July 11, 2023

5 Ways Live Chat Insights Fuel Content Marketing

Content marketing still remains a huge driver of success for businesses. It allows businesses to establish a strong brand presence by consistently delivering valuable content that resonates with their target audience. 

Since one of the primary goals of content marketing is to boost organic visibility and attract relevant traffic to a company’s digital platforms, it is important to get accurate data that reflects the ideal customer’s needs in order to create relevant content. 

Your live chat app is the answer that you’ve been overlooking all this time. What better way to connect with your audience on a deeper level than by learning from what they say, complain about or simply have issues with? 

Live chat tools like Chatway have much more use than simply tending to customer queries or refining your customer’s experience. It could be used to establish and grow returns on your marketing efforts.

Identifying Customer Pain Points

During live chat interactions, your sales or customer service team may recognise different pain points that exist within your product. This could be a feature that customers constantly need help with or even questions about how to use the product.

This information can help you align your marketing strategies to the real problems and concerns of your customers instead of merely speculating. 

If you export your live chat data into any data visualization model, you’ll recognise patterns within your interactions that can further define your content marketing strategy.

This valuable data can then be used to create targeted and relevant content that directly addresses customer concerns and provides solutions.

For instance, if you learn that a significant amount of your customers are B2B companies who constantly contact your customer service team for issues related to a specific feature, you could create engaging content that addresses that pain point and shows the correct processes to follow. 

By doing this, you not only create relevant content that impacts your customers but you also create room for your support team to improve their productivity. They can easily refer future customers with the same problems to the relevant piece of content.

Tailoring Content to Customer Needs

While your business may offer a single product that caters to a wide range of customers, those customers all have different needs and requirements from your product.

For instance, if your product is a popup tool that is displayed on business websites,  a B2B company may use it to drive leads through their sales funnel while a school may use it to make relevant announcements about school activities. 

It’s for this reason that personalisation is important. Live chat data offers a glimpse into customers’ specific needs and preferences. 

From this data, you can identify common questions, interests, and preferences, of your customers. You can then use this knowledge to tailor content that meets those specific needs. 

This personalized approach demonstrates that the business understands and cares about its customers, fostering a stronger connection and improving overall engagement.

If most customers are having similar issues within a period of time, you can easily create specialised FAQs that address those issues and share them in your newsletter roundup, your blog or even on social media, depending on the platforms that they consume your content. 

Where the needs are more technical, you can use a video to explain how to overcome the challenge or simply show various ways to bypass the problem. All of this shows your commitment and prioritization of their needs. 

Recommended Reading: Key Live Chat Metrics to Monitor in Order to Enhance Customer Satisfaction

Content Ideation and Creation

Lacking new content ideas for your business? Confused about what content to prioritise? Unsure about what content resonates best with your audience? Visit your live chat tool. 

When used rightly, live chat data can serve as a goldmine for content ideation. This is because it offers real insights into your audience’s needs, wants and preferences without the need for guesswork – a tactic used by similar marketing strategies. 

Spend time analyzing the questions, feedback, and discussions taking place in live chat interactions, and you will uncover new content ideas and topics that align with your audience’s interests. 

These interests could be seasonal – Christmas, Black Friday etc – or evergreen. Whichever way it goes, you can constantly impress your customers with relevant content that meets their needs.

This data-driven approach ensures that your content marketing efforts, which are relevant, timely, and resonate with the target audience, will increase the likelihood of engagement and sharing.

Refining Messaging and Tone

How important are tone and messaging in content marketing? It is so important because it helps establish and reinforce a brand’s identity. 

Consistency in the tone of content across different channels and platforms helps create a distinct brand voice and personality. A personality that is easily recognisable by your audience. 

Whether it’s informative, conversational, authoritative, or humorous, this chosen tone should align with your brand’s values, target audience, and overall positioning. 

A consistent tone builds recognition, fosters customer loyalty, and sets your business apart from competitors. That’s why it is crucial to know if your target audience understands the message being passed across.

When you curate data insights from your live chat app, you can make assumptions about your tone and messaging to see if they’re resonating with your audience.

Depending on the demographics and psychographics of your audience, you can adjust your message and tone accordingly. This allows for a more authentic and relatable content experience, fostering stronger connections and engagement.

Evaluating Content Performance

Live chat data can offer real-time feedback on how customers are responding to specific content pieces. Do they like it? Are they willing to tell their friends about it? Do they reshare it to other customers like themselves?

To assess the performance of content, it’s important to set clear goals and figure out the metrics that match those goals. Metrics can include website traffic, engagement metrics (such as time on page, bounce rate, and social shares), conversion rates, lead generation, and revenue attribution. 

Look at metrics like average time on page, scroll depth, and click-through rates to see how people interact with the material. These metrics reveal the level of audience interest and engagement.

This constant review and revision help to improve content strategies and make sure that the content is in line with what the audience wants and expects.

Conclusion

Integrating live chat data into your content marketing strategy can yield significant benefits. Benefits that contribute to your business’ ROI and bottom line. 

As a marketer or a person simply looking for ways to double down your content marketing efforts, your live chat app can be a harvesting tool for insights about relevant content that appeals to your audience

If you utilize it properly, your business can create personalized experiences, foster customer loyalty, and ultimately boost its content marketing ROI.