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How to Be Helpful and Trustworthy in Voice Search

Authors: Ray Buckner Tom Webster
Posted Under: The Content Experience Show
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Hosted By
Ray Buckner

Anna Hrach

Convince & Convert
About The Content Experience Show:

Welcome to The Content Experience Show where content experience is the new content marketing. It’s not only about reaching our audiences where they are, but engaging them with a personalized experience of meaningful, useful content that they’ll take with them over time. The guests on the Content Experience Show share strategies, tips, and real-world examples of how they’re taking their content marketing to the next level and providing their current and prospective customers with a true content experience. This isn’t just a trend. It’s a movement.

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The Marketing Book Podcast

Tom Webster, VP of Strategy and Marketing at Edison Research, joins the Content Experience Show to discuss how to succeed as a brand in voice search.

CE-Instagram-Tom-Webster

The Secret to Voice Search

For so long, the name of the game when it comes to search has been visibility. With the rise of voice search, however, the visual side of things has completely disappeared from the equation.
It makes sense, then, that businesses devote substantial energy to becoming that first search result. Without the ability to scroll through results, a number-one ranking may be the only way to get your brand “in front” of your customers. But what Tom Webster of Edison Research proposes is to become the search, rather than fight for your position in the search.
By building a strong brand outside of the device and developing helpful, trustworthy skills for the device, your brand can transcend the search. Rather than relying on the consumer to stumble upon your brand in voice search, utilize the abilities of the device to become the source your customers go to for help.

In This Episode

  • How smart speakers have changed behavior and media consumption.
  • Why a strong brand off-device means a strong brand on-device with smart speakers.
  • How smart speakers became one of the fastest-growing trends in consumer technology.
  • How the marketing landscape has changed with the rise of voice search capabilities.

Quotes From This Episode

Trust is word number one that a marketer needs to put at the top of their list. Click To Tweet
“The way we have to think about smart speaker skills is: Is it helpful, and is it trustworthy?” — @webby2001
“Having that strong brand, that strong top-of-mind preference, is something you have to do off the device in order for people to find you on the device.” — @webby2001

Resources

Content Experience Lightning Round

What is a fun or silly thing you are doing with your smart speaker?
Every morning, Tom and his family say “good morning” to Alexa, and she often has fun, humorous responses!
See you next week!

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