How Can You Use User-Generated Content in B2B Content Marketing?

The benefits of user-generated content in B2B marketing

UGC refers to any type of content created by individuals rather than businesses. UGC has grown in importance in B2B marketing in recent years because it enables businesses to connect with their target audience in a more authentic and engaging way.

One of the most significant benefits of utilising user-generated content in B2B marketing is that it can aid in increasing engagement and brand awareness. According to studies, UGC campaigns can generate up to 6.9 times more engagement than brand-generated content.

This is due to the perception that user-generated content (UGC) is more authentic and trustworthy than traditional marketing content.

Another benefit of using user-generated content in B2B marketing is that it can assist in the generation of leads and sales. According to studies, UGC can increase conversion rates by up to 29%. This is because user-generated content (UGC) helps to build trust and credibility with potential customers, increasing their likelihood of making a purchase.

Finally, UGC can help to reduce marketing costs. According to research, UGC campaigns can be up to 50% more cost-effective than traditional marketing campaigns. This is because businesses can use their existing audience to create content rather than having to create it themselves.

Strategies for soliciting user-generated content from your customers or clients

Soliciting user-generated content is a strategy for obtaining content from your customers or clients. 

Here are some ideas for motivating people to create and share their content:

• Contests and Challenges: By submitting content, users can be encouraged to participate in contests or challenges. The most creative or useful content may win a prize or be featured on your website or social media.
• Social Media: Interact with your audience on social media and encourage them to share their experiences with your brand or product. You can include a hashtag in your posts or ask for user-generated content.
• Reviews and Testimonials: Request that your customers write product or service reviews or testimonials. They can be used on your website or in marketing materials.
• Surveys and polls: Request feedback from your target audience on your product or service. You can use this feedback to improve your offerings, and you can also request permission to use their comments in your marketing materials.

According to a Stackla survey, 86% of consumers value authenticity when deciding which brands to like and support. User-generated content is an excellent way to demonstrate your brand’s authenticity and build trust with your audience.

Best practices for using user-generated content in B2B content marketing campaigns

User-generated content (UGC) is content created by users rather than brands or companies. UGC can be a valuable tool for engaging potential customers and building brand awareness in the context of B2B content marketing campaigns.

There are a few best practises to remember when using UGC:

• Encourage customers to create content: Reach out to customers and ask them to share their experiences with your product or service to encourage them to create content. This can be done via social media, email campaigns, and other channels. According to 79% of consumers, user-generated content influences their purchasing decisions.
• Choose the right platform: Determine which platform(s) you will use to collect and share UGC. LinkedIn is a popular platform for B2B companies, but Twitter, Instagram, and YouTube can also be effective.
• Use UGC in a variety of ways: UGC can be used for a variety of purposes, such as blog posts, social media posts, email campaigns, and more. Companies that use user-generated content in their marketing increase web conversions by 29%.
• Give credit where credit is due: When sharing UGC created by your customers, make sure to credit them. This can help to foster a sense of community and encourage others to contribute content.

Real-world examples of successful B2B campaigns that incorporate user-generated content

Many businesses are incorporating customer-generated content into their marketing campaigns, and it’s proving to be a successful strategy. Here are a few B2B companies that have successfully used user-generated content in their campaigns:

• Cisco – The technology company launched the #WeAreCisco campaign, which encouraged employees and customers to share their brand stories and experiences. They received over 900 submissions, and the campaign increased social media engagement by 280%.
• Salesforce – The cloud-based software company launched the #SalesforceOhana social media campaign, inviting customers and employees to share their stories and experiences with the brand. The campaign received over 11,000 submissions and increased social media engagement by 24%.
• Intel – The technology company launched the #ExperienceWonder campaign, in which customers were invited to share their stories and experiences with Intel products. Over 1,600 people participated in the campaign, and the resulting content was used in marketing materials and on the company’s website.

Potential pitfalls and how to avoid them when using user-generated content in B2B marketing efforts

When businesses use user-generated content in their marketing efforts, such as reviews, photos, or social media posts, they must be cautious of potential issues. 

Here are some common issues and suggestions for avoiding them:

• Inappropriate content: User-generated content may contain inappropriate language, images, or opinions that are inconsistent with the company’s values or branding. It is critical to monitor and moderate content before using it in marketing campaigns.
• Intellectual property issues: User-generated content may contain copyrighted material, such as images or music, that the business does not have permission to use. Before using someone else’s work, always get permission from the creator.
• Fake or misleading content: Because user-generated content can be faked or manipulated, it is critical to verify its authenticity before using it. Always double-check the content’s source and context.
• Negative feedback: Negative feedback or reviews about the company’s products or services can be included in user-generated content. To maintain a positive image, it is critical to address these issues in a professional and timely manner.

A Content Marketing Institute survey found that 86% of B2B marketers use user-generated content in their marketing strategies, and 92% of consumers trust user-generated content more than traditional advertising. By avoiding these potential pitfalls and effectively utilising user-generated content, businesses can improve their marketing efforts and build trust with their audience.