What You Need to Know About Chatbots: A #CMWorld Chat with Cruce Saunders

As a marketer, you look for every opportunity to get in front of the right people at the right time. This means adapting to how customers consume content. We are now seeing more marketers experimenting with AI and machine learning and incorporating them into their content strategies. In fact, several experts predict 2018 will be a big year for tech-enhanced experiences.

One area we’ve seen explosive growth in popularity is the use of chatbots. To explore the many questions we had on chatbots, we asked Cruce Saunders, Founder of [A], to join us for a recent #CMWorld Twitter chat. What follows are highlights from our discussion with Cruce.

How can brands use chatbots to help provide a better experience for their customers?

A1: Think of chatbots as another way to facilitate interactions that would normally involve more customer effort:

1) Search
2) Content suggestions
3) Form fills
4) FAQs
5) Frontline service#CMWorld#chatbots#marketing#ux #cem

— Cruce Saunders (@mrcruce) February 6, 2018

A1: It’s an opportunity to automate some of your most commonly asked questions, which means it can help free up your time.

However, don’t go overboard. People still want a genuine conversation, which chatbots can’t provide. #CMWorld

— Express Writers (@ExpWriters) February 6, 2018

How can you best engineer your content for chatbots?

A5: Content can be the breadcrumbs leading to the destination. The chatbot is available to complete that desired action at the destination. #CMWorld

— Lane Anderson (@Lane_Anderson) February 6, 2018

A5: Get the experts in! Collaborate with your front-line employees in whatever area the chatbots are aimed at (sales, customer service, etc.). More people means more opinions/more complication, but it is the best way to get the best user experience. #cmworld

— Rebekah Meyer (@RebekahLMeyer) February 6, 2018

A5:

We engineer chatbot content by the same principles as we would our site content…broken down into reusable components, tied into our content ecosystem and single-sourced where possible…especially for content that is subject to frequent change. #CMWorld pic.twitter.com/xa0LmTROt8

— Cruce Saunders (@mrcruce) February 6, 2018

We gained such great insights from both Cruce and our community! Want to see more tweets from this chat? Check out our Twitter Moment.

Looking to strengthen your content strategy in this rapidly changing content landscape? Join Cruce in Las Vegas and attend Intelligent Content Conference, March 20-22. Code SM100 saves you $100 at checkout.