Using User Generated Content

By now, you probably understand some of the benefits of incorporating user generated content on your website.  When you need to increase your search engine optimisation, few strategies can ensure a wealth of frequently updated content like user generated content can.  But the real question becomes how do I leverage user generated content to realize these benefits? 

If you approach user generated content from the search engine optimsation perspective you may be tempted to measure your success by the volume of the content generated.  While the amount may contribute to your search engine rankings, a staggering amount of content won’t necessarily impress the visitors to your site.  Your users are looking for quality, relevant content that meets their need.  As you decide what user generated content to incorporate, consider your target market and keep their needs at the forefront. 

It’s also important to remember that all content is not created equal.  When you allow user generated content you are inviting both the good and the bad.  You will occasionally have the dissatisfied customer or former employee who contributions are no more than a tirade.  While this is the extreme most business fear what about the inexperienced individual who tries to post as a topic expert?  Those scenarios are a little harder to recognize, not that you have the capacity to continually review all new content anyway.  Why not let your users identify the best content as part of the user generated content experience?

By allowing your users to rate both the poster and the quality of the content, the relevant content will rise to the top.  To further encourage quality content, you may want to consider offering prizes or other incentives for contributors who rank at the top.

If you are still unsure what types of user generated content would be best for your site, consider some of the following options:

• Product reviews can bring immense value to your site.  Today’s informed consumer has a tendency to distrust corporate marketing campaigns.  This group often relies heavily on the feedback provided from peers.
• If you regularly post articles or blogs, why not allow your users to post comments?  You may be pleasantly surprised at the contributions they can make to help expand or clarify your intentions.
• If you are a service based business you could encourage users to share their experiences through a “My Story” approach.  These testimonials can help sway new clients in your favor.
• Users love to share their knowledge on key topics.  Let them assist in populating your support section and other resources.  This could include a FAQ, knowledge base or support forum.