Digital Marketing: How Do You Generate Content for Your Company?

If you run an e-commerce business and you are struggling to generate content, you need to solve that problem today. I say today because content is what generates the demand you need to sell your pieces, and all too often  I see plenty of stores producing no content at volume.

You need a volume of content being produced so that, at the bottom of the funnel, you raise your sales volume. To sum all of it up, hold on to this sentence as the basis for the shift in your strategy: "CONTENT GENERATES DEMAND".

Different ways to generate content

There are many ways to generate content, and taking a performance-driven view, you should explore every possible form of content creation within your niche. That matters so you can work out what kind of content is relevant to your audience and, in the process, reach a share of people who would never have been reached if you only tested the same type of content. 

On top of that, variety changes the way we nurture our audience in order to guide them and prepare them to take the action we want them to take: Making a purchase.

Before consumers get as far as buying your product, they first have to trust your company and what your product promises to deliver. Producing content that breaks down those objections in different ways is the key to a successful strategy. 

How to make the most of UGC

User Generated Content (content produced by the user, in a loose translation) is all the content produced by a company's own customers in the digital environment. 

It sounds straightforward, but UGC is still barely explored by the vast majority of companies in the digital age, so understanding how this content works and what it is worth to your business will set you apart within your niche in the digital market. 

One simple approach that will show up in your sales is sending your pieces to models who have at least solid content-production experience in your niche. In fashion, for example, map out around 100 different models whose way of producing content you believe fits your company's branding. 

What is striking is that many of these girls will accept a barter deal to promote the pieces. Agree with her that you send the pieces and she produces content in reels, feed and stories wearing them.

It is important to make it very clear that if she brings results, you will keep the partnership going, supplying her with other pieces and products from your store and later on with cash payments. Every professional in this field wants to generate results with the work they deliver.

Finally, it is worth stressing that all this content generated and produced by users — UGC — becomes an asset for your company. 

You can use it whenever you like to generate content on your digital channels, and you can also build it into your OOH strategy (Out of Home media, that is, media outside the home), using it on billboards, for example. 

This content can be used across a range of digital communication channels, such as Instagram in all its formats, paid ads and even VIP groups on Whatsapp. 

Stop and think: if this content featuring one of your products converted really well, you could go on making even more sales consistently by pushing it through ads.

Remember one more sentence: "Every video is an asset for your business"

Have you ever run that test?