Revealed! The 2019 CMI Content Marketing Benchmarks are in!

The statistics are in! The latest research from The Content Marketing Institute has revealed some interesting findings when it comes to the current state of content marketing.

Based on respondents who have been practicing content marketing for at least one year, benchmarks have been established to identify the biggest successes and challenges facing B2B content marketers.  

Robert Rose, Chief Strategy Advisor at the Content Marketing Institute, has given Brandalism exclusive insight into the B2B Content Marketing 2019: Benchmarks, Budgets, and Trends – North America report, as well as interesting key findings from this research.

“One of the things we’re most excited about is that this year we are capturing the habits and results from those that are truly invested in Content Marketing. We limited the respondents to those that have been practicing Content Marketing for at least one year. We see some fascinating new insights from this year’s research; perhaps none as pronounced as the importance of a documented content marketing strategy.” – Robert Rose 

So, let’s dive in.

Content Strategy should be clear and documented

We’re seeing that taking strategy seriously has long-term benefits to business. The survey revealed that the two biggest benefits of a documented content marketing strategy was that it aligns teams to a common goal/mission  (81%) and it makes it easier to determine which types of content to develop (81%).

“Companies that actually take a step back, and develop a content strategy are just simply succeeding at a higher rate than those that just jump right to execution.” – Robert Rose

What can content marketers improve?

Understanding audience and undergoing thorough persona work is a key component of content strategy. However, while marketers all see the benefits of this only 42% are actually talking with customers to understand their needs.

A quick win for content marketers looking to understand their audience better is to select a core group of customers to survey, gathering information from the horse’s mouth rather than relying on potentially outdated online research.

A surprising finding revealed that only 23% of content marketers are using community building and audience participation to attract new audiences. If the main goal of content marketers is engaging audiences, shouldn’t we be doing more to build communities?

What are the top performing content marketers doing well? 

Of the marketers surveyed, 96% of the most successful content marketers (“the top performers”) agree that their organisation have built credibility and trust with their audience.

Furthermore, 90% of the most successful B2B content marketers will prioritise the audience’s information needs over their sales or promotional messages. This is compared to 56% of the least successful – proving there is a direct correlation between the success of content marketing and prioritising the audience needs.

The biggest issues affecting B2B content marketers 

From the marketers surveyed, the biggest issues facing content marketers in the B2B space are:

  • Changes to SEO and Search algorithms (61%).
  • Changes to social media algorithms (45%).
  • Content marketing used solely as a revenue center (41%).
  • Data and privacy regulations (34%)
  • Staffing and HR (33%).

The largest difference between the most and least successful marketers in changes to social media is found in addressing data privacy and regulations; artificial intelligence (AI); and preparing for voice search.  

Content Marketing Measurement

All content marketers know that we should be measuring the success of our efforts, but are we actually doing it? 72% of the most successful B2B Content Marketers measure content marketing return on investment (ROI). On the other hand, 65% of the least successful do not measure their ROI.

A surprising finding revealed that only 25% of B2B content marketers are extremely or very proficient at using the metrics their team has selected to convey results. These same marketers are most likely to be those who measure the ROI of their content marketing.

Content marketing is moving forward

With businesses increasingly turning to content marketing solutions, 56% of B2B Content Marketers increased spending on content creation over the last 12 months.

Although many content marketers face the same challenges, it is clear that content marketing is moving forward. Of those surveyed, 70% of B2B content marketers believe their organisation’s content marketing is much (17%) or somewhat (53%) more successful than a year before.

We’ll take this as win!

 

Applying influencer marketing principles to your business

Influencer marketing is a game changer for brands trying to make their mark on the world and effectively engage consumers. Influencer marketing is when a brand or product is promoted by a key content creator – a person or a brand with an abundance of followers on a social media platform and has the power to influence consumer behaviours as a result.

