As a content writer, trying to gauge your audience and their interests can be difficult. Information such as webpage conversion rates can tell you what they do and do not like, but only to a certain degree. Website and social data fail to give you the specifics that can really help you appeal to the audience. What can provide you more detailed information is the direct word of the customers themselves.
As the consumer, you might have visited a website and have a chat window pop up. It might feel like a nuisance to you, but it can be a vital source of information behind the scenes. Chat logs provide direct feedback to what engages the audience and answers they may be searching for. By utilizing chat logs and information on the brand’s customer service side, you can utilize writing opportunities you might have never considered.
Every business has its strengths and weaknesses, including the brand you work for. Knowing those aspects inside and out can be crucial to writing for your brand—especially its weaknesses. A brand’s weaknesses can be among the greatest detractors for consumers, easily drawing them away after just one poor experience.
For this reason, you should research chat data to understand the top complaints among your audience. Filling these gaps can lead to making or breaking the brand’s success. Everyday gaps involve using or operating a product, pricing, delivery or arrival, and other common complaints. Most chat log data will sort these complaints into categories. By looking over multiple events, you can discover the root of these repeated problems.
With the roots in mind, begin your own research on how to address them. Consider writing FAQ pages, blog posts, and articles, or even creating product demos that answer questions that have surfaced repeatedly.
Every brand has its audience—even if their brand just stepped into the market and its onlookers are limited. And just like people themselves, customers differ and can be categorized in many ways. When studying chat logs, you might begin noticing the patterns and traits that separate different consumers of your brand. If, for example, your brand serves multiple industries, you would want to segment consumers based on their needs.
Segmenting sectors of your userbase can help with personalizing content towards specific audiences. Consumers who feel noticed and helped will likely continue coming back for more customized content, building future conversion rates. Knowing what encompasses your audience and how to target them will help create a greater array of content.
After reading multiple chat logs, you have probably run into repeating topics and questions. But just because you see repeated topics does not mean you should dismiss them for the next new trend. In fact, take repeating topics and questions as a sign that you should address them in the future.
Finding common queries signals you should create a content bank of future topics based on how often they repeat. If you find a topic or question repeating, it means your audience has an untapped interest in it. Much like with business gaps, consider not only writing new FAQs addressing these but also different mediums.
Questions regarding products can be further answered with video tutorials, along with product demos. On the other hand, more intricate questions can be answered and explained with blogs, articles, and e-books. As you write down and note the common topics that arise, you create a bank of content you can refer to when you hit blocks.
Chat data can help you create new content for your brand. Content writers can address their writer’s blocks by targeting specific audiences and building content lists to pursue in the future. If you find yourself struggling to create content with strong conversion rates for your brand, we can help. Through services such as law firm marketing, social media management, and blog distribution networks, Actionable Agency can help. By offering many marketing solutions and web development for law firms across the country, we extend their reach and develop their business. At Actionable Agency, we can provide an analysis of your current strategy and website of your firm to help formulate new solutions. For more information, call us toll-free at (855) 206-9689.
