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In the real world, eavesdropping is considered impolite.  In the SEO world, it’s a necessity that can help you create content that is relevant to your target audience.

Monitoring your market’s social media conversations on Facebook, Twitter,  Google+, LinkedIn, blogs, and other social channels can help you learn what your current and prospective customers are thinking and feeling about your brand, your competitors, and your industry.  Easy-to-use tools like HootSuite, Radian6, Google Alerts, Tagboard, and others make it easy to tap into the talk.  They allow you to track brand mentions in real time, search public posts, identify influential users,  and more.

Through social listening, you can gauge customer sentiment, identify trends, and gain insights into how your market is interacting with your products and services.  And you can turn your findings into content gold!  Here are some examples:

  • By analyzing tweets, blog articles, and Facebook posts, you have discovered that your customers are unclear about a certain aspect of your service.  You can create a short video tutorial or “how-to” guide to explain the service in detail and post it on your website.
  • There’s lots of social buzz about a particular industry trend.  You can write a blog article about the trend, as well as your company’s opinion on it. You’ll establish your business as a thought leader.
  • People are using the social channels to frequently complain about the customer service provided by one of your competitors. You can add a page to your website that specifically talks about your top-notch service and friendly, highly-trained representatives.

Today’s search engines place great emphasis on valuable, quality content.  Thanks to social media listening tools, you have an opportunity to create relevant content that addresses and responds to your audience’s immediate wants and needs.  Not only can good content help your rankings while engaging and attracting your target market, if it’s share-worthy, you’ll also expand your digital footprint.

It pays to be nosy.

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