We tend to trust the opinions of other customers rather than the opinions of salespeople, so we should therefore be trying to think of ways to advertise products through the opinions of others. –Niall Cassidy, The Art of Influencing Anyone
This applies to content marketing as well. The most effective content, i.e. content that converts, is the user-generated content. One passionate piece of content created or shared by a customer is 10x more powerful than something you put out about how great you are. When you figure out how to get your raving fans to tell the world about you, you can leverage content to drive business. In short, people don’t want you to tell them how great you are…they want other people to tell them how great you are.