I don’t know about you, but when I shop online, I gravitate toward reviews. They contain sweet bits of information that manufacturers sometimes forget, or would rather not disclose: like how many hours will it take me to put that stereo cabinet together, and what is the size of that center opening, because I need to fit a big fat stereo receiver in it.

Reviews are a reality for B2C marketers and the smart ones have embraced the opinions of the online public. They know they can give consumers the confidence to click on the “purchase” button or send them running to another product. Walmart  takes reviews to the next level with its Customer Q&A Exchange. Who better to answer questions about its products than customers who have already purchased them? Credibility is powerful content.

I don’t want to know how long it takes a Walmart employee to put together this stereo cabinet. I want to know how long it will take someone like me. “About an hour,” said one of the reviewers. I can only hope.

B2B marketers need to recognize that reviews and customer-generated content are coming to websites near you. Bring your own credible content to your website.

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