact with our followers closely and in a more casual manner. This reminds people that we\u2019re actively listening to their concerns and engaged in the SEO&nbsp;space.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Brand-building&nbsp;<\/h3>\n\n\n\n<p>In all, <a href=\"https:\/\/statusbrew.com\/insights\/twitter-for-business\/\">47%<\/a> of people who visit a Twitter profile also visit the website linked in that profile. In our case, we get an average of 113 link clicks per day across our tweets.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/1-link-clicks.png\" alt=\"Graph showing link clicks\" class=\"wp-image-147776\" width=\"430\" height=\"290\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/1-link-clicks.png 716w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/1-link-clicks-629x425.png 629w\" sizes=\"auto, (max-width: 430px) 100vw, 430px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">For versatility\u2019s sake<\/h3>\n\n\n\n<p>We\u2019ve got a wide variety of content and resources: product updates, blog posts, videos on Ahrefs TV, <a href=\"https:\/\/ahrefs.com\/academy\">free courses<\/a> in Ahrefs Academy, and free tools like <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>.<\/p>\n\n\n\n<p>Twitter allows us to amplify all of these in fresh formats, plus cover them in both breadth and depth. They\u2019re also easily shareable (e.g., via RTs and quote tweets).<\/p>\n\n\n\n<p>And because it\u2019s impossible for us to cover everything within our own content, we sometimes create threads based on others\u2019 content\u2014I\u2019ll get to this&nbsp;later.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Cracking the Twitter algorithm\" data-section=\"cracking-the-twitter-algorithm\">\n\n\n\n<h2 class=\"wp-block-heading\">Cracking the Twitter algorithm<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>It\u2019s common knowledge that as long as you use a social media platform, you\u2019re at the mercy of its algorithm. So how to crack it? Is there a formula to win the&nbsp;game?<\/p>\n\n\n\n<p>Unless you go the <a href=\"https:\/\/twitter.com\/benlcollins\/status\/1217105023097802753?lang=en\">Google Sheets hacks<\/a> route, the answer\u2019s\u2026 no. (Were you really surprised?)<\/p>\n\n\n\n<p>The Twitter algorithm is constantly evolving, just like our social media strategy. So your best playing cards are experimentation and gathering feedback from your followers.<\/p>\n\n\n\n<p>For instance, I try to publish each blog post in at least two formats on Twitter and stagger their publishing dates to reduce content fatigue.<\/p>\n\n\n\n<p>Take these examples that are based off a blog post on <a href=\"https:\/\/ahrefs.com\/blog\/how-to-promote-your-website\/\">promoting your website for free<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/twitter.com\/ahrefs\/status\/1554901199496814593\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">15 free and easy ways to promote your website in 2022:<br><br>1. Prioritize easy keywords for SEO<br>2. Do SEO for your existing pages<br>3. Create a free resource<br>4. Partner up for a joint course or webinar<br>5. Repurpose your content for other marketing channels<\/p>\u2014 Ahrefs (@ahrefs) <a href=\"https:\/\/twitter.com\/ahrefs\/status\/1554463309335781376?ref_src=twsrc%5Etfw\">August 2,&nbsp;2022<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>As you can see, numbered lists are one format that consistently gets a decent number of likes and RTs. That\u2019s one measure of success in our&nbsp;books.&nbsp;<\/p>\n\n\n\n<p>Still, the secret isn\u2019t to stick to one formula that works. Rather, it\u2019s to keep finding new formulas over and over. That\u2019s because repeatedly using the same format could tire out your followers by making you seem uninventive and boring. (Fight me on this&nbsp;one!)<\/p>\n\n\n\n<p>In fact, some of my biggest hurdles include two key things.<\/p>\n\n\n\n<p>First, <strong>finding a way to tell effective stories through tweets and threads.<\/strong> Capturing an audience\u2019s attention once or twice is good, but getting them to view Ahrefs\u2019 Twitter account as a go-to for SEO-related topics is the bigger challenge.<\/p>\n\n\n\n<p>Second, <strong>not pandering to trends.