Another way to think of it is a bit like a celebrity endorsement. However, some of the most popular social media influencers are just normal, everyday people. Their posts are organic and relatable, which is what creates trust between the influencer and their followers.

Here are a few things your business can to do position themselves as influencers:

Be authentic

Authenticity is what makes influencers so successful and powerful. You don’t want to blend in with just any old brand with similar products or services, you want to stand out!

Sharing behind-the-scenes content is a great way to do this, giving your brand a ‘human’ touch and highlighting the work done by the people who help the brand stand so strong. To put it simply, people relate better to other people than they do to companies – so showcase your team’s heroes!

HubSpot creates great authentic content, and knows the way to everyone’s hearts ….dogs!

They also share quotes from their employees in their Instagram posts, giving the business a way to better engage with their audience.

Consistent content

If you started watching a TV show and it stopped airing for a few weeks, but then aired another episode, would you still keep watching? Probably not.

Sharing consistent content is key because it’s how people develop and maintain a connection with your business and keep up-to-date with your brands’ activities. While consistency is important, you need to make sure you don’t trade quality for quantity! Like a TV show, viewers can easily change channels if the episodes are boring.

Influencers tell a constantly evolving story – audiences often wonder what they’re going to do next, where they’re going to be, and even what they’re going to wear.

Become a leader

Thought leadership is one way of becoming a leader. It’s pretty much what the name implies; use your innovative thoughts and ideas to establish your business as the ‘go-to’ in the industry, differentiating your business from others.

CEO and founder of Skaled, Jake Dunlap, describes thought leaders as people who possess an innate ability to contribute to today’s conversations while also speculating what will happen tomorrow.

Thought leaders recognise trends before others and implement them within their business, which is what helps them lead. Use the intel that comes out of your industry to educate your audience, whether that be through a blog on your business’ website or through other forms of social media content, such as podcasts, Q&A’s and infographics.

General Electric excels at sharing authentic content and positioning themselves as a thought leader in the aviation, power, and renewables space. They capture their employees working on projects, describe their roles and the projects in great detail, inviting the audience to head to their Instagram Story for a behind-the-scenes look at what’s going on.

They also have an incredible microsite, The Pulse, dedicated to health, science and tech news, which has positioned them as thought leaders among the industries they operate in. Articles range from cancer studies, to updates in emergency service technology, to how technology empowers human connections.

 

Authenticity, consistency, and leadership are the stepping stones to ensure your company stands out as an influencer, so take the leap!

Want to learn more? Read on!

 

Hero image by @taramilktea

4 Key Content Metrics You Need to Know!

One of the key pillars of content marketing, blogs are essential for creating a ‘hub’ where your audience can engage with and digest useful, educational and informative information.

But as many content marketers know, it’s rare that your audience will read a blog then click through to convert on your site – the customer journey is often longer and less linear than that! So how do you prove return-on-investment on your blog content?

The answer? Google Analytics.

Google Analytics provides a wealth of key information about what’s going on in the backend of your website, including where the traffic is coming from and what people are doing once they land on your site. Here, we unpack a few of the key metrics that can be used to report on the success of your on-site blogs.

Pageviews

Definition:
A pageview (or pageview hit, page tracking hit) is an instance of a page being loaded (or reloaded) in a browser. Pageviews is a metric defined as the total number of pages viewed.

Pageviews is a great metric for determining how many times a piece of content has been viewed. Compare the number of Pageviews between multiple pieces of content to see which pieces performed, and which ones fell flat. You’ll be able to get a better idea of best-performing topics and headlines. You can even compare this metric with Unique Pageviews to determine the percentage that the page was reloaded. This will give you an indicative understanding of how popular the content was based on how many times it was reloaded.

Are you measuring how many times your content has been viewed?

Average Time on Page

Definition:
Average time on page is the average amount of time all users spend on a single page.

