For marketers, there is no hope for social media without superb content, and there is no better medium for distributing content than on social media.
We’re stuck with this “arranged marriage,” which is why it’s time to do some relationship counseling.
Currently, the dynamic is too one-sided: Content marketers make stuff, the social marketers have to distribute it, and the audience is supposed to consume and share it with other people. The audience has minimal influence on the content, and social marketers seem aloof.
The dynamic creates a lecture, not a conversation.
If you want a healthy, loving, and fruitful relationship between social media and content marketing, you have to make the conversation two-sided by adding user-generated content (UGC) to the mix. The people who believe in your brand (i.e., your customers) will get to define what you are to the wider world. Your new task is to collect UGC from social media, deliver it to the content marketers, and then re-distribute it in a curated, awesome form.
UGC Can Strengthen the Relationship Between Your Social Media and Content Marketing
