Category: Marketing

Today, when the world is going digital everyone has information at their fingertips. According to research, 82% of consumers look for an immediate response from brands. With so many options available it is a real challenge for brands to retain and attract the audience using the traditional methods. 

There are a lot of distractions all around the world that can deviate your target audience attention. Taking the most advantage of digital, there are plenty of ways that we could capture the attention of the audience. 

So what exactly is conversational marketing before we go deep into the detail?  This is the way you connect with the audience in the modern world, engaging with the audience and converts into the new leads. So let’s break into clusters what exactly is conversational marketing and how it will have an impact on your marketing strategy.

What is Conversational Marketing?

According to IBM-Watson, Conversational marketing is a method that engages consumers in dialogue-driven, personalized experiences at a one-to-one level, enabling brands to listen and gain unique customer insights while also providing value to the user. 

When you deliver the content to the audience and it answers the questions the moment they need it; you are creating a two-way communication channel. The target audience or the consumers in this digital world has all the resources at their fingertips to get what they want. This is one thing that the brands and services must ensure be ready when the audience needs it. They won’t wait for you. 

It is all about having a real-time conversation to capture, quality and convert the leads. It creates a loop between the customer and the brand. Listen to the audience and respond appropriately rather than bombarding them with irrelevant messages that kill the conversation.

In this digital world, the audience or the consumers expect a real-time interaction in a more personalized way. 

The  Key Elements of Conversational Marketing

There are 3 key elements that you need to consider to make the most out of conversational marketing

• Real-Time Conversations

In Conversational marketing, everything happens in real-time. While businesses need to talk in real-time, it is also vital that they be prepared to end, at whatever pace the audience wants to finish a discussion.

• Contextual

Conversations without context is irrelevant; it needs meaning and it will become more informed as you gather more knowledge. This is the expectation of the audience. Conversations that are relevant to the context helps in improving the user experience. The more contextual is the best way possible for a delightful customer journey.

• Empathize and Optimise

Make sure that you emphasize the issue of the audience before providing a solution. This makes them feel valued and appreciated. Focus on the pain points. Optimize the strengths of the platform and respond – to address people in a true, human conversation.

Benefits of Conversational Marketing

A better conversational approach enables brands or services to deliver more of a personalized approach. This unique and personalized approach can be utilized all along the buyer’s journey across the various marketing platforms. So what exactly are the benefits of conversational marketing

• Engage, Qualify and generate more Leads

Giving your visitors a way to initiate conversations immediately, and get the answers they are looking for is bound to result in higher conversion rates, opportunities, and seamless experience.

•  Provides valuable insights about audience  

The more personalized and real-time the conversation is the more you will find valuable insights about the customer. Collecting mass information from lead forms doesn’t work anymore as they lack in context. Real-time conversations with customers will allow you to know more about the customer.

• Provides better user experience

Conversational marketing is a bridge between the audience and the brand. It helps in providing a better user experience and understanding allowing real-time conversations. What’s better is a website with a generic landing page or a bot which initiates real-time human conversations. 

• Builds customer relationships

Conversational marketing reaches new customers on different channels and drives lead generation by giving the customer a more simple and easy way to get in touch with your business and start building some level of trust. With well-designed conversation flows, you can leverage copywriting, images, GIFs, videos, and more, to give your chatbot the personality it needs and reinforce your brand.

Platforms for leveraging Conversational Marketing

What is one platform that comes to your mind when thinking about conversational marketing? I know you will be revolving around social media, community management. Yes, there is no denying that social media is one of the most powerful channels to leverage conversational marketing. But there are more channels that you can utilize in a more effective way to leverage the same. Okay here are some of the marketing channels that you can utilize to leverage conversational marketing.

• Email Marketing 

Here we are talking about the most effective marketing channel where we can drive more meaningful conversations. But unfortunately for a very long time marketers have never realized the power of email marketing ending up with pushing out irrelevant updates, notifications and invitations. It was all a one-way channel communication.  There was hardly any communication happening. Now, this is really old school. 

The days are gone when you push a random email with a call to action waiting for the user to take any action, you are a lost swimmer. Initiate a conversation, drive them to your brand, provide value and ultimately they are going to get back to you. There is no better marketing channel than email to leverage conversational marketing if used wisely.

• Chatbots

There has been a dramatic change in the way brands and customers have been interacting over the past few years. With everything going digital, consumers are increasingly opting for ways to make it more personalized. Now It is said that chatbots are the future of conversation. Chatbots are transforming customer experiences. Who doesn’t love a more personalized communication?

