[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearch-leeds-content-wars-real-power-ugc-danny-denhard":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":414,"breadcrumbs":415,"reading_minutes":145,"category":422,"head":424},"2016-07-07T14:54:19",{"rendered":6},"\u003Cp>Danny Denhard is the head of digital for \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.justgiving.com\u002F\">JustGiving \u003C\u002Fa>and his talk at Search Leeds was based around the power of user generated content (UGC) whilst aiming to remove the bad reputation that it gets.\u003C\u002Fp>\n\u003Ch2 id=\"evidence-of-ugc-doing-great-things\">Evidence of UGC doing great things\u003C\u002Fh2>\n\u003Cul>\n\u003Cli>Wikipedia is the go to example of how powerful user generated can be, it has over 7k articles writen per day and plays a big part in Google rankings.\u003C\u002Fli>\n\u003Cli>90% of Airbnb is UGC and they are currently worth 25 billion pounds – proof that platforms can be built on UGC.\u003C\u002Fli>\n\u003Cli>JustGiving raised 4 billion on just UGC, and they rarely create content themselves.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cstrong>Fun example\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>JustGiving set up a campaign to bring Raheem Sterling home from the Euros. How did this work? Over \u003Cstrong>550k visitors\u003C\u002Fstrong>, \u003Cstrong>54k Facebook shares\u003C\u002Fstrong> and this press…\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-2710\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FrAJTZ6Bk-Screen-Shot-2016-07-07-at-15.28.03.png?auto=compress%2Cformat&fit=scale&h=157&q=90&w=200\" alt=\"Screen Shot 2016-07-07 at 15.28.03\" width=\"300\" height=\"235\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Go Pro – A brand smashing it with UGC\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Ciframe loading=\"lazy\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FFhskvloj1gE\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\">\u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cp>GoPro and Red Bull have joined forces, this shows the impact of UGC and videos like this can inspire their customers to purchase their products.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Other Examples\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Trip Advisor relies heavily on their UGC and this has lead to a book engine.\u003C\u002Fli>\n\u003Cli>Reddit is completely user generated and it’s all around the community and karma.\u003C\u002Fli>\n\u003Cli>JustGiving often raise huge amounts purely down to the powerful videos\u002Fcontent that the users contribute.\u003C\u002Fli>\n\u003Cli>Amazon reviews and customer feedback is one of the biggest parts of the websites and drives a lot of traffic.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cstrong>A few businesses who rely on UGC\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Glassdoor\u003C\u002Fli>\n\u003Cli>Expedia\u003C\u002Fli>\n\u003Cli>LookFantastic\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cstrong>Tips to incorporate UGC\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Product reviews\u003C\u002Fli>\n\u003Cli>Competitions – Make them semantically relevant\u003C\u002Fli>\n\u003Cli>Answering a very specific question\u003C\u002Fli>\n\u003Cli>AMA’s\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"ugc-make-it-simple-for-the-users-to-contribute-content\">UGC: Make it simple for the users to contribute content\u003C\u002Fh2>\n\u003Cp>Social is a great way for this, including  Facebook (messenger), Instagram, Pinterest, Linkedin. Consider post\u002Ftelegram for the older audience.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>UGC makes people…\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Discuss\u003C\u002Fli>\n\u003Cli>Argue\u003C\u002Fli>\n\u003Cli>Promote\u003C\u002Fli>\n\u003Cli>Amuse\u003C\u002Fli>\n\u003Cli>Make others come back!\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>…and it’s very close to what makes people share on Facebook! \u003Cstrong>Hint \u003C\u002Fstrong>Facebook comments is your friend.\u003C\u002Fp>\n\u003Ch2 id=\"ugc-takeaway-tips\">UGC Takeaway Tips\u003C\u002Fh2>\n\u003Cp>UGC takes real thought, hard work (at the start) and a lot of hands on with community management. Think about how you can integrate peoples thoughts and get their opinions and how you can reward their expertise but the brands who are winning with it right now certainly show how beneficial GOOD UGC can be.\u003C\u002Fp>\n\u003Cp>\u003Ciframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002FvqOpTlgdB7JE9B\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> \u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cdiv style=\"margin-bottom: 5px;\">\u003Cstrong> \u003Ca title=\"The content wars the real power of UGC #searchleeds \" href=\"\u002F\u002Fwww.slideshare.net\u002Fdannydenhard\u002Fthe-content-wars-the-real-power-of-ugc-searchleeds\" target=\"_blank\" rel=\"noopener\">The content wars the real power of UGC #searchleeds \u003C\u002Fa> \u003C\u002Fstrong> from \u003Cstrong>\u003Ca href=\"\u002F\u002Fwww.slideshare.net\u002Fdannydenhard\" target=\"_blank\" rel=\"noopener\">Danny Denhard\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fdiv>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>You can follow Danny on Twitter \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fdannydenhard\">here\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",false,"standard",[10],38,[12],{"id":13,"name":14,"path":15},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[17],135,[19,20,21,22,23,24,25,26,27],"post-2709","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","collections-search-leeds",{"page_content_modules":29,"hero":141},[30,96],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"Search