One of the most compelling scenarios intended for B2B marketers to build content material and community is through a combination user generated content (UGC) and strategic content material collaborations. To do this, many B2B brands will initiate continuing social media content and engagement programs to stimulate dialog with customers, community and influencers to build essential relationships. With B2B marketing shifting to digital first, there is more demand for content than ever, but there are also resource challenges with the need to consistently create new content. At the same time traditional social media and articles marketing can have trust problems if the brand isn’t participating with the community or the right influencers on a regular basis. A content marketing focused solution that will solves for both of these challenges that also helps construct community and influence intended for B2B brands can be found by means of participation advertising – aka, user generated content by means of content collaborations with external influencers, brand community plus customers. As brands take part in social communities, asking plus answering questions, engaging customers and sharing content, several opportunities exist to include the community with content creation. Crowdsourcing content with the different audiences of a brand helps create brand new, meaningful content as well as supplying an opportunity to use the act associated with content collaboration as a way to build relationships, community and influence. When you make a relevant request to contribute content after which use the resulting content to make mutual credibility and direct exposure for the contributors, the experience may drive deeper engagement plus organic advocacy amongst the influential voices your customers trust. Like all B2B marketing strategies, there are pros and cons for a crowdsourced approach to content. Some of the benefits include:
- User generated content is trusted
- Members have an interest in helping promote the information
- UGC provides more content material for search engines
- UGC offers more information sources for potential customers & customers
- UGC submitting allows for critical feedback regarding products and services
- UGC publishing offers tools for brand evangelists
- UGC facilitates brand discussions within the marketplace
Of course there are a few cons too:
- Resources are needed for oversight and moderation
- Who owns the content?
- Where is the content published?
- What is the value exchange with regard to contributors? If paid, it could hurt content credibility
The good news is that most of the cons can be mitigated with great communications, oversight and process. From a practical application standpoint, below are a few examples how content can be crowdsourced and repurposed 1 . Interviews. Asking other people questions is one of the most basic ways to crowdsource content. There are a number of methods to implement such an approach based on the desired outcome. Asking the city for suggestions of that to interview and what queries to ask is a great way to involve people in the process. Interviewing industry thought leaders provides the brand’s audience with special content and creates a positive association between the “brandividual” as well as the company. Be sure to empathize with thought leaders and their busy schedules. It will usually be far more effective to ask one question of ten famous people than 10 questions of one person. When you do that, you’ve made it easy for each person to answer and also have also multiplied the number of possible influencers that will help promote the particular finished product. 2 . Social Q & A – Twitter, LinkedIn and other internet sites can provide very useful platforms to provide B2B focused questions plus attract answers from a selection of people for use in your content task. Of course , your intent must be clear and permission pertaining to reuse should be obtained before republishing. Those familiar with the Q & A areas can word questions in order to attract replies from specific influentials who might not otherwise respond to a content involvement pitch via email. 3. Contests Leading to Content – Examples of contests where consumers produce their own videos or even share images abound within the social web. Community members or influencers could be asked to create videos, blog posts or other media as a way to “enter” the contest run with a B2B brand. Entries managed on the respective participant publishing channels would link back to the contest home and after that the top 10 entries could be compiled into a highlight video clip or ebook according to the structure used. 4. Comment Feedback Loop – One of the most significant ways for a community to engage with a brand is via comments made on social networks about a brand, in a reaction to brand content or topics of mutual interest. Taking the community of readers in order to participate in a dialog simply by commenting can result in content which is more engaging and particular to what the audience is usually interested in. Brands can then recognize commenters by drawing attention to the “best of” comments in separate blog or social media post, or once we do it at our company, on our TopRank Marketing E-newsletter. 5. Print or eBook Authoring by Community – Reaching out to industry experts to share their particular insights as part of a larger task can be a very effective method for crowdsourcing content. Author Michael Miller did this with “Online Marketing Heroes” of which I had been a part many years ago. This individual interviewed 25 successful marketers and the result of those selection interviews became a print guide. Another commonly used format of crowdsourcing ebook content entails creating an outline for an e-book with portions like the premise, key points and conclusion reserved for the brand point of view and allocating specific sections meant for contributions for subject matter specialists – industry influencers, customers, and key opinion commanders. Through progressive content cooperation experiences that result in articles that is simultaneously useful to customers and great visibility meant for contributors, B2B brands can develop a community of influence in order to
- Relieve some of the stress of ongoing content creation
- Produces content that is trusted and hyper relevant to audiences
- Creates credibility for the brand simply by association with the influencers who contributed
- Develops mutually important relationships with trusted sounds in the industry
- Inspire organic brand name advocacy on the topics involved
While there are many upsides when done well, it’s important to know that it’s possible to over rely on a community for content creation too, so don’t overdo this. Also, genuine recognition inspires better work and can motivate participants to share future crowdsourced content more enthusiastically than something that is more transactional. When you look at the social networks, communities, leads, customers and influencers that comprise the ecosystem of information resources that are important to your brand, think about the gaps of information which exist in your industry that could be filled with user and influencer generated content . Looking beyond the fundamental advantage of content creation for marketing, increased opportunities exist when the content collaboration experience helps construct genuine relationships with neighborhood and industry voices that your customers trust.
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Source: toprankblog. com