Twitter recently introduced new tools designed to help marketers identify events appropriate for their brands, create advertising content relevant to those events, and target users who would be interested in such events. For example, an advertiser could use Twitter’s event calendar to research the Oscars, the Olympics or Mother’s Day, and the users who would be interested in those events, and then review which tweets resonated best with those users in the past in order to help build an effective ad campaign.

Marketers have been effectively using Twitter around events for some time, but the new system intends to streamline marketing efforts and address the painstaking manual process of tracking long keyword lists.

Twitter will instead look at keywords in users’ tweets, and at the types of tweets users interact with and are exposed to in their feeds, to identify which users may be more interested in certain events.

Ameet Ranadive, Twitter’s senior director of revenue products, said that the types of events marketers can buy ads for will vary; Twitter will have offers for major sporting events as well as back-to-school or holiday shopping seasons.

Bigger brands may choose to sponsor an event like the Super Bowl, while smaller businesses may be more interested in holidays such as Mother’s Day.

“Twitter, which has yet to post a profit, has been steadily rolling out new advertising offerings and trying to improve the ability to target ads to its users since the company went public last year,” reports The Wall Street Journal. The company’s event-based model “is another step in its strategy of pitching marketers on the cultural relevancy of its platform, particularly around sports and TV.”