Every brand listens in one way or another to its audience. Marketers respond to tweets, we receive feedback from surveys and we watch sales trends to determine whether messaging and targeting is effective. Where these types of insights can have the greatest benefit is in content marketing, where knowing what people care about most can deliver the impactful results.
Listening at an enterprise scale requires specialized tools that can collect, sort and tag mentions from millions of authors in real-time. With that type of system in place, here are three things that you should track and analyze to improve content performance.
- Interest categories: What does your target audience discuss and share?
When you listen to what people discuss you can determine how your brand should engage with your core audience. Consider being in the automotive parts industry; your consumers may have an overlap in discussions about monster trucks, baseball and home improvement. Creating content that aligns with one, or all three, of those examples could glean benefits in engagement and brand awareness.
It is easier to have your organization engage in an existing conversation or to position your brand within an established niche than to build it from scratch. Monitor your target audience, listen for what content is shared most broadly and create content that aligns with your audience’s interests.
- Conversation peaks and valleys: When is your audience most likely to be engaged in valuable conversations?
What if you could publish a piece of content at a time when you knew it would be most likely to be by the most people? By listening to conversation trends you can identify when your target audience shares the greatest number of posts within a specific topic.
Knowing when to launch a product or marketing campaign can improve lead conversion and social virality.
- Message engagement: What messages or content are actually shared and receive engagement?
Sometimes an email or tweet isn’t what your audience needs to see from you, maybe they need to read your comments in an official press release, or watch your CEO in a video. The format of your content is almost as important as the content itself, and it can be integral to a message’s success.
Learn more tips and learn how listening can drive business direction, prevent crises and improve your communications, read our new white paper Listening: Turn real-time media channel insights into communications action plans
James Rubec, Cision Content Strategist, is a content marketer, researcher and brand journalist who for the past year with Cision has told data stories about global news events, public affairs and what motivates people to take action. This builds off of five years as an award-winning public relations professional and journalist working out of Canada. Every great story has data behind it; when you find a way to share both, that’s where brands win!
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