In the world of business, it is essential to utilize your product knowledge content from self-service support to drive growth. According to industry experts, there has been a significant shift in marketing strategies, with smart companies focusing on reshaping their go-to-market approaches around buyer self-service. This involves placing a strong emphasis on making products easy to evaluate and purchase through the use of effective “product answers.”
In today’s SEO landscape, there has been a noticeable shift towards answer-based content. By unlocking and showcasing knowledge content, businesses can enhance product discovery and improve their overall online visibility. Artificial intelligence (AI) is also playing a crucial role in transforming the buyer’s journey through conversational research. Building a “product-brain” with valuable content sourced from the knowledge base is seen as essential for success in the modern marketplace.
For many companies, particularly those offering complex products and services, the buyer’s journey is heavily influenced by product education. The traditional model of face-to-face sales interactions is quickly becoming outdated. A recent report from Gartner revealed that only 17% of the entire purchase journey involves direct sales engagement. This means that providing valuable product information and insights to empower buyers has never been more crucial.
The evolution of the buyer’s journey has led to a growing preference for self-service among consumers, especially millennials. Buyers are seeking a more autonomous purchasing experience that is fast, easy, and effective. Companies that align their go-to-market strategies with buyer self-service are not only meeting these growing needs but are also accelerating their sales cycles.
One practical way to adapt your growth strategy around buyer self-service is by leveraging the wealth of content available on your support site. By incorporating product answers and knowledge into the buyer’s journey, businesses can provide a more seamless and informative experience for their customers.
One real-world example of this approach is Cisco WebEx Essentials, which focuses on delivering exceptional customer experiences through self-service product answers. Marketers are encouraged to incorporate this concept into their digital experiences and customer journeys to enhance customer retention and increase overall customer value.
In order to effectively merchandise support content, businesses should focus on making their product documentation more discoverable and user-friendly. Implementing intelligent recommendations, engaging content, and conveying information in a simple manner can help attract customers across different stages of their journey. It is also important to build a reusable content structure using formats like DITA to promote efficiency and consistency in content delivery.
When it comes to search engine optimization, the landscape has evolved to prioritize providing factual and informative content to users. With about 50% of search results now ending without a click, businesses need to structure their content effectively to provide valuable answers that get listed in search results.
In conclusion, the marriage of AI and knowledge-based content is essential for businesses looking to succeed in the digital age. By combining valuable product knowledge with effective SEO strategies, companies can enhance their online visibility, drive growth, and provide exceptional customer experiences.
