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Voice Platform Marketing: Let Alexa & Google Home distribute your marketing content!

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With the rise of voice platforms like Alexa and Google Assistant, you now have more ways to share your content than ever! And you don’t have to be a developer to publish content via Alexa or Google Assistant. If you can fill out a spreadsheet, you can publish a voice app.

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Voice Platform Marketing: Let Alexa & Google Home distribute your marketing content!

  1. 1. Voice Platform Marketing Melanie Seibert Sr. Content Strategist, WillowTree Let Alexa & Google Home Distribute Your Marketing Content @melanie_seibert Central Virginia AMA
  2. 2. Voice Platform Marketing Have you tried a voice interface?
  3. 3. Voice Platform Marketing Agenda What Is a 
 Voice Assistant? Content Marketing Implications Introduction 01 02 03 More Ways to Explore 04 Q&A 05
  4. 4. Voice Platform Marketing Introduction
  5. 5. Voice Platform Marketing
  6. 6. Voice Platform Marketing
  7. 7. Voice Platform Marketing Hey Google, 
 make it warmer.
  8. 8. Voice Platform Marketing September 2018: 
 24% of U.S. households own a smart speaker. Source: Nielsen
  9. 9. Voice Platform Marketing December 2018: 
 2.5 billion digital voice assistants in use. Source: Juniper Research
  10. 10. Voice Platform Marketing What Is a Voice Assistant?
  11. 11. Voice Platform Marketing What Is a Voice Assistant? Hardware Software+ • Voice-only device (smart speakers) • Voice + screen devices (multimodal) • Voice platforms • Third-party apps
  12. 12. Voice Platform Marketing Hardware 
 Voice-only devices Smart speakers without a screen, 
 including: • Amazon Echo • Google Home • Apple HomePod
  13. 13. Examples: • Smartphone • Smart speaker + phone screen • Smart display (Amazon Echo Show, Google Home Hub) Hardware 
 Voice + screen (multimodal)
  14. 14. Voice Platform Marketing Software: Voice Platforms Amazon Alexa Google Assistant Apple Siri Microsoft Cortana
  15. 15. Voice Platform Marketing Just as you can create an Android or iPhone app, you can create a voice app that integrates with Alexa or Google Home. Third-Party Apps (that’s you!)
  16. 16. Voice Platform Marketing User Adoption May Be an Issue
  17. 17. Voice Platform Marketing
  18. 18. Voice Platform Marketing With one big difference from mobile: you don’t have to know how to code. Third-Party Apps (that’s you!)
  19. 19. Voice Platform Marketing Does building a voice app sound hard? It’s not.
  20. 20. Section Title01 ImportantTerms Voice apps have different names depending on the platform: • Google Assistant actions • Amazon Alexa skills I might use the terms “action,” “skill,” and “voice app” interchangeably.
  21. 21. Section Title01 Voice App Types for Alexa and Google Home Flash Briefing — Alexa Personality Quiz — Google Home Flash Cards — Google Home Trivia — Google Home Custom Apps — Alexa, Google Home Plus more!
  22. 22. Voice Platform Marketing Content Marketing
 & Voice
  23. 23. Voice Platform Marketing Do you have a blog?
  24. 24. Voice Platform Marketing Do you have a podcast?
  25. 25. Voice Platform Marketing Flash 
 Briefing Personality 
 Quiz You have a blog ✔️ X You have a podcast* ✔️ X You can create 
 custom content ✔️ ✔️ ALEXA ASSISTANT Which approach fits you? * Google Assistant can play podcasts natively—no app required.
  26. 26. Voice Platform Marketing Flash Briefing
  27. 27. Section Title01 Flash Briefing Skills • Good for distributing blog articles • Good for distributing podcasts • Can play recorded audio, or Alexa can read your text ALEXA
  28. 28. Section Title01 Flash Briefing Skills ALEXA Examples:
  29. 29. Section Title01 Flash Briefing Skills • Update content daily if possible • Content must be at least 10 seconds long • Content shouldn’t be longer than 4,500 characters • You have to own the content (of course) ALEXA
  30. 30. Section Title01 ALEXA Ideas: • Tips and tricks • Industry news • Fun facts • Thought for the day • Snippets from your podcast • Audio snippet from your video blog Flash Briefing Skills
  31. 31. Section Title01 ALEXA I did this ^^ in 20 minutes. https://blueprints.amazon.com/bp/amzn.ask.bp. 0758a769-9b10-4089-9679-1791ee6bfa5f?ref_=ask_bp_home_4 Flash Briefing Skills
  32. 32. Section Title01
  33. 33. Voice Platform Marketing Personality Quiz
  34. 34. Voice Platform Marketing Personality Quiz • A fun way to engage with your audience • You simply fill out a Google Sheet to create this action • Doesn’t require upkeep or additional content generation ASSISTANT
  35. 35. Voice Platform Marketing Personality Quiz ASSISTANT Example:
  36. 36. The Sorting Hat
  37. 37. Voice Platform Marketing Personality Quiz Ideas: • Help your customers identify interests (Sorting Hat) • Help your customers choose a product ASSISTANT
  38. 38. Voice Platform Marketing Personality Quiz ASSISTANT
  39. 39. Voice Platform Marketing Personality Quiz How to get started: • Create a Google Assistant action developer account • Select the type of action you want to create. ASSISTANT
  40. 40. Voice Platform Marketing https://www.youtube.com/watch?v=7Y01IrU2D4M
  41. 41. Voice Platform Marketing Exercise: • Think about your existing content marketing program (blog, podcast, etc.): • What kind of flash briefing skill could fit your organization? • What kind of personality quiz could fit your organization? Write your thoughts 
 (5 minutes) Discuss in groups of 2–3 (10 minutes)
  42. 42. Voice Platform Marketing More Ways to Explore
  43. 43. Voice Platform Marketing 46 All Google Actions Templates https://developers.google.com/actions/templates/
  44. 44. Voice Platform Marketing 47 Alexa Skill Blueprints https://blueprints.amazon.com
  45. 45. Voice Platform Marketing 48
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  48. 48. Voice Platform Marketing 51
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  51. 51. Voice Platform Marketing 54
  52. 52. Voice Platform Marketing Thanks. @melanie_seibert

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