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Creating and Optimizing Content for Chatbots

Video Summary

Chatter about chatbots reached a fever pitch in 2016, with brands including Sephora, Taco Bell, and KLM jumping on the botwagon. Chatbots Magazine website boasts 200,000 monthly page views and a community of botmakers, journalists and fans. But let’s face it, we’re all struggling to understand how to create content for this new channel, without botching it up. Erin to the rescue, to aim our bots in the right direction: • A clear set of do's and don'ts for creating your bot's content • 6 ways bots can be used for marketing, including customer service and smart assistants • A clear picture of the best bot platforms for different businesses • Why you should build a bot now, to catch the rising tide • Tips for creating your own bot, including several bot platforms that help you build from scratch • Inspiration from successful brands that use bot for the boost the bottom line


I'm a senior agency leader and marketer & former startup journalist. I'm currently Managing Director at Eighty-Eight, a Toronto-based creative communications agency that works with technology and consumer clients. I lead strategy, new business, client relations, and agency communications, & I've grown the agency from 4 to 14 staff, & tripled revenue in 3 years. 88 Creative has appeared in AdWeek, AdAge, and dozens of other publications around the world, and we've worked with clients including Yellow Pages, Torstar, and multiple fast-growing startups.

Prior to Eighty-Eight I was Managing Editor at BetaKit, a publication that reports on startups and innovation. I ran the editorial side, and also put together research reports for our BetaKit Insights trend research product. Within months of launching, BetaKit was #32 on Techmeme’s top 100 tech publications in the world.

Prior to that I was on the founding team at Sprouter, a social network for entrepreneurs that was acquired by Postmedia in 2011. I led communications, marketing, and PR, securing coverage in the Wall Street Journal, Inc., and Profit magazine, and growing it to over 100,000 members.

I'm a journalism grad who writes a column for the Financial Post, and I've written for publications including The Globe and Mail, Business Insider, and Marketing Magazine. I comment frequently in the press about marketing and entrepreneurship, and have appeared in publications including The New York Times, Forbes, CNN, Profit, Inc., and Canadian Business. I'm also a weekly tech commentator on CTV News.

I'm a frequent speaker at events across North America, and am represented by the National Speakers Bureau. I've led workshops and hosted events for companies including Price Waterhouse Coopers, Square CA, Microsoft CA, and Jenny Craig.

I was also named one of Marketing Magazine's top 30 Under 30 marketers, journalists & PR pros in August 2012. Find me on Twitter at @erinbury or email erin@eightyeightagency.com.

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