Our startup Curagami (http://www.curagami.com) changed its mind recently. We used to advise clients to build enough content marketing that authority was established THEN ask for Ambassadors.
Ambassadors, those willing to help a website with content, share sand market insight are invaluable. Ambassadors create the foundation for online community.
We changed our mind because of the 1:9:90 Rule:
1% Contributors - will provide meaningful User Generated Content.
9 % Supporters - will share, like and vote on content especially when it comes from the 1% Contributors (or Ambassadors).
90% Read - important passive consumers of your site's content.
We realized each of those cohorts is coming to your site DAY ONE, so if you don't have an ASK you miss including potential contributors. We now suggest sites create Ambassador Programs as one of the first if not the first thing they do. We suggest writing your About page and #2 on the list of web development is creating copy for your Ambassador Program.
Here is copy we helped pen for Moon Audio online retailer of the best audio cables in the world that make headphones sound amazing: