User-Generated Content

User-generated content is unique content created by those who were inspired to share their experiences with your product or service. User-generated content can be photos, blog posts and social media mentions. Advocates are often “asked” or “challenged” to produce content.

Why Is User-Generated Content Important?

According to the annual B2B Content Preferences Survey, 61% of B2B marketers give more credence to user-generated content. Buyers view it as more trustworthy than content vendors produce, so they give it more weight. In its recent search algorithm update, Google has put more emphasis on original and high-quality content, so having customers contribute content is essential. As social media users develop their personal brands, the content they create about your product or service is more likely to be shared. User-generated content such as blogs, reviews, testimonials, photos and videos can be presented at strategic points in the sales cycle to confirm the buyer’s decision to put your product or service on their short list.

Related Terms: Asks, Advocates, Challenges

Related Resources: Advocates Can Do More Than Share Your Content – They Can Create It For You