{"id":6435,"date":"2019-09-11T09:30:31","date_gmt":"2019-09-11T13:30:31","guid":{"rendered":"https:\/\/contentwriters.com\/blog\/?p=6435"},"modified":"2023-10-30T14:06:07","modified_gmt":"2023-10-30T18:06:07","slug":"how-and-why-you-should-be-incorporating-social-listening-into-your-content-strategy","status":"publish","type":"post","link":"https:\/\/contentwriters.com\/blog\/how-and-why-you-should-be-incorporating-social-listening-into-your-content-strategy\/","title":{"rendered":"How (and Why) You Should Be Incorporating Social Listening Into Your Content Strategy"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Digital content continues to grow as a preferred way for consumers to discover brands, but not all digital content is equally effective. <a href=\"https:\/\/blog.globalwebindex.com\/trends\/brand-discovery-2019\/\">Nearly one-third of all Internet users block ads on their devices<\/a>, getting rid of strategically \u201cin-your-face\u201d advertising on social media and search.&nbsp; However, almost a quarter of Internet users say they discover brands through search via content. The same percentage have watched brand-produced video content within the last 30 days.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"540\" height=\"405\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2019\/08\/How-and-Why-You-Should-Be-Incorporating-Social-Listening-Into-Your-Content-Strategy-540x405.jpg\" alt=\"How and Why You Should Be Incorporating Social Listening Into Your Content Strategy\" class=\"wp-image-6556\"\/><figcaption><a href=\"https:\/\/blog.globalwebindex.com\/trends\/brand-discovery-2019\/\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/cdn2.hubspot.net\/hubfs\/304927\/Downloads\/Brand%20Discovery%20Q3%202017-Final.pdf\">On social media<\/a>, 36% of users follow their favorite brands, and 24% follow brands they are considering purchasing from. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2019\/08\/How-and-Why-You-Should-Be-Incorporating-Social-Listening-Into-Your-Content-Strategy-1.jpg\" alt=\"How and Why You Should Be Incorporating Social Listening Into Your Content Strategy 1\" class=\"wp-image-6557\" width=\"377\" height=\"117\"\/><figcaption><a href=\"https:\/\/cdn2.hubspot.net\/hubfs\/304927\/Downloads\/Brand%20Discovery%20Q3%202017-Final.pdf\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">When asked if they prefer to \u201cself-discover\u201d a brand or be exposed to it through an ad, <a href=\"https:\/\/www.marketingweek.com\/consumers-do-not-trust-traditional-advertising-channels\/\">71% of consumers chose self-discovery.<\/a>&nbsp;&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2019\/08\/How-and-Why-You-Should-Be-Incorporating-Social-Listening-Into-Your-Content-Strategy-2.jpg\" alt=\"How and Why You Should Be Incorporating Social Listening Into Your Content Strategy 2\" class=\"wp-image-6558\" width=\"327\" height=\"158\"\/><figcaption><a href=\"https:\/\/www.marketingweek.com\/consumers-do-not-trust-traditional-advertising-channels\/\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">What does this mean for your company&#8217;s social media and\ncontent strategy?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Social listening is one of the top ways to:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>find out what your target audience wants and\nneeds,<\/li><li>where and how they want this information\ndelivered,&nbsp;<\/li><li>who they are willing to take advice from, and<\/li><li>when they are primed for purchase.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Building out your content in tandem with social listening\ncan help you reach a broad audience that is ready and waiting to discover your\nbrand.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a>Use Social Listening to\nProfile Your Target Audience and Customers<\/a><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Customer journeys are mobile, multi-platformed, and require\nyou to be able to adapt to changing practices on the fly. Having a vague idea\nabout who can benefit most from your product\/service (offering) isn\u2019t enough.\nYou need to be able to get inside your ideal customer&#8217;s head, see what makes\nthem tick, and fine-tune your approach to attract them, inform them, and then\nclose the deal.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In order to give consumers what they want and need in the\nway of content, you need to know as much about them as possible. Social media\nlistening can help you segment audiences and narrow down the ideal customers to\nprofile for targeted content creation. Look for mentions on social media not\njust for your specific brand or your offering, but for questions relating to:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>The environments and situations in which your\noffering might be needed or used<\/li><li>The problem your offering is designed to be a\nsolution for<\/li><li>How your offering works or what its benefits are<\/li><li>Where to find offerings similar to yours<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Customer reviews of similar offerings are one pace to look\nto begin identifying the types of consumers to target. Conversations across\nsocial media are also great resources. Keywords and hashtags can be compiled\nand searched to identify groups and communities that are interested in your\noffering, and more targeted social listening can be carried out from inside\nsuch groups.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a>Basic Profile Segmenting<\/a><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Basic profile segmenting can be done by gender, age, location, and income level. Additional narrow segmenting can include whether or not a consumer is a parent, what their hobbies are, which celebrities and brands they already follow, and what kind of interactions they have with their favorite brands on social.