user-generated content


The last several years have seen a near-seismic shift in the way marketers think of customers. As the marketing flywheel takes the place of the marketing funnel, customers have gone from being the end result of the marketing process to being at the center. Content isn’t just for customers anymore — content should also be by and about customers. This is where user-generated content (UGC) comes in.  UGC started as a way to lump together…