As voice-controlled home devices such as Amazon’s Alexa have been on the rise, content marketers have long predicted a dynamic shift in the industry. As customers and marketers have now been interjected into a new arena to connect in, users are almost begging for interactive, entertaining ways to connect with their favourite brands.
There are some companies who have already adopted voice-enabled content marketing strategies to take advantage of tech like Alexa. It’s by their example that we highlight the future – and, actually the present – of content marketing, at least according to how smart home devices are guiding things.
Neil Patel and Eric Siu have teamed up for one of the first marketing strategies specifically targeting Alexa. Every day, the team releases to its subscriber base roughly ten minutes of marketing tips, tricks, and advice, almost like a personalized mini podcast of sorts. By having an established brand and speaking on subjects that their subscribers care about, this type of strategy which has been aptly named “daily briefing” is working!
Digiday, a leading brand in the digital marketing news category, has been prepping ninety second briefings that a subscriber can receive over their morning coffee. Recorded by a real voice instead of a robot, Digiday has made it easy to catch the news quick on subjects that matter to their audience. No need to log in, visit a website, or pull it up on a smartphone.
Instead of heading over to Google Analytics to see the latest data on your content marketing campaign, Alexa can actually supply you with the information no problem. Any time, get real-time traffic data, or go with a wider overview of your campaign by asking for a monthly report. By using simple commands, within seconds, you can have all the information read to you in no time.
The American Heart Association (AHA)
We never would have imagined we’d be talking about the American Heart Association in this context but we are – and with good reason. The AHA, via Alexa, can walk a consumer through CPR one step at a time, can provide the warning signs of a heart attack, and acts as a medical reference. Though simple, the American Heart Association’s use of Alexa is still very effective and demonstrates the importance of providing value to the consumer.
Ask Stubb / Ask Purina
Stubb’s barbecue sauce business is a big hit among those of us who love to BBQ. Via Alexa, Ask Stubb allows a user to get answers on grilling and BBQ-ing, and can even suggest different recipe ideas. This is a similar approach that Purina has taken with ‘Ask Purina’, providing insights into how to care for dogs and providing information on what canine might be best suited to your home.
Each of these five examples demonstrate how important it is to know your audience, to decide on a voice and tone that is appropriate for that audience, to encourage personalization, and to provide value with every interaction. By anticipating needs and knowing the answers to common questions, these uses of Alexa have seen subscribers jump on board and stay tuned in for days.
As content marketing continues to change, finding new ways to connect with the consumer is going to be the key difference between brands that are able to adapt to voice-enabled smart technologies and those that are going to be very limited.