Coach by tripledart

Social Listening to build your Content Playbook by Rory Hope from Hubspot

Rory Hope
Head of Content SEO at HubSpot


Rory Hope
Head of Content SEO at HubSpot


Rory Hope
Head of Content SEO at HubSpot

Problem Statement

In today's rapidly evolving marketing landscape, many marketers struggle to deliver consistent, high-quality content while also aligning it with the target audience's behaviors and preferences. Keyword data alone often falls short in providing a comprehensive understanding of audience intent and pain points, especially in the age of AI and digital disruption.


Integrating audience intelligence and social listening data with traditional keyword research can help marketers develop robust SEO personas. These personas will serve as the foundation for effective content marketing strategies that address audience behaviors and interests while streamlining the link-building process.

Key Takeaways

  • SEO Personas: Blending traditional keyword data with social listening tools can paint a clearer picture of target audiences, improving content alignment and strategic planning.
  • Content Optimization: Crafting pillar pages and clusters around core topics and subtopics ensures content stays relevant to user intent and business objectives.
  • Social Listening: Monitoring audience behavior and influencer engagement in real-time allows marketers to refine their strategies and create more dynamic, impactful content.
  • Link Building: Using social data to identify influential entities makes link acquisition easier and more targeted.

Final Notes

Rory underscores that integrating social data into the SEO framework allows marketers to create playbooks that are agile and future-proof. This ensures they can keep pace with the ever-evolving digital marketing landscape.