CMO · Playbook · Intermediate · Saves 30+ hours
User-Generated Content Playbook
A playbook for leveraging user-generated content to build trust and extend your content reach.
What's included
- UGC Strategy
- Content types and uses
- Sourcing strategies
- Quality standards
- Legal considerations
- Execution Process
- Solicitation techniques
- Curation process
- Permission management
- Amplification strategies
Best used when
- Building social proof
- Scaling content production
- Engaging customers
- Training marketing team
- Developing community
The template
The Template
UGC STRATEGY
UGC Types for B2B
| Type | Description | Best Use |
|---|---|---|
| Customer testimonials | Written or video endorsements | Landing pages, sales |
| Case study quotes | Results-focused quotes | Case studies, ads |
| Product reviews | Public review platform content | Trust building |
| Social mentions | LinkedIn, Twitter posts | Social proof |
| Community content | Forum posts, discussions | Credibility |
| Customer photos/videos | Product in use | Social, website |
UGC Use Cases
| Goal | UGC Type | Where to Use |
|---|---|---|
| Build trust | Reviews, testimonials | Website, ads |
| Prove results | Case study quotes | Landing pages |
| Social proof | Social mentions | Website, social |
| Engagement | Customer content | Social media |
| SEO | Reviews | Third-party sites |
SOURCING STRATEGIES
Active Solicitation
| Trigger | Outreach |
|---|---|
| Post-purchase (happy customer signal) | Request review/testimonial |
| Achievement unlocked (product milestone) | Request case study |
| High NPS score | Request public review |
| Social mention (positive) | Request permission to share |
| Event attendance | Request photo/video |
Passive Collection
| Source | How to Capture |
|---|---|
| Social monitoring | Social listening tools |
| Review sites | Alerts, regular checks |
| Community forums | Moderation, flagging |
| Support interactions | Tag positive experiences |
| Sales feedback | Share notable quotes |
PERMISSION MANAGEMENT
Permission Request Template
Subject: Can we share your success?
Body:
Hi [Name],
We loved seeing your recent [post/feedback/results] with [Product].
Would you be comfortable with us sharing this on our [website/social media/marketing materials]?
We'd credit you as: "[Name], [Title] at [Company]"
If you'd prefer different attribution or have any edits, just let me know!
Permission Tracking
| UGC Item | Source | Permission Status | Expiration | Usage Rights |
|---|---|---|---|---|
| Requested / Granted / Denied | Date | Full / Limited | ||
AMPLIFICATION
UGC Distribution Matrix
| UGC Type | Website | Social | Ads | Sales | |
|---|---|---|---|---|---|
| Testimonial | ✓ | ✓ | ✓ | ✓ | ✓ |
| Review | ✓ | ✓ | ✓ | ||
| Social mention | ✓ | ||||
| Customer photo | ✓ | ✓ | ✓ | ||
| Case study quote | ✓ | ✓ | ✓ | ✓ | ✓ |
Frequently asked questions
What is the User-Generated Content Playbook?
A playbook for leveraging user-generated content to build trust and extend your content reach.
Who is the User-Generated Content Playbook for?
It is built for CMOs and their teams working on Content Strategy. The AI coach adapts it to your company, stage, and goals.
How long does the User-Generated Content Playbook take to use?
It saves roughly 30+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the User-Generated Content Playbook free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the User-Generated Content Playbook?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.