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BizReport : Blogs & Content archives : October 19, 2015

Top 3 tips to curate content for marketing

With so many consumers going to social media to tell others about their favorite restaurants, new finds or old favorites, some brands have been tempted to use this content for marketing purposes. One expert offers his top 3 best practices to turn customer content into marketing content.

by Kristina Knight

First, find out where your customers are and target them appropriately.

"Consumers today are spending an incredible amount of their day interacting with peers and brands. According to the GlobalWebIndex, consumers spend approximately 28 percent of all online activity interacting on social media. This means marketers need to create campaigns that feel organic to their respective social networks and provide minimal barriers to entry. Ensuring your campaigns look and feel authentic to each particular network will help increase your campaign's overall effectiveness," said Jeff Soriano, Senior Director of Demand Generation, Offerpop.

Second, incentivize users to increase participation.

"Incentives don't always have to be in the form of a gift or prize. Sometimes, simply promising to feature a user's photo or video in a gallery is incentive enough. Just take the NHL, for example. During the playoffs last year, all they had to do to get 120,000-plus pieces of UGC was to offer a chance to be featured in the fan-generated #MyPlayoffsMoment video. A little incentive can go a long way," said Soriano.

Third, capture data and permissions from campaign participants.

"Capturing great content is a start, but if you do not have the proper permissions to use the content, it will not be very valuable to your brand. Ensure when you are capturing UGC, that you are also getting user permission to reuse content. By taking this extra step, you also open up the opportunity to capture actionable insight about your consumers. This data can be used for future follow-up marketing initiatives, specific retargeting campaigns and additional promotional outreach in the future," said Soriano.

Image via Shutterstock

Tags: ad tips, advertising, consumer marketing, OfferPop, user generated content

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  • This is gathering, not curation. The first involves the collection of material, the latter its selection, management, and presentation.



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