What’s a Knowledge Centre? (How could it get me more sales?)
What is a Knowledge Centre? (Quick Answer):
- Your Knowledge Centre is a powerful sales tool that works for all business types – B2C, B2B, any product or service, and companies of any size. Why? Because it’s all about earning buyers’ trust, and trust is the key emotion in every buying decision.
- It’s a dedicated section of your website packed with in-depth articles and videos designed to build trust with your visitors and prospects like never before.
- It’s not a library of technical documents/articles for your current customers (that’s a Knowledge Base).
- As the foundation of the ‘They Ask, You Answer’ framework, your Knowledge Centre helps you become one of the most trusted brands in your field.
- It sets you apart because no one else is answering your buyers’ most pressing questions, concerns, and problems like you are. Buyers finally have someone in their corner.
- It improves lead quality, simplifies the sales process, and helps you win more customers – happier ones, too!
- When Google sees your valuable, non-salesy content, it significantly boosts your chances of attracting high-quality visitors who are ready to buy.
- When used proactively in your sales process, the ROI is immediate.
- It establishes you as the go-to expert in your field.
- You can name your ‘Knowledge Centre’ whatever resonates most with your buyers.
- More comprehensive than a blog or FAQ page, each article is 1000-2000 words, usually with 80% focused on the context of your industry and 20% on how you fit in.
But there’s a lot more to it…
Unsure if a Knowledge Centre is right for your business?
Let’s break it down simply to help you decide.
Imagine for a moment.
You become the expert everyone trusts in your industry. Customers come to you first before they buy. That’s what a Knowledge Centre can do for your business.
That’s exactly what a ‘They Ask, You Answer’ Knowledge Centre helps you achieve.
‘They Ask, You Answer’ is a powerful sales philosophy by Marcus Sheridan that builds trust by answering customer questions with radical transparency. Marcus Sheridan saved his pool company by answering every customer question in his website’s Knowledge Centre. One of these articles alone has now generated over $30 million in sales!
The idea is simple.
Be open and honest with your customers’ questions, and they’ll trust you.
Do you know what a Knowledge Centre really is? It’s not a blog or a resource page.
It’s a place on your website where you answer all your buyers’ key questions. The goal? Helping them make the best buying decisions.
A Knowledge Centre makes it easy for your prospects to find what they need. It’s searchable, well-organised, and user-friendly – no dead ends, just answers.
It works for any business – B2C, B2B, product and service companies, big or small. Why? Because trust is one of the most important factors in any buying decision.
With a Knowledge Centre, your visitors can easily find what they need. Answer their questions with transparency, and you’ll not only attract more buyers but also improve your chances of boosting Google traffic.
In my own experience helping businesses build Knowledge Centres, I’ve seen first hand how powerful this approach can be. For example, I built my first Knowledge Centre for a bifold door company in 2013, where one article ranked nationally for ‘best bifold doors’ for years. Not only that, but when they were bought by a competitor some years later, they saw that their Knowledge Centre specifically was bringing in £500k in annual revenue, so they re-hired me.
If you’re curious how this kind of result might work for your business, feel free to book a quick chat with me. We can see if a Knowledge Centre is a good fit for your goals.
And if you’re wondering, “Why should I give away all my knowledge?” here’s the reality…
…if you don’t answer their questions, your competitors will. Buyers can easily hit the back button and search elsewhere—so why not be the one they trust?
Now, let’s talk about the buyer’s journey.
Understanding the buyer’s journey is key to making your Knowledge Centre work.
Studies from Forrester Research show that 80% of the buyer’s journey is complete before they even reach out – before you ever speak to a prospect.
So basically roughly 80% of the purchasing decision has already been made.
While this may vary by industry, 70% – 80% is the average across B2B and B2C.
Think back to the early days of the internet, 25 years ago. How much of the purchasing decision was already made before the buyer reached out?
Many business owners say 20-40%.
If it was 20-40% twenty-five years ago, and 70-80% now, could it be 90-100% in the next 5-10 years?
I know a business owner who says over the last couple of years they’ve been making a small number of £100k sales, without speaking to the buyer…
…all of the sale happens online…
…without the sales person influencing the decision over the phone, in-person or on Zoom/Teams.
Even a few years ago, this company would have never thought this possible.
