For content strategists and content marketers, the race to create consumer-centric content is always on. They are constantly working to develop content and brand stories that are relevant to the end users and at the same time have the power to convert leads into sales. Ask content strategists of any digital marketing company the key problem faced by them when devising an effective content strategy and they all will say the lack of data on consumer preference.
So, how can a business over this problem in a most effective way? The answer is in social listening. But before we get into how a content strategist can incorporate this approach, let’s understand what it is.
Social listening is also known as social media monitoring. It is the practice of keeping track of consumers’ social media posts and comments. When practicing this approach of collecting consumer data, it is essential to ensure that it is precise and done in real time.
As per strategists from top digital marketing firms, if a brand wants its content to go viral, it should practice social listening immediately.
Here is a list of ways to practice social media monitoring.
Get to know your audience better
Before a brand considers incorporating social listening approach into marketing, it is essential to identify the audience of the brand first. When drafting a marketing content, the content strategist spends significant time and money in visualizing his consumers based upon the limited data available to him. By tracking their consumers online and keeping an eye on their preferences, content marketers can have a clear understanding of their consumer class.
Find user-generated content
Social media is a platform for people to share their thoughts and opinions. A brand’s online account acts as a window for the online audience to connect with them. The comments, reviews, and feedback serve as content that can be used in various ways. In today’s age, testimonials and recommendations are more effective than advertisement campaigns. Buyers trust other consumers more than the ads. Brands can use these praises in the form of online reviews, feedback to build consumer trust and credibility.
Solve the right problems
The most effective content marketing is the one that offers advice to its consumers and evokes thought. A brand can achieve this only if it’s familiar with the problems faced by its consumers and have a solution for it.
Examine your competitors
It is evident that most of the brands and businesses today are competing for customers online. But it is also worth noting that as a brand, you are also competing for views, backlinks and higher rankings. Thus, all the components of your marketing strategy should be better than other brands. This also includes content. With the help of media monitoring, you can study the content strategy of your competitors and evaluate how effective they are. Through social listening, you can identify which content is performing better and at what platform it is gaining more traction. By doing so, you can make changes in your content strategies and make it more appealing than ever.