Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
integration of artificial intelligence with social content curation.” These advancements have already materialized in the discovery stage of curation known as real-time social listening. More than just social monitoring, which tells you “what” is happening (e.g., relevant trending content), social listening addresses the “why” something is happening by delving deeper into conversations.
• Finding influencers and hashtags most relevant to these topics • Advanced insights on competition and brand sentiment • Emerging pain points facing your customers • Determining which types of marketing messages and campaigns really resonate with your targeted audiences Contextualizing . Once our content has been identified, our next step is to add your own perspective for thought leadership and human touch as well as to connect it with your other work. This editorializing often includes: • Repurposing the content to infographics, quotes, or storyboards • Adding your own annotations • Rephrasing • Summarizing or abstracting • Adding opinions or commentary • Retitling Distribution. Finally, to manage the sharing and repurposing of this content on multiple channels at once, brands often invest in content distribution platforms (CDPs). Many of the leading CDPs including content scheduling, extensive analytics, and an AI
The intelligence abstracted from these conversations is far more instrumental in learning about your audience (see examples below). According to leading experts in social listening tools (e.g., sproutsocial), this advanced intelligence extends to:
• Topics and trends that excite your target audiences
Examples of Leading Social Listening Tools
How Social Listening Ushers in a New Era in Content Curation
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