5 Ways Listening to Community Data Can Expand Your Content Marketing Strategy

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At Mention, we recently analyzed one billion mentions delivered to companies across the globe and found that only 8 percent of people talking about a brand or company have more than 500 followers. Meaning, anyone can be a brand ambassador, and all interactions matter.

Conduct a search on social media channels or use a monitoring tool to discover who’s talking about your brand or related topics the most and what types of interactions they’re having. See who’s leading these conversations and reach out, no matter how many followers they have.

Be helpful and friendly without being overly promotional. Most importantly, add value to these conversations. And if they’re singing your praises, make sure to show them your gratitude.

Join the conversations

Our data shows that 31 percent of company mentions on Twitter don’t include a company’s handle.

It’s important to capture these potential community members with social listening and engage with them. Start a conversation, answer any questions they have, or offer a demo. Convert them to people who are not only talking about you, but also with you.


After identifying your potential brand champions, get to know more about their interests. Converse with them and ask questions. If you’re trying to decide on a topic to write about, ask them directly which would be the most useful. Foster a relationship.

Or take advice from Courtney Seiter at Buffer:

Create alerts for your brand name plus words like ‘love’ or ‘great’ to find more positive mentions. Maybe you can reach out to your fans with a little token of your appreciation? (At Buffer, we try to surprise some of our fans with these awesome Stickermule stickers.)


At Mention, we “drink our own champagne” — we use our own product for monitoring our key terms and joining in on our community’s conversations, but there are several other options on the market.

Rand Fishkin from Moz runs through them in this Whiteboard Friday.

You can also monitor hashtags and Twitter lists with a social tool such as Tweetdeck, interact in relevant Facebook and LinkedIn groups, or join forums.

My personal favorite content, marketing, and community forums are:

  • Lighthouse for community conversations.
  • Inbound for anything inbound and content marketing related.
  • GrowthHackers for all things startup marketing.
  • Hacker News for all tech and startup news.
  • Product Hunt for new, useful products and apps, and to find out what’s trending.

2. Turn support queries into quality content

Monitor support-related interactions where people ask questions, seek assistance, or ask for advice, such as “Does anyone know a good alternative to …?”

Social interactions are beginning to rival support through tickets and email. Take this as an opportunity to leverage your content to raise the bar in your customer service.

The tools

Listen to what your community has to say via social media and support queries, blog comments, etc., and then incorporate their questions into valuable pieces of content, such as:

3. Reach out to guest bloggers and journalists

Track topics closely linked to your product or service to discover people who are likely to be interested in your brand. Take a look at who is leading conversations on such topics, whose names appear the most in these conversations, or who is cited the most often.

Join these conversations and follow these thought leaders on social media or subscribe to their blogs. Build relationships with them by leaving valuable comments on their articles and social media posts (but please, exercise moderation to avoid scaring them).

Eventually, you will get to the point where you can invite them to contribute to your blog, or visa versa. This is a win-win situation, as you will both be broadening your networks and audiences.

The same approach can be used when identifying journalists for outreach. Use media monitoring to identify the reporters writing about relevant topics, then dig deeper into their interests.

Discover what other types of conversations they are having, and what their personal interests are. Find a shared interest you can use to strike up a conversation — a starting point for building a relationship.

The tools

A comprehensive media monitoring tool is ideal for identifying people who share interests related to your offering, but there are other options that can replace or complement such a tool:

  • Swayy pulls quality content that your social community is talking about based on your personal interests. The site, with email updates, is a great way to discover who’s talking about topics relevant to you and your community, and where they’re published.
  • Prismatic is similar to Swayy and pulls popular posts among your social network based on your topic preferences.
  • Rapportive for Gmail is useful for uncovering basic information such as a person’s title, company, photo, website, and links to her social media accounts.
  • Riffle by CrowdRiff, a Chrome extension, gathers important insights and displays information about an individual, such as Klout score, top hashtags, mentions, URLs used and shared, whether she’s an Android or iPhone user, links to her other social profiles, and an activity breakdown between items such as retweets and favorites. (We love Riffle so much that we added an integration in Mention.)


Hosting a community forum or members area on your site is the most direct way to gather this intelligence.

Another option is hosting a branded (or non-branded) Facebook or LinkedIn group. Pin a question to the top of the page and ask the community to introduce themselves and give a fun fact.

Other community and forum tools include:

  • Mightybell for hosting community conversations or meetings.
  • Meetup if you’re up for hosting IRL events.
  • Intercom, which we use for support at Mention, for A/B testing messages that resonate with your community.

5. Find speaking and sponsor opportunities

Social listening is a great way to learn about the events that interest your community.

Gather this information into a database of events that you can either attend, speak at, or sponsor.

Don’t hesitate to reach out to community members and let them know you’ll be there and would like to meet in person!

The tools

I use Google Sheets to keep track of events. I also have an alert in Mention for “Marketing Conferences,” where I can mark certain events as “favorites,” so that later I can pull a list of them and gather more information.

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