Chatbots: what you need to know to include them in your content strategy
You hear about them everywhere. Intuyes that are important, that maybe you should already have one in your strategy, but you do not know where to start. Tranqui, from today the chatbots will stop being a mystery for you.
A chatbot is a technology that allows a user to have a conversation with a computer program, usually within a messaging app such as Facebook Messenger, Slack or Telegram.
Knowing your definition is fine, but what really works to understand a concept is to see it with our own eyes. Here are some
WHAT ADVANTAGES DO CHATBOTS HAVE?
The answer is many, since removing an interface full of buttons and menus also disappears the need to learn how to navigate in it, which entails:
Ubiquity, because with a simple messaging app that includes the possibility of including bots we can open all the conversations we want with stores and services.
Authenticity, as we use what is most natural for us to interact in real life, which is language.
Accessibility, with a much more comfortable and intuitive interface.
Efficiency, the user gets more with less.
Well yes, it is true that today chatbots are nothing more than digital custodians more or less ready. But we must bear in mind that this has only just begun and proof of it are the latest trends that have been observed around them:
“In 2016 the use of conversational assistants (either by voice or by text) doubled over 2015. -”
The use of messaging applications is already surpassing that of social networks, showing how people prefer conversation to relate, with fewer interfaces in between.
20% of searches on the Internet are already done by voice, through attendees like Siri, without typing in the browser interface.
Natural language interfaces, like chatbots, are moving fast in the technology adoption curve.
In fact, in China WeChat has had great success in its application, allowing millions of people to relate to their software by voice.
This data can be framed in an evolution of the user interfaces that walks towards its elimination, and towards an interaction with the software without screens or menus, based on the recognition of the natural language and the AI. This will completely eliminate “friction” between user and software, and involves a small revolution in the use of technology.
CONTENTS AND MARKETING IN A CHATBOT
The first thing we need to know to design a chatbot is what service we are going to offer, and how it “converts” into a conversation. With this clear, you have to design a conversational experience, and even “design” bot personalization.
This design should try to take the user to the conversation that the bot knows and in which it can offer value. Bot questions, for example, should never be opened, but should give predefined options, so that the user does not go through the branches, misleading the bot.
This design must be accompanied by a content strategy for chatbots, since content is what the bot will offer within the conversation we have designed. Hence the importance of managing them well to achieve a value interaction for the user.
To achieve this we must develop a new paradigm of content classification, with powerful semantic relationships, good architecture, and an adequate taxonomy, as well as a controlled vocabulary game that fits the conversation we want to develop.
All this must be developed by trial and error, allowing chatbot AI to learn, achieving an increasingly contextual and fluid interaction. The work of the content strategist, which will help the chatbot to offer the best content, is therefore fundamental.