What is a chatbot and how to include them in your content strategy?
You’ve probably heard of them more than once and still don’t know exactly what they are, what they can do for your company or how to integrate them into your strategy. If you don’t even know where to start, you’re in the right place, here we go!
What are chatbots?
Chatbots are computer applications that rely on artificial intelligence to simulate conversations and provide answers to the most common questions. They are a great alternative that many companies use to manage customer service.
The main objective of this type of programme is to improve customer service. Chatbots are able to detect certain behaviours and make decisions to increase users’ interest in the site and interaction to solve any question.
Main advantages of having a chatbot
- Fast and efficient service. It is an instantaneous system capable of having quite complex and agile conversations with the customer.
- Improve customer service. Avoid putting your customers on hold on calls and resolve their queries with immediate automated responses.
- Facilitates personalised communication. Improve the user experience with an individual and targeted conversation.
How to fit content strategies into chatbots
In order to design a successful conversational experience, we must try to lead the user down the paths that the bot knows and where it can provide value. The bot’s questions should not be open-ended; they can even offer pre-determined answers so that the user does not go off the deep end.
Interaction requires that the robot understands the user’s search intent and the response is returned in context.
To create a content strategy for chatbots, it will be necessary to classify the possible themes and detect as many semantic relationships as possible. With an appropriate taxonomy and a controlled vocabulary set, we will be able to fit any conversation we want to develop.
To make the bot smarter, we should teach it through trial and error; in this way, it will learn to achieve a smoother and more effective interaction within a context..
How do they affect marketing?
Without a doubt, chatbots open up new possibilities that benefit marketing strategies because:
- They allow for unlimited messaging.
- They can segment users.
- They exchange dynamic messages.
- They redirect lost users.
- They suggest new products or promotions.
- They enable the sending of advertisements or invitations.
Chatbot technology is advancing rapidly, and more companies are implementing this software to enhance and strengthen their interaction with customers. Interactions with chatbots tend to have very high engagement, but it is important to remember that to add value, one should not overdo it with spam. If we achieve this, we will succeed!
