Potent Content Marketing with Q&A & Knowledge Bases

People demand answers, and brands that offer them will gain the trust and loyalty of those potential customers. 

In Brief:

  • Q&A / FAQ content is highly compatible with current and future search engine patterns.
  • Q&A / FAQs are straightforward to understand by team members.
  • There are “Internal” and “External” Q&A- representing questions about the company vs more general research, respectively.
  • Research into what questions your customers are asking is essential to prioritizing these programs.

Most FAQ content is structured with a question, short answer, and long answer components.

Project Elements

  • Definition of Audience and Stages of Research

    Define the audience for your services or products and the stages of the buying cycle. Most clients know this but have not documented it. The sales cycle is also often known but not documented.

  • Clearly define the differences between Internal and External FAQs

    Most clients by default begin writing FAQs as if the customer is already theirs. The reality is that a mix of questions and answers is needed – divided roughly into the questions people ask about your product and services (customer support), and those they ask as they begin the cycle of research without a company in mind.

  • Identify Questions

    This process harvests the questions being asked on the web about your services, products, and business category. Variations on the same question are collapsed into groups. Internal FAQs are built from internal sales team and customer support activities. These questions are placed into a sortable shared database for team collaboration.

  • Assign Writing

    After choosing the set of questions to be answered, assignments for writing the answers are given. Explanation about the inverted pyramid is provided to writers, along with basics about creating a short answer, longer answer pair. Various writing collaboration tools are available to facilitate writing, and sometimes the FAQs are put directly into the Content Management System.

  • Measure Results

    As FAQs are developed it’s important to measure their impact and to use customer behavior to guide expansion where they show it’s needed. Analytics reports specifically for FAQs will be built into your dashboard to show use and engagement.

See Also

  • Local SEO
    Local SEO is the process of connecting your business to the community of searchers nearby in a cost-effective manner.
  • SEO Audits
    This is a honest, plain-English, objective critique of your website's SEO from a SEO specialist and researcher.   These clinics are done via screen sharing and a phone call, or in person and on-site using big data, state of the art tools and rich Q&A.
  • Avoiding SEO Scams, Incompetence and F.U.D.
    Unfortunately, we spend a lot of time defending clients from unsolicited SEO pitches - many of which depend on "FUD"  (Fear, Uncertainty and Doubt) to cause less aware staff to question the necessity of our "white hat" methods for SEO, while offering a shortcut through the slog.  Client education is key an we make every attempt to keep our clients aware of the state of the art so they're able to discern these scams when they see them.
  • Search Engine Optimization Case Studies (Protected)

Related Blog Posts and Articles