By the Market My Market content team, with insights from Katie McLoughlin, Brandi Nicklaus, and Tanner Mowery
Most content marketing strategies begin with learned assumptions. Marketers assume what their audience wants to read, what questions they’re asking, and what problems keep them up at night. The result is content that looks polished on the surface, but could miss the people it was built to reach.
Market My Market works with businesses across legal, dental, and professional service industries to build content strategies grounded in current research. A key part of that process is social listening, a discipline that turns online conversations into usable intelligence for the businesses we serve. Whether you’re building a strategy from scratch or looking to sharpen what’s already in place, our content marketing services are designed to put your business in front of the right people at the right time.
Brandi Nicklaus — Content Specialist: Generative Content
Something I’ve learned about social listening is that people are often far more honest online than they are in traditional surveys or marketing research. Platforms like Reddit give us an unfiltered look into the questions, frustrations, and concerns people actually have about legal services, dental procedures, and other professional industries. Reading those conversations helps me understand the language real people use and the information they feel they are missing when searching online.
I use those insights to shape content around what audiences genuinely care about, rather than relying on assumptions. Oftentimes, that means answering questions that competitors have overlooked, while other times it means adjusting tone or structure to better match how people naturally talk about a topic. Social listening helps create content that feels more relevant, more relatable, and ultimately more useful to the people reading it.
Katie McLoughlin — Content Specialist: Social Media
Social media platforms like TikTok and forum-style online spaces like Reddit give the average person a way to ask questions and share their thoughts. As content writers, we can use these virtual conversations to our advantage because they provide valuable insight into what people may be searching for and how they’re searching for it. My own use of social media gives me ideas for writing content all the time, and I take note of how people are talking about legal, dental, and veterinary topics, especially in comment sections. The comments can be a great place to see what concerns people have and how we can shape content to directly address those concerns and showcase our clients as experts in their fields.
In addition to my own social listening, MMM also uses our tool, Expert Talk AI, which pulls live data from TikTok and Reddit to see what dental and legal topics people are talking about. This tool is a huge game-changer for blog topic research and helps us make pages more relevant and relatable with FAQ sections that directly address the questions people are asking online. With this tool, our strategy will be based on real-time information, not our guesses on what people may want to know.
Tanner Mowery — Content Writer
For the content team, social listening doesn’t mean manually skimming comment sections or glancing at hashtags on TikTok. Our team of in-house writers utilizes a strategy that directly analyzes what people are searching for across the internet. We use this to help identify what exactly people are searching for today. What’s trending as of this week? How are people phrasing their questions? We’ve baked this data collection into our internal processes, allowing us to pull high-performing conversations from Reddit and TikTok across the verticals we serve: legal, dental, veterinary, and other professional services.
Our social listening strategy also helps us identify content that’s lost its relevance. When audience conversations shift, such as new legislation, updated clinical guidelines, or a trending news cycle in a client’s space, we are able to flag existing pages that may no longer reflect what people are asking or looking for. A blog post that answered the right question three years ago may now be out of step with how the conversation has evolved. Catching that drift early means our clients’ sites stay authoritative, not just archived.
Ready to Build a Content Strategy That Actually Connects? Market My Market Can Help
Most content agencies start with keyword lists and call it research. We start with the conversations your audience is already having, and we build from there. Market My Market’s content marketing services combine platform-level social listening, editorial strategy, and proven SEO fundamentals to produce content that earns rankings and earns trust.
Whether you’re starting from zero or looking to get more out of an existing content program, we’d like to show you what a strategy grounded in real audience insight can do for your business. Reach out through our contact form to book a discovery call today.