&nbsp;&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2019\/08\/Social-Listening-Social-Media-Brand-Discovery-1.jpg\" alt=\"Social Listening Social Media Brand Discovery 1\" class=\"wp-image-6560\" width=\"267\" height=\"496\"\/><figcaption><a href=\"https:\/\/cdn2.hubspot.net\/hubfs\/304927\/Downloads\/Brand%20Discovery%20Q3%202017-Final.pdf\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">You can tailor your content by channel depending on the segment of your target demographic using the channel. There is some overlap, but overall, the Facebook user and the Instagrammer are focused on entirely different content and want different things from each platform. User generated content can be of assistance as you learn how to leverage each platform.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a>Use Social Listening to\nCollect User Generated Content<\/a><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">User generated content (UGC) can be an incredibly powerful advantage for brands looking to deliver incentives to consumers seeking positive reinforcement. UGC can consist of an image, video, Facebook post, Tweet, Instagram mention, or online review. Since consumers trust their peers even more than they do experts, this kind of content is the most valuable kind of all.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2019\/08\/Social-Listening-User-Reviews.jpg\" alt=\"Social Listening User Reviews\" class=\"wp-image-6561\" width=\"634\" height=\"330\"\/><figcaption><a href=\"https:\/\/cdn2.hubspot.net\/hubfs\/304927\/Downloads\/Brand%20Discovery%20Q3%202017-Final.pdf\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Spontaneous conversations that deliver a positive sentiment\ncan indicate users\u2019 authentic engagement with your brand. This can make your\nreshare of it more credible to those who eschew ads and demand what they view\nas more trustworthy \u201cword of mouth\u201d recommendations.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a>Monitor Social Media<\/a><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/contentwriters.com\/blog\/4-characteristics-of-a-great-social-media-campaign\/\">Monitoring social media<\/a> for high-quality mentions can provide you with potentially more effective content than anything you can create on your own. UGC can also be mined for branded content ideas that play off your current content strategy to deliver a consistent experience. People will unconsciously accept the echoing of customer sentiment as another bona fide for your brand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Capturing and analyzing such UGC is the first step. You can see what people are saying about your brand organically, and then use that knowledge to leverage more of the same. You can increase brand awareness by amplifying the reach of UGC, and increase trust between your brand and consumers by riding on the back of the implicit trust Internet and social media users have in their peers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a>Turn Customers Into Brand\nAmbassadors<\/a><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Work on turning satisfied customers into brand ambassadors by recognizing them and reciprocating their attention and positivity publicly. This shows that you genuinely care about what they think of you, which will cause them to become even more engaged and interactive.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prompting participation in a branded endeavor, such as running a \u201ccaption this\u201d post and boosting it to a broad audience can provide you with a wealth of UGC that you can then reshare, increasing its reach. UGC that includes images is highly shareable and can boost your brand visibility in a fun way that isn\u2019t viewed as blatantly self-promoting.&nbsp;&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/getbambu.com\/uploads\/2016\/06\/Brand-Ambassadors.png\" alt=\"Image result for brand ambassador image\" width=\"545\" height=\"307\"\/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Social listening can not only capture posts that are\ndirectly related to a boosted campaign containing your brand\u2019s hashtag, but\nalso conversations mentioning your product or brand outside of any campaign.\nThe next step is analysis in order to discover trends that you can leverage for\nyour brand\u2019s benefit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a>Use Social Listening to\nDiscover and Analyze Key Trends<\/a><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">While hopping on every trending hashtag just ends up looking\nspammy, you can effectively piggyback on trends that are related to your\noffering and gain an advantage by showing you are up to date and connected with\nyour industry.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a>Key Topics &amp; Trends<\/a><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Work on identifying key topics and trends in your customers\u2019\nand potential customers&#8217; conversations as well as broader trends in your market\nor industry. Focus on relevance, customer expectations, and competitor\nstrategies.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Being ahead of the game regarding changes in your industry\nor exciting market-relevant news means you can impress consumers who are paying\nattention. Creating content that slots evenly next to breaking news or updates\ncan help you ride the wave of visibility and gain fresh followers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a>Identify Influencers<\/a><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2019\/08\/Social-Listening-Influencer-Marketing.jpg\" alt=\"Social Listening Influencer Marketing\" class=\"wp-image-6576\" width=\"503\" height=\"454\"\/><figcaption><a href=\"https:\/\/cdn2.hubspot.net\/hubfs\/304927\/Downloads\/Brand%20Discovery%20Q3%202017-Final.pdf\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">By <a href=\"https:\/\/contentwriters.com\/blog\/if-youre-not-already-using-influencer-marketing-you-should-heres-why\/\">identifying influencers<\/a>, you can increase your chances of a viral post or Tweet by targeting them with content similar to that they prefer to share. By aligning yourself with \u2018experts,\u2019 you increase your own perceived expertise and can share in the visibility that comes from being a social media darling. Use care not to overdo it, however, because being identified as \u201ctoo needy\u201d of a fan can garner you a muting.