We know a lot of the purchasing decision has already been made before the buyer reaches out, so who has the biggest influence over the buyer’s decision? Your sales efforts? Or your marketing efforts?
We’ve just agreed it’s your marketing, right? The vast majority of your market won’t even get to the stage where your sales efforts can influence them.
How do we get your sales efforts to influence the purchasing decision earlier?
Applying the ‘They Ask, You Answer’ framework starts with creating your Knowledge Centre, and crucially, to the standards that Marcus Sheridan and your buyers hope for and expect.
A Knowledge Centre taps into this self-education phase. It answers their questions at every stage of their journey, from “What on earth is this product/service?” to “How does it compare to the competition?” to “Is it worth the money?”
By providing all this information upfront, you’re reducing friction in the sales process.
You’re addressing objections before they even come up.
You’re building trust.
And when a potential customer finally does reach out to you, they’re already well-informed and much more likely to buy.
If you’re wondering whether a Knowledge Centre could be a good fit for your business, I’d be happy to chat about it. You can book a 15-minute call here, no strings attached.
So, what kind of content goes into a ‘They Ask, You Answer’ Knowledge Centre?
This is where the “Big 5” come in.
The Big 5
These are the five types of content that Marcus Sheridan found to be absolute gold for driving sales:
- Cost and pricing: Yeah, I know it’s scary to put your prices out there. But prospects want to know, and they’ll appreciate your honesty.
- Problems and concerns: Address the negatives head-on. What are people worried about? What could go wrong? Be upfront about it.
- Comparisons: How do you stack up against the competition? Don’t shy away from this – be fair and objective.
- “Best of” lists: People love these. What are the best options in your industry? Include your competitors if they deserve to be there.
- Reviews: Honest reviews of your own products and services. Warts and all.
Now, here’s the key.
A Knowledge Centre isn’t just about answering questions – it’s about radical transparency. It means tackling topics your competitors shy away from but your buyers are eager to understand.
Yes, it might feel uncomfortable at first, but by addressing these head-on, you’re building serious trust.
And remember, your Knowledge Centre should focus on the questions prospects have late in the buyer’s journey, not just general info. This is what sets it apart from a regular blog. You’re answering those deep, decision-making questions that come right before someone is ready to buy.
It’s not just what you say that matters – how you say it is equally important.
A good Knowledge Centre includes a mix of content formats. You’ve got your written articles, sure, but don’t forget about videos, infographics, and interactive tools. Some people prefer to read, others to watch or listen.
Cater to all of them.
And here’s something exciting.
Video is becoming a game-changer in Knowledge Centres.
Many businesses are now using AI video avatars to scale their video content, and the tech is evolving fast. Right now, it’s about 90% visually realistic and 75-80% in audio realism. It’s a fantastic way to stand out and build trust – giving your brand a “face” that people can connect with.
And please, for the love of all that’s holy (as Marcus would say!), make your Knowledge Centre easy to use! Nothing kills a Knowledge Centre faster than poor navigation. Make sure it’s easy to search, filter, and browse. Your visitors should be able to find what they need in seconds, not minutes.
Now, I know what you’re thinking. “This all sounds great, Mark, but what’s in it for me?”
Fair question.
“What are the reasons for doing this?”
It’s not all sunshine and rainbows though.
Setting up a Knowledge Centre takes time and effort.
It’s not a quick fix. But the upside? You build massive credibility as the go-to expert in your field.
Secondly, it’s an SEO goldmine.
You’re answering all the questions people are already typing into Google.
That means more organic traffic coming your way IF you do it in the right way. Of course it’s not guaranteed, but this approach significantly increases your chances.
Third, it shortens your sales cycle. When people come to you already informed, you spend less time explaining and more time closing deals.
Your Knowledge Centre can be a powerhouse for sales.
One concept to consider is “assignment selling.” This is where you ask prospects to check out specific content from your Knowledge Centre before sales calls. It means they’re already informed, so in the sales meeting (if you have them) you can focus on their real needs instead of going over the basics.
Every day your competitors are getting closer to your prospects, answering the questions they have. Don’t let them take the lead. Let’s make sure your business is the one customers trust first.
Does this sound like something you’d like to explore? I’d be happy to help you figure out how to set up a Knowledge Centre for your business. Here’s a link to book a quick 15-minute chat with me.
And finally, you attract more qualified leads. By answering key questions upfront, you reduce unproductive enquiries, so those reaching out are more serious about purchasing.