This metric is useful because it indicates whether your audience is reading your content, glancing at it, or perhaps skimming the first sentence and saying goodbye. Increase your average time spent on page by keeping written content succinct, integrating dot point lists, breakout quotes and engaging imagery. 

TIP: Google uses the time of the next page view to determine the time spent looking at the current page. When users visit the last page, there is no next page recorded, so the Time on Page is unknown and the Session Duration ends the user opened the last page.

Bounce Rate

Definition:
Bounce rate is single-page sessions divided by all sessions, or the percentage of all sessions on your site in which users viewed only a single page.

Bounce Rate is a great indication of whether people are coming to your blog then taking an action, or coming to your blog and exiting. If your bounce rate is high, try embedding clearer calls to action in your blogs or offering something useful for the audience, such a tool or downloadable asset. This will make it easier for them to take another action and a reason to stay on site.


How does Google Analytics actually collect data?

Sources of Traffic

Definition:
Every referral to a website has an origin, or source. Some sources include Social Media channels like Facebook and Instagram, or discovery platforms such as Outbrain. “Direct”  refers to users to typed your website URL directly into their browser.

Where is your traffic coming from? Knowing the key sources of traffic to your blog is essential for understanding how to best amplify your content and discovering opportunities for growth. For example, if Instagram is the biggest driver of traffic to your blog, it may be worth doing more Instagram Stories that allow users to ‘Swipe Up’ to read your blogs.

NOTE: Sources of traffic should be evaluated in conjunction with Bounce Rate. If Instagram is driving the most traffic to your blog, but this traffic has the highest bounce rate, it may be wise to invest in a channel that drives slightly less but more engaged traffic.

Read Next: 6 Easy Ways to Come Up with Great Content

Stay Social May: The Latest and Greatest in Social Media

It’s May, which means the memes about Prince Harry and Meghan Markle’s wedding are coming in thick! Let’s deep dive into the world of social media marketing and explore what’s happening outside The Royal Wedding memes.

Facebook strengthens its Live offering

Live Video is the social media trend that just keeps getting stronger! Facebook is on the bandwagon and has just unveiled a slew of new features for brands and users who are producing live video content.

Feature no. 1: Persistent Stream Keys

You’ll no longer need to get approval from the Facebook team every time your page wants to go live. The stream key will now be linked to your brand’s Facebook page permanently, so once you’re approved, you can go live whenever you’d like!

Feature no. 2: Cross-posting

If your brand runs multiple Facebook pages or wants to partner with an influencer or another brand, you can go live across several pages all at the same time with the one livestream. It’s a great way to both expand the reach of your Live videos, as well as the engagement they’ll generate.

Feature no. 3: Live Rewind

Users can now go backwards in a Live video to catch up on anything they may have missed. This move isn’t just great for user experience – by having users who can quickly catch up on any highlights, brands can now expect to see better engagement on their Live content.

And with rumours that the platform is finally going to bring Facebook Watch to the international market, as well as a Facebook dating app, brands are going to want to keep keeping an eye on this space.

Facebook dabbles with the idea of expanding into the online dating scene. Image source: The Verge  

Instagram becomes very business friendly

Meanwhile, over on Facebook’s sister platform, Instagram is gearing up to continue giving businesses big and small some new options.

First off, as of this month, users will now be able to link their credit or debit card to the app, and directly pay for a product or service being advertised, without the need to exit to a separate browser or landing page.

Apart from exciting impulse shoppers (us!), it’s certainly going to help brands and marketers prove ROI via social, especially with campaigns built around sales or direct conversions.

On top of that, Instagram is also expanding messaging options for brands on the platform. You’ll soon be able to set up “quick replies”, which will let you create and store responses you find yourself using quite often. That means you can send details like contact or product information with just the tap of a button.

Messages to your business will now also go straight to your Inbox, and you’ll be able to “star” the ones you want to save or respond to later.

This will certainly provide better customer experience and is sure to excite community managers!

