Does an inexpensive, highly effective marketing tactic that requires minimal time investment sound too good to be true? Well it’s not – and it’s called user generated content (UGC). The best part? Other people do most of the work for you.

Okay, that last bit might have been a bit hyperbolic. While it’s true that a UGC campaign does center on content provided by outsiders, the best campaigns do require some time investment from the marketer running them. There is planning the campaign, and then effectively leveraging the materials that are generated by it, but everything in between is up to brand advocates – your current and potential customers.



For today’s installment in our content marketing series, we’re going to take a look at three very different brands doing content marketing in unique and interesting ways. And while these are well-developed brands with a fair amount of capital (human and financial) behind their efforts, the techniques they employ are absolutely accessible by small businesses as well. Let’s dive right in.

1. Saveur Magazine
Of all the types of content you could create, video certainly has the potential to go viral very quickly, and with very little added effort on you part. The key is to create something that will answer a question that a lot of people might have on their minds. Saveur does exactly that with their SAVEUR Basics video series. While there are probably a number of expert chefs consuming the magazine and website, the majority are more the aspirational set. People who cook frequently and want to be able to expand their skills so they can be more like the pros. Enter this series of just a handful of tutorials that are brief, helpful, and beautifully shot. I find these incredibly useful and really make me value Saveur as a brand. And judging from the YouTube details, over 1 million other people feel the same way.



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