Marketers’ Content Conundrum: How To Utilize More User-Generated Content by Forbes – Entrepreneurs

Serebral360° found a great read by Forbes – Entrepreneurs article, “Marketers’ Content Conundrum: How To Utilize More User-Generated Content.”

Add another layer to your #Business literacy. We at Serebral360° would love to know if the Forbes – Entrepreneurs article was helpful, leave a comment, like and share. Let’s dive in and discuss the information and put it to use to grow your business. #BusinessStrategy #ContentMarketing #WebDevelopment #BrandStrategy
Info@serebral360.com 762.333.1807 www.serebral360.com
Grap a copy of our NEW Business Stratgety Books #FFSS VOL1 and #FFSS VOL2

“The truth is that digital marketing is a content-hungry beast,” according to Jake Sorofman in a 2015 Gartner blog post. Ask any marketer if they agree with that statement, and you’ll likely get a resounding yes. In fact, a recent study by my company found that over 60% of marketers feel pressure to continually produce more content more often. And it’s easy to see why.

The internet has created an infinite number of new channels, platforms and touch points through which marketers can reach consumers, all of which require content. And not just any content — fresh, relevant and engaging content (and lots of it).

This shift from few to many communication channels has forced today’s brands to effectively become publishers. They’re constantly pumping out content in order to break through and capture the limited attention of consumers who have more choices and control over their content experiences than ever before.

Because attention equals awareness for brands, marketers are always striving to grab and hold people’s interest. So what type of content is most effective at quickly and memorably catching consumers’ attention? In a word, visuals.  

Visuals are vital, but a persistent challenge.

Although they are sometimes an afterthought in content marketing strategies, pictures, videos and graphics now dominate every top social and digital platform and have become an essential part of modern multichannel marketing. To keep up with the volume and velocity of visuals necessary to support the many varied channels brands publish content across every day, marketers have turned to traditional content creation and sourcing methods.

But traditional production methods don’t come cheap. My company’s study also found that 41% of B2C marketers spend over $500,000 on content annually. However, throwing money and resources at the problem — by way of agencies, stock photography or internal headcount — has only resulted in diminishing returns on those investments. According to Beckon Research, some companies are now creating as much as three times more content, yet 95% of this content is relatively ignored by consumers.

This is the content conundrum facing modern marketers: The proliferation of content channels and the rapid pace of digital communication have increased consumer demand for visually engaging content experiences, but efforts to meet these rising demands have left marketers wrestling with exploding costs and content that’s neither scalable nor cutting through to scroll-happy consumers.

Simply put, the traditional way marketers approach content is no longer sustainable.

Leverage the most impactful content in the most places.

While marketers are feverishly working to produce the visuals they think people seek, their customers are out there organically creating the authentic content consumers crave at a scale brands and agencies can’t match.

Thanks to the ubiquity of smartphones and social networks, everyday people have become the world’s greatest content creators, capturing and sharing their unvarnished brand experiences in real time. And, as it turns out, this is exactly the type of content people actually want to see and interact with: user-generated content (UGC).

Consumers crave the authenticity that’s inherent to UGC. In a 2015 study, 50% of millennials said they trust UGC more than traditional media, and my company’s research found that nearly 80% of consumers say UGC highly impacts their purchasing decisions. 

This treasure trove of unique, self-replenishing and freely available visual assets has been under marketers’ noses for years. As the CEO and founder of a UGC platform, I’ve helped some of the world’s top brands discover, gain rights to and put this influential content to use across their marketing channels. Here are a few of my top tips for building a scalable, omnichannel UGC strategy:

Drive discovery through social media.

Although social media might seem like an obvious place to display UGC, I’ve found many brands’ channels are surprisingly devoid of it. Give social scrollers what they’re looking for (and delight content creators at the same time) by featuring and crediting their visuals on your social channels.

Boost the impact of digital ads.

UGC can also outperform branded visuals in paid social and display ads. Run your own A/B tests by keeping the audience, offer and message constant and having one set of ads feature your standard branded creative and the other set of ads feature user-generated visuals. If you find UGC is successful, it could help you generate higher click-through rates and lower cost per click.

Convert website engagement to purchases.

Inspiring trust and engagement, UGC is one of the most powerful forms of social proof you can place on your website. Turn that social validation into conversions by adding calls to action and “buy now” buttons to the UGC on your site — shortening the path to purchase and lifting online sales.

Build loyalty with email.

Whether it’s promotional, transactional or educational, UGC can help make your marketing emails more personal and engaging. Try featuring authentic images from other happy customers as buying inspiration in your promotional emails, or use UGC as a call to action in transactional emails and newsletters to cultivate community and garner more quality customer content.

Bridge online and offline experiences.

Creative brands are finding ways to leverage UGC offline as well as online. Does your brand have brick-and-mortar stores or host regular events? Use those in-person interactions to foster more meaningful connections while also generating more customer content and online interactions. Showcase customer UGC on screens throughout your stores, or display real-time content as it’s being captured at your events.

Instead of wasting heaps of time and money on picture-perfect visuals or relying on staged stock photos to support your content channels, consider tapping into the abundance of authentic and cost-effective user-generated visuals that can please and perform at every touch point.

June 3, 2019 at 08:07AM
https://www.forbes.com/sites/forbessanfranciscocouncil/2019/06/03/marketers-content-conundrum-how-to-utilize-more-user-generated-content/
Forbes – Entrepreneurs
http://www.forbes.com/entrepreneurs/
http://bit.ly/2CMy7Yu