How can you use the new Instagram updates to prove ROI from social? Image via Marketing Land

Snapchat turns back time

After a controversial redesign at the start of the year, it seems that iOS users can soon expect to see the app revert to the older design, once again separating Stories from Snaps.

How this will affect the ways brands can reach users on the platform remains to be seen, but it’s a change that’s certain to make users very happy.

Which Snapchat design do you prefer?

And that’s it for May! Stay tuned for next month’s social media wrap!

Read next: 3 Fast Rules for Marketing on Instagram

Easy-Peasy Ways Video Can Educate Your Audience

A recent article from eMarketer Retail revealed that of all media, video is the likeliest to sway a consumer towards buying a product. In fact, 86% of consumers are influenced by video when it comes to purchasing.

On top of that, four in ten YouTube users will regularly head to the platform and consume content about a product before buying it. When asked why, they almost all responded that they wanted to see the product in action. Reading a blog, article, or review isn’t the same as seeing the product in use: both as a how-to and to see its results.

Here we chat through easy ways you can use video to educate consumers about your product.

Have a sense of humour

The key to creating a video that performs is to engage your audience, and one of the best ways to engage is via humour. Humour allows you to create a narrative around your product or service and is key for telling a story about a product that might not be overly glamourous or aspirational.

One of our all-time favourite examples is from Squatty Potty. There’s something about a prince eating Unicorn “poop” that makes us want to buy this toilet stool.


Don’t be afraid to use humour, but use it wisely. Successful humour finds that sweet spot- being funny for a reason- rather than being funny for the sake of being funny. Remember to play to your audience and never lose sight of the fact that you’re telling a story, not just a joke.

Video testimonials

70% of millennial consumers are influenced by the recommendations of their peers in buying decisions so integrating influencers into your video marketing strategy is key building your brand authority by association.

Influencers can lend a voice of authority to your product offering via video reviews about your product. Tips for enhancing authenticity include:

  • Keep it natural. Rather than going for a high-level production, shorter Instagram videos are more genuine and realistic. These videos are more akin to behind-the-scenes content which is more relatable and enticing for viewers.
  • Create a sense of immediacy. Experiment with Live videos reviews. You can create hype around the Live video by giving your audience hints about the date of the video review with “coming soon” and “watch this space” posts.
  • Use tools to add flavour to your video. Video editing tools like iMovie, Quik and Splice are easy iPhone tools that allow you to edit videos and add graphics, enabling you to cut and chop your video in multiple ways to make the most of your content.


The key takeaway is that educational video doesn’t have to be complex – they can be short, snappy and snackable but still add value to your audience when done well.

Read next: New Metrics of Success: Video Completion Rate & Watch Time

Unmissable Predictions for Social Media and Content Marketing in 2018

The world of social media marketing moves at a pace with more twists and turns than new Game of Thrones theories (and seriously, there are a lot of those).

With that in mind, 2018 is set to be a dynamic year in the world of social media. Here are our top predictions for social media in 2018.

We’ll do it Live.

Live streaming has been around for a while. Platforms for gamers, like Twitch, have been part of “live” culture for years now, but that was always something you needed a lot of equipment and a lot of bandwidth to achieve. It was popular, but it certainly wasn’t mainstream.

But with the dawn of 5G on the imminent horizon and smartphones with more processing power than a Boeing 747, Live is about to hit the big time.

All of the major platforms have backed live streams in some way, and Instagram is doubling down on the product by consistently expanding its features, allowing people to add guests to live stream. With 80% of audiences reporting they would rather watch a live stream than read a branded blog, and it’s safe to say that the Live environment is about to go mainstream.

Live Instagram content makes it easier for brands to be in the moment that their audiences are looking for information and entertainment. Source: Instagram

Facebook gets a new algorithm.

2017 was a rough year for Facebook who came under pressure for allowing fake news and hate groups to surface. In 2018 they have publically committed to improving the situation by changing the algorithm to prioritise posts from family and friends. 

