Conversational interactions between content consumers and brands – via SMS text-style messaging and chatbots – are redefining how marketing teams can engage their audiences.
When communication technology provides greater immediacy and convenience to content consumers like this, changes in expectations are likely to follow — many of us who manage brands learned this lesson through the growth and evolution of social media.
And, as those of us who adhere to an inbound methodology know, when there’s an audience that actively wants to hear from you it’s important that you be prepared with the right content for that moment. Learn how to prepare your brand.
Messaging fits content marketing mission
Our raison d’être as content marketers is to craft content experiences that provide value while simultaneously amplifying our brand story to our audiences.
Messaging and chatbots represent the next logical extension of this mission, and you may not think about them as content distribution channels yet, but you need to be.
Marketing automation software provider HubSpot recently released functionality to make it easier to repurpose content for chat or messaging. That means a lot of marketing teams and agencies are going to be fumbling with how to make use of chat and messaging as a content marketing channel.
Source: Content Marketing Institute