By now, we know content marketing works. 95% of B2B companies and 86% of B2C companies with over 1000 employees are utilizing content marketing strategies. Creating enough content, however, is a constant challenge for brands.
Luckily, advocates can help. From photos to blog posts, happy customers and employees are willing, and may already be creating content for your brand.
But what can you do with this content after it’s produced? Repurpose it, of course! Whether it is on paid or owned channels, repurposing advocate content is a great way for your brand to not only get more content but also to build meaningful relationships with your customers, turning customers into advocates and advocates into lifelong customers.
Social channels are a great place to repurpose advocate content because of the high visibility that they provide for the brand. Facebook, Instagram, Twitter, Pinterest, LinkedIn, Tumblr, and YouTube are all great channels for repurposing advocate images, videos, and written content. Repurposing content on these channels is also the quickest way to distribute it – we’re talking as simple as a retweet or a regram.
Showcasing advocate content on your homepage, blog, or other dedicated pages is another good way to highlight advocate content. One SocialChorus customer created a dedicated page on their website for the sole purpose of highlighting advocate images, videos and blog posts.
How can you make your paid advertisements such as display ads and sponsored stories more effective? Pump them up with your advocate-created content. Advocate content
performs better than branded content (7X better in fact), so when you incorporate advocate content into paid channels, it will perform better. Win-win.
While it might not be the first place you think of, your offline print materials are a great place to exhibit advocate content. Whether it is in a catalog or on in-store signage, taking digital images offline can be a powerful way to extend the lifetime of the content and help maximize effectiveness.
While each of these channels serves a purpose and provides brand value, the real power of advocate content is realized when brands merge paid, owned and earned channels and the content is utilized across not just one, but multiple channels.
Learn how to transform advocates into a powerful content creation and distribution engine in our recent ebook, Advocates as Content Creators.
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