<\/strong> Memes aren\u2019t really our thing, and neither are snarky tweets. My colleagues,<a href=\"https:\/\/ahrefs.com\/blog\/author\/si-quan-ong\/\"> Si Quan Ong<\/a> and <a href=\"https:\/\/ahrefs.com\/blog\/author\/rebekah\/\">Rebekah Bek<\/a>, set the tone for Ahrefs\u2019 social media pages early on\u2014and ultimately, we\u2019ve kind of stuck to&nbsp;it.&nbsp;<\/p>\n\n\n\n<p>That isn\u2019t to say things won\u2019t change, though. Our CMO, <a href=\"https:\/\/twitter.com\/timsoulo\">Tim Soulo<\/a>, and I have discussed adopting a more casual tone of voice in the coming months and possibly experimenting with non-educational tweets. It\u2019s all about trying things out to see what sticks.<\/p>\n\n\n\n<p>(I kinda like some<em> <\/em>of what Shopify is doing<a href=\"https:\/\/twitter.com\/Shopify\/status\/1563199664270495746\"> on Twitter<\/a>. Would you be averse to that if we took cues from it? Our DMs are open to suggestions.<a href=\"https:\/\/emojipedia.org\/eyes\/\"> \ud83d\udc40<\/a>)<\/p>\n\n\n\n<p>Still, these realizations armed me with some lessons that will help you to sharpen your Twitter marketing strategy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Lesson 1. Develop a thick&nbsp;skin<\/h3>\n\n\n\n<p>I originally joined Ahrefs as a content marketer, with a focus on producing and peer-reviewing content for our blog. Sure, I did things on the side\u2014like run our Instagram accounts\u2014but my knowledge of Twitter best practices was embarrassingly paltry.<\/p>\n\n\n\n<p>After all, I hadn\u2019t been active on Twitter since 2016 and only had a basic foundation of SEO to get things rolling.<\/p>\n\n\n\n<p>So when I transitioned into looking after all of our social media pages, it was daunting\u2014especially when it came to responding to our users, seasoned SEOs and, sometimes, trolls.&nbsp;\ud83e\udd72<\/p>\n\n\n\n<p>If you can relate to this, I\u2019ll encourage you to speak with people who\u2019ve been in the industry for some&nbsp;time.&nbsp;<\/p>\n\n\n\n<p>That may include reaching out to your colleagues or marketers whom you admire or even putting out a tweet (#DidABraveThing).<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">I manage socials for <a href=\"https:\/\/twitter.com\/ahrefs?ref_src=twsrc%5Etfw\">@ahrefs<\/a>, and thought it\u2019d be a brilliant idea to condense our Twitter marketing strategy into a blog post.<br><br>Except I\u2019m struggling with it big time\u2014so I need feedback!<br><br>What\u2019s missing from my initial structure? What would interest you enough to read\/share it? <a href=\"https:\/\/t.co\/VjmXthsCsE\">pic.twitter.com\/VjmXthsCsE<\/a><\/p>\u2014 Rebecca\u2019s the name (@RebLiew) <a href=\"https:\/\/twitter.com\/RebLiew\/status\/1555432394236502016?ref_src=twsrc%5Etfw\">August 5,&nbsp;2022<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>Make it clear you\u2019re looking to learn and then build out your network from there. And ask questions, because no question is&nbsp;silly.<\/p>\n\n\n\n<p>I also get regular feedback from the team about my published tweets\u2014including from&nbsp;Tim.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/2-tim-feedback.jpg\" alt=\"Tim's feedback about a tweet\" class=\"wp-image-147778\" width=\"443\" height=\"582\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/2-tim-feedback.jpg 590w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/2-tim-feedback-323x425.jpg 323w\" sizes=\"auto, (max-width: 443px) 100vw, 443px\"><\/figure>\n\n\n\n<p>When writing threads based off blog posts, I share my drafts with the respective authors via Typefully too; then I refine them accordingly.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1056\" height=\"352\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/3-mateusz-feedback.png\" alt=\"Mateusz's feedback about a tweet\" class=\"wp-image-147780\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/3-mateusz-feedback.png 1056w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/3-mateusz-feedback-680x227.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/3-mateusz-feedback-768x256.png 768w\" sizes=\"auto, (max-width: 1056px) 100vw, 1056px\"><\/figure>\n\n\n\n<p>Keeping a tight feedback loop helps me learn more quickly.