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5 Ways to Turn Brand Advocates into a Content Marketing Engine

Posted by Rob Fuggetta on April 29th, 2013 at 10:15 am

Are you leveraging your highly-satisfied customers (AKA “Brand Advocates”) to generate product reviews, videos, testimonials, and more? If not, you’re missing a major content marketing opportunity.

Content created by Advocates is highly trusted and influential. According to Nielsen, 92% of consumers trust peer recommendations. Only 53% trust content that you create and post on your website.

Here are five ways to turn your Advocates into a powerful content marketing engine:

  1. Identify your Advocates. Ask your customers the “Ultimate Question” for loyalty: “On a scale of 0-10, how likely are you to recommend our company or product to your friends?” Customers who respond 9 or 10 are Advocates.
  2. Encourage Advocates to rate and review your products. Seventy percent of consumers trust online reviews, Nielsen says. And 67% of consumers don’t buy after reading only one to three negative reviews, according to Lightspeed Research. Make it easy for Advocates to create online reviews by giving them review applications.
  3. Enable Advocates to create stories about their experiences with your company or products. Ask them to tell you about their “Kodak moment.” Stories bring your brand promise to life in a very authentic way. Here’s an example of a story created by an Advocate of Rubio’s Restaurants, a California-based fast casual eatery famous for its fantastic fish tacos.
  4. Make it easy for Advocates to answer prospects’ questions. Advocate Answers application enables prospects to ask Advocates questions about why they purchased your products or services. A VOIP company has generated over 3,000 leads via Advocate Answers. These are highly-qualified leads – these are prospects who are taking time to ask questions, indicating strong purchase interest and intent.
  5. Amplify Advocates. Enable Advocates to publish and/or share the content they’ve created on shopping sites, Facebook, Twitter, LinkedIn and elsewhere by including social sharing widgets in content creation forms.

Creating content can be costly and time-consuming. Don’t overlook the most powerful weapon in your content marketing arsenal: your Brand Advocates!

One Response to “5 Ways to Turn Brand Advocates into a Content Marketing Engine”

  1. "Stories bring your brand promise to life in a very authentic way."

    Customer stories bring that personal touch to your brand. It shows that you are not just a nameless, faceless brand--but a real company run by real people. Customer stories might even give you a taste of your company's personality that you didn't even realize existed!

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