It’s yet to be seen how this will impact publishers and brands on Facebook, but we can presume it will be harder for these parties to cut through and reach their intended audiences. It will also be interesting to see if the effect of channelling more paid spend into Facebook marketing stacks up against the new algorithm.

Marketers will need to be strategic with their Facebook content, developing new ways to create engaging content that encourages audiences to join the conversation.


Facebook has new rules for marketers and publishers in 2018.

It’s finally time to Augment your Reality.

We’ve been saying this since last year, but seriously guys, Augmented Reality is about to kick off.

Both Facebook and Snapchat have developed their own AR software with World Effects and 3D World Lenses, and they’re both likely to continue developing that product offering as the year goes by.

The big question is, how can smaller players use Augmented Reality in their marketing? Or is this strictly a space for bigger brands with bigger budgets?


How will you use Augmented Reality this year to increase engagement with your audience?

All hail the Gram.

800 million active users, 25 million business users and 40 billion photos shared to date – Instagram has changed the way we share and consume content.

With constant updates and the introduction of Live, Stories, Highlights and Insights, the photo-sharing app is showing no signs of slowing down in 2018 and will become the essential platform for businesses who want to reach an engaged audience, through both their business profile and influencer pages.

2018 is shaping up to be a big one so stay tuned for our monthly social media updates to keep up with the latest industry trends!

Here’s 8 Tips For Taking Beautiful Instagram Pics

Are you addicted to your Instagram feed? Do you diarise your day through Instagram stories, or create polls to help you decide what to get for lunch? With over 800 million users overall, Instagram is a key platform for not only creating and showcasing beautiful content, but for also connecting with an engaged audience. Whether you are looking to increase visibility in your market space, drive sales or connect with a community of like-minded individuals, watch this video for 8 tips that will spark fresh ideas and help improve the quality of your content!

 

Stay Social: November Social Media Updates

It’s November! Summer is just around the corner and it’s time to start thinking about your Christmas shopping (eeeep!). It also means that it’s time for your monthly roundup of all the top stories in social media marketing.

Facebook Stories. Facebook Stories Everywhere.

After stories took over Snapchat and Instagram, they arrived at Facebook. However, Facebook’s feature is being expanded in a way that’s far bigger than Instagram or Snapchat.

Facebook is adding Stories to both group and event pages. This new feature will allow users to share their stories privately, either within groups that they belong to or on the pages of events they are attending.

This is a huge opportunity for marketers to utilise user-generated-content and build their communities. Imagine creating brand event pages and asking users to upload their stories for the chance to win a prize, or simply to be featured on the event page?

Today, we’re excited to introduce the new Facebook camera. We think it’ll give everyone more ways to express themselves and share what they’re up to. So from now on, you can just let your camera do the talking.

Posted by Facebook on Monday, 27 March 2017

#Following on #Instagram

It’s fair to say many Instagram communities have been formed around hashtags- think #fitspiration, #fanart or even branded tags like #shareacoke.

Now, Instagram is introducing a feature that will allow users to follow their favourite hashtags. This means marketers have the opportunity to create campaigns and communities around specific hashtags, and measure success based on the number of followers and engagement with a specific hashtag.

The same hashtag problem persists even with the new feature – popular hashtags will have the most followers, but also the most users, meaning content could be drowned out. On the other hand, less popular hashtags will have fewer followers – a great opportunity for smaller brands and businesses to make themselves known.

Instagram’s latest feature provides marketers with a new way to measure sentiment. Think outside the box when it comes to measuring success- who is using your hashtag? How are they using your hashtag? These kinds of insights are essential for understanding how people feel about your brand or campaign.

More Room to Play on Twitter

Tweeters rejoice! 280-character posts on Twitter have now been rolled out for all users across the social media platform.

We’ve loved seeing how brands and users celebrated the new character limit, one of our favourite examples being Melville Books, who used all 280 characters to remind their followers exactly what it is they sell.

