How Customer-Centric FAQ Pages Can Improve Content Marketing Results

How Customer-Centric FAQ Pages Can Improve Content Marketing Results

Your prospects and customers have questions. FAQ pages have been around since before search engines, but the question is: Are you making the most of this often forgotten resource? Here’s how you can make sure that your FAQ has “best answer” content that helps inform customers and prospects and move them along the buyer journey. The Potential of FAQ Pages #1 – Untapped SEO Value Audiences are more self-directed than ever before in their research for solutions and answers to their questions. As a content marketer, it’s your job to provide your customers and prospects with content that can help them navigate each stage of the customer journey — and the last thing you or your audience wants are friction points that slow the whole process down. They have questions. To increase readability and avoid a page with an overwhelming amount of information, place the questions near the top of the page that are hyperlinked to the answers further down. You Have All of the Answers. And you have the answers. When it comes to being the best answer for your audience, you may wonder: Is short-form or long-form content better?

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How FAQ Pages Drive Content Marketing Results

Your prospects and customers have questions. And it’s your job as a content marketer to answer them. That’s why you’re continuously turning out content to inform, engage, and inspire action throughout the buyer journey.

But wouldn’t it be great if you could answer many of those burning questions in one convenient, easy-to-use resource?

It would. And it exists. It’s an early-internet favorite that’s not super top-of-mind these days: The FAQ page.

FAQ pages have been around since before search engines, but the question is: Are you making the most of this often forgotten resource?

Rather than an afterthought, FAQ pages can become a robust piece of content that directly serves the interests of your prospects and customers, helping accelerate the success of your overall content marketing program. Here’s how you can make sure that your FAQ has “best answer” content that helps inform customers and prospects and move them along the buyer journey.

The Potential of FAQ Pages

#1 – Untapped SEO Value

Audiences are more self-directed than ever before in their research for solutions and answers to their questions. And of course, they often turn to search engines. But most searchers aren’t typing in broad queries these days. They’re being increasingly specific. In fact, half of all search queries today contain at least four terms and 280 million queries are phrased as questions each day.

FAQ pages were born to be answer hubs. As a result, the opportunity is there for you to provide best-answer content that helps support rankings and match search intent.

It’s also a fantastic cross-linking opportunity, seeding other more typical content assets. For example, precisely and concisely answering a question on an FAQ page allows you to crosslink to a more robust content resource. This not only gives your audience a better experience by providing them with a solid answer upfront, but also gives them the option to explore the topic more in-depth. Ultimately, this helps you tailor the experience and support the SEO value of other related pieces of content.

FAQ pages were born to be answer hubs. The opportunity is there for you to provide best-answer content that helps support rankings and match search intent. – @annieleuman #ContentMarketing Click To Tweet

#2 – Reduces Friction in the Customer Journey

Attract. Engage. Convert. Retain. Advocate. As a content marketer, it’s your job to provide your customers and prospects with content that can help them navigate each stage of the customer journey — and the last thing you or your audience wants are friction points that slow the whole process down.

As customer service and experience expert Shep Hyken recently told us, convenience is what sets rockstar businesses apart from all the rest — and one pillar of convenience is reducing friction. And what’s more convenient than having the solid answers to important questions in one easy-to-use, easy-to-find location?

“Reducing friction is perhaps the…

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