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Customer content marketing is a strategy where a brand or company encourages its customers to create content in order to boost sales and/or improve customer service. The objectives can be diverse, ranging from advertising promotion to providing peace of mind before and during a purchase, and including customer support. Within this approach, the brand can encourage the generation of various types of content, such as product or business reviews, tips, videos or photos illustrating product use, and much more. Seeking to influence or manage spontaneously generated content, whether positive or negative, can also be considered part of customer content marketing. It’s worth noting that this form of marketing is often present online, regardless of whether the company has implemented a specific strategy for it. Customer content marketing can be seen as an integral part of a broader marketing strategy.

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