Content is one of the cornerstones of online marketing, but not all content has to be created by you. Your customers understand both your product and your other customers’ needs, which is why they’re your best resource for content creation. User-generated content is an excellent strategy for building brand attention.
- Customers can connect with other customers.
As an industry expert, you might not be the right person to write blog copy for your company – simply because you’re too familiar with the jargon. When someone’s thinking about buying your product for the first time, who better to connect with than another customer?
Instead of going straight to jargon, features, and specs, satisfied customers will write more relatable content by talking about any benefits, frustrations, and possibilities. For example, even the seasoned hunters in this post from Target Tamers talk about their favorite products in ways new readers can relate to. These reviewers identify, among other products, the benefits of quality optics, with clear and concrete benefits like being able to see in low light and the ability to focus for many hours without eye strain or headache.
This kind of content is successful because it starts a conversation. When people start talking to each other about your product or service offerings, you’ll be that much more likely to land a sale.
- User-generated content has a proven track record.
Social proof is at the core of word-of-mouth marketing, and user-generated content is a perfect example of social proof. People are more likely to fixate on a product or service if other people are already talking about it.
In fact, findings from a recent marketing study showed that 70 percent of consumers trust peer recommendations and reviews more than they do professionally written content. Furthermore, another survey revealed that more than 30 percent of British young adults believed social media would influence who they voted for in the last election. This wasn’t because they believed that one political party was better at using social media than the other, but rather because of the actions of their peers.
- Customer content can grow as you do.
Designers, advertisers, and content marketers all try to be smart, but we have to concede that the user is more creative. By expanding your content base to include user-generated content, you’re also expanding your company’s worldview. Some contributions might not fit within your publishing specifications, but that’s the benefit of moderating your own content – you don’t have to publish those pieces.
That’s the beauty of user-generated content, though. The more customers you have, the more content they’ll create – and vice versa. This makes user-generated content a scalable way to get the word out.
You don’t have to leave user-generated content to reviews and testimonials; interviews, video demos, and selfies with your product are also fair game. You’ll gain trust and recognition across search engines, social media platforms, and with users who want to take part.
Final Thoughts: Tap into Customer Passion
Reviews, shares, and endorsements can have a huge impact on the outcome of your content marketing strategy. Customers who demonstrate engagement and passion are the best advocates available for your brand. After all, no one’s paying them to sing your praises, but they’re doing it anyway.
Tap into this resource – you won’t be disappointed.