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I can see the potential in having "content creating fans" rather than passive customers. After all, we all have customers (hopefully) but the next step, the social step of engaging and interacting with your customer base, is the big change for the future times.

A brand which encourages this share of opinions and experiences is bound to succeed. It's similar to allowing users to post videos of usage of a certain product bought via ecommerce rather than just allowing reviews or votes. The more multimedia interactions you provide to your customer base in the simplest way, the more likely you are to show you do indeed care about what they have to say.
And when they complain, it's much easier to answer if you're already used to interact with them.

@Tom - when you spent the good part of your career talking with customers, you realize that the winning proposition is helping them get to where they are going, hopefully with you.

@Jason - I spent the better part of my corporate career in B2B, so plenty of ideas, which I have blogged about here extensively. You may filter searches by B2B case studies on categories, and follow the links to the B2B content posts on the sidebar. Hope those help.

Great ideas on 'unconventional' ways to generate content and leveraging user-generated content. Any ideas how this could be applied in a B2B context?

Content marketing in the B2B space can get to be very niche and thus repetitive. What are different way to expand the types of content used while staying relevant?

Thanks -- keep up the good posts!

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