As consumer behaviors and expectations shift, one part of the marketing mix is becoming more relevant and impactful, but not all businesses are fully leveraging it: How is your brand approaching the use of non-branded content?

User-generated content (UGC) and creator content — like product reviews, star ratings, and photo and video content from social — can reach your shoppers more effectively and authentically, while supplying you with high-performing content for your entire marketing mix.

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