Fueling Your Engine: Content for Conversation
If conversation is the vehicle, content is the fuel.
But not all content is created equal — especially when it comes to real-time, multi-channel, two-way communication. The kind of content that drives meaningful conversations isn’t long-form or static. It’s responsive. Contextual. Designed to prompt interaction, not just deliver information.
This chapter is about building the right content — in the right formats — to power natural, helpful, and scalable conversations.
From Campaigns to Components
Traditional marketing content is campaign-based: long-form emails, blog posts, polished videos. In conversation marketing, we need content that’s lightweight, dynamic, and modular.
Think building blocks, not brochures.
Examples of conversational content blocks:
- Quick replies and smart suggestions
- Personalised product cards
- Short-form video snippets or GIFs
- Sentiment-aware follow-ups
- Microcopy that guides tone and flow
Reusable content is scalable content
Instead of creating dozens of one-off replies, build modular blocks that can be re-used across flows, platforms, and scenarios.
What Makes Content "Conversational"?
Conversational content is:
| Trait | Why It Matters |
|---|---|
| Short and snappy | Works in mobile and messaging environments |
| Responsive | Feels personalised and in-the-moment |
| Guided | Offers options, paths, or calls to interact |
| Emotionally tuned | Adapts tone to sentiment and context |
| Voice-consistent | Feels recognisably “you” across touchpoints |
Real-World Example: Spotify Wrapped
Spotify Wrapped transforms user data into bite-sized, visual, sharable stories. It’s not just content — it’s a personalised narrative that invites interaction and creates buzz. That's the power of dynamic, user-specific content done well.
Turning Static Assets into Dynamic Dialogue
You don’t need to create everything from scratch. The secret is repurposing what you already have — and rethinking how it’s delivered.
Transform like this:
| Old Format | Conversational Upgrade |
|---|---|
| Product page | Interactive product finder or quiz |
| Whitepaper | Bite-sized insights delivered via chatbot |
| FAQ section | Dynamic help assistant |
| Customer reviews | Sentiment-based recommendations |
| How-to guide | Step-by-step walk-through with branching options |
Tools for Creating Conversation-Ready Content
| Tool / Platform | Use Case |
|---|---|
| ChatGPT / Claude | Generating variants, rewrites, microcopy |
| Canva / Figma | Visual content for cards and quick assets |
| Typeform / Outgrow | Interactive forms and quizzes |
| Notion / Airtable | Manage reusable content blocks or scripts |
Build once, deliver everywhere.
Content Strategy Tips for Conversation
- Design for interruption: Users will pause, exit, and return — your content should handle that gracefully
- Structure with metadata: Tag content by topic, tone, and intent to automate delivery through AI systems
- Update iteratively: Learn from interactions. Which blocks get used? What do people skip or respond to?
Real-World Example: Sephora’s Virtual Artist
Sephora’s AR-powered assistant combines product education with try-on capability — delivering hyper-relevant content that’s fun, interactive, and naturally shareable. It’s more than content — it’s an experience.
What This Chapter Really Means
Conversation-ready content is about more than just writing short messages. It’s about designing assets, copy, and tools that are ready to listen, respond, and adapt — just like a good human would.
“Don’t interrupt what your customers are interested in. Be what they’re interested in.”
— Robert Rose