We can’t wait to see how brands and marketers will be using those additional 160 characters.

 

Snapchat Gets a New Look

It’s been a tough year for Snapchat. Since going public, the company has started to see a downward trend in its stock price, and that has prompted big changes to the mobile app.

These changes include a re-design of the app in order to make it more appealing to broader audiences. Their goal is to simplify the app after some feedback suggested the app isn’t all that user-friendly.

Snapchat will also be introducing an algorithmic feed. The algorithm will prioritise stories on user’s feeds, meaning friends and influencers they engage with the most will be shown at the top, rather than just showing all stories in reverse-chronological order.

Not only does this change force marketers to rethink how their content engages the audience, it also shifts how we rank and choose Snapchat influencers. Audience engagement will trump audience size as a metric of influencer success.

Do you find Snapchat’s current interface hard to use? Source: sketchappsources.com

And that’s it for November! Big changes are coming, so start thinking about how they can form part of your social media strategy next year.

Read next: Best Practices to Increase Your Social Media Conversions 

Here’s 5 Reasons Why You Should Be Using 360 Video

As consumers’ appetite for a more immersive and personalised content experience grows, so does the need for 360 video. We’re taking cues from some of the brands that did it best. Here are 5 creative ways that you can use 360 videos in your marketing.

A Rewarding Experience  

Good storytelling is all about creating engagement and an immersive experience. 360 video gives marketers the necessary tools to create a sense of immediacy, emote their storytelling and therefore, develop deeper connections with their audience.

A recent study conducted by Google revealed that 360 videos often see lower completion rates, likely as a result of the higher level of user engagement required for viewing. However, this level of engagement is also what drives higher click-rates, shares and subscriptions than standard videos. 260 videos also achieved 47% higher view rates, meaning a lower cost-per-view for the advertiser.

1. Give them an experience

360 video gives audiences the opportunity to turn their dreams into a [virtual] reality and immerse themselves in the action. Take, for example, Samsung’s 360° Snowboard & Freeski Experience. Viewers were given the opportunity to glide down the slopes with Olympic snowboarders like Gian Simmen. Rather than being constricted to only one perspective, viewers had the opportunity to experience multitudes of scenes.

Therefore 360 video is key for giving your audience the ability to create and control their own experience.

2. Develop Empathy

We believe there is no better way to develop empathy than to walk in someone else’s shoes. Therefore, 360 video is a key tool for charities and not-for-profits to educate their audiences and improve their understanding of the cause.

This incredible 360 video from the National Autism Society put the viewer in the shoes of someone diagnosed with autism. It allows the audience to experience what it feels like to be overwhelmed by light and sound.

3. Exclusive Access

Take your audience behind the scenes with 360 video and grant them exclusive access to reveals and events. Show them how your product is made, take them on a journey through your office or use 360 video to give them an all-access pass to an exclusive launch.

We love Jason Wu’s all-access pass to his Fall 2016 show at New York Fashion Week.

4. FOMO

If there’s one thing social media is great for, it’s driving a fear of missing out. The immediacy of 360 video allows marketers create FOMO and use it as a key tool to pique their audience’s interest.

One of our favourite examples comes from Tomorrowland, one of Europe’s premiere EDM festivals. The festival organisers released a 360 video showing off their 2014 show, it’s no wonder it captured the attention of over nine million viewers.

5. Capture imagination

Capturing the imagination of your audience is easier if your content wows and awes them. Think about how different angles, shots and editing techniques can be used to enhance the immediacy and emotive capabilities of 360 video to create aspirational content.

In essence, 360 video challenges us to rethink our perspectives, blurring the distinction between the possible and impossible. The emotive abilities of 360 video and its ability to offer a new way of seeing are what makes it such a key tool to brand storytelling. The tourism industry does it best. This example from Expedia opens up a new world of possibility to the audience and captures their imagination with sweeping vistas and bright colours.

