Overview

This article explores the concept of User-generated Content (UGC), its significance in B2B marketing, and the impact of UGC on SEO and personal branding. It also highlights the role of advocates in creating and sharing content and the trustworthiness of UGC compared to vendor-produced content.

Information

What is User-generated Content? (UGC)

User-generated content is unique content created by those 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, giving it more weight. In its recent search algorithm update, Google has emphasised original and high-quality content more, so having customers contribute content is essential. As social media users develop their brands, their content about your product or service will likely be shared. User-generated content such as blogs, reviews, testimonials, photos, and videos can be presented strategically in the sales cycle to confirm the buyer’s decision to put your product or service on their shortlist.