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Lesson 2. Normalize making mistakes<\/h3>\n\n\n\n<p>Sometimes, you <em>will <\/em>inevitably stuff up. Think about it: The more you post, the higher your chances of making a mistake\u2026 but that\u2019s part of the process.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s a tweet I put out that divided our followers\u2014yet gained plenty of engagement.<br><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/twitter.com\/ahrefs\/status\/1505892020631523332\n<\/div><\/figure>\n\n\n\n<p>Regardless, it was a mistake on my part because I left out some context when writing it. My intention hadn\u2019t been to be divisive for the sake of&nbsp;it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Lesson 3. Talk to people outside your circle<\/h3>\n\n\n\n<p>I also began <a href=\"https:\/\/ahrefs.com\/blog\/best-marketing-communities\/\">lurking in marketing communities<\/a> to have a look-see at what people were discussing and looked at top tweets for relevant hashtags (e.g., #SEO).<\/p>\n\n\n\n<p>After doing this for some time, I noticed some patterns.<\/p>\n\n\n\n<p>People love:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Relevant recommended reads.<\/li><li>The \u201cI\u2019ve been a [marketer\/SEO] for XX years. Here are XX lessons I\u2019ve learnt\u201d format.<\/li><li>Infographics and clean charts\/visuals.<\/li><li>Google updates\u2014these are almost always a talking point.<\/li><li>To read things that reaffirm their points of view or are so grossly contrasting that they are irked enough to leave a response.<\/li><\/ul>\n\n\n\n<p>In fact, the latter observation holds true regardless of the topic you\u2019re broaching. But don\u2019t do it just for the sake of&nbsp;it.<\/p>\n\n\n\n<p>You need to add value to the conversation, like this tweet by <a href=\"https:\/\/sparktoro.com\/\">SparkToro\u2019s<\/a> Amanda.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">It\u2019s a tough world out there for creators\u2026<br><br>Over half of Google searches end without a click.<br><br>And social media platforms ding you for linking out.<br><br>What to do?<br><br>Beat the platforms at their own game.<br><br>Make Zero-Click Content.<br><br>Here\u2019s how:<\/p>\u2014 Amanda Natividad (@amandanat) <a href=\"https:\/\/twitter.com\/amandanat\/status\/1551951984457965568?ref_src=twsrc%5Etfw\">July 26,&nbsp;2022<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>It takes discipline to remain active in communities\u2014and guts to reach out to seasoned marketers! But keep at it, and you\u2019ll soon see how much you\u2019ve learned from moving beyond your comfort zone.<\/p>\n\n\n\n<p>You may even start your own marketing community, like what I did. (Drop me a DM <a href=\"https:\/\/twitter.com\/RebLiew\">via Twitter<\/a> for invite details!)<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"My content planning process\" data-section=\"my-content-planning-process\">\n\n\n\n<h2 class=\"wp-block-heading\">My content planning process&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>And now to the fun&nbsp;part!<\/p>\n\n\n\n<p>If you\u2019re setting up a Twitter page from scratch or are fresh into your role as a social media manager, you may wonder: How to get traction?<\/p>\n\n\n\n<p>That\u2019s a loaded question, but I\u2019ll attempt to guide you by sharing my workflow.<\/p>\n\n\n\n<p>At the start of each week, I plan the content schedule for Twitter, LinkedIn, and Facebook. Doing this weekly instead of monthly makes more sense, as things move so quickly at Ahrefs and in the SEO&nbsp;space.<\/p>\n\n\n\n<p>As part of my research, I look&nbsp;at:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Our upcoming publishing schedules for <a href=\"https:\/\/www.youtube.com\/c\/AhrefsCom\">Ahrefs TV<\/a> and the <a href=\"https:\/\/ahrefs.com\/blog\/\">Ahrefs Blog<\/a>.<\/li><li>Product updates and announcements (in&nbsp;Slack).<\/li><li>The most recent edition of our newsletter, Ahrefs Digest.<\/li><li>Brand mentions on Twitter.<\/li><li>Top-performing tweets on our account.<\/li><li>Past Ahrefs blog posts and other pieces of content that may be worth sharing.