EGC: the future of authentic marketing

In the changing landscape of digital marketing, authenticity is key. As customers become more critical, traditional advertising methods often fall short.

By now, you already know the benefits of UGC – User Generated Content. But now we are going one step beyond.

Enter Employee Generated Content (EGC) – a powerful asset that not only ensures genuine engagement, but also strengthens the credibility of your brand.

In this blog post, we take a closer look at what EGC is, why it is important and how you can use it effectively for your brand.

What is Employee Generated Content (EGC)?

Employee Generated Content refers to content created by your employees that showcases their experiences, insights, and perspectives related to your company.

This can range from blog posts and social media updates to videos and photos that highlight the company culture, products, or services.

Unlike user-generated content, which is created by customers, EGC comes from within your organization, offering an authentic insider’s view.

Why Employee Generated Content matters

1. Authenticity and trust: In an age where consumers are bombarded with polished advertisements, authentic content stands out. EGC provides a genuine look into your company, building trust with your audience.
2. Employee tngagement: Encouraging employees to create content can boost their engagement and morale. It makes them feel valued and part of the company’s success.
3. Cost-effective: EGC is a budget-friendly marketing strategy. Instead of spending heavily on advertising campaigns, you can leverage the creativity and insights of your employees.
4. Enhanced reach: Employees often have their own networks and followers. When they share content, it extends your brand’s reach to a broader audience.
5. Improved recruitment: Showcasing your company culture through EGC can attract top talent. Potential hires get a real sense of what it’s like to work at your company.

How to encourage EGC

1. Create a content-friendly culture: Provide an environment where employees feel comfortable and encouraged to share their experiences. This involves building a culture of transparency and trust.
2. Provide guidelines: While you want to encourage creativity, it’s essential to provide some guidelines to ensure consistency and alignment with your brand’s voice and values.
3. Offer incentives: Recognize and reward employees who contribute high-quality content. This could be through shout-outs in meetings, awards, or even small incentives like gift cards.
4. Leverage internal platforms: Use internal communication tools to encourage content creation. Platforms like Slack, Teams, or even a simple email newsletter can serve as reminders and provide inspiration for employees.
5. Host workshops: Offer training sessions on content creation. Teach employees how to take great photos, write engaging posts, or create compelling videos.

Types of EGC you can exploit

1. Behind-the-scenes content: Give your audience a peek behind the curtain. Employees can share their daily routines, team activities, or the process behind creating a product or service.
2. Employee spotlights: Highlight individual employees, their roles, and their contributions. This not only showcases your team but also humanizes your brand.
3. Testimonials and reviews: Encourage employees to share their honest opinions about working at your company, your products, or services. These testimonials can be powerful tools for building trust.
4. Event coverage: Have employees share their experiences at company events, whether it’s a corporate retreat, a team-building activity, or a trade show.
5. Expert insights: Tap into the expertise of your employees. They can write blog posts, create videos, or host webinars on topics relevant to your industry.

Measuring the impact

1. Engagement metrics: Track likes, shares, comments, and overall engagement on EGC posts. High engagement rates are a good indicator of the content’s effectiveness.
2. Reach and impressions: Measure how far the EGC spreads through your employees’ networks. This can help you understand its impact on brand awareness.
3. Employee participation: Monitor how many employees are contributing content. Increased participation is a sign that your EGC strategy is resonating with your team.
4. Sentiment analysis: Assess the tone and sentiment of the feedback received. Positive sentiments indicate that the EGC is well-received by your audience.
5. Conversion rates: If applicable, track any leads or sales generated from EGC. This can provide concrete evidence of its return on investment.

Conclusion

Employee Generated Content is more than just a marketing tactic; it is a strategic approach that builds on the voices of those who know your brand best.

By encouraging and showcasing authentic employee contributions, you not only build a stronger, more trustworthy brand, but also stimulate a sense of community and engagement within your team.

Start integrating EGC into your marketing strategy today and see how it transforms your brand’s presence both internally and externally.