User-generated content now includes video, of course. But there's a problem: You don't know when a user will upload a video, and worse, you cannot be sure it will fit with your brand and marketing messages.
But there's another way to get this kind of content, and do it in a more controlled fashion.
“Maybe you reach out to an individual blogger and ask them to be a media partner,” Beardsell said. “You share the costs as well as the content that's developed.” An advantage of the sponsorship model is that the blogger or media company worries about keeping the content on point. M