Content marketing
Use social listening to create content customers already have a reason to read.
Monitor public conversations around your product, category and competitors. See which topics repeat, which posts earn attention and which customer phrases belong in the brief.
No card required. Start with a website, review the suggested terms and competitors, then run a complete scan free.
The job
Content calendars should start outside the content team.
Internal brainstorms are useful, but they are shaped by what your team already knows. Social listening adds the market’s current language: the questions customers repeat, the tradeoffs they debate and the claims they challenge.
What to look for
Turn conversation into a decision.
Recurring questions
Find repeated customer questions across public Reddit, Facebook, Instagram and X sources.
Attention, not mention count
Compare available comments, replies, likes, shares and views before treating a topic as important.
Language worth carrying forward
Open the original post and preserve the words customers use when they describe the problem.
Workflow
From research boundary to content direction.
- 01
Define the market
Start with your website, then edit the suggested WordBank and competitor profiles.
- 02
Collect the conversation
Scan matching public posts and retain the source URL, author, timestamp and available engagement.
- 03
Rank the opportunity
Compare activity, distinct authors, freshness and platform breadth instead of following one loud post.
- 04
Create from evidence
Turn the strongest conversation into a content angle with sources, audience language and clear limits.
The output
Move from “AI is trending” to a usable brief.
A useful recommendation names the specific customer tension, links to representative posts and explains why the topic matters now. The result is a defensible starting point for an article, post, video or campaign—not an unexplained trend label.
- Customer question: What are people actually trying to solve?
- Evidence: Which public posts and engagement signals support it?
- Angle: What can your team explain, demonstrate or challenge credibly?
Questions
Before you use this workflow.
How does social listening help content marketing?
It reveals recurring customer questions, comparisons and concerns before you choose a topic. What’s Trending preserves the public source posts so a content decision can be checked against the evidence.
Does it write and publish the content?
No. It finds and ranks customer-interest signals, then creates a source-backed direction. Your team decides what to create and where to publish it.
Can I monitor specific competitors?
Yes. Add competitor profile URLs alongside your WordBank. Coverage depends on what each platform exposes publicly and what the connected account can access.
Listen before you publish
See what your customers are talking about.
Define the market, inspect the source evidence and create content that responds to current customer interest.
Run my free scan