Christophe PILCHER, Head of Marketing & Communications at Teester , provides advice on the main challenges related to content Panama Email List marketing: credibility and relevance. It also explains the concept of User Generated Content and the opportunity represented by collaboration with Internet users. Thanks to its answers, you will know how to seize the potential of this new content. What are the new content and engagement challenges for brands? I think 2 of the biggest content marketing challenges for brands in 2019 are credibility and relevance. Credibility because today most consumers no longer trust their communications, even if they are sincere. The bond of trust between brands and consumers seems to be broken.
Now, consumers are looking elsewhere for validation: the press, consumer associations, influencers and obviously other consumers. For brands, this is the price of many years of outrageous communication. They now have to do a lot of work to be credible with their audiences. Relevance because brands must offer customer-centric content if they want to convince their customers to prefer them to another and therefore to buy them. They must strive to provide useful and relevant content for each stage of the consumer’s purchasing journey. It is by putting themselves in their shoes and answering each of these questions and requests with engaging content that they will – perhaps – manage to stand out.
How can marketing departments succeed in harnessing the potential of User Generated Content?
What is User Generated Content? User Generated Content (or UGC) is all the content created by Internet users and shared on the web, especially social networks. It is therefore opposed to brand content traditionally created and distributed by brands. When a consumer posts a photo related to your brand, a video, writes a comment, a customer review, a response on a forum, he creates content that will impact your brand image, positively or negatively. Why is this a marketing opportunity? This is an opportunity for marketing departments because the content created by consumers responds exactly to the 2 challenges of engagement and content mentioned above.
What sets UGC apart is their credibility, their authenticity. This is why 85% of consumers believe that user-generated content influences their decisions more than content disseminated by brands. Highlighting the experiences of real customers allows you to break away from the traditional marketing framework. The consumer addresses the consumers. It is moreover on this type of community recommendation that many customer-centric brands have built their success such as Go Pro, Decathlon, Made.com, etc. How can marketing departments succeed in harnessing the potential of User Generated Content? Technology has made the customer journey more community-based. Brands must take ownership of this development and use it to accelerate their business.
Why is this a marketing opportunity?
In 2019, the consumer’s journey no longer stops at the act of purchasing. So, in the long run, brands that do not make the effort to transform their best customers into ambassadors risk paying dearly. User Generated Content exists in all forms: text (customer reviews, ratings, forums, blogs, Q&A, chats, etc.), photos (Insta, Pinterest, Facebook, 21Buttons, etc.), audio (podcasts, etc.) and video (product tests, unboxings, tutorials, stories, etc.). At Teester we specialize in User Generated Video because all marketing and communication departments are turning to video to meet the expectations of their consumers. Indeed, 96% of Internet users find the videos useful in making a purchasing decision. Knowing that the younger generations Y and Z spend between 2:30 and 3:30 a day consuming video, we can easily imagine the potential of the media tomorrow for brands.