Facebook messenger bots are the latest offering from the search giant to help brands better connect with users on the site.
These chatbots are powered by the technology of artificial intelligence, and they can do everything from provide better customer service to promote products, depending on how they are programmed.
So far, the brands that have adopted chatbots have used them to streamline customer service, such as answering frequently asked questions to encourage additional sales.
But it is possible to use them to promote native content, as well, which can be used for all kinds of marketing purposes. Here’s what you need to know about how bots are being used to publish native and episodic content:
Create Predefined Responses
Before you can create the native content, you have to create the tools for carrying on the message inside the chatbot.
Many brands do this by creating a kind of choose-your-own-adventure approach to the chat. The artificial intelligence presents some information, and the customer has the option to choose between two responses.
The simplest version of this is that the bot asks a question like, “Do you want to learn more?” and the answers are either “yes” or “no.” The text can be a little more creative, such as, “Tell me more” or “I can’t believe it!”
The goal is to let people feel like they are holding an actual conversation, but the technology isn’t advanced enough yet for the AI to recognize free-form answers and to formulate the right responses.
Therefore, people might feel a little strange plugging in the limited responses to hold a “conversation” with a robot, but they will still have the choices to make, which will simulate the conversation they would have with a real person.
Publish the Conversation
Already, brands are publishing content in the same format as a text message, thanks to technology offered by companies like Quartz.
The text message format allows them to present information in a novel way – and in a way that readers are comfortable with in their day-to-day lives. People are more intrigued by this format since it is not what they are used to getting when they read an article, yet it is familiar to them as a means of communicating with their friends and family. It is more accessible.
The message format also allows people to read content quickly – a primary demand in a society that seems to always have less and less time. People can scan the information quickly, and they don’t feel so intimidated when they see the text. It isn’t a big block of words, but a simple back-and-forth that can be read quickly.
Take advantage of this burgeoning trend by publishing your own articles in the text message format, and lift those conversations directly out of your chatbot interactions. Therefore, the script that you create to educate individual users in the chatbot can also serve to create native content that you can post on your blog, your website, or even your social media channels.
You can get double duty out of a single piece of content, but you’ll need to write the script with this in mind. Otherwise, the same text may not work for both purposes.
Chatbot Content as Marketing
So why would you want to publish your chatbot content as native content?
When written properly, chatbot content isn’t just for informational purposes. It does more than tell customers how much shipping is or how they can place their order.
The right chatbot content should also promote the product.
For example, if one of your frequently asked questions is what colors your couch comes in, you might include information in that answer that talks about the different fabrics used for those colors and how they protect against stains or they are created to last for many years. Customers get a sense of the benefits of the product in addition to the basic information.
You can publish that content to show other customers the same promotional information.
These conversations are ideal for native advertising, which is growing in popularity, as well. Native ads draw in customers since they mimic the look and style of the page on which they are published, and they do not flag the attention of ad blockers.
Native ads with these text conversations as content will garner even more attention since they use a relatively new format. People aren’t used to seeing articles presented in a text format, so they are more likely to stop and read. they almost feel like they are reading someone else’s conversation, and there is a bit of a thrill in that.
These ads and promotional material can generate more conversions, including both leads and sales.
If you are not yet using chatbots, you should start using them now. Then you should look into publishing those conversations as native content to get more out of your advertising and marketing strategies.