What is a Knowledge Centre?
A Knowledge Centre…
…is a form of ‘inbound marketing content’.
Specifically it is an area of your website dedicated to answering the questions that your prospects are searching for in your sector.
Not the questions you think they should be asking.
Nor the questions that you want to answer.
No.
I mean the actual questions that they put into the search engine in order to find their way to you.
So if you are writing and producing articles that respond specifically to the questions that your prospective customers are searching on…
…AND if you use that exact question in your Knowledge Centre article…
…AND tag the question in your SEO…
…then BINGO!
The search engine will match the search to your article. And your prospective customer will find exactly what they are looking for.
If this happens, imagine what they will think and feel about you!
Build trust with your visitors
Suddenly in their eyes you are a heroic, god-like EXPERT.
They will be sooo delighted with the answer you’ve given that they may well decide to hang around on your website a bit longer, and see what other answers you have up your sleeve.
You may even have answers to questions they never knew they had! (But which you know others, just like them, have had.)
You might create such an impression that whenever they have a question, they come back to you anyway, just to see if you have an answer!
Seriously though, answering your prospective customers’ questions is an excellent way to get them to know, like and trust you.
Enhance your visitors’ experience
Like your Case Studies, your Knowledge Centre is key in ensuring your online presence reflects and responds to your target market.
While Case Studies reflect your customers’ experience, your Knowledge Centre responds to your prospects’ questions – and helps them along the way to becoming a customer.
Of course, as a business owner you are probably aware of the questions your customers are asking. With your experience you can also imagine the questions they WISH you would answer.
These are questions about pricing, about your competitors, about what might go wrong, about why you might not be right for them.
Be courageous!
Granted, it takes b***s of steel to address questions that demand transparency and honesty…
…But if you can ‘grow a pair’ and answer those types of questions, imagine what impact that will have on your prospective customers.
Is it possible that they might trust you even more?
Is it possible that they might even elevate you to the lofty heights of Key Person of Influence in your field?
You bet.
They might even become a fan. And they probably will not only buy from you, they’ll also very willingly give you a glowing testimonial or Case Study!
Simples.
Next steps
To find out more about the principles of Knowledge Centres and ‘inbound marketing content’ read the seminal book ‘They Ask You Answer’ by Marcus Sheridan.
Book a call with me to discuss developing your inbound marketing content via a Knowledge Centre, and start converting your prospects into customers and raving fans!