What your business should know about User-Generated Content 12 May 2015
Here’s something you probably wouldn’t expect a copywriter to say: in the future, some of your most valuable content will come from your clients, rather than from your business.
Photo by Hoffnungsschimmer
Surprised? Welcome to the world of User-Generated Content (or UGC). If you haven’t heard much about UGC, you soon will. About six months ago, I named it as my top trend for this year. It may sound complicated, but essentially, UGC showcases your clients’ experiences, opinions and responses in your marketing to create even more of a profile for your business.
Are you making your clients’ experiences count?
Let’s be clear: UGC is not only about your copy and copywriting strategy. It embraces video and more, with effective, relevant content working alongside it. If you’re exploring it from a pure copywriting point of view, UGC can cover testimonials, quotes, comments, forums and other aspects. It may seem daunting at first, but how about starting with a look at ways to give your clients more of a presence in your marketing? These could be as simple as including a quote or tweet from a client in your content or making a feature of user comments on your website.
Turn opinions into opportunities
This isn’t just a shift in marketing format or approach. It’s a shift in culture. The statistics repeatedly demonstrate the power of social proof. Increasingly, people are seeking out the opinions and experiences of others when making a purchase and this is where UGC can give you an advantage. Don’t underestimate the power of giving your clients a role in your marketing. Whatever your view of it, UGC is here to stay. Are you ready to give your clients more of a voice?
Want more?
Need a quick starting point on UGC? Here’s a round-up of some helpful articles:
1. This is a good definition of UGC with an overview of the benefits
2. Here’s an informative piece on how brands can get UGC working for them
3. Want to see UGC in action? Here are some great examples from Hubspot
Camilla Zajac, Green Light Copywriting, May 2015
Written by Camilla Zajac
Camilla Zajac is an award-winning copywriter dedicated to uncovering what’s exciting and unique about organisations and empowering them to communicate that with impact. Learn more about copywriting services from Green Light Copywriting.
