EGC is 2015’s most powerful marketing abbreviation.
We’ve talked for years about UGC – user generated content – but now we find that perhaps the best source of great content is instead EGC – employee generated content.
After all, your employees understand the company and (should) understand what customers need and want to know about the company. Further, content from employees is often more trusted than content from the organization itself. Nielsen says that advertising from companies is trusted by 47% of global citizens. Edelman’s trust barometer research found that company experts are trusted 66% of the time.
Consider your own experiences in the wild. If you go to Lowe’s and ask the guy in the blue vest how to work on a project, you listen and believe it more than if you just read something on their website. The personal (and personality) layer inherent in EGC matters.
Companies are continuing to struggle with making enough relevant content. According to Content Marketing Institute and MarketingProfs research, 50% of B2B content marketers say they struggle to create content consistently. 44% of B2C content marketers say the same. But, you have the solution to that problem sitting all around you. EGC (and UGC) will – when adopted correctly – grow your content marketing opportunities geometrically. (At Convince & Convert we refer to the combination of EGC and UGC as “cooperative content“)