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a>Track Competitors<\/a><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">By tracking competitors, you can create a break-out angle that is unique and can draw attention; differentiation is vital, especially in a highly competitive market. You can also enhance your own knowledge if you are new to the sector, riffing off of your competitors, and developing your own brand voice as a counterpoint. A little <a href=\"https:\/\/www.businessinsider.com\/wendys-vs-mcdonalds-was-fast-food-feud-2018-12\">friendly competition between brands<\/a> can benefit everyone.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed-twitter alignleft wp-block-embed is-type-rich is-provider-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Hey <a href=\"https:\/\/twitter.com\/McDonalds?ref_src=twsrc%5Etfw\">@McDonalds<\/a>, heard the news. Happy <a href=\"https:\/\/twitter.com\/hashtag\/NationalFrozenFoodDay?src=hash&amp;ref_src=twsrc%5Etfw\">#NationalFrozenFoodDay<\/a> to you for all the frozen beef that\u2019s sticking around in your cheeseburgers.<\/p>&mdash; Wendy\u2019s (@Wendys) <a href=\"https:\/\/twitter.com\/Wendys\/status\/971136300253401088?ref_src=twsrc%5Etfw\">March 6, 2018<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><figcaption>Friendly &#8220;battle&#8221; between fast food chain rivals Wendy&#8217;s and McDonald&#8217;s<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Social listening tools make it easy to gather, sort, and\nanalyze data, as well as visualize trends across multiple conversations and\ndata points. Applying the insights gained from key trends while capturing\nvaluable hashtags can boost your brand\u2019s core messaging.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a>Highlight Special Usage<\/a><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Highlight use of brand mentions, hashtag usage and inclusion of industry keywords, and segment them based on authority, relevance, location, and category to provide you with a visual depiction of your brand\u2019s range, coverage, penetration, and amplification.&nbsp;&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"540\" height=\"367\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2019\/08\/Social-Listening-Activism-in-Marketing-1-540x367.png\" alt=\"Social Listening Activism in Marketing 1\" class=\"wp-image-6582\"\/><figcaption><a href=\"https:\/\/deloitte.wsj.com\/cmo\/2018\/12\/12\/the-case-for-brands-taking-a-stand\/\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">You can significantly boost the ROI of your content strategy if you cover timely issues with targeted and relevant content. This can be done even if your offering doesn\u2019t have a direct tie-in. In 2019, it is predicted that more brands will be \u201c<a href=\"https:\/\/deloitte.wsj.com\/cmo\/2018\/12\/12\/the-case-for-brands-taking-a-stand\/\">taking a stand<\/a>\u201d on social media, meaning a well-timed campaign that supports a cause your organization\u2019s leadership is passionate about could have <a href=\"https:\/\/iterable.com\/blog\/profit-political-email-marketing\/\">viral results<\/a>.&nbsp;&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2019\/08\/Social-Listening-Activism-in-Marketing-UnderArmour.png\" alt=\"Social Listening Activism in Marketing UnderArmour\" class=\"wp-image-6583\" width=\"184\" height=\"549\"\/><figcaption><a href=\"https:\/\/iterable.com\/blog\/profit-political-email-marketing\/\">Under Armour showing their support for LGBTQ+ rights in their email newsletter.<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><a>Measure Campaign Impact<\/a><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Measure the ultimate impact of your campaigns both in earned\nmedia and owned media, and don\u2019t forget to check for queries from users on\nmainstream search engines as well as on social. Your brand\u2019s visibility can\nskyrocket during a campaign even if it\u2019s not technically \u201cviral.\u201d Social\nlistening before, during, and after each endeavor can help you identify and\ntrack KPIs to figure out what works and what doesn\u2019t.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Social listening should be a cornerstone of your content strategy, informing your every move from identifying your audience and developing a following to disseminating targeted content. It can help you attract influencers,&nbsp;learn from competitors, piggyback on trends, and develop trusted relationships through use of UGC and a continual, positive presence.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Digital content continues to grow as a preferred way for consumers to discover brands, but not all digital content is &#8230;<\/p>\n","protected":false},"author":54,"featured_media":6848,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[18],"tags":[],"class_list":["post-6435","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How (and Why) You Should Be Incorporating Social Listening Into Your Content Strategy<\/title>\n<meta name=\"description\" content=\"Social listening is one of the best ways to find out what your target audience needs. 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