YOU SCRATCH MY BACK, I GIVE YOU FREE STUFF
Content creation aside, what should happen when our customers are responsible for actual sales? The answer? Pay it forward. Spread the love. Figure out a way to reward customers for driving your bottom line. However you cut it, a customer-initiated sale is going to be ridiculously more efficient and will yield an off-the-charts cost per acquisition compared to your company or industry norm.
We need to create some kind of infrastructure or methodology that delivers the consummate win-win-win scenario: You win through increased sales, your new customer wins both directly (by buying a great product) and indirectly (with a possible additional benefit), and of course, your existing customer wins intangibly (goodwill from sharing their positive experiences with another person, as well as the recognition from your company acknowledging their contribution) and tangibly (some kind of offer, perk, or incentive).
No longer should any customer have to feel underappreciated or rebuffed.