Author: Vanessa DiMauro

Vanessa DiMauro is CEO of Leader Networks, a research and strategy consulting group. Find her on Twitter @vdimauro.

By vanessadimauro published October 5, 2014

Why Listening Communities Belong in Your Marketing Strategy

feet-wooden floor-cco logoYour content is well-written and well-produced, engaging, even useful. But is your audience really paying attention? We all know what it’s like when someone won’t stop talking — it’s very hard to stay engaged. Have you tried listening to your audience instead?

Online communities are primordial (pre-web, even) discussion, content-sharing, and collaboration applications. While many brands use online communities for bottom-line-focused activities such as lead generation, others focus on listening, which helps them uncover powerful sources of customer insights, content, and industry credibility — all of which can support their marketing strategyContinue Reading