• Social Media

Now, this is a platform that initiates a 2-way communication in real-time. You create more discussions by-polls, poll, or even track the group and connect with feedback and fans by gathering our audiences for their opinions. Implementing a successful strategy does not limit itself to audience preference. When used effectively you can turn your audience into brand advocates. From my personal experience apart from the Facebook messenger, WhatsApp and other platforms, Twitter is one powerful tool that can leverage real-time conversations. 

Why Conversational Marketing is the Future

With the implementation of conversational marketing, there has been a major shift in the way the companies interact with their audience. The conversations became more straightforward and faster.  Moving forward the businesses need a better conversational mode to keep their brand pro-active among the targeted audience. You will benefit when you deliver the right message, at the right time, to the right person, on the right channel most importantly relative to the context. Make them feel valued and heard, conversational marketing helps you get there.

 

Got questions? Reach out to us.

 

In the coming years where we expect a lot of technological developments in the field of Internet of things (IoT), Artificial Intelligence, Machine Learning and Robotic Process Automation. Content Intelligence is a new approach that has emerged with the help of these technological developments that enables content marketers to come up with better strategies based on insights.

What is Content Intelligence?

Content intelligence is based on artificial intelligence (AI) and big data, but it is not exactly the same or a mix of both these technologies. Content Intelligence is the structures and software that turns data into actionable information for the strategy and tactics of content. Content intelligence provides you with the full meaning of a particular piece of information — and the body of information inside it, to make informed decisions on everything that applies to the content at issue.

How Content Intelligence Helps you Analyse your Content

1.Understanding the Context

This is the first thing most people worry about. This includes identifying the ideas that are being presented, categorizing the meaning of those ideas and connecting them to relevant content.

The tagging is used by content marketers and strategies. Tagging signifies what the content is for, so it can be sorted into related information categories and quickly retrieved again. 

2. Understanding the Tone Of Voice 

A well-Written material by voice, sound, and style may represent its own personality. As we mentioned above with the introduction of technologies like artificial intelligence (AI), machine learning (ML), and natural language processing (NLP) tools like Grammarly have introduced features that analyse the tone of voice of the content that helps you to maintain a consistent tone throughout.

This lets you answer questions such as: How structured is the content? How simple is the quality of that? How vibrant is your content? How emotional is the nature of it?

3. Measures the content effectiveness

Content intelligence helps you measure the effectiveness of your content. It is just not all about gathering the insights from your own assets. Once someone decides whether to use your product or not, a positive or negative review can totally influence your brand’s opinion. This is the power of social proof. Most advertisers and company owners use social listening software to track and evaluate their brand’s mentions over the Internet. 

4. Checks for the Consistency of the Content

For businesses to build a strong brand identity it is important to have a consistent approach towards the content that you create. 

Through being consistent with your marketing strategies on content, you devote time, money and strategic thinking to your campaign, which in turn helps you to build a method that can be tested and strengthened over time and incorporated into your company. The more reliable you become, the better your material becomes, and the slicker your method becomes.

Content intelligence will allow you to have customized, cross channel promotion strategies that supports your content marketing efforts. It helps you to identify the pain points that you have in your strategy and fill the gaps.

How Content Intelligence Supports Your Content Marketing Efforts

1. Helps in Content Distribution

Creating a great piece of content is just half the fight when it comes to content marketing. In addition to producing engaging content, you need to make sure that the targeted audience is able to consume your content. This means developing an effective distribution plan beyond just a cursory social share or email blast around your content. 

There are several platforms where the bulk of decisions on how to use information are primarily due to insight. Which include social media, blogs, advertising etc. Through using user models and characterizing content from previous experiences to determine what to share next, content intelligence may add significant value to this process. 

2. Right Content at the Right Time

Alternatively, through content intelligence, expect to see stories based on your previous browsing history, your place in the hierarchy of an organization, your title, what you’ve consumed in the past, what other people in your organization have consumed in the past, and even which content— or other pieces of information, exchanged successively — has the highest conversion rate at the stage you’re in. 

And you know exactly regarding the context, and what content is right. 

3. Helps in Repurposing the Content

Content marketers will make more efficient use of their inventory if they know when to refresh evergreen articles or update other material to help them perform better. Perhaps a particular article or blog post was very well done, but it wasn’t updated in one year. Wouldn’t it be good to be refreshed and shared on a prompt for this article? In addition, content intelligence may suggest changing a headline or adding more photos if it recognizes your existing content might work for you more effectively.

4. Helps In OverComing the Writers Block

Since before content marketing existed, writers have been experiencing this dilemma “writer’s block”. They reach a certain point where they can’t move forward. Content Intelligence can help writers overcome this problem of writer’s block and content fatigue.  

