Repurposing User-Generated Content

July 6


Repurposing User Generated Content: Harnessing the Power of Customer Advocacy

By Hanson Cheng

July 6, 2023

  • minute read
  • Last Updated on July 6, 2023 by Hanson Cheng

    In this article, we will explore two powerful tools for modern marketing – user-generated content and customer advocacy. Numerous studies underscore the importance of these marketing strategies, highlighting their role in enhancing brand credibility, boosting customer engagement, and promoting loyalty. Additionally, by repurposing user-generated content, brands may fortify their customer advocacy campaigns while gaining a more cost-effective marketing avenue.

    The article also delves into strategies of encouraging user-generated content creation, and illustrates companies that have successfully integrated both strategies for optimal results. We will round off by looking forward to the trends shaping the future of user-generated content and customer advocacy.

    The Importance of User-Generated Content in Marketing

    The Power of User-Generated Content

    User-Generated Content (UGC) is any form of content, such as videos, images, reviews, and social media posts, created by customers rather than by brands. Some of the most common examples of UGC are Instagram photos tagged with a brand’s hashtag or product reviews on e-commerce sites. The key aspect of UGC is its authenticity, as it’s created by customers who have used a product or service firsthand, which makes it extremely trustworthy and influential in consumers’ buying decisions.

    Benefits of User-Generated Content

    There are several benefits of user-generated content. First, it enhances brand credibility. Customers trust their peers more than the brand itself. Therefore, positive UGC like reviews or testimonials can significantly improve a brand’s credibility. Second, UGC helps in building deeper customer relationships. It allows customers to engage with brands in a more personal and direct way. Lastly, UGC boosts SEO rankings as content generated by users, especially reviews, can improve the search engine rankings of a website or product.

    Customer Advocacy and Its Power in Boosting Brands

    Understanding Customer Advocacy

    Customer advocacy refers to the process where customers support or recommend a brand organically. It’s a potent tool for brand growth and market leadership. Brands like Apple and Tesla have leveraged customer advocacy successfully to establish themselves as market leaders.

    Benefits of Customer Advocacy

    Customer advocacy offers plenty of benefits for businesses. It’s a cost-effective marketing strategy as brands spend minimally but gain a lot in terms of customer loyalty, retention, and sales. Additionally, customer advocacy promotes brand loyalty, driving repeat purchases. Lastly, customer advocacy increases customer retention and sales by turning customers into brand ambassadors.

    Repurposing User Generated Content: A Strategy for Customer Advocacy

    The Concept of Repurposing Content

    Repurposing content involves reusing a piece of content in a different format or context to maximize its value. A company could transform a popular blog post into a video, for example. The benefits of repurposing content include amplifying a brand’s reach, reinforcing brand messages, targeting different audiences, and enhancing SEO.

    The Role of User-Generated Content in Advocacy

    User-generated content can fuel customer advocacy by providing authentic and relatable stories that resonate with other potential customers. Companies can encourage content creation by offering incentives like rewards or recognition to users who come up with the most engaging or original content.

    Integration of User-Generated Content and Customer Advocacy

    Encouraging User-Generated Content Creation

    Businesses can use social media and contests to encourage content creation. Providing appealing rewards or recognitions and showcasing previous successful user-generated content examples are effective ways to ignite customer interest in content creation.

    Leveraging User-Generated Content for Customer Advocacy

    Companies can repurpose user-generated content for their customer advocacy campaigns. For instance, they can use positive customer reviews to reinforce their brand messages on their website or social media platforms.

    Future Directions for User-Generated Content and Customer Advocacy

    Trends in User-Generated Content and Advocacy

    The use of emerging technologies like Artificial Intelligence and Virtual Reality is shaping user-generated content and advocacy trends. These tools can enhance the personalization and engagement of user-generated content.

    Challenges and Opportunities for Marketers

    There are both challenges and opportunities for marketers in managing and repurposing user-generated content. While dealing with negative content is a challenge, there are many opportunities for marketers to capitalize on positive user-generated content and drive customer advocacy.

    Customer Advocacy and Its Power in Boosting Brands

    Understanding Customer Advocacy

    Customer advocacy refers to customers who support a brand, product, or service, primarily through word-of-mouth marketing efforts. Advocates share their positive experiences, encouraging others to consider doing business with the firm. Companies with strong customer advocacy, like Apple and Amazon, often have a leadership position in the market, owing to customer loyalty and positive word-of-mouth marketing.

    Benefits of Customer Advocacy

    Customer advocacy provides companies with cost-effective marketing, as word-of-mouth is almost free and reaches a wider audience through personal relationships. Brand loyalty is also promoted, as customers trust the recommendations from people they know. This results in increased customer retention and improved sales.

    ted content such as ensuring content quality and dealing with negative content. However, the rise in UGC and customer advocacy presents immense opportunities for marketers to harness the power of their customer base to enhance brand credibility, engagement, and overall market position.

    Repurposing User Generated Content: FAQs

    1. What Does “Repurposing User Generated Content” Mean?

    Repurposing user-generated content refers to the concept of repackaging and reusing content created by consumers for marketing purposes. This content usually showcases products, expresses brand sentiment, or captures users’ experiences.

    2. How Can Repurposing User Generated Content Harness the Power of Customer Advocacy?

    By repurposing user-generated content, a brand can showcase real-life experiences and thus build credibility among potential customers. As this content comes from real users, companies leverage customer advocacy by promoting authenticity and fostering trust.

    3. What Types of Content Can Be Repurposed in This Approach?

    Almost any form of content produced by users can be repurposed. This can range from reviews, social media posts, videos, photos, blog comments, forum discussions, surveys, webinar questions, etc.

    4. Is Permission Needed Before Repurposing User-Generated Content?

    Yes, legal and ethical concerns suggest permission be sought before reusing user-generated content. To avoid copyright infringement, brands must ensure obtaining consent prior to repurposing such content for promotional purposes.

    5. What Are Effective Ways to Encourage Users to Generate Content for Repurposing?

    Incentivizing users through rewards or recognition, creating user-friendly platforms for content submission, and establishing engagement through contests or promotions are effective ways for encouraging user-generated content.

    6. How Can User-Generated Content Be Repurposed Strategically to Promote a Brand?

    Strategic repurposing of user-generated content involves aligning content with brand image, using it for social proof, integrating it into existing marketing campaigns, and using it to enhance customer experience across various touchpoints.

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    Hanson Cheng

    About the author

    Living in Portugal with my wife and puppies.
    Scaling online businesses and sharing lessons learned on this website and in our email newsletter.

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