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What makes great chatbot content

Black typewriter with words have power typed on a white sheet of paper

Chatbots are becoming an increasingly popular way for businesses to interact with their customers. Whether it’s answering frequently asked questions (FAQs), providing product recommendations, or even just offering a friendly greeting, chatbots can be a powerful tool in your marketing arsenal. But like any tool, a chatbot is only as effective as the content it delivers.

In this blog post, I’ll explore the anatomy of good chatbot content, and offer some tips for creating content that will keep your customers engaged and coming back for more.

Make it clear and concise

First and foremost, good chatbot content needs to be clear and concise. As comedian George Carlin once said, “Don’t use a big word when a diminutive one will suffice.” Your customers don’t want to wade through paragraphs of text to find the information they need. Keep your messages short and to the point. Use simple language that anyone can understand. If you need to provide more detailed information, consider breaking it up into smaller chunks and sending it as separate messages.

Being concise doesn’t mean sacrificing personality. In fact, a chatbot with a bit of personality can be more engaging and memorable than one that’s completely robotic. As advertising legend Leo Burnett once said, “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” Consider giving your chatbot a name and a distinct voice. Use humour and wit where appropriate to keep your customers engaged.

Ensure it’s relevant

Another key element of good chatbot content is relevance. Your customers don’t want to receive messages that don’t apply to them, so make sure your chatbot is tailored to their needs and interests. Marketing guru Seth Godin once said, “Don’t find customers for your products, find products for your customers.” Use customer data and feedback to create personalised experiences that will keep your customers coming back for more.

Of course, being relevant doesn’t mean bombarding your customers with constant messages. Your customers have busy lives, and they don’t want to be interrupted with constant notifications from your chatbot. Consider using a conversational approach, where your chatbot only responds when the customer initiates a conversation, or only sends messages at appropriate intervals.

Context is important

When creating chatbot content, it’s also important to consider the context in which it will be delivered. Author and marketing expert David Meerman Scott once said, “Marketing is not about the stuff you make, but about the stories you tell.”

Your chatbot should be telling a story that fits within the context of your customer’s journey. For example, if a customer is browsing your website looking for product information, your chatbot could offer additional product details or recommendations. If a customer is checking out, your chatbot could offer shipping options or suggest related products. By understanding the context in which your chatbot will be used, you can create content that’s more relevant and engaging for your customers.

Make it useful

Finally, good chatbot content should be useful. Your chatbot should be providing value to your customers, whether that’s answering their questions, helping them find the right product, or even just providing a friendly greeting. By providing useful content, you’ll build trust and loyalty with your customers, and they’ll be more likely to return to your business in the future.

Good chatbot content should be clear, concise, and tailored to your customers’ needs and interests. It should have personality and be memorable, but not at the expense of relevance or usefulness. By following these principles, you can create chatbot content that engages your customers and drives results for your business.

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