A Close Look: How User Generated Content Works for Design Conveyor Systems
Design Conveyor Systems (DCS) is testament to the power of community-generated content. Over the past four years, DCS has skillfully transitioned from an agency-style campaign to incorporating its own employees in video content. The objective? To provide viewers an intimate look at each department, employee roles, and the overall culture at DCS. The result has been two well-received content series, ‘Coffee Break‘ and ‘Designing the Day‘, that are rolled out regularly.
In this episode, we take a deep dive with Taylor Walls to explore the origins of the ‘Coffee Break’ series and how it was designed for quick, engaging content on social media. This series takes the audience behind the scenes, hosting deep dive conversations on various industrial questions, typically on more technical aspects of the business, such as from an engineering point of view. Keeping the content short not only accommodates the quick consumption habits of the digital audience, but it also allows for the video to be natively shared on LinkedIn, enhancing viewer experience and maximizing reach.
Unlocking Company-Wide Knowledge ‘Coffee Break’ serves another significant purpose at DCS. It helps the company humanize their technical team who usually don’t interact directly with customers. This adds a level of authenticity to the user generated content and diversifies the faces representing the company. Customers and vendors gain a better understanding of the product offerings and feature sets, and this transparency in turn helps build long-lasting relationships and promotes viewer engagement across the company’s content.
Key to A Successful B2B User Generated Content Strategy: Diversification
The success of DCS in their B2B content strategy is largely owed to diversification. While it is common for the sales department to be the frontline in customer interaction, the ‘Coffee Break’ series and the ‘Day in the Life’ series allows other departments also to share their perspective, promoting different subjects and insights, thereby adding dimension to their content. The latter series is especially popular for its playfulness and relaxed character, which helps highlight the culture of the company aside from its purely industrial focus.
Advice to Other B2B MarketersAn important takeaway from DCS’s strategy is to always experiment with different content types. Diversity in content forms – ranging from videos, podcasts, blogs, social posts, to customer quotes, lends a dynamic nature to your content while ensuring that there’s something for every type of audience.
