One of the best forms of content for business-to-business (B2B) purposes is user-generated content (UGC), which is created by your users and only needs to be organized and posted on your website or other online platforms. UGC could evoke thoughts of picture competitions or social media giveaways, which could be beneficial for your sector. But a lot of B2B marketers discover that the messaging of their brand isn't appropriate for a lighthearted competition.

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Brands can employ user-generated content for B2B marketing in at least five more ways.

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1. Business Operations

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  - Trade shows and conferences provide B2B companies with great chances to gather content from their target audience in addition to combining live and digital marketing. Any event you engage in can be used as a B2B opportunity for user-generated content, even if you are not usually present at such large-scale events.

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    - Hashtags: Make a hashtag for the event and track it on several social media channels by using a hashtag aggregator like Tagboard or Keyhole.

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    - Scavenger hunts: A scavenger hunt is held annually as part of Pubcon, a well-known digital marketing conference.

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    - Talks or Episodes of Podcasts: Attending gatherings with a large number of industry experts in attendance may warrant capturing audio or video interviews.

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    - Online Competition: Apart from organizing scavenger hunts, marketers can also involve guests by asking them to submit a selfie or a photo of themselves with an employee they met during the event, along with their business card.

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2. Surveys and Insider Knowledge

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  - As others link to your most recent findings, conducting original research and surveys for your sector can quickly increase your thought leadership, website traffic, and inbound links.

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 - Examples of well-known B2B brands: PWC, Deloitte, KPMG

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3. Involvement of Employees

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 - It's not necessary for user-generated content for B2B to come from your target demographic or online community. It might also come from one of your staff members.

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 - Event images

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 - Uploaded pictures

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 - General culture of the company

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4. Use of the Product

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  - Pictures of real customers using a product or service tend to look better than stock photos from businesses.

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  - Examples for various industries: SaaS, Manufacturing, HVAC, Advertising, Construction

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5. Testimonials

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  - In addition to photographs and videos showcasing your hard work, testimonials are arguably one of the best forms of user-generated content your customers can provide.

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Conclusion

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User-generated content, in whatever form it takes, provides B2B companies with numerous benefits. It enables brands to interact with their community more effectively, create content more efficiently, and increase their industry's credibility and thought leadership. Consider the kinds of content that your audience would be most receptive to creating and sharing. Focus on these perspectives to increase engagement. Whether it's through petitions, data collection, testimonials, or events, use UGC to generate content that is appealing to everyone who may need your product or service.

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Schedule a free strategy call with our ABM agency CEO, Alex Hollander. Or visit our homepage for more information regarding B2B SaaS & Tech Growth Operations!

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