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How do you use customer content to boost your marketing?

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Customer content is any type of content that your customers create or share about your brand, product, or service. It can include testimonials, reviews, social media posts, user-generated videos, case studies, and more. Customer content is a powerful way to boost your marketing because it builds trust, credibility, and social proof for your brand. It also helps you attract, engage, and convert more prospects who are looking for authentic and relevant information about your solutions. In this article, you will learn how to use customer content to boost your marketing in four steps.

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1 Identify your goals and metrics

The first step to use customer content effectively is to define your marketing goals and how you will measure them. For example, do you want to increase brand awareness, generate leads, improve conversions, or foster loyalty? Depending on your goal, you will need to choose the right types of customer content and the best channels to distribute them. You will also need to set up the tools and methods to track and analyze the performance and impact of your customer content. Some common metrics to consider are reach, engagement, traffic, leads, sales, retention, and referrals.

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Alicia C.

Strategic Marketing Executive | Leading Content Marketing Strategy, Employer Branding, Social Media Marketing, and Driving Growth Globally | Outdoor and Tech Enthusiast
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There are a few consumer brands leveraging advocacy marketing as part of their marketing strategy evident from what I glean from my social media feed. It is a great way for both marketing and employer brand marketing teams to consider as it focuses on the customer/employee experience. Goals and metrics help focus your advocacy content strategy. While most advocacy marketing campaigns are aimed at creating buzz around the brand, they do fizzle out without a longer term strategy, especially if you aren't Apple.

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2 Collect and curate customer content

The next step is to collect and curate customer content from various sources and platforms. You can encourage your customers to create and share content by asking for feedback, reviews, ratings, testimonials, stories, or referrals. You can also run contests, challenges, or campaigns that invite your customers to submit their content in exchange for rewards, recognition, or incentives. You can also use tools like surveys, forms, polls, or quizzes to gather customer input and opinions. Once you have collected customer content, you need to curate it by selecting the most relevant, valuable, and engaging pieces that align with your goals and audience.

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Alicia C.

Strategic Marketing Executive | Leading Content Marketing Strategy, Employer Branding, Social Media Marketing, and Driving Growth Globally | Outdoor and Tech Enthusiast
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Advocacy marketing can help with conversions especially if you are trying to acquire new customers. Having referral discounts in the content helps lower the barrier to a first time purchase if there's an intent. Also, rewarding your advocates can help build loyalty and recurring sales. It may be discounts, special trials, private events, networking sessions etc.

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3 Optimize and repurpose customer content

The third step is to optimize and repurpose customer content for different formats, channels, and purposes. You can optimize customer content by adding keywords, hashtags, captions, titles, or descriptions that make it easier to find and consume. You can also edit, crop, or resize customer content to fit the specifications and standards of different platforms. You can repurpose customer content by transforming it into different types of content that suit your marketing needs. For example, you can turn a testimonial into a blog post, a review into a social media post, a video into a podcast, or a case study into a webinar.

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4 Distribute and promote customer content

The final step is to distribute and promote customer content to reach and influence your target audience. You can distribute customer content through your own channels, such as your website, blog, email, or social media. You can also leverage other channels, such as third-party platforms, influencers, affiliates, or partners, to amplify your reach and exposure. You can promote customer content by featuring it prominently on your landing pages, newsletters, ads, or events. You can also use social media ads, hashtags, mentions, or tags to boost the visibility and engagement of your customer content.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you use customer content to boost your marketing?

1

2

3

4

5

1 Identify your goals and metrics

2 Collect and curate customer content

3 Optimize and repurpose customer content

4 Distribute and promote customer content

5 Here’s what else to consider

Content Marketing

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How do you use customer content to boost your marketing?

1

2

3

4

5

1 Identify your goals and metrics

2 Collect and curate customer content

3 Optimize and repurpose customer content

4 Distribute and promote customer content

5 Here’s what else to consider

Content Marketing

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