Okay, Google… How Will Voice Search Impact Content Marketing?

Okay, Google… How Will Voice Search Impact Content Marketing?
SHARE
THIS



In this guest column, Dan King (pictured below), managing director of content marketing agency Edge, ponders how Siri, Alexa, Cortana and the likes are going to change marketing as we know it…

As digital AI assistants change the way we search, how can brands make sure their voice is heard?

Google, Siri, Alexa, Cortana: the rise of smart homes and virtual assistants means the way we search for (and interact with) content is changing. By 2020, comScore predicts that 50 per cent of all searches will be voice searches, while a recent study by Northstar Research Partners reveals that 41 per cent of adults are already talking to their phones each day.

Dan-King-1440x1152-1260x840

The way people phrase their searches is also shifting. While you might type, “Best car insurance” when punching out a search on your phone, when using your voice you’re more likely to use long-tail phrases, incorporating key words such as who, what, where, why or how. As a result, there is more information available about where a customer is in the purchase funnel, because they are asking a complete question in natural language.

But while we’re getting to know more about what the customer is thinking and what stage they might be at in the consumer journey, the entire advertising and marketing paradigm will be disrupted. Just think – people aren’t viewing your website, engaging with your social content, and what happens to banner ads? The same for Googling something – if we’re not running a text-based search, what’s the future for PPC?

That’s not to say the proliferation of voice search is all doom and gloom. At the moment it’s a largely untapped space, presenting a big opportunity for brands and content marketers to interact with their customers in a way that hasn’t been possible before. To get a jump-start in this new era of search, there are two things marketers need to focus on: better use of SEO to rank higher in voice search results, and creating content based on a user’s intent and search journey across all stages.

Instead of targeting keywords, look at the types of phrases and long-tail sentences your customers are likely to be using. For example, “Bali flights” might become, “What is the cost of a flight to Bali from Sydney?” Make sure your landing page content mimics natural conversation and leans towards a question-and-answer model.

You should also take into account what devices they’re on, including smartphones, tablets or smart home devices, and what location they’re searching from – at home, in the car, at work, etc.

The other facet to voice search is the smart home. Amazon’s Echo speaker and accompanying virtual assistant software Alexa are changing the game, and opening up new opportunities for brands to create content. For those unfamiliar with Alexa, it provides capabilities or ‘skills’ that enable brands to create a more personalised experience.

There are now more than 15,000 skills from the likes of Uber, Domino’s Pizza and Campbell’s Soup – with the latter’s skill allowing users to ask and get an answer to the daily question of
“What’s for dinner?”. Users can also see and hear step-by-step recipe instructions when using Alexa software through a smart device.

Campbell’s chief marketing and commercial officer Greg Shewchuk said at the launch of the skill that the company “anticipate that visual and voice technology will change the way our brands connect with our consumers. The Campbell’s Kitchen skill brings new utility to the connected kitchen by encouraging users to engage, discover and cook meal solutions that work for their busy schedules.” In short, Campbell’s sees a future of creating new types of content to fit with the modern customer experience and behaviours. This emerging link between voice search and ‘how-to’ video content provides new branded content marketing opportunities for the connected home.

And it’s not just global brands that are eyeing this content opportunity. In the US last year, insurance brand Safeco launched the first ‘skill’ from an insurance company called ‘Insurance Advisor’. Safeco taught Alexa to answer over 100 commonly asked questions and terms about insurance.

To use it, customers just need to say something along the lines of, “Alexa, ask Insurance Advisor what types of insurance Safeco offers,” and Alexa will recite an appropriate answer. If the user has a more complicated question or wants an insurance quote, Alexa will find the closest-located insurance agent. Safeco says it created the skill to give customers an easy way to navigate the “complicated, confusing space of insurance”.

While we are still at the dawn of voice search from a brand perspective, the beauty is that it allows companies to deploy their expertise, knowledge and tools in an on-demand format. It’s a new and exciting frontier where success will be defined by the ability to ensure that the purpose and value of content is captured by search engines and present for customers when they need it.

 

Please login with linkedin to comment

dan king Edge

Latest News

Women In Media Profile: Zeina Khodr
  • Media

Women In Media Profile: Zeina Khodr

When B&T was offered to interview a lady named “Zeina”, we initially thought it was the warrior princess herself.

by B&T Magazine

B&T Magazine
39th AWARD Awards Winners Announced
  • Media

39th AWARD Awards Winners Announced

The winners of the 39th annual AWARD Awards were announced tonight in a celebration of the most outstanding creative communications work in the Asia Pacific region. The theme for the night was “Count Yourself Lucky” and didn’t disappoint with a record number of golds being presented. Held at Carriageworks as part of the Semi Permanent […]

Q&A With Cannes Chairman Terry Savage
  • Advertising
  • Media

Q&A With Cannes Chairman Terry Savage

If you mistakenly thought this was an interview with Kojak's Telly Savalas, as it turns out, it's even better than that.

Optus To Phase Out Virgin Mobile Brand
  • Marketing

Optus To Phase Out Virgin Mobile Brand

Didn't much fancy that Telstra story above? Well, perhaps B&T could tempt you with this tasty Optus tickler instead.

by B&T Magazine

B&T Magazine
AKQA R&D Teams Up With Google For Semi Permanent 2018
  • Media

AKQA R&D Teams Up With Google For Semi Permanent 2018

AKQA R&D in collaboration with Google has developed a process called Somesthetic Transfer. It uses machine learning to take both the style and texture of an artwork and apply it to another image to be 3D printed with a UV printer. The works will be displayed at Semi Permanent 2018 in Sydney from Thursday 24 […]

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid
  • Marketing
  • Media

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid

Design students from Torrens University’s Billy Blue College of Design have partnered with WPP AUNZ’s Health & Wellness division to decode clinical data on ‘Medicinal Marijuana in the Treatment of Epilepsy’. Their creative solutions will be presented at a Vivid Ideas Exchange titled ‘Design can save your life: how can creativity improve comprehension of health data?’ […]

Diversity Case Study Series: The Royals
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: The Royals

If you read one diversity case study on B&T today, make it this one. Not that there's any others to choose from, really.

by B&T Magazine

B&T Magazine
Cricket Australia Finds New Major Sponsor
  • Marketing

Cricket Australia Finds New Major Sponsor

B&T was going to insert a homage to Sherbert's classic "Howzat" here before realising it was naff and showed our age.

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

ICYMI, PHD has FTW the HSBC business IRL. It's not so much a LOL or NSFW, but a TL;DR. Ahh, forget the whole thing.

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

We've got an absolute cracking Women in Media profile today. Not to say it's approved by the Chiropractors' Association.

by B&T Magazine

B&T Magazine
First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

One need only view our editor's hot pink leg warmers today to realise he's neither fad nor trend.

Opinion

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

And why is B&T running a photo of an engaged couple for this content engagement article? It was either that or a carrot.

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine