Ahead of her session at the Digital Marketing Show 2015 on the 19th of November, we spoke to Sophie Turton, content marketing specialist at Bozboz, about how you can get started with, and make the most of, user-generated content for your business!

DMS: How can businesses take advantage of user-generated content?

ST: There are quite a few different ways that businesses can take advantage of user-generated content. I think the most important thing for businesses to remember is that essentially you’re trying to get your customer to be your biggest advocate. So anything you can do that gets your customer on that platform and gets them speaking about your brand, no matter how you go about doing that, the better.

Some really successful brands, such as Burberry, have done it by asking their customers to showcase their product or showcase their service - and this then puts their customer as kind of like the model or someone that’s really on the stage of that brand, but also then gives other potential customers a feeling of trust because it’s a genuine person and not a model.

DMS: What is your top tip for building a content marketing plan that puts the user in the driving seat?

ST: So, rather than just sending out content, try to focus on creating opportunities for content creation. So that might be Instagram-able moments or opportunities for your customer to send in examples of themselves interacting with your brand or product, or what your brand and product stand for.

Another thing that’s really important is, rather than just broadcasting and assuming that you understand what people are looking for, create opportunities for conversation - and really listen to what your customers are telling you and react to that. That way they will feel that they are part of the development of your brand.

If you’d like to hear more from Sophie, join us at the Digital Marketing Show 2015 where she will be talking about How User-Generated Content is Changing Content Marketing. Book your free ticket now!

To see the video interview, please click here!

 

By Hannah Durham, Editor of the Digital Marketing Magazine. 

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