But let’s be real for a second.
The challenges
Setting up a Knowledge Centre isn’t easy.
It takes time, effort, and a LOT of content.
If you’re a small business, you might think, ‘How am I going to manage this?’
I get it. But the payoff? More qualified leads who trust you, more customers, more happy customers. It’s worth the effort. This ‘They Ask, You Answer’ framework really does transform businesses.
There’s also the challenge of expertise. If writing or creating videos isn’t your strong suit, it may feel daunting to generate all this content.
And let’s not forget about resistance to transparency. Maybe your sales team is worried about giving away too much information. Or maybe you’re nervous about putting your prices out there for competitors to see.
Lastly, there’s the challenge of keeping it all up to date. A Knowledge Centre isn’t a “set it and forget it” kind of thing. It needs regular love and attention.
While it’s definitely possible to build a Knowledge Centre yourself, many businesses find it tough to get right on their own. That’s where bringing in some expert help can make all the difference. An expert can give you a solid foundation, ensuring your Knowledge Centre is set up for success from day one.
This is where someone like me can help.
As The Knowledge Centre Guy, I’ve helped businesses of all sizes implement the ‘They Ask, You Answer’ sales and marketing framework. I can guide you through the process, help you create a content strategy, and even assist with content creation if you need it. I can tailor the approach to fit your specific needs and industry.
But whether you work with me or go it alone, here are the basic steps to get started:
- Take a hard look at your current content. What have you already got that could fit into your Knowledge Centre?
- Identify the key questions your customers are asking. Talk to your sales team – they’re on the front lines and hear these questions every day (or if it’s just you, ask yourself).
- Develop a content strategy. Plan out what you’re going to create and when.
- Choose the right platform and design for your Knowledge Centre. It needs to be user-friendly and fit with your brand.
- Start creating and organising your content. Remember the Big 5!
- Keep at it. Regularly update and improve your Knowledge Centre based on user feedback and new questions that come up.
It’s important that your Knowledge Centre stands as its own dedicated section on your website – not just a part of your blog or resource page. This gives it the spotlight it deserves and makes it easier for visitors to find and navigate.
Remember, building your Knowledge Centre isn’t a one-off task. Ongoing content creation is key to keeping it fresh and effective. Your industry will evolve, new questions will pop up, and your Knowledge Centre should grow and adapt to reflect that.
I’ve heard people after 30 articles say “I think we’ve answered them all. We’re done.” No way.
If you know your audience well and focus on the Big 5 topics, your Knowledge Centre will be a game-changer. It’ll answer everything your buyers need to know.
And look, I get it.
This might all seem a bit overwhelming.
Maybe you’ve heard Marcus Sheridan speak or you’ve read his book ‘They Ask, You Answer’, and you’re sold on the idea, but you just haven’t found the time or expertise to make it happen. Or maybe you’ve tried to implement it but you’re not seeing the results you hoped for.
But being open and helpful isn’t just nice – it’s necessary.
Your potential customers are out there now, looking for answers. They’re already considering your industry and products/services.
Don’t you want to be part of that conversation?
A ‘They Ask, You Answer’ Knowledge Centre lets you do just that.
It puts you right in the middle of those conversations, establishing you as the helpful expert who’s not afraid to tackle the tough questions.
Are you ready to position yourself as the go-to expert in your industry?
Are you ready to build trust with your potential customers like never before?
If you are, I’m here to help.
Want to chat about setting up a Knowledge Centre? I’d love to help with my completely Done-for-You ‘They Ask, You Answer’ Knowledge Centre, built to the standards that Marcus Sheridan and your buyers will admire. Simply book a quick 15-min call with me here 👉 book your 15 minute call with me (Mark Reynolds – The Knowledge Centre Guy).
And if you’re not quite ready for that, no worries.
Here’s your free guide on getting started with your Knowledge Centre (no email address needed, now that’s refreshing!) – here you go: “How to Build A Winning Knowledge Centre: Earn Buyers’ Trust & Win More Customers“
Remember, every journey starts with a single step.
Your journey to becoming the most trusted voice in your industry could start today.
Why not take that step? Book your call with me here. I’d be delighted to see how I can help. Let’s just keep it simple. Let’s keep it simple. I’m not going to sell to you, let’s just see if I can help in any way.