Conversation mining to create content tailored to each user
A research technique to understand how users think, write and express themselves.
Those of us actively devoted to creating multi-platform content know that it is a task that gets a little more complex every day… Among so many stimuli and the amount of information users are exposed to, it is increasingly difficult to create content that generates a genuine impact.
Like everything in life, within the creation of digital content there are different perspectives or views on how to do it: some lines will argue for the creation of content that is more human and less commercial, but even from these views the goal is always the same: to sell.
We believe in advertising at the service of people, where consumers accept and demand useful ads. To achieve this paradigm shift, we believe the key lies in not denying the obviously commercial nature of digital communication and of marketing, understanding that the issue lies in managing to reach the right audience looking for ways to humanize the content we produce in a way that manages to bring real value to the people behind the screens.
Faced with such a complex challenge, fortunately there are tools and techniques that, once you know them, can make the life of the content designer and the UX Writer a little bit easier 🙂 and what else could we talk about if not conversation mining… For anyone who does not know, it is a technique that in conceptual terms we could consider relatively ‘new’. (Of course it has always existed in the street-smart handbook of the content creator or the community managers, but only recently has it been given a name that institutionalizes the practice).
Enough talk and let us get concrete so what does conversation mining consist of? Well… basically it is a technique that seeks to achieve a deep understanding of how users think, interact and above all how they write and express themselves in their virtual interactions. Of course, since in marketing everything always has a more than clear objective, this technique was designed with the aim of creating content perfectly tailored to each user.
When is it done? conversation mining is part of the research stage and must be carried out alongside the benchmarking typical of any communication and marketing project, as well as of UX and digital products. We believe the best moment to do it is immediately after having done the benchmarking; that way we already have in mind the competitors from which we can mine conversations and interactions of value for the development of our project.
And the most awaited question… how is it done? the key lies in monitoring social media, forums, comments on online newspapers or blogs and in all those corners of the internet where the benchmarking indicated we will find our target audiences. Once a considerable sample of user comments and interactions has been selected, it is time to categorize the data obtained and analyze the voices, the tones, slang and particularities of the language that may define whether or not someone belongs to a target.
This secret weapon of the Content designer, content creator and UX Writer came to help us achieve that first connection with the user, so necessary to carry on along the arduous path of trying to create content of value that brings something beyond the commercial bias. It is no easy task, but it is a challenge worth meditating on…