<\/li><\/ul>\n\n\n\n<p>In my opinion, you\u2019d be remiss to keep all social content on-brand. Sharing content from others is a win-win: You can amplify other voices while introducing your followers to new ideas. (Obviously, use your discretion when doing&nbsp;this!)<\/p>\n\n\n\n<p>This is why I also look into promoting external content, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Trending SEO tweets, threads, and discussions on Twitter.<\/li><li>Newsletters: <a href=\"https:\/\/www.demandcurve.com\/newsletter\">Growth Marketing by Demand Curve<\/a>, <a href=\"https:\/\/www.swipefiles.com\">Swipe Files<\/a>, <a href=\"https:\/\/www.seofomo.co\">#SEOFOMO<\/a>, and&nbsp;more.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">A content calendar isn\u2019t a necessity<\/h3>\n\n\n\n<p>I\u2019d initially maintained a content calendar in a spreadsheet but soon found it to be needlessly time-consuming.<\/p>\n\n\n\n<p>My current process involves writing and scheduling content directly in scheduling tool <a href=\"https:\/\/hypefury.com\/\">Hypefury<\/a>\u2014then adapting my tweet for LinkedIn and Facebook. Much of the content is mirrored, albeit in different formats.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1774\" height=\"1262\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/4-content-planning-spreadsheet.png\" alt=\"Example of content planning spreadsheet\" class=\"wp-image-147782\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/4-content-planning-spreadsheet.png 1774w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/4-content-planning-spreadsheet-597x425.png 597w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/4-content-planning-spreadsheet-768x546.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/4-content-planning-spreadsheet-1536x1093.png 1536w\" sizes=\"auto, (max-width: 1774px) 100vw, 1774px\"><figcaption>Contentious opinion: I ditched my content calendar because keeping it updated was hampering my productivity.<\/figcaption><\/figure>\n\n\n\n<p>If it feels counterintuitive to neglect maintaining a content calendar, you\u2019re right to have your doubts. Still, my current system works better for&nbsp;me.<\/p>\n\n\n\n<p>My advice: Do this only after you\u2019ve figured out how often to publish content and at what times of&nbsp;day.<\/p>\n\n\n\n<p>I established these by studying Ahrefs\u2019 Twitter analytics. Our weekly organic impressions tend to peak on Wednesdays and Thursdays, so I try to queue at least five (or more!) pieces of content on each of those&nbsp;days.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1752\" height=\"792\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/5-tweet-impressions.png\" alt=\"Graph showing data on impressions\" class=\"wp-image-147784\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/5-tweet-impressions.png 1752w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/5-tweet-impressions-680x307.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/5-tweet-impressions-768x347.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/5-tweet-impressions-1536x694.png 1536w\" sizes=\"auto, (max-width: 1752px) 100vw, 1752px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Refine the process<\/h3>\n\n\n\n<p>Speaking of giving my content calendar a wide berth\u2014I\u2019m working on an SOP document to improve my workflow.<\/p>\n\n\n\n<p>My aim is to iterate each step of the process (plan \u2192 write \u2192 schedule \u2192 update Notion cards with copy \u2192 promote \u2192 track engagement) so that, eventually, I\u2019ll have a leaner and more efficient system for planning our socials.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Analyzing performance\" data-section=\"analyzing-performance\">\n\n\n\n<h2 class=\"wp-block-heading\">Analyzing performance<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Many of you showed curiosity about how we analyze performance.<\/p>\n\n\n\n<p>Our main goal is to maintain steady growth to our Twitter page. A larger audience means we get to showcase the utility of our toolset, content, and ideas to a wider pool of<strong> <\/strong>marketers.<\/p>\n\n\n\n<p>The end goal will then be conversions. For instance: get people to try <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>, install our <a href=\"https:\/\/ahrefs.com\/seo-toolbar\">SEO Toolbar<\/a> and, eventually, convert into a paying customer of our toolset.