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25 Nov 2015

How to: Leverage Media Monitoring For a Robust Content Strategy

What should we focus on first – content strategy or media monitoring? This question takes us just as far as the ‘chicken or egg’ dilemma. While some argue that the right content can help a business to create a buzz among its target user groups, others advocate that the buzz is of no use if the business does not know what its target users want! Faced with such conflict of interests, the business unfortunately loses out on the immense potential for gaining capital advantage.


What’s Going Wrong


Of all the digital content strategies and tools available to modern business owners to stay ahead of the pack in a brutally aggressive online world, it is indeed surprising to see how underplayed media monitoring truly is!


Most business owners use media monitoring tools solely as an undercover cop to guard and track their company’s online reputation on the World Wide Web. Seldom do they actually utilize it to chart out profitable content strategies, gain deeper insights into their respective businesses and buyer demography or to keep a closer watch on their competitors.


How to Make It Work


Media monitoring, if used conjointly with a killer content strategy, can lend significant competitive advantage to a business and help it make secure and more informed decisions.





Here are the five most interesting ways to leverage media monitoring while creating and executing a content strategy:

  1. Pull Your Users, Don’t Push Them Away: A robust content strategy encourages two-way communication between a brand and its users. In an age of information overload, bogging your users down with pushy ads and self-assertive content, which they are not interested to read or see can backfire! Media monitoring helps you to adopt a ‘pull’ approach and give your users the kind of content they would ‘like’, ‘share’, ‘follow’, ‘tweet’ or ‘comment’ on.
  2. Hang Out With Your Target Users: With media monitoring tools, you can identify the online locations where your target customers hang out and talk about your brand, products and services. Be it Facebook or Twitter, it is important to literally be on the same page as your users, who will read watch, share or comment on your content. While a vigorous media monitoring strategy helps you find avenues to ‘socialize’ with your digital influencers, a good content strategy helps to convert these influencers into brand ambassadors who will actively talk in favor of your brand as its spokesperson.
  3. Focus on Online and Offline Content Dissemination: Who are your target users? How much access do they have to digital media? What kinds of devices do they use to connect with your brand? How much time will they spare to engage with your content? Will they remember to share your content with their friends and families even after they switch off their desktops or mobile phones? Media monitoring helps to find quantifiable answers to all these key questions and helps to create effective content strategy that mixes your users’ online and offline interactions with your brand.
  4. Diversify Your Content Palette: The scope of content marketing goes well beyond the written text. Not every user visiting your website or social media page is editorially predisposed! In fact, digitally savvy users are more likely to watch an interesting video or a funny image, rather than read a 400-word article. With media monitoring tools you can scout the internet and popular social media sites such as YouTube and Vine to find out what kind of matter your target customers generally find appealing and create similar content – whether a blog, an infographic or a video, which they will relate with, like and share.
  5. Build Relationships: Finally, creating interactive content, which helps your business to connect with the target users, listen to their demands and bond with them at a personal level, can build trust, brand loyalty and lasting relationships. Media monitoring helps you analyze and understand your customers’ demographics and create customized content that talks to them in a tone that they understand and identify with.

Here’s hoping that these tips will help you make the most of media monitoring when charting out and executing your content strategy, and bridge the gap between your brand and your users.

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