How to Optimise your Content Marketing

Is your content not getting the attention it deserves? It may be time to start optimising!

It must first be said that the key to really successful content is, of course, writing something that is useful to your target audience, and writing it well.

But there are many ways to give your content marketing a helping hand: the push it needs to reach the people you’re trying to reach in the first place.

Hot topics

Before you start writing, find out what your followers or customers are already talking about. You may think you already know this but prepare to be surprised!

If you’re targeting football fans, for instance, yes they’ll be talking about football.

  • But what are the other most popular sports?
  • Which TV shows do they prefer?
  • What kind of content are they most interested in sharing?
Most popular hashtags in UK Football community last week

Most popular hashtags in UK Football community last week

You want to track your target audience’s conversations to see what’s hot at the moment. And then you want to plan ahead with a content calendar and start predicting what they’ll be most excited about in the future.


A lot has been said about optimising your headlines. Whether the ‘click-bait‘ phenomenon has had its day is debatable. Sites like Buzzfeed and the Huffington Post have made an art of luring people in with irresistible titles.

But you won’t know what works with you’re audience until you’ve tested it out.

Start with some of these suggestions but don’t forget to get creative as well!

Headline Optimisation

Do this with the same piece of content. It’s easy to change the copy of each tweet you use but you can also do it with the headlines themselves.

If you use WordPress you can find all sorts of plugins that will help you test your titles. Title Split Testing is just one that will let you know which of your headlines is working best so you can optimise your blog and find out what’s working.


Timing when you publish and share you content can be critical. And sharing what you’ve written at various different times is a must if you want to reach the widest possible audience. Especially if it has an international appeal.

Finding the best time to share content will depend on the context and style of what you’re come up with. An in depth report with lots of statistics may be best received first thing in the morning. A funny picture or a cool infographic may do better late afternoon when everyone is winding down.

Advanced Guide to Timing Tweets

The first thing to do is find out when your target audience is most active. A B2B crowd may turn their computers off in the evenings (yes, some people do!) but a younger demographic may be busiest after school and during the weekend.

Go forth and multiply

You want to give your content the best possible chance to be seen. So don’t just put it up on your blog, share it on any medium you can get your hands on!

  • Got some good data in there? Make a synopsis on Slideshare!
  • Got a few great visuals? Get it pinned on Pinterest!
  • Is your content telling a story? Storify it!

You’ll find you reach a different type of person on each platform so play around with the messaging each time to make a new version.


Influencers can help you make a piece of content really take off. But how can you get them to help you out?

Well first of all… ask them!

If there’s one thing we’ve learned dealing with influencers on social media, it’s that they love sharing things. If you’ve written a piece of content that is interesting a relevant, let them know about it.

Thanks man!

Thanks man!

Or go one step further and get your most powerful influencers to create something with/for you. That way you both benefit.

And don’t forget to return the favour. If you’re regularly sharing their content they’ll know who you are and they’ll certainly be more likely to want to help.


The new Twitter Ads platform is a paradise for content optimisers. You can now target people by location, demographic, who they follow and what they talk about.

What’s more you can see which criteria are working best in real-time. Keep fiddling with your targeting and you’ll soon be reaching the right people and see your ROI go up and up.

Twitter also lets you upload lists of users to target. This might be a list of emails of your existing customers or newsletter subscribers. Or you can use PiQ’s list exporting function to create influencer lists of your own. PiQ also lets you upload lists from your Twitter account so you can target people you’ve collected previously.

The most important thing is to keep experimenting. Try new things and measure what’s working and what’s not. Be open to surprises and you’ll soon be an optimisation expert!

Sign up to PiQ today and search over 300m influencers across Twitter.

Announcing 3 New PeerIndex Advisors

I’m very excited to welcome three fantastic new advisors!

Mat Morrison, Zaid Al-Qassab and Trey Barnes will bring their considerable experience to PeerIndex as we continue to accelerate market adoption of PiQ, our social analytics platform, bringing deep social insights to a growing number of clients in digital marketing, FMCG and the government sector.

PeerIndex is equity crowdfunding!

Join our community of angels and become an investor in the future of social intelligence.