To Conclude

Content Intelligence is a valuable competitive advantage for content marketers seeking to conquer the surprise of information. Content intelligence offers information that can help you create content that is stronger, more engaging. It also provides smarter delivery means for bringing material to the right audience where it’s most persuasive. The knowledge of information helps you to deliver the right content to the right person, whenever possible.

 

Got questions? Reach out to us.

 

In the vastness of the digital world, content and its marketing have a big impact when it comes to placing your brand by providing your target audience with answers to specific questions. This approach focuses on creating and distributing valuable, consistent and relevant content with the objectives of; 

• Finding New Audiences
• Convincing them with the value that you offer
• Retaining the existing ones

In the modern era of marketing strategy, content marketing plays a vital role in the funnel. Every stage of the inbound marketing funnel should be mapped along with the specific type of content that is viable for the targeted audience. 

Be it storytelling, blogs, email, videos, infographics or white papers; what you need to provide is value for your audience. Effective content helps build trusts; prospects turn into customers, customers turn into brand advocates. 

In the minds of decision-makers and marketers, content that informs, advises, entertains or inspires is indispensable. When done right content marketing turns out to be the most effective marketing strategy in digital communication. 

5 effective ways of content marketing strategy

1. Know your audience

This should be your primary question before mapping your content. It is important to map your content through different stages of the buyer’s journey. Before you choose your content strategy, it is important to have a clear idea of;

• Who is your target audience
• What is their pain points
• How your product or service is going to benefit them

Once you have figured out what your buyer persona is; it is important that you think from the buyer’s perspective.  Be able to cater to the needs and desires of your audience. You are creating the content for them, so it should be up to your audience’s likes to what you personally want.

Hey, that doesn’t mean the content should be boring at all. People need to feel a bond with you or your brand to have faith in you and eventually buy from you. Writing is an instrument to create certain lasting relationships with your audience.     

2. Build a Content Distribution Strategy

Create relevant, evergreen and useful content. Yeah, that aspect is the most difficult of all. An immense amount of energy is going into making very great content. 

Maximize your content distribution on your own properties— your blog, your social channels, your email list— and encourage your colleagues to do likewise. Formalize a method for how you will approach your content distribution. Start by sending the team new content and asking them to distribute it to their networks after you have updated all social properties of the company.

Do these things whatever you are supporting, and repeat the process with every piece of original content you’ve got.

3. Brainstorm your Ideas

In this scenario, be smart. Get a nice little notebook (or not so little) and start writing down every single idea that pops up in your head. You can connect two ideas later, and create a third. Today you may hate an idea but tomorrow you fall in love with it.

No matter what you’re going to do with your thoughts, have all of them in one place. This way you can always come back to them and see something different in which you may have missed the first time. Remember, note there are no bad ideas; there are only ideas that might not work for you.

4. Prepare a Content Calendar

Don’t undervalue good planning. Plan and schedule publishing your content ahead of time. In the long run, that will save you lots of time. You can decide if you wish to plan ahead for one, two, or three months.

So save yourself from missing deadlines, make sure that you have the material prepared in advance. You can also switch your scheduled posts when you have selected articles already done. You don’t have to follow your content calendar in full, but with this convenient outline, it’s easier to plan around each of your future posts.

5. Repurpose Your Content

Recycling is perfect not only for our world but also great for your marketing strategy for content. It will have to be acknowledged by everyone working with content; it is hard to come up with fresh new ideas every single day. The limits of the brainstorming sessions do. That’s when this little tip can be useful-recycle your content. 

Think about how you can use, and show, the same knowledge in a different way. Make a video or a chart out of an old blog post. Take a stand-out quote from a post and pair it with your social media image. Build a free e-book for your blog guests, from a series of posts. Let your imagination take a flight and find ways to repurpose your content.

Always Keep In Mind

Creating content regularly and pushing it towards the target audience is never an easy job. It can get tough as it can be. You might be coming across obstacles like writer’s block, idea fatigue all come along your way. But in the process make sure you never compromise for the following

• High-Quality Content

Well-written and well-organised content testify to a firm’s competence. Needless to say, all content should be structured, error-free and reader-friendly.

• Unique And Evergreen Content

Provide the audience with unique and evergreen content. The content that never fades and loses its importance. Let people keep coming back for what you offer. 

• SEO

Not only targeted, original and well written, successful online content. It is also designed by the search engine – with similar keywords, subheadings, a simple description and relevant connections for example.

To Conclude

A well-planned content marketing is all about delivering unique, useful and relevant high-quality content. The audience is in search of answers and they want it fast. Businesses or services should focus on communicating to the audience with compelling content on their customers, rather than bombarding them with promotions all the time.

 

Got questions? Reach out to us.