One of the most compelling scenarios for B2B marketers to build content and community is through a combination user generated content (UGC) and strategic content collaborations. To do this, many B2B brands will initiate ongoing 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 continuously create new content. At the same time traditional social media and content marketing can have trust issues if the brand isn’t engaging with the community or the right influencers on a regular basis. A content marketing focused solution that solves for both of those challenges that also helps build community and influence for B2B brands can be found through participation marketing – aka, user generated content in the form of content collaborations with external influencers, brand community and customers.
As brands participate in social communities, asking and answering questions, engaging customers and sharing content, numerous opportunities exist to involve the community with content creation.
Crowdsourcing content with the different audiences of a brand helps create new, meaningful content as well as providing an opportunity to use the act of content collaboration as a way to build relationships, community and influence. When you make a relevant ask to contribute content and then use the resulting content to create mutual credibility and exposure for the contributors, the experience can drive deeper engagement and organic advocacy amongst the influential voices your customers trust.
Like all B2B marketing tactics, there are pros and cons for a crowdsourced approach to content. Some of the pros include:>User generated content is trustedContributors have an interest in helping promote the contentUGC provides more content for search enginesUGC provides more information sources for prospects & customersUGC publishing allows for critical feedback about products and servicesUGC publishing provides tools for brand evangelistsUGC facilitates brand conversations within the marketplace
Of course there are a few cons
By: Lee Odden
Title: How B2B Marketers Can Build a Community of Influence with Content
Sourced From: feedproxy.google.com/~r/OnlineMarketingSEOBlog/~3/-2SsMfuiZz0/
Published Date: Mon, 24 May 2021 13:37:48 +0000
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