<\/p>\n\n\n\n<p>Here\u2019s the thing, though:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">We don\u2019t measure our goals or track conversions<\/h3>\n\n\n\n<p>(Phew, that deserved a subheading in itself!)<\/p>\n\n\n\n<p>We don\u2019t track any of these goals. These include click-through rates to blog posts or YouTube videos which, frankly, is a great load off of the marketing team. This allows us to focus on consistently creating quality content that resonates with our audience.<\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/timsoulo\">Tim<\/a> elaborates on the rationale behind this process:<\/p>\n\n\n\n<p>https:\/\/twitter.com\/timsoulo\/status\/1374243019122089984<\/p>\n\n\n\n<p>We do, however, try to identify successful posts\u2014tweets that get &gt;100 likes or more RTs\/comments\/quote tweets than the average post. But we don\u2019t obsess over numbers.&nbsp;<\/p>\n\n\n\n<p>This brings me to my next&nbsp;point.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Vanity metrics aren\u2019t our final source of&nbsp;truth<\/h3>\n\n\n\n<p>\u201cLikes,\u201d follower numbers, and impressions are useful indicators of what our followers and potential followers (literally) like, but they still are vanity metrics. So they aren\u2019t our only markers of success.<\/p>\n\n\n\n<p>Not all your content can or will resonate with <em>all<\/em> of your followers at any given time. Relinquish the heavy obsession with numbers and focus on sharing valuable yet unique content instead.<\/p>\n\n\n\n<p>For instance, I dug into Ahrefs\u2019 past tweets to identify content formats and topics that were worth pursuing.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/6-past-tweets.png\" alt=\"Example of past tweets that performed well\" class=\"wp-image-147786\" width=\"537\" height=\"549\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/6-past-tweets.png 1790w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/6-past-tweets-416x425.png 416w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/6-past-tweets-768x785.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/6-past-tweets-1502x1536.png 1502w\" sizes=\"auto, (max-width: 537px) 100vw, 537px\"><figcaption>Researching top-performing tweets on Ahrefs\u2019 account using the highlighted search operators.<\/figcaption><\/figure>\n\n\n\n<p>I then categorized them in a spreadsheet and repurposed some of them accordingly:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"911\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/7-repurpose-content-spreadsheet.jpg\" alt=\"Spreadsheet of content that could be repurposed\" class=\"wp-image-147788\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/7-repurpose-content-spreadsheet.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/7-repurpose-content-spreadsheet-680x310.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/7-repurpose-content-spreadsheet-768x350.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/7-repurpose-content-spreadsheet-1536x700.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Reporting on performance<\/h3>\n\n\n\n<p>Every four weeks, Tim and I review the past month\u2019s tweets and their engagement. Our discussions center around content formats that worked, what didn\u2019t work (and why), and the types of topics that got traction.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1380\" height=\"1200\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/8-twitter-report.png\" alt=\"Example report to Tim\" class=\"wp-image-147790\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/8-twitter-report.png 1380w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/8-twitter-report-489x425.png 489w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/8-twitter-report-768x668.png 768w\" sizes=\"auto, (max-width: 1380px) 100vw, 1380px\"><figcaption>Here\u2019s how I open a typical report. You don\u2019t need a fancy deck to get the job&nbsp;done.<\/figcaption><\/figure>\n\n\n\n<p>The third section (\u201ctweets\u201d) is further categorized into:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Repurposed blog&nbsp;posts.<\/li><li>Monthly content picks (a thread).<\/li><li>Ahrefs TV + product updates.<\/li><li>Quick SEO tips\/did-you-knows.