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BizReport : Blogs & Content : September 09, 2015


How to use UGC to create branded content

User generated content is not new to the Internet, but many brands still struggle to implement a UGC strategy. This despite the fact many consumers will believe consumer-based experiences faster than marketing campaigns. One expert explains how brands can do more with user generated content.

by Kristina Knight

Kristina: What role is user generated content currently playing for brands?

Jake Athey, Director of Marketing, Widen: UGC demonstrates and validates the authentic experiences a customer has with the product or service of the brand. Simply, it makes the story real - relatable and tangible!

Kristina: How can brands better use UGC, in general communication as well as marketing strategies?

Jake: Involve UGC in your overarching brand story and collect and share visual UGC that actually tells or complements your story or stories. First, use it on your website as the hub to your customer experience, and then extend it to every other spoke - blogs & social media, digital display and remarketing, email marketing & nurturing, sales collateral & presentations, trade show and point of sale, live digital displays, packaging, support and communities.

Kristina: What makes UGC a good addition to branded content?

Jake: UGC offers a third dimension as the most authentic layer to branded content. It's the proof in context. The first dimension is the story. Second dimension is the brand/product/service content, including the professional photography and copy.

Kristina: What are your top 3 tips for brands to better collect UGC?

Jake: 1. Hold contests or "challenges" based on a very specific theme. Keep it simple!
2.Rally audiences with live events and include a strong digital and/or social connection. They feed each other.
3.Use #hashtags and promote your #hashtag across every touchpoint. Your hashtag needs to be so apparent and memorable that it's tattooed in the brain of your audience. Temporary tattoos with your hashtag are not a bad idea.






Image via Shutterstock

Tags: branded content, content trends, UGC tips, UGC trends, user generated content, Widen








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