MarketingSherpa recently highlighted a content marketing strategy from an ecommerce company that improved conversions and site traffic.

A report from MarketingSherpa detailed a content marketing strategy from Coffee For Less, an ecommerce coffee retailer, that boosted site traffic and other meaningful metrics by encouraging users to contribute content to the site. The campaign helped CFL improve conversions on its site as well as dwell time for visitors that interacted with the content.

To cultivate user-generated updates for content marketing, Coffee for Less encourages users who made purchases on the site to review the products they bought. Content that showcases product experiences helps businesses demonstrate value to certain audiences. Although this case study highlights the impact on a B2C company, B2B companies will also find sharing user-generated content helps prospects gain better insight on products or services – especially as nearly one in 10 B2B buyers turns to search specifically to find reviews about products.

Regardless of the industry a company serves, Brafton recently reported that consumer reviews are among the most trusted forms of content marketing on the web. Ninety-two percent of respondents said reviews from people they knew are trustworthy, while 70 percent indicated general consumer reviews on the web influence their decisions.

Coffee for Less not only made it easy for customers to discuss their purchases on the site, but they ensured that the web pages could be indexed by search crawlers. The company successfully moderated their reviews to eliminate spam and ensure the reviews were useful to users. Plus, a misspelling or two isn’t going to kill search standing, but too much poorly written content detriments SEO. In fact, the strategy saw organic search traffic to the site increase 10 percent

Providing potential reviewers with sample reviews that highlight the practices most likely to benefit the site and other customers can guide user-generated content campaigns.

Another channel that Coffee For Less relied on was social media marketing. According to MarketingSherpa, the company shared interesting reviews on popular items on different social platforms to encourage followers to click through to the site. For this type of content, Twitter can be an especially appealing tool. Similarly, Coffee For Less added a Facebook sharing tool to allow users to post their reviews to their Facebook page as well.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.