4 ways to master B2B User Generated Content
Lauren Archer Etherington
Marketing & PR for Independent UK-based Agencies | Brand, Strategy, Positioning, Communications & Growth ?? Taking agencies from "good" to impossible to ignore ??
UGC, or User Generated Content if you’re unfamiliar with the acronym, is typically a B2C marketer’s game. Over the last 5 years particularly, we’ve been witness to some inventive, compelling and, most of all, effective user generated content campaigns. It can leave us B2B marketers feeling a little bit left out, and when you consider the huge impact these campaigns deliver, it’s a pie we all want a slice of.
Who could forget last year’s viral ‘Ice Bucket Challenge’ – a campaign that notched up around 5 million mentions on Twitter alone since it was catapulted onto the social media horizon during the summer, not to mention the hundreds of millions the appeal raised for the ALS Association in the U.S and Motor Neurone Disease Association here in the U.K.
Then there’s the insta-famous ‘Share a Coke…’ campaign from refreshment giants Coca Cola. A concept so simple, yet responsible for an 870% increase in page likes on the brand’s Facebook page and a 7% increase in consumption by young adults thanks to its overwhelming popularity. Who doesn’t want a can of coke with their name on?
But yes, both of the campaigns above were aimed at global consumers in the B2C arena, and it’s highly unlikely that a B2B campaign could ever be as successful. That doesn’t mean however, that elements of UGC can’t be implemented into a successful B2B content marketing strategy.
As humans, we’re naturally wired to seek interactions with other humans. We like personalisation. In the B2B world, which is swiftly becoming more P2P (that’s person-to-person, FYI) as customers continue to demand a personalised service approach, there’s a real opportunity to involve your prospects in your marketing.
People buy from people, we want to create and enrich positive, mutually-beneficial working partnerships with others. Really, it’s high time B2B marketers started to incorporate user generated content into their marketing efforts.
But where to begin?
We Scale 7–8 Figure B2B Brands Into Market Leaders Using Data-Driven SEO, PPC, And Content That Achieves Measurable ROI | MD @ ROAR | Ex-Google
9 年Great article Lauren Archer - Marketing and PR Manager, as a fellow marketing professional (and hubspot lover) myself, I have been working hard on implementing the same personal approach into our content with really great results. Thanks for sharing.