Content Marketing

Advantage of Social listening for viral content

Even the most experienced content marketer can’t tell why two similar content pieces get different results – one is shared while other is overlooked. One thing that can be said about viral content is that it is inherently unpredictable. But there are ways to increase chances of a piece of content going viral.Use of social listening tools can make any piece of content viral. See what people are interested in talking about and what their pain points. These tools are primarily used for evaluating feedback and identifying interest of the targeted customers. The key to success in content marketing is effectively analyzing content.

“past behavior of users gives an idea about their future behavior”

It’s my idea and I’m ready for a debate on this idea. But before going into a debate, I would want to reiterate that it is impossible to say which piece of content would go viral. What I want to say is you should see what your targeted audiences find most interesting at the time of writing content.

Identify topics, angles, themes and everything that is interesting the targeted audiences and use it in your content. How do you identify the interesting points depends on how you use social listening tools.

  1. Google Trends

It is an ideal tool for market research and also for determining interest of targeted audiences in different topics. One can find top trending stories on its homepage and further narrow down the search to find content ideas. Click on a topic to see latest articles and blogs on that topic. This tool can certainly provide real help in finding a potential topic for content marketing.

  1. Using Top Charts

It is another useful tool for finding latest content. Find this tool on the Google Trends in menu bar on the top left side of homepage. Click to open different categories and choose a category that matches with your business. The tool will give you latest data from Google.


While Google Trends is a great way to find relevant material for writing viral content, you should keep exploring for more information on the content domain. A user-friendly social listening tool like could prove to be a big help in finding latest viral content pieces. It gives results in fewer clicks and the information provided is always authentic and latest.

  1. BuzzSumo

It is a beast among all the social listening tools. BuzzSumo works on the concept of determining engagement metrics of content pieces and it can provide accurate engagement data in a specific time frame. This tool can even give engagement data of last 24 hours. Users can also filter the data in content matching with their needs and content receiving attention in digital media.

Other tools

So far, I discussed three tools but these aren’t the only social listening tools available for content marketers. There are a number of free and paid tools that marketers can take advantage of. Users can search the tools on the web and choose the tools that best suits to their needs or they are more comfortable with.

Idea behind using a social listening tool is to identify the most interesting topics and pain points of the targeted customers. Starting from Google Trends to BuzzSumo, all the tools can be used to identify and mark relevant topics.


Writing viral content is a challenge as no one knows what could go viral but past behavior of users could give a fair idea about how they are going to react to similar content in future. Content marketing can take a marketing message to a great length but only when the piece of content goes viral.


Udit Khanna is a Digital Marketing Course professional at Expert Training Institute, an expert in Digital Marketing, Search Engine Optimization, Pay Per Click, Social Media, etc. who helps companies attract visitors, convert leads, and close customers. Previously, Udit worked as a marketing professional for various startups and tech companies. He graduated with B.Sc from IGNOU with a dual degree in Business Administration (Marketing & Finance).

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