Read next: Cause Marketing- Why Brands Need to Take a Social Stance.

Developing a User-Generated-Content Strategy [Checklist]

The average consumer is exposed to around 5, 000 ads per day, so for many brands, cutting through the noise and gaining consumer trust is no easy feat. Cleverly utilising User-Generated-Content (UGC) is a key way for brands to create unobtrusive content that seamlessly integrates into their audience’s social feeds, therefore building trust and a sense of community with their audience.

Why UGC?

UGC is any type of content created by your audience about your brand that isn’t paid for—and that is the key to its success. 76% of individuals surveyed said they trusted content shared by “average” people more than by brands, therefore making UGC key to creating authentic relationships.

Developing a UGC Strategy

Campaign objectives

As with any strategy, the very first step is identifying your business objectives and what you want to get out of the campaign. Are you after increased brand awareness, or do you want to tap into a new audience sector? These objectives will determine how you measure the success of your campaign.

User Generated Travel Content

Know your audience

Once you’ve determined your business objectives, you need to identify your audience objectives and figure out where these two spheres overlap. Ask yourself: Is your audience likely to engage with a UGC campaign? What kind of content are they likely to generate? What do they want to get out of the campaign?

Use social analytic tools like Facebook and Instagram Insights to find out more about the demographics and behaviour of your audience. You can also determine the type of content that they engage with the most and integrate it into your campaign.

Channels

Knowing your business and audience objectives will help you identify the channels that are going to be most suitable for your campaign.

Take the example below:

  • Business objective: brand awareness
  • Audience: Millennials
  • Audience objective: discover engaging content
  • Channel: Snapchat
  • Why Snapchat? 53% of Snapchat users are under 34 years old. Brands can create filters that encourage the creation of UGC, or simply ask users to send them snaps to be featured on brand stories.

Mechanic

This is the ‘how—’ which tactics are suitable for generating UGC?

Competitions: Everyone loves a giveaway, so social media competitions are great ways to build hype and generate engagement. Consider asking your audience to tag three friends in order to increase their chance to win which will simultaneously increase the reach of your competition.

Hashtags: Developing hashtags like Chobani’s #ChobaniKids makes it easy to ensure your audience is spreading your brand messages. It’s also easy to track the use of the hashtags (and therefore the reach of your campaign) and collate UGC via a hashtag search.

Polls/questions: these can be used to increase engagement by asking your audience to share content. One of our favourite examples is National Geographic’s #wanderlust campaign.

User Generated Content Chobani Kids

Legalities

Before launching a UGC competition, it’s important to clearly set out the T&C’s for your audience. Consider the following:

  1. Ensure you’re not infringing your audience’s intellectual property. Explicitly state your intention to use their content for your marketing purposes.
  2. Ensure you’re not liable. If your audience submits a piece of work that they have actually taken from someone else, you need to make sure you aren’t considered liable for their offence. Ensure your T&C’s outline that this liability will fall on the person who took the content without permission and not on your brand.
  3. There are also user privacy considerations you may want to consider when crafting your UGC campaign. You need to be clear what information you’ll collect from submitters and who you intend to share it with.

Repurposing

With loads of videos and photographs are your disposal, what are some of the best ways to use these assets in your marketing?

Using it on your website: Sonos has mastered this tactic by embedding UGC as part of the buying process on their website. Images of product in people’s homes is featured alongside the specs on product pages.

Reshare: Is there a gaping hole in your content calendar? Reshare UGC images and videos to Facebook and Instagram, or add UGC as an ongoing content stream to your overall strategy.

Email marketing: Integrate UGC into your EDMs as a way of standing out in your audience’s inbox. This gives you the chance to show off your product or service in context. You can also develop a call to action that calls for audience submissions, therefore helping you to generate more content and engagement with your audience.

Read next: How to find an authentic influencer for your brand.

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