Consumer Generated Media, a.k.a. CGM, was introduced and then being adopted by the marketers in this region around 4 years ago. A broad definition of CGM covers media context like blogs, user forums, reviews, email feedbacks, etc. They share common characteristic that looks interchangeable with User Generated Content, a.k.a. UGC.

If you want to read more about CGM, you can visit my fellow blogger Debbie Weil’s BlogWrite for CEOs. Debbie has a post about her interview with Pete Blackshaw. Pete is recognized as the father of CGM.

Alright. What I want to revisit CGM in this post is something that I have been buzzing around for its applications in B2B. So I would like to add a new application to CGM and call it, “Corporation Generated Media.”

As a blogger, I believe the practice of professional blogging has tremendous benefit on marketing and communications. Same as Pete Blackshaw, when the term “Second Opinion Marketing” slipped off my tongue, I began to spearhead the practice and so passionated in defining and refining its synonyms and antonyms. So, in terms of media context, I seek CGM as the synonyms of Second Opinion Marketing.

Photo by Geek&Poke

But having said that, I see huge potential to bring the “Corporation Generated Media” into B2B because it is just a perfect vehicle for every community oriented business. Indeed, B2B in a way is very vertical focus. The sales cycle is relatively lengthy, the 80-20 rule determines the business practice, gives customer retention a very important emphasis. Hence, CGM plays its role to cultivate customers’ loyalty.

As I said, there isn’t many CGM applications being practiced by the business corporations in this region. Here I’ve found some blogs maintained by the local B2B media. If you come across some more, let me know.

- Alibaba Business Blog, Jack Ma Blog
- Globalsources Blog
- Tootoo Blog
- Dhgate Blog
- HC360 Blog
- NetSun Businessmen Forum

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