If you are looking for some data to help with marketing efforts Google Trends can be useful.
http://www.google.co.uk/trends/explore
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.
