At the top of the brand Maslow pyramid: UGC
Content that users create of their own accord is the most valuable communications asset money can’t buy.
UGC (user-generated content) isn’t what a brand says about itself; it’s what its users say. That is why it is far more credible.
Forcing people to produce UGC often backfires. The right approach is to create an experience worth sharing and make sharing easy.
Corporate brands often assume UGC is specific to consumer categories. In B2B, however, customer case studies and user testimonials serve the same purpose.
Using UGC requires permission; the legal framework and copyright issues should be clarified from the outset.