<\/li><li>Question tweets\/Ahrefs trivia.<\/li><li>Guest tweets\/threads (external content sourced from newsletters and Twitter).<br><\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/9-tim-message.png\" alt=\"Tim's suggestion of creating a simple visual\" class=\"wp-image-147792\" width=\"344\" height=\"305\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/9-tim-message.png 688w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/9-tim-message-479x425.png 479w\" sizes=\"auto, (max-width: 344px) 100vw, 344px\"><figcaption>Tl;dr: try everything at least once (within reason).<\/figcaption><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Promoting tweets\" data-section=\"promoting-tweets\">\n\n\n\n<h2 class=\"wp-block-heading\">Promoting tweets<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Many of you also asked about running ads on Twitter and how much they contribute to our growth.<\/p>\n\n\n\n<p>Hold your hats, because I\u2019m about to deliver yet another disappointing kicker: We don\u2019t track ad performance all that closely.<\/p>\n\n\n\n<p>(Breathe! Let that sink in, then read&nbsp;on.)<\/p>\n\n\n\n<p>Amplification is only a part of the process, and it helps in raising awareness about the value we can bring to the user. But just like vanity metrics, we don\u2019t rely purely on ads for growth.<\/p>\n\n\n\n<p>Every three weeks or so, I study our ad performance. Then I revisit promoted tweets that achieved an engagement rate of 20% or higher.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1208\" height=\"665\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/10-engagement-rates.png\" alt=\"Table showing engagement rates\" class=\"wp-image-147794\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/10-engagement-rates.png 1208w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/10-engagement-rates-680x374.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/10-engagement-rates-768x423.png 768w\" sizes=\"auto, (max-width: 1208px) 100vw, 1208px\"><\/figure>\n\n\n\n<p>Doing this has helped me develop a better understanding of what our audience wants.<\/p>\n\n\n\n<p>Of course, this method may change in the near future\u2014but for now, it\u2019s what we\u2019re rolling with.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Frequency<\/h3>\n\n\n\n<p>We also promote each of our blog posts and YouTube videos at least once, regardless of how well the original tweet performed organically. Each ad typically runs for at least three weekdays.<\/p>\n\n\n\n<p>If something performs astronomically poorly (e.g., 10 likes or fewer after multiple RTs from our account), I rewrite it in a new format and track its performance before running an ad for&nbsp;it.<\/p>\n\n\n\n<p>We\u2019ve also got a slightly higher budget for running ads for product updates and feature releases. Unlike our content, I try to promote each announcement at least twice (once with a static image and another time with a screencast video).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Tracking the future<\/h3>\n\n\n\n<p>I\u2019ve also begun looking into:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Studying marketers\u2019 top tweets.&nbsp;<\/li><li>Brand mentions (via Sprout Social).<\/li><li>Responding more actively to users\u2019 tweets, including technical questions and negative feedback. (This is a team effort! Some questions continue to baffle me, which is where Tim and the marketing team help to fill the&nbsp;gaps.)<\/li><\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Bonus: Our Twitter toolkit\" data-section=\"bonus-our-twitter-toolkit\">\n\n\n\n<h2 class=\"wp-block-heading\">Bonus: Our Twitter toolkit&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>If you\u2019re curious, these are some of the tools to make my workflow a little bit easier.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Hypefury&nbsp;<\/h3>\n\n\n\n<p><a href=\"https:\/\/hypefury.com\/\">Hypefury<\/a> is great for writing and scheduling tweets and threads. Also includes an auto-RT function.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1446\" height=\"772\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/11-hypefury-scheduling-posts.png\" alt=\"Writing and scheduling tweets on Hypefury\" class=\"wp-image-147797\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/11-hypefury-scheduling-posts.png 1446w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/11-hypefury-scheduling-posts-680x363.