I've had the pleasure of being involved with some enterprise pitches and client onboardings lately. For whatever reason, I enter these meetings assuming that these giant companies have everything figured out already...only to find out that they don't.
One topic that I discuss almost every meeting is leveraging user generated content for your content strategy. To my surprise, a lot of businesses still haven't thought about leveraging this content (and some of these companies had thousands of pieces of content being generated weekly) for search.
This content is EXACTLY what searchers want to find. For instance, I need new tires on my 2007 Acura RDX so, of course, I searched for "best all season tires for acura rdx". What came up was an Acura enthusiast forum where other Acura owners were giving their recommendations. After a few minutes of reading, I have decided on the Yokohama Spec-X tires thanks to the recommendation of a handful of Acura owners like myself.
Do you have a wealth of customer stories, questions, or comments? Think about how you can leverage them as part of your search marketing strategy. Check out PetRelocation's customer stories for a terrific example of how this type of content can be used, and let me know if you have any successful stories of your own to share!