Want to build trust with customers? Use user-generated content

Want to build trust with customers? Use user-generated content

People trust customers more than they trust companies. They’re the authentic voice that goes unheard coming from a corporate mouthpiece. We’re long past the Mad-Men era of advertising, when creative hot shots were cooped up in a swanky office crafting the perfect marketing message to clueless yet convinced consumers. People don’t (and won’t) buy it anymore. They want real people telling them about their experiences with a product or service. In the online era, user-generated content, or UGC, is the best way to bring that authenticity to customers. (more…)

The 6 content marketing metrics you need to track

The 6 content marketing metrics you need to track

Content marketing was garbage in 2015. It was poorly written, super generic, and had way-too-out-there headlines. In 2016, there was too much long-winded content that had an ill-advised focus on social sharing as an indicator of success. Then, in 2017, there was finally a shift towards quality over quantity, with unique research becoming a highly valuable resource for link-building. Now that it’s 2018 and content marketers are starting to shape up, it’s time to start looking at the content marketing metrics that’ll ensure that you’re on the right track with your content. (more…)