If you are looking for some data to help with marketing efforts Google Trends can be useful.
For example, you can play with terms to work out areas of rising interest and direct blog posts and tweets in that direction. It can also provide a guide to the terms non-professionals use.
For example, I work in intellectual property. In this field talking about “protecting ideas” would likely get you more interest/exposure than talking about protecting “innovations” or “inventions” or “patents” specifically.
Similarly, talking about “Brands” would likely get you more interest/exposure than talking about “Trademarks”.
Have a play and let me know if you come up with any interesting insights.