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Chatbots Content

The Internet for Everything

In this do-it-yourself generation, we turn to the Internet for almost everything. Even for things we once knew first hand. This is because we need constant reinforcement and assurance. Apart from seeking information, we go on-line to troubleshoot tech, get counselled, learn new skills, get fashion tips, seek suggestions for travel, discuss symptoms, arrive at a diagnosis, look up remedies, and so much more.

Moreover, we want to do this at our own pace, and our own time. This is why the way publishers create and distribute this content is also evolving. First came call centers, then self-help websites, followed by apps, and now we have chatbots.

What are Chatbots?

These are computer programs designed to simulate human conversation using a set of response-based rules, and nowadays even artificial intelligence.

With smartphones as the dominant medium of accessing the Internet, users are spending most of their time online, on messaging apps. Which is why companies are creating messaging-app friendly chatbots to reach their audience more effectively.

How do Chatbots help Brands?

Brands stand to benefit from chatbots in numerous ways:

Builds Brand Persona

Chatbots are usually given characteristic personality quirks to make them more human. This can be, and generally is, an extension of the brand itself. Moreover, users like to talk to an entity when they can feel that human connection. A computer-generated response system, when injected with a personality, can create a far more comforting experience for the user, while also furthering the brand’s agenda.

Efficient Interactivity

Unlike calling up customer care, visiting a service center, or accessing any other platform for information, an interaction with a chatbot can be more efficient. Here, companies can steer a conversation in a desired destination leaving little room for misunderstanding or miscommunication. Since the conversation is structured and the expected responses are measured, the time spent in resolving queries is lesser. Moreover, users cannot skip providing (or offer incorrect) information, for important questions. Also, since all conversations are recorded, it is easier to escalate queries without requiring the user to repeat the inputs.

Cross-sell / Up-sell

Chatbots using artificial intelligence can analyze user behaviour and come up with relevant offers at the perfect time, thereby increasing the chances of upselling, and cross-selling. This works well especially in the e-commerce space.

Content Discovery

One of the most direct ways to reach your customer is through a content delivering chatbot. Messaging clients that have leveraged bots, will enable delivery of personalized, relevant, keyword-based content at the opportune moment. Recommendation engines UIs require highly targeted and event based content.

Customer Service

Chatbots are designed keeping in mind repetitive or basic tasks, which may not require human intervention. Moreover, unlike a customer service representative who will be able to service just one customer at a time, a chatbot can take care of thousands of requests simultaneously without breaking a sweat, significantly reducing personnel costs.

Assistance 24×7

Chatbots are available all the time and can be accessed from anywhere. Users can gain assistance irrespective of business hours or their geographic location.

Learning About Your Customer

A chatbot’s interaction with customers can reveal crucial user behaviour data. Add machine learning to the mix, and companies will be able to generate data, anticipate user behaviour, and strategize accordingly. While chatbots have the potential to provide such benefits to companies, there are barriers in adopting the technology. Most notably, the lack of sophistication in entry-level bots. This is where great content comes in.

Writing Content for Chatbots

A chatbot script requires deep understanding of the subject matter. It also requires an understanding of the users who will be interacting with the bot. Chatbots can serve a specific micropurpose or simply aim to chat with users for the sake of engagement, either way there are things to be kept in mind while developing their respective scripts:

Process Understanding

Processes are the building blocks of organizations. Understanding the steps and the order in which they occur in any given process is a necessity.


Any interaction will have at least two choices. The script for a chatbot needs to account for these response options. And then some probable deviations.

Multimedia Assets

Weave in audio, video, and other interactive assets in your script to keep it interesting, while they double up as Call to Actions (CTAs).

Keep it Short

No one wants to read an essay when the primary reason they chose to interact with a chatbot was to keep it short, simple and to-the-point.

Probe, Probe, Probe

Create content that is interactive. One that subtly asks a user to engage more, thereby giving the brand wilful access to user behaviour.


Humour goes a long way in creating positivity around your chatbot, and by extension, your brand. Especially for error messages – why annoy your users, when you can make them smile?

We have worked across domains, across subject matters, and across collaterals. Our in-house subject matter experts are armed with process knowledge, and experienced in working with tech teams, some being engineers themselves!

We are not just a content agency that you outsource your chatbot scripting requirements to, we are an extension of your team. And as a team whose sole focus is content, you can rely on us for timely updates, upgrades, and maintenance.

We work in parallel with development teams so that time to market is reduced. In addition, we have flexible pricing models that can be moulded to your requirements.

Talk to us and let’s script your chatbot a success story!

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