UGC: The new way to build trust in B2B

User-generated content (UGC) has emerged as a powerful tool in the realm of marketing, revolutionizing the way businesses connect with their audience. In the B2B landscape, where building trust and credibility is of utmost importance, UGC has become a game-changer. This article explores the significance of UGC in fostering trust in B2B relationships and delves into its numerous benefits. From enhancing authenticity to establishing social proof, UGC has the potential to transform B2B marketing strategies.

Authenticity in content

Imagine this: you come across a newly opened restaurant in your neighbourhood and decide to do some research before making a reservation. You visit their website, only to discover a section brimming with enthusiastic testimonials from satisfied customers. UGC is this magic, it is any content created by consumers or users of a product or service. It can take various forms, such as reviews, testimonials, social media posts, videos, or even blog articles. It is a powerful tool for businesses to build trust and credibility, foster a sense of community, and amplify their reach.

B2B marketing has traditionally been seen as serious and formal, focusing on features, benefits, and technical jargon. However, the landscape is changing. B2B buyers are becoming more like B2C consumers, expecting personalized experiences and authentic connections. As the B2B marketing world evolves, the use of UGC is gaining momentum. A report found that most marketing professionals (93%) believe that user-generated content is more credible than brand-generated content. 75% of marketers agree that incorporating UGC enhances the authenticity of a brand, while 66% underscore the importance of maintaining transparency with their clientele.

The emergence of social media platforms and online communities has simplified the process for B2B customers to share their experiences and opinions. B2B companies are now realizing the importance of utilizing this valuable resource and utilizing UGC to establish trust and interact with their target audience.

Employee generated content

In the world of B2B businesses, UGC has become a powerful and cost-effective marketing tool. Getting employees involved in creating UGC can have a significant impact for several reasons. Firstly, employees have a deep understanding of the company’s products or services, which makes them trustworthy sources of information for potential customers. Their knowledge allows them to create engaging and insightful content that is specifically tailored to the needs of professionals in their industry. Furthermore, using UGC created by employees helps to build trust and authenticity, as it showcases real individuals who genuinely believe in what they are selling. This personal touch resonates with B2B customers who value strong relationships based on networking and collaboration. By encouraging employees to contribute to UGC through blog posts, social media updates, or video testimonials, a B2B business can tap into a network of advocates who can foster brand loyalty, attract new clients, and maintain long-term partnerships.

How to build a B2B content creation machine

Creating high-quality content is a competitive advantage for businesses. Here are a few tips for creating a content-driven culture in your organization:

  • Provide training and resources to employees
  • This could include workshops on effective storytelling or courses on content creation. By developing employees’ writing skills and understanding of content marketing strategies, you can help them create more compelling and informative content.

  • Encourage collaboration and idea-sharing
  • Create an environment where employees feel comfortable sharing their creative ideas and perspectives. This will help you generate a wider range of content ideas and produce more engaging content.

  • Establish clear goals and expectations
  • Make sure everyone in your organization knows what content is being created and why. This will help keep everyone focused and motivated.

  • Reward and recognize outstanding contributions
  • When employees create great content, let them know! This will show them that their work is valued and encourage them to continue creating high-quality content.

    UGC has already proven its worth in B2B marketing, but there is still untapped potential waiting to be explored. In addition to generating employee-generated content, B2B companies can use other avenues for UGC, such as podcasts, webinars, or landing pages with UGC galleries, to foster community engagement and knowledge-sharing among industry professionals. By tapping into these new and innovative ways to use UGC, businesses can unlock a wealth of opportunities to build trust and forge valuable relationships.

    If you need assistance in crafting distinctive and tailor-made B2B digital media, our services can simplify your journey. Our proficient team possesses extensive expertise in B2B events, allowing us to assist you in establishing a suitable framework aligned with your business requirements. For any inquiries, please do not hesitate to reach out to us at