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Content Marketing: Think Like a Publisher—How to Use Content to Market Online and in Social Media by Rebecca Lieb

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17. User-Generated Content

“It’s no wonder that content creators feel they could use some help—and they have it, in the form of users.”

Content can be a wildly effective marketing tool, but content doesn’t create itself. Stories, videos, blog posts, Twitter tweets, photos, surveys, whitepapers, and eBooks are just the tip of the iceberg. No sooner have you created new content then it’s time to go back to the drawing board and create, create again. Content is work-intensive and time-consuming, not to mention expensive.

It’s no wonder that content creators feel they could use some help—and they have it, in the form of users.

They don’t call it user-generated content for nothing. More than 82 million people in the United States created online content ...

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