Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 1: Meeting Inbound Marketing Demands with Content Credibility
REVEALING CONTENT
USER GENERATED CONTENT
Revealing means sharing your secrets. When asked what information suppliers are reluctant to provide, the list normally includes:
User generated content (UGC) allows your audience to speak on your behalf. It encompasses brand-related content created by customers and brand advocates. To learn more about UGC and its advantages for brands, watch this 5-minute video from GoDaddy..
Pricing
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Known competitors
• Limitations of your own offering Sound familiar? This resembles the list of top priority questions most of us have before investing in high ticket items. Imagine changing our approach from " don't show your cards " to "show all your cards.” That is what transparency in this context means—revealing what no one else would tell them right from the first meeting..
Because of its genuine nature, UGC is ideal for showing your audience what customers really think about your brand and how they use your products and services (Sonnenberg 2023). Consumers rank authentic UGC as the most trustworthy content (TINT). It outperforms brand-created content as measured by authenticity, engagement, brand recall, and buying impact. The more audiences are exposed to genuine experiences and opinions, the easier (1) relationships can be built and (2) audiences remember who you are and what you offer. This especially holds true for Millennials and Gen Z.
Many successful social media marketers take this approach despite fears of:
Competitive exploitation
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Prematurely showing best guess estimates Divulging hidden shortcomings
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