5 Tips To Assist Your Content Production Work Flow

smallversionMore than ever before brands must continuously find creative and innovative ways to connect with their target group. Creating relevant and valuable content acts as a doorway that will initiate conversation and keep your target group interested. However, keeping all your creative ideas aligned with your brand’s overall goal is quite another undertaking. We have listed 5 of our top tools that can help you organize, plan and manage your content production to the last detail:

1. Define conversational touch points

Before you get all wrapped up in brainstorming mode, it is a good idea to start with the basics. Make sure to go over some of the conversational touch points that are relevant for your brand to talk about and more importantly, which topics are target group relevant and will encourage your audience to interact.

2. Create an editorial calendar

Once you’ve got your conversational touch points down, its time to get tactic!  Consider your editorial calendar as your personal managing assistant. You really want to make sure you bond with this specific tool, as it will act as an invaluable guideline telling you when to post your content and on which channels. Now we never mentioned that this would be a hop, skip and a jump, but once this work is complete, you are already a long way.

3. Build a content bank

Okay let’s admit it, no one has access to unlimited amount of creativity every single minute. Not even content creators. Keeping a content bank of stories and potential topics as well as a style bank of design templates will prove to be a big help on those days were your inspirational muse is M.I.A.

4. Contextualize your content

In order to create engaging content, you need to show your target audience that you have been paying attention in class by offering them something of true value within the context of their lives. As a way to secure that content are relevant to both your users and your brand, ask yourself whether there are more ways in which the context of your brand can add to the context of your target group’s life. Contextualizing your content can be a tough balance, but in the end, it will improve your user’s experience of your brand.

5. Measure to readjust

Measuring the performance of your content is one of the most important steps in assuring that content is meeting your overall business goals. Keep an eye on Likes, Shares, Views etc. to evaluate whether you need to adjust. Keep testing what types of content performs the best and in which days and times you get a better engagement and this way build your knowledge on how to post for your own advantage.

 

Get Ready for the Bots – on Facebook Messenger

2Facebook Messenger was released 5 years ago and now has over 900 million users. Originally receiving a flood of negativity towards a standalone messaging app, compared to one simple Facebook app, users seem to be warming to it. The decision to make it standalone does make a lot of sense, since messaging is a big part of people’s lives nowadays and Facebook even bought the domain messenger.com to launch a version for web browsers last year. Their 900 million users will more than likely be merged with Whatsapp’s 1 billion users, which means that Facebook will have the personal phone number of every single user – sounds like $19 billion well spent.

 

Open for Business

So that’s humans covered. Where to go next? Facebook is now venturing into their next Messenger-based project: bots. If you haven’t been keeping up, Facebook launched Messenger Platform last month, which holds within it, chatterbots. Luckily, these bots are not machine learning bots, such as the disaster that was Microsoft’s Tay. They do have some humorous replies if provoked but they ultimately steer the conversation back to the subject they’re designed to cater for. Thanks to their highly advanced Send/Receive API, these bots are able to reply with actual structured messages, including links, images, hotel reservations, the weather etc. You may immediately compare this to Apple Siri, Microsoft Cortana, Google Now and Amazon Echo, but what sets bots on Messenger apart is the fact that businesses can develop them, which in turn gives them another way to develop customer service. Simply put, bots could end up changing the world by replacing humans in such job sectors. Without the bespoke customer service integration that Messenger bots provide, the above voice-activated services will most likely not be able to solve business-related queries themselves. Having said that, the way bots behave is very reminiscent of the way Siri does. Maybe they’ll talk to each other one day and we’ll get the best of both.

 

Customer Service and Added Value

So how can these bots work for brands? Well, eventually, every major company in the world will have an account, which will be a first port of call when contacting their company. The reason this is almost definite is due to Facebook’s already-mammoth-sized network of users. It doesn’t get any bigger than Facebook when advertising to individual people, so connecting Messenger bots (as customer sales reps, for example) is extremely attractive. Messenger codes, one of many things taken from Snapchat, will also make it easier for businesses to connect with their customers. One industry example is how bots will almost certainly change how banking works for the consumer, replacing an app or web-based system with a dialogue with a machine that is able to understand your every need. The option to send money within Messenger itself is highly likely too, like Snapchat allows. This could also eliminate the hassle of speaking to a bank’s voice recognition system when calling by telephone – no more time (and money) wasted by the dreaded “I didn’t catch that. Please try again.” These voice recognition systems are essentially bots done badly, but they’re based on voice, which is a lot more difficult to translate into zeros and ones. Plus, you cannot autocorrect your voice (yet). I can see this whole system being replaced by bots – it could even connect you to a human advisor with ease, as you’re most likely already using your phone. Even if you’re using the desktop version or Facebook Chat, I’m sure they’ll figure something out. Besides banks, what other markets will benefit from this? Restaurants, travel and possibly supermarkets with online shopping services are big industries for it to thrive. The healthcare industry could also be a large portion – Healthtap have already created their bot, which isn’t surprising considering one of the first ever chatterbots was called DOCTOR and simulated a psychotherapist. In fact, the potential amount of markets are endless for this stream of interaction – just like it is with human customer service.

 

At the end of the day, customers are moving towards messaging as their preferred choice of customer service. And as generations progress, it will no doubt become the standard – a phone call will most likely be reserved for long, meaningful conversations with friends and family, which in turn will add even more meaning to them. The phone call will no longer be taken for granted, but talking to robots will be.