The role of user-generated content in modern content marketing strategies is on the rise these days. Do you know that more than 80% of customers are more likely to trust a brand that shares user-generated content (UGC)? Let's understand some types of user-generated content and how it is shaping modern content marketing strategies.

Types of User-Generated Content

The world today is taken by storm with the increasing use of user-generated content. It is one of the most effective and cost-saving marketing strategies that helps businesses boost sales. Let us explore some types of user-generated content:

Social media content in the form of stories or posts: Apple has been able to leverage social media and use images shared by its users for marketing.

Video-based content: GoPro is actually a pro at this for sharing the videos recorded by people on their GoPros.

Testimonials: What people are saying about your brand is great for brand publicity.

Product reviews: These are immensely popular especially on video sharing platforms where influences share their experience of using a product or service.

What is the Role of UGC in Shaping Modern Content Marketing Strategies?

Gone are the times when businesses had to invest hugely in marketing to drive sales and gain customer loyalty. UGC has come into pace as a modern content marketing strategy that serves various benefits like:

Building Trustable

It is natural for a human to trust a human. Similarly, when businesses make use of user-generated content, it generates a sense of trust and authenticity. People are likely to trust and buy products which are used by some customer as it offers real experience and perspective of the product. Imagine when you see your friend posting about a product and giving positive reviews about it. Chances are that you will be likely to use that product at least once as it seems trustable.

Improves Online Visibility/SEO

User-generated content helps in boosting your SEO efforts and therefore online visibility. People share product reviews, testimonials and social media posts that contain keywords which can match potential customer’s search query and therefore increase sales.

Suppose a user shared that he/she liked a particular flavor of Starbucks coffee and posted a social media story by adding hashtags. Potential customers who share a similar liking for coffee would land up on that user’s story. User-generated content thus acts as a ranking factor on Google and boosts SEO.

Saves on Marketing Costs

Any business generally requires a full-fledged marketing team to promote their products or services. Managing a marketing team is an expensive affair in itself. Hiring SEO executives, content writers and other marketing professionals demands a big budget. User-generated content strategy comes as a free of cost alternative. Your proud and happy users become the marketers of your business and thus help save you on marketing costs.

Maximizes Social Media Reach and Engagement

Today is the age of social media. People are active on various social media channels like Instagram, YouTube and Snapchat. These social media channels have become a funnel for marketing for many businesses. People often post reviews of products on their social media when they are satisfied with it.

Now potential customers who get influenced are likely to check out the page or website of that product and use it at least once. If they also like the product, the cycle will keep going on and thus will maximize the reach and engagement of the product.

Creates Room for Audience Feedback

Audience or customer feedback is necessary for any business to analyze the response of customers and thereby improve their services. Big brands like Amazon and Zomato have been using customer reviews strategies to improve their services and thus gain customer loyalty. When customers post genuine reviews, it creates room for audience feedback.

Conclusion

It can be concluded that the role of UGC in today’s social media engaged world has become more crucial than ever. It is trustable, helps save on costs, maximizes engagement and creates room for audience feedback. But it should also be remembered that no marketing strategy works if your product/service is not satisfactory. Customers generally boast about products that they truly like. So, before expecting users to share positive response about your product or service, make sure that you provide the best product or service.