Leeds: The content wars (the real power of UGC) by Danny Denhard",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":39,"full_bio":39,"specialist_service_links":7,"photo":43},{"ID":44,"id":44,"title":45,"filename":46,"filesize":47,"url":48,"link":49,"alt":39,"author":50,"description":39,"caption":39,"name":51,"status":52,"uploaded_to":47,"date":53,"modified":53,"menu_order":47,"mime_type":54,"type":55,"subtype":56,"icon":57,"width":58,"height":58,"sizes":59},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":60,"thumbnail-width":61,"thumbnail-height":61,"medium":62,"medium-width":63,"medium-height":63,"medium_large":64,"medium_large-width":65,"medium_large-height":65,"large":66,"large-width":67,"large-height":68,"1536x1536":69,"1536x1536-width":70,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":81,"default_portrait":82,"default_portrait-width":81,"default_portrait-height":80,"6_col_and_margin_short":83,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":84,"11_col_and_margin-width":85,"11_col_and_margin-height":78,"9_col_rectangle":86,"9_col_rectangle-width":87,"9_col_rectangle-height":88,"11_col":89,"11_col-width":90,"11_col-height":78,"staff_image_696_600":91,"staff_image_696_600-width":92,"staff_image_696_600-height":81,"rectangular_thumbnail":93,"rectangular_thumbnail-width":94,"rectangular_thumbnail-height":95},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":97,"reduced":32,"top_overlap":98,"bottom_underlap":98,"disable_observer":-1,"heading":99,"cta_text":100,"cta_link":101,"items":102},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[103,117,129],{"type_key":20,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":114},"Content repurposing with Rejoice","\u003Cp>This blog post was contributed by Rejoice Ojiaku, the SEO Manager at Incubeta NMPi and Co-Founder of B-Digital UK. Content repurposing is taking content that already exists on a site and tweaking it to improve its performance, or help it target a different angle to its original focus. Many pieces of content can be repurposed […]\u003C\u002Fp>\n","\u002Fblog\u002Fcontent-repurposing-with-rejoice\u002F","2022-02-07T16:48:11",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcontent-repurposing-with-rejoice-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[111],{"name":112,"image":113},"Charlie Norledge","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},"\u002Fblog\u002Fcategory\u002Fcontent\u002F","Content",{"type_key":20,"title":118,"excerpt":119,"to":120,"postedAt":121,"readingTime":122,"image":123,"authors":124,"category":128},"BrightonSEO: Our Round Up from March 2021","\u003Cp>BrightonSEO has come and gone once more with one of its best sets of talks yet. It was the second online-only conference due to the COVID-19 pandemic and a group of the Impression team attended a variety of talks. We discussed the ones we watched and what we learnt from them. About brightonSEO BrightonSEO is […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrightonseo-round-up-march-2021\u002F","2022-02-07T16:48:13",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FXPbVnswB-050720211625502801_chris-montgomery-smgTvepind4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[125],{"name":126,"image":127},"Luke Davis","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},{"type_key":20,"title":130,"excerpt":131,"to":132,"postedAt":133,"readingTime":134,"image":135,"authors":136,"category":140},"What Is Push-Pull Marketing?","\u003Cp>In its basic form, push marketing means that you are directly marketing to the customer, by ‘pushing’ your content out to the public. On the other hand, pull marketing focuses on ‘pulling’ traffic to your website or social media pages. There are suitable times to use both strategies and they can also be used together […]\u003C\u002Fp>\n","\u002Fblog\u002Fpush-pull-marketing\u002F","2026-02-27T10:55:09",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625502888_pexels-cottonbro-5029054-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[137],{"name":138,"image":139},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},{"type":142,"style":143,"heading":33,"date":4,"updatedAt":144,"reading_minutes":145,"image":146,"imageAlt":33,"categories":147,"collections":331},"blog-post","light","2022-02-07T16:48:42",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FS8HszuWL-050720211625527270_IMG_4819.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[148],{"id":10,"count":149,"description":150,"link":115,"name":116,"slug":151,"taxonomy":152,"parent":47,"meta":153,"acf":154,"head_links":155,"resource_count":47,"yoast_title":156,"yoast_meta":157,"yoast_json_ld":201,"_links":299,"path":115},37,"\u003Cp class=\"p1\">Looking for the latest news in the world of content marketing? Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fcontent-marketing\u002F\">Content Marketing services\u003C\u002Fa>, or browse our latest tips, advice and opinions below. If you’re interested, why not check out our case studies too?\u003C\u002Fp>","content","category",[],[],[],"Content Marketing Blog | Content Marketing Tips & Advice | Impression",[158,160,163,166,169,172,175,177,179,181,184,187,190,193,195,198],{"property":159,"content":156},"title",{"property":161,"content":162},"description","Keeping up to date with the latest content trends, strategies, and announcements can be difficult. 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