The premise is that branded content is marketing currency. That’s always been true, but today the content is coming as much from the actual buyer experience as from the marketer. Sorting through the enormous amount of user generated content for the purpose of extending brand value is something brands must seriously look into.

Buyers consume content about a product or service that educates them, provides points of differentiation between providers and gives them evidence they are about to make a good buying decision. Reviews, comments, posts and tweets of all varieties when screened provide education and evidence that can be woven into compelling brand messaging and storylines.

Tactical promotions including sweepstakes and contests have enormous potential to be more than a “flat” experience. Direct marketers have long known that “flat” files pull poorly when compared against files appended with various demographic and psychographic data. Same deal here. A sweepstakes entry experience can become more than a one time flat experience.

Take the final entry report and commit to creating an expanded view of the participant beyond the simple act of entering. Who they are, what they feel, and can these feelings be used to advance the brand image. More than profiling, it is branded content built on individual preference about a service or brand. That’s kryptonite against competitive messaging.

Is this truly viable? To create this expanded view combines analytic talent with tools such as Radian6 for content gathering. It is a logical extension of the need for promotions to produce a measurable ROI.

Keys to success

1. Define It
What does the distillation of UGC derived from a promotion experience do for the business? How can you use it and what does it cost.
2. Understand if this is a fit for your business
Not every type of produce or service is going to receive the same value from the effort. Identifying and validating how UGC will impact perceptions varies based on the nature of the brand or services in question.
3. Internal Buy In
Old criteria for evaluating this must be tossed out “our customers are not asking us for this” is a buzzkill. If you are waiting to see how a competitor is using UGC to address their customers need for information you are already way behind.
4. Deliver it.
Think it through and get started. Like investing; it’s not what you start with its how much you end up with. Start with a little but get started.

UGC is your brands human currency. Not leveraging this currency in your tactical promotion planning is a missed opportunity. Not investing it in your brand is like leaving money on the table. That can’t ever be a good thing.