Invest today


matmorrisonMat Morrison (@MediaCzar) was most recently global head of social media at Starcom MediaVest. He is the owner of the MagicBeanLab which has been investigating social and digital behaviour empirically for several years.

I’ve taken a strong interest in how marketers can use social media data for the past decade. Until very recently, most of the tools on offer did little more than count things. Most of the innovation has been focused on the user interface, or the data visualisation.

PeerIndex has always tried to do something different. They’ve always tried to ask interesting questions, new questions. Or, at least, questions that interested me. Based on what it can and could do, it’s the most promising platform I’ve seen

Zaid Al qassab_0Zaid Al-Qassab (Fast_Philosophy) is currently Chief Marketing Officer of HouseTrip, a collaborative economy startup. Zaid previously spent 20 years at Procter and Gamble, where he ran the UK beauty business.

“Peer Index is helping to make sense of the confusing world of social connections.  What’s really special about Peer Index is its understanding of the commercial reality for marketers.  With budgets under increasing pressure, Peer Index offers insight into which influencers make the most difference by uncovering who they influence and with what strength of influence.  Anyone wanting to monetise their social media spend should take a look at what Peer Index can do.  I’m delighted to be able to advise Peer Index on how to best meet the needs of today’s marketers.”

Trey_Headshot_High Res_13 May 2014Trey Barnes (TreyBarnesIII) is one of the world’s foremost government relations practitioners with experience in the United States and Europe. Trey has public policy experience and a substantial track-record in advising technology companies on policy issues.

He is Chairman and Co-Founder of Capital Strategy Ltd and a recognised leader on political matters within the U.S. expat community.

The Brands` Ryder Cup


Golf Brands on Twitter – they’re so close!

There’s always been something about Twitter and Golf. #RyderCup has been one of the top trending topics in our Sports community on PiQ for the last week. And the sport is extremely popular all year round.

This means Twitter is a fantastic opportunity for golf brands to connect with fans. So we decided to take a look at how Europe and America’s top golf brands are doing on the social network.

The answer? Pretty good but there’s no standout performer, no one has really made a big impact… yet.

We looked at each brand’s Sport Influence Score (their influence within the global Sport Fans Audience on PiQ, their followers and their top tweet over the last week.

Top Golf Brands on Twitter

  1. Nike Golf

    Sport Influence Score: 85

    Followers: 544k

    Top Tweet: Nike gave people a taste of their products to come with this photo which could have been mistaken for piece of high-tech machinery – well in a way it is!

  2. TaylorMade

    Sport Influence Score: 83

    Followers: 217k

    Top Tweet: TaylorMade went for the gorgeous golfing landscape to inspire their followers.

  3. Callaway Golf

    Sport Influence Score: 82

    Followers: 171k

    Top Tweet: Callaway have a particularly high influence score compared to their follower count – this light-hearted, engaging and very ‘social’ tweet probably explains why they’re doing so well.

  4. Titleist

    Sport Influence Score: 81

    Followers: 234k

    Top Tweet: Titleist (well, Vokey Wedges – one of their brands) also went for the big close-up – this time focusing on the club of one of their brand ambassadors, Jimmy Walker.

  5. Puma Golf

    Sport Influence Score: 74

    Followers: 86k

    Top Tweet: Puma must have spotted the ‘hair art‘ that was so popular at the World Cup earlier this summer. The golfing version is a little more reserved, but it’s still going viral!

  6. Cobra 

    Sport Influence Score: 74

    Followers: 81k

    Top Tweet: Cobra went down the competition route with more close-ups on clubs – and an (is it just us or is it really…) awful hat!

  7. Adidas Golf

    Sport Influence Score: 71

    Followers: 100k

    Top Tweet: Adidas stick to what they know with this smart collection of footwear, nicely designed for the Ryder Cup especially.

The golf brands on Twitter are doing well in general. But there is still no absolute stand-out contender. The opportunity is there to capture the imagination of a very socially active target audience.

Bear this in mind: one of the most popular hashtags among sports fans over the last month was #IndyRef – the Ryder Cup is taking place in Scotland… how many brands tried engaging with the topic their potential fans were already talking about..?

Hmmmm… Let us know if you spotted any!

PeerIndex is equity crowdfunding!

Join our community of angels and become an investor in the future of social intelligence.

Invest today