Why marketers are moving to User Generated Content?

The way we spend our marketing dollars, the way we interact with our audience, and the places in which they learn about products and services has changed dramatically over the past five years - and even more so in the last two.

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The way we spend our marketing dollars, the way we interact with our audience, and the places in which they learn about products and services has changed dramatically over the past five years - and even more so in the last two.

All good advertising is based on the truth, is memorable and creates a following. And the way we talk to our clients in everyday online platforms reflects this ethos. User generated content, and the various platforms which allow us to capitalise on it, are challenging tradition and making sure that companies can leverage the word of their own clients. Shuttlerock is just one of these platforms which now allows us to work with our clients to tell their story through the eyes of their customers. Because it provides a daily ‘always on’ platform, it helps to deliver an authentic message from our client's advocates every day across digital channels.

What is User Generated Content?
User Generated Content is an extremely powerful marketing tool because those who live, breathe and experience the brand first hand, then become the creators of your brand content.

User Generated Content is content created by your customers, rather than by you, meaning your customers are telling your story for you through their own experiences, images and videos.

Marketers today face a number of problems including:

  • The reach of our media activity is decreasing steadily.
  • Getting fresh content for our marketing efforts is difficult.
  • Creating great content is typically expensive and time-consuming.
  • Ensuring that we have consent to use content is a growing concern.

The Shuttlerock system is just one of these platforms that allows your customer to upload their own content onto your website, which you can then use and repurpose for your own marketing.

It solves a number of problems, by providing you with one platform to achieve numerous outcomes including:

  • Creating content for you to repurpose elsewhere including social media, email marketing and advertising campaigns.
  • Users sign in, meaning you own the database created through the platform, which you can then segment and create direct email marketing campaigns based on their segment and preferences (remember you don’t own the database on social media)
  • Allows users to share other people’s content, increasing the reach of your brand.
  • Drives direct relationships with your client’s outside of social media.
  • Rather than housing content on third party sites, publish your best content on your own domain name first; creating your own social space.

Shuttlerock are a NZ innovation, started in Rangiora, Christchurch. From their origins in the heart of the Waimakariri District, their User Generated Content platform has taken the marketing world head on, and has recently won the Facebook International Innovation Spotlight Award. You can learn more about their award here.