Jim Williams says, “Ever since my team attended Content Marketing World this fall, I’ve been thinking about the benefits of user-generated content (UGC). It was a hot topic during the conference that left me, and many others, thinking about how — in an age where buyers don’t trust our corporate messaging — B2B marketers can get even more value from the thoughts and ideas that come from our customers.

When it comes to user-generated content, both B2B and B2C brands are seeing impressive results. You may recognize some of these examples on the B2C side. Brands like Red Bull and GoPro have built their brands around user-submitted videos and photos. Starbucks collected 1,200 customer submissions on Instagram with its holiday cup design contest. And T-Mobile said it received 80,000 breakup letters from customers in response to its campaign to get people to switch over from their competitors.

B2B has also gotten into the game; 97 percent of B2B buyers find user-generated content more credible than other content types, according to a Demand Gen Report survey.

These kinds of results and numbers demonstrate why it’s so important to communicate with customers in their own language. And in much the same way user-generated content helps add credibility and relevance to your e-books, webinars or blogs, candid feedback from those same customers can help you strengthen your value proposition and your core messaging”.

How user-generated content and customer feedback can strengthen your value proposition

Marketing Land

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