Why You Need a Knowledge Centre and How to Set It Up

In today’s hyper-competitive digital landscape, the way we engage with prospects and clients has fundamentally shifted. They want answers, and they want them now. If they can’t find what they’re looking for on your website, they’ll simply click away to your competitors. That’s where a well-structured Knowledge Centre comes in. Inspired by Marcus Sheridan’s brilliant framework in They Ask, You Answer (Read my review here), let’s break down why you need a Knowledge Centre and how you can go about setting it up.

Why You Need a Knowledge Centre

The core idea of They Ask, You Answer is simple but powerful: Anticipate your audience’s questions and answer them better than anyone else. When you do this effectively, you build trust, authority, and drive more qualified traffic to your website. A Knowledge Centre serves as the backbone of this approach. Here’s why:

1. Builds Authority and Trust: When you openly address the most pressing questions your audience has, you position yourself as a trusted expert in your field.
2. Improves SEO Performance: Regularly publishing high-quality, informative content that answers questions directly boosts your visibility on search engines.
3. Enhances User Experience: When visitors can easily find the information they need, they are more likely to engage with your business, rather than bouncing off your site in frustration.
4. Streamlines Sales Conversations: By providing answers upfront, your sales team spends less time educating prospects and more time closing qualified leads.

How to Set Up Your Knowledge Centre

Setting up a Knowledge Centre may sound daunting, but with the right approach, it’s entirely achievable. Here’s a step-by-step guide:

Step 1: Identify Your Audience’s Questions

Use tools like Google’s People Also Ask, forums, competitor research, and – most importantly – your own sales and support teams. What are the most common questions prospects and clients ask? List them out.

Step 2: Categorise Your Content

Group questions into categories that make sense for your business. For example, if you’re a HighLevel consultant, you might create categories like “Setup Guides”, “Automation Tips”, “Integrations”, and “Troubleshooting”.

Step 3: Create High-Quality Content

For each question, create detailed, honest, and helpful content. Don’t shy away from talking about cost, potential issues, or even comparing yourself to competitors. Transparency builds credibility.

Step 4: Structure Your Knowledge Centre

Create a dedicated Knowledge Centre page on your website, with categories neatly laid out for easy navigation. Think of it as a library where users can quickly find answers.

Step 5: Optimise for Search Engines

Apply SEO best practices to each piece of content. Make sure your titles are clear, use keywords naturally, and structure your content to be easily scannable.

Step 6: Regularly Update and Expand

The beauty of a Knowledge Centre is that it’s never truly finished. Continuously add new content based on evolving audience questions and feedback.

The Tools You’ll Need

• Content Management System (CMS): WordPress, HighLevel, or HubSpot.
• SEO Tools: Ahrefs, SEMrush, or even Google Analytics.
• Knowledge Base Platforms: If you want a more structured setup, tools like Help Scout or Zendesk can be valuable.

Final Thoughts

A well-built Knowledge Centre is a content marketing powerhouse. It drives traffic, builds authority, and turns your website into the ultimate resource for your audience. And the best part? Once set up, it continues to work for you around the clock.

If you haven’t read They Ask, You Answer yet, you can grab a copy from Amazon here.

If you’re ready to elevate your marketing game with a robust Knowledge Centre or want some expert guidance, book a Discovery Call with Julian here.