We live in an era where retailers needed to compete with each other just to capture the attention of the well informed and connected consumers. Hence, the need for relevant content that converts is necessary to keep up with the changing digital trends.
Most brands have already turned to to user-generated content (UGC) where they could not only develop relationships with their potential customers, but also be able to own the media (as opposed to paid or earned).
The good thing is that consumers have been receptive of the strategy, too. In fact, more than 8 in 10 say user-generated content from people they don't know influences what they buy and indicates brand quality. With such impact, many online retailers have been investing in their online strategy to capture their own share of the market. Among these retailers is the UK retailer Halfords, which specializes in car maintenance, enhancement, and leisure products. With its investment in user-generated content, the company had an average of over 100 user contributions and interactions daily by September and has positive impact on its online presence.
User-generated content does not only help brands build an online community of loyal fans to a hub for on-going conversation but it also allows brands to save time on content creation and might as well focus on moderation. In an article by Tintup, they’ve shared some of the most successful brands that successfully integrate user-generated content on their online strategy.
Denny’s blog is a downright hilarious collection of user-generated content, upbeat notes of encouragement, and silly food humor, making it a marketing “grand slam”.
Relevancy is something all content marketers have to strive for, and Cheerios hit the mark. One example: their #HowToDad ad on YouTube, which captures what modern dads are all about coolness, hands-on parenting, and being awesome.
Maybelline’s blog is a real beauty when it comes to content design and social integration perfectly capturing the looks and attitudes of the selfie generation. It features social buttons and interactions on site, making it incredibly easy and natural for the user to engage.
Here’s a brand who knows how to tell its story year after year. Its Holiday 2014 spot, “The Song” proved yet again that technology could have a sweet, sentimental and very human side.
The way Coke keeps pushing for creative content is admirable, even as one of the world’s most valuable and established global brands. Their “Share a Coke” campaign was a standout campaign of 2014, and it’s still going strong this year. Coke’s digital content keeps interactive features at the forefront.
Brands and retailers aiming to enjoy the same success some brands have cracked, there needs to be a cohesive online strategy that will guide the engagement process between the brands and its consumers. The content should be held against the set goals and objectives. The target audience and location should be kept in mind for better results. The content type should also be kept in mind (e.g. educational, humorous or opinion-driven) and set a tone for the community to follow as well as guidelines for its community-members to adhere to, giving the brand better control in case the content or situation goes out of hand.