Crowdsourcing Content: A Win-Win Situation

Content is a hot topic lately, with everyone scrambling to find it, put it out and increase their SEO efforts by doing so. In order to keep up with the content demand, have you considered crowdsourcing?

Crowdsourcing content works in favor of both the company and the consumer. Consumers want to play a bigger role in the brands that they support, and consumer-produced content is highly cost-effective for brands. Content marketing is 63% less expensive than traditional marketing according to Demand Metric, and three times better at generating leads. Through crowdsourcing your content, you can increase your value and raise consumer confidence in your brand.

For example, take sites like Yelp and Urbanspoon, which run solely on reviews posted by consumers. Studies have shown that content produced by consumers seems to make more of an impact on other consumers. Why? Well think of it this way: would you trust the opinion of a blog writer hired by the brand or an everyday average person that has used the product/service? People want to hear the opinions of their friends or actual users.

Keys to Crowdsourcing 

Hiring staff to write content can become costly, but having your consumers write your content for you isn’t. On average, how long does it take for you to write a blog post? Not just your musings of the day, but a well-researched, thought-out and documented blog? Think of that time in term of dollar signs and how much you could save by having your customers do the work.

  • Offer an incentive. Have your customers submit to a contest by entering a funny photo or video of them using your product/service. The prize should be related to your business or perhaps even a new product you have to offer, but it has to be worth entering to win. You can then use the submissions as content on your social media pages or website. This will not only give you content to choose from, but will also create a social buzz around your brand.
  • Give recognition. People love to be recognized and appreciated, especially when they become a loyal customer for a brand. While on Twitter, retweet your brand advocates and engage in conversation with them. When you have a new product or service launching, let those same brand advocates be the first to try it out…and let them write about it! Use pictures, blogs, videos or any other content your brand advocates create to showcase your new products/services and give full credit to them for the reviews.
  • Encourage engagement. While you can crowdsource as much content as possible, you’ll still need to keep up a regular blog schedule. In order to keep crowdsourcing, inspire your readers to leave comments. Comments will not only boost your SEO with Google, but they can be a great source of feedback from consumers. Give your point of view and ask open-ended questions towards the end.  Once your readers start to comment on your blog, make sure to follow up with every comment and even ask more questions. If appropriate, repurpose comments as quotes you can use on social media or your website.

If you need help with your content marketing strategy, contact us for help. Have you used crowdsourced content for your website? How did you get your readers to participate?