The concept of chatbots have been around for a long time – Alan Turing was broaching the subject way back in 1950 – but the last decade has seen a huge increase in the use of chatbots by individuals and organisations alike. Siri, Google Home, Alexa and Cortana are all transforming the way organisations interact with individuals. So how can a chatbot help you when it comes to content?
Little details, big questions
Traditionally, most businesses would have a FAQ page filled with all those questions that are simple and quick to answer but important enough that their potential customers are asking them often. The FAQ page still has its place – after all, it can be a great way to find answers to questions you hadn’t actually considered yet – but this is one way that chatbots have sidled their way into content.
Instead of trawling through a page of copy looking for the question one needs answered, a customer can now simply ask the chatbot:
“What are your business hours?”
“Do you offer X?”
“What is your return policy?”
The chatbot then responds, replicating those conversations that, previously, you and your team were occupied with throughout the day. Chatbots ensure your audience get the attention they deserve, while keeping your hands free to focus on other aspects of your working day. That time could be freed up to work on other areas of your content strategy, for example.
Artificiality and authenticity
Audiences today crave authenticity. It might seem a little backwards to introduce something as artificial as a chatbot at a time when authentic interactions are in such high demand. A chatbot, however, plays into the other big craving of audiences everywhere – they want all the information, instantly. According to Hubspot, “out of the 71% of people willing to use messaging apps to get customer assistance, many do it because they want their problem solved, fast”.
Chatbots don’t have to sound like bots to be efficient. The language can be developed and customised to align with the language you use in all the rest of your content so that, while your audience should be aware they are speaking to a bot, it can mimic a human conversation – one that matches the way you would speak to your customers anyway.
Another way to consume content
For other organisations, it’s the perfect platform to stay in touch with their audience. ABC News has mastered this by using a chatbot through Facebook Messenger. Not only does the audience get breaking news through the chatbot, they also can interact with quizzes, choose which news stories come to their inbox and read as much or as little as they want. It’s a customisable way to consume the content that ABC news is creating.
Chatbots won’t be the perfect content platform for every organisation but it could create an interactive, personalised option for some audiences to consume content and get the answers they need, quickly and comfortably.
Want to know more about how a chatbot could help your organisation? Incredible Communications can help. Email us at http://www.incrediblecommunications.com.au/#contact or call 0414 711 107.