Creating-Content

Sourcing Content

Beyond creating your own engaging content, an essential aspect of any successful social media strategy is understanding how to get and use content created by others. In this guide, we show you how to find our content, share content that isn’t yours, and inspire and locate user-generated content.

Sourcing Content
  • The basics
  • Where to find DPDHL Group content
  • User-generated content
  • Get Support

The basics

There are many ways to identify relevant content generated by others and use it to enhance your social media activities and boost reach and engagement. As a global company with social media teams across all regions and Business Units (BUs), we generate a lot of content ourselves, which means there are ample opportunities to share that content across channels. Campaigns to encourage user-generated content are also a great, low-cost way to create authentic content that people trust. 

And because social media is, by definition, a social space, there are opportunities to strategically share content that isn’t yours to support your social media strategy and increase engagement.

Where to find DPDHL Group content

You can find content to use in your social media on any DPDHL-owned website or social media channel. Simply follow our official DPDHL Group channels and share content that’s relevant to your target audience. Consider following some of our country channels for interesting local content your audiences might enjoy.

IMPORTANT: If you would like to create a native post based on content already posted on another official DPDHL Group channel, please first contact the social media team responsible for that page for permission.

Follow our global social channels

Here are some quick links to our global social media channels: 

TIP: Do you want to know the most important topics that are being planned for our global social media channels? DPDHL Group employees can sign up for our social media email distribution list. Write to Thorsten Michel to get added to the distribution list.

Follow our content marketing channels

As the world’s leading logistics company, we work hard to drive our business and the industry into the future – to stay ahead in today’s rapidly changing environment. We identify and assess the latest trends. We test and implement the latest technologies. We form world-class partnerships with organizations that share our values. Then we share our story and our insights with the world on multiple platforms. Use this content to demonstrate our expertise and thought leadership on your social media, where appropriate.

  • Delivered. The Global Logistics Magazine 
    Delivered. is a premium publication for logistics decision-makers. It offers up-to-date industry information about logistics solutions, alongside global business insights, expert views, ad thought leadership.

  • DHL Logistics of Things 
    Through Logistics of Things, we explore how logistics impacts businesses, builds lasting connections, and drives innovation. Each story offers insights into the world of logistics and articles are chosen to resonate with our customers, partners, and colleagues globally. 

  • Discover. Delivered by DHL
    E-commerce Delivered. is our global customer magazine, serving a readership of executives and logistics decision makers from many of the world’s largest companies. It provides e-commerce business & global logistics insights.

  • DHL InMotion
    On DHL InMotion, we showcase our world-class partnerships. As Official Logistics Partner to some of the world’s greatest sports and entertainment, we use DHL InMotion for partnership storytelling and activation campaigns – for #MomentsThatDeliver.

  • DHL Freight Connections
    Freight Connections is the logistics blog by DHL Freight that offers exclusive insights into our daily business through interesting articles, white papers, or checklists about road freight, customs, market, and industry trends. The publication also includes stories about sustainability, innovation, and digitalization.

Follow industry leaders and influencers

Following industry leaders and influencers on LinkedIn, Twitter, or other social networks will help you keep pace with the industry, track trends, and monitor the competition. You can also track specific topics by searching and following related hashtags.

User-generated content

https://m.facebook.com/dhl/photos/a.227220424039676/3059329397495417/?type=3&p=30&paipv=0

User-generated content (UGC), also known as user-created content, is any content posted by social media users. Content may include text, images, videos, audio, etc. It’s content created by people, not by companies or organizations. 

User-generated content can be a great way to support your content marketing at little or no cost. Because real people are engaging with our brand, UGC can boost authenticity, build trust, and influence purchasing decisions. It puts customers at the forefront and allows potential customers to learn or be inspired by existing customers. Use your social networks to call employees to action as well. This can generate some great content that helps put a human face on our company.

TIP: Instagram is a great social media channel for user-generated content. For example, planespotters often snap and share shots of DHL planes. And remember that employees sometimes post cool content that you can use. But please be sure to ask for the employee’s permission before sharing or reposting their content.

Examples of UGC

  • Image and video posts that use your hashtag
  • Calls to action
  • Polls & surveys
  • Interactive events (e.g. live tweeting)
  • Reviews and testimonials
  • Campaign entries (e.g. image or video contests)

Tips for using UGC

  • Have a purpose. Only share UGC that has a purpose and supports your social media strategy
  • Add value. Only share UGC that inspires, educates, or helps your followers
  • Be original. Try to stand out from the crowd. Check out the competition and do something different.
  • Be authentic. Consumers consider UGC more authentic. Be sure to share honest reviews and undoctored images and videos.
  • Ensure variety. Share UGC from a broad range of users to help reach a wider audience.
  • Build community. Make your audience feel like they are a part of something bigger.
  • Entertain. This might be obvious, but UGC should be fun, entertaining, memorable, and shareable.
  • Give credit. Ask permission and credit the original source

Hosting UGC-focused campaigns

One of the best ways to inspire user-generated content is to create campaigns designed specifically for that purpose. UGC campaigns can be as simple as a hashtag campaign that challenges users to share an image or video and include the hashtag. Campaigns can also include prizes as an incentive but they don’t need to. Partnering with influencers can also deliver great engagement results. 

Here is an example of a UGC campaign:

https://fb.watch/7K1Es68bqP/

“Can You Hold a Tune” contest on DHL InMotion. 

  • Together with our partner, Gewandhausorchester, we invited people to play music on household objects and upload their videos to DHL InMotion to win great prizes.
  • We can use those videos for content in future social media posts.

https://twitter.com/DHLUS/status/1236728428352507909

International Women’s Day

  • We asked DHL employees about our #DHL4Her program, which develops female talent in a traditionally male-dominated industry, and posted their responses, with their permission of course.

Image of UGC – campaign https://www.facebook.com/dhl/photos/a.227220424039676/4419916358103374/

Reposting employee images

  • A DHL pilot posted an image from the cockpit of a DHL plane. We shared the image on our global Facebook page, with the pilot’s permission of course.

How to find user-generated content you can use

In addition to campaigns, you can search for user content that’s already on social media. This can be time-consuming but should be a part of your social listening process (learn more about social listening in the Understanding Your Audience guide).

To find UGC, monitor the following:

  • Mentions
  • Tags
  • Hashtags
  • Content from accounts you follow

TIP: Many of the available social media management and planning tools offer features to help you search for, collect, and easily share this content.

What if I’m not tagged?

You can also search and find UGC by monitoring other keywords and mentions, even if you’re not tagged. To do this, make sure to monitor important keywords and topics:

  • Brand names
  • Product/service names (including common misspellings)
  • Logistics buzzwords
  • Campaign keywords (e.g. slogans, marketing campaigns)
  • Names of key people (e.g. country managers, top executives)
  • Industry hashtags
  • Competitor brand and product names, slogans, and key people

TIP: On Facebook, use the “Pages to Watch” feature to find content that you can share or get ideas for your own content.

Get Support

If you need help sourcing content, please reach out to the global marketing team in your BU or write to Digital Communications Team at Corporate Communications, Sustainability and Brand.