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/11-hypefury-scheduling-posts-768x410.png 768w\" sizes=\"auto, (max-width: 1446px) 100vw, 1446px\"><figcaption>Hypefury lets me craft and preview tweets and threads easily, as well as view my publishing schedule at a glance.<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Typefully&nbsp;<\/h3>\n\n\n\n<p>This lets you create, preview, and share draft tweets and threads. <a href=\"https:\/\/typefully.com\/\">Typefully<\/a> is especially useful if you\u2019re looking to get internal feedback.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1470\" height=\"1587\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/12-typefully-drafting-tweets.jpg\" alt=\"Drafting tweet thread on Typefully\" class=\"wp-image-147803\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/12-typefully-drafting-tweets.jpg 1470w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/12-typefully-drafting-tweets-394x425.jpg 394w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/12-typefully-drafting-tweets-768x829.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/12-typefully-drafting-tweets-1423x1536.jpg 1423w\" sizes=\"auto, (max-width: 1470px) 100vw, 1470px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Loom&nbsp;<\/h3>\n\n\n\n<p><a href=\"https:\/\/www.loom.com\/\">Loom<\/a> is useful for screencast recordings (with or without audio). You can also trim your clips. I use these mainly to create simple product tip videos and to highlight product features.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Others&nbsp;<\/h3>\n\n\n\n<p>I\u2019m tinkering with<a href=\"https:\/\/sproutsocial.com\"> Sprout Social<\/a> and <a href=\"http:\/\/napoleoncat.com\">Napoleon Cat<\/a> to track brand mentions (especially when we aren\u2019t tagged directly on Twitter).<\/p>\n\n\n\n<p><strong><em>Recommended reading:<\/em><\/strong><em> <\/em><a href=\"https:\/\/ahrefs.com\/blog\/digital-marketing-tools\/\"><em>13 Top Digital Marketing Tools (Incl. Tips on Using&nbsp;Them)<\/em><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Closing thoughts<\/h2>\n\n\n\n<p>By the time this blog post is published, our strategy will likely have shapeshifted in some way. No Twitter marketing strategy is foolproof after&nbsp;all.<\/p>\n\n\n\n<p>Once you\u2019ve found a formula that seems to resonate with your audience, you need to keep experimenting to find more<em> <\/em>formulas that work. Iteration <em>will <\/em>yield results.<\/p>\n\n\n\n<p>If you show that you value your followers\u2014and can offer them value and solutions through your content and product\u2014you\u2019ll have a far better chance at success.<\/p>\n\n\n\n<p>Have questions or thoughts? Ping me <a href=\"https:\/\/twitter.com\/RebLiew\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>To keep things succinct, I\u2019ll be focusing on our primary social media platform: Twitter. I\u2019ll also make it clear now that I won\u2019t cover my content creation process in too much depth, since many people expressed more interest in learning<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":164,"featured_media":147805,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[73],"tags":[],"coauthors":[425],"class_list":["post-147766","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ahrefs\u2019 Twitter Marketing Strategy: Here\u2019s How We Do It<\/title>\n<meta name=\"description\" content=\"Learn how we maintain steady growth on Twitter as a SaaS company and tips for social media managers to get more followers on Twitter.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/ahrefs-twitter-marketing-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ahrefs\u2019 Twitter Marketing Strategy: Here\u2019s How We Do It\" \/>\n<meta property=\"og:description\" content=\"There\u2019s no \u201cright\u201d formula to achieve growth on Twitter.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/ahrefs-twitter-marketing-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" 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