Gathering deep consumer insights has always been a challenge for content marketers. Today social listening allows you real-time access to what your audience is talking about, sharing and consuming. Social listening enables you to keep track of brand conversations as well as mitigate crises.
Here’s how social listening can be used for content marketing.
Social Listening for Content Marketing
Before you even start crafting your content strategy, identify who is your audience. Using social listening you can set-up a search Query to find online conversations related to your industry. Social listening tools provide demographic data which allows you to:
- Identify and segment followers by countries
- Find common interests of your audience
- Segment audience by industry and seniority
Ben & Jerry’s, a leading American company that manufactures ice creams discovered that conversations on ice creams peaked during winters instead of witnessing a decline using social listening.
Similarly, a leading music channel in the United States observed that during school holidays the brand mentions would start around lunchtime and peak out by the evening. While during school time the brand mentions would start in the morning followed by a drop in the afternoon and peak out again in the evening after kids came from the school. Here is a video from The Drum featuring Hannah Rainford, Associate Director of Social Media at Jellyfish explaining how social listening helps brands.
Knowing what influences your audience will help you to create an effective content strategy. Social listening allows you to identify relevant topics and to filter them further based on time, country etc.
It is important to engage with consumers when and where it matters the most. Geosocial platforms like Hyp3R allow you to track and monitor all public social media activity at any given location. Brands have started using iBeacon functionality to share relevant content based on geographic context. For instance, hotel giant Marriott and low-cost airline EasyJet are using geofencing to send personalized push notifications to consumers.
Stories from Social Data
Social data can be used to find interesting stories. Last year Buzzfeed used social data from 1,500 people and organisations connected to the incoming Trump administration to give viewers a birds-eye view of the Trump World.
Brands are also using audience profiling tools like Brand Networks and Kred to gather an understanding of other kinds of content your readers are engaging with — rich data that can help you create new content topics and ideas with a high potential to interest your audience.
Brands are increasingly using integrated influencer marketing throughout their marketing plan. Nissan aligns it influencer KPI’s to its brand objectives. The brand has built organic relationships with 198 influencers and tracks a total of 600 influencers in the communities which revolve around car models as well as related interests.
Last year one of the clips created by Nissan’s influencer – Car Throttle received 8 million views and 12,000 comments.
Considering car buying cycle can stretch up to 3 years Nissan has categorized influencers into different stages – ‘See, Think, Do and Care’ for different models of car. Social listening helps in identifying key influencers and proactively interacting with them helps in developing organic relationships.
By adopting social listening, you will be able to make a significant change in your content marketing efforts. By analyzing every element of your content strategy and editorial calendar with social data, you can create a robust plan that everyone believes in.
Want to get ahead? Now maybe the time to start investing in social listening to enhance your content marketing efforts and deliver the results that you always wanted.