In today’s digital landscape, user generated content (UGC) has emerged as a powerful tool for brands and marketing experts looking to build authenticity and deepen engagement with their audience.
For podcast creators, UGC is not just a marketing buzzword. It has evolved and become an opportunity to make your content more interactive, relatable, and impactful.
It also helps connect your content directly to the audience.
At LRB, a Bristol-based B2B podcasting company, we work with clients across the UK and globally to create podcasts that resonate with audiences and drive measurable results – and UGC has become crucial.
What is UGC in podcasting?
UGC in podcasting refers to any content created by your audience or community that can be incorporated into your episodes – as well the relevant content you share in marketing material and social media.
This could be listener questions, comments, reviews, social media posts, or even guest submissions.
Written, audio, and video content can also be included within UGC.
Unlike traditional broadcasting, where content is entirely brand-driven, UGC allows your listeners to become part of the storytelling process, creating a sense of ownership and loyalty that is invaluable in today’s crowded multimedia environment.
Building a community
One of the simplest ways to incorporate UGC into your podcast is through listener and viewer submissions.
Many B2B podcasts overlook this approach, assuming their audience is passive or too busy to engage – however, this is very wrong.
Podcasting as a tool for engagement relies on building a community.
Even short-form contributions, such as questions about industry trends, insights into niche challenges, or feedback on previous episodes can enrich your content.
At LRB, we advise our clients to actively solicit these submissions through social media channels, email newsletters, or during company events.
When listeners hear their own voices or ideas featured on your podcast, it fosters a community atmosphere that traditional content cannot replicate.
Case studies
Building trust is the next tool. This strategy is used by leveraging testimonials or case studies as UGC.
These are also used on websites and in other marketing material – but are also useful tools for other marketing formats.
In B2B podcasting, showcasing real-world success stories from clients or partners adds credibility and reinforces your brand’s expertise.
By inviting customers to share their experiences, whether through audio clips or short interviews, your podcast gains authenticity and relatability with a wider selection of people.
Using social media content
Social media is key to the success of UGC within marketing.
Platforms like LinkedIn, X, and Facebook are valuable for B2B podcasts, allowing audiences to contribute insights, poll results, or comments that can be discussed in episodes.
Featuring this type of content not only keeps your podcast topical but also encourages ongoing engagement from a global audience with knowledge of your industry.
Luke Barnett, Founder and CEO of LRB – a Bristol-based B2B podcasting company
LRB: B2B podcasting
If you are looking to get involved in the world of podcasting and videography, then finding the right business can help immensely – aside from your UGC of course.
At LRB, our clients have experienced the impact of our knowledge within the B2B podcasting world.
Here at LRB, we have helped countless companies tell their story through the medium of podcasting and videography – and we can talk you through all the available options.
Call 07741 487245 to speak with our CEO, Luke, or email hello@lrb-media.co.uk to learn more.