You now know what a learning centre / knowledge centre is, so let’s find out what the perfect learning centre looks like and what it includes.
Building the Perfect Learning Centre
Content
- Know Your Audience: The success of your learning centre hinges on understanding who you’re creating it for. Consider these questions:
- What are their pain points or goals?
- What level of knowledge do they have of your product/service/industry?
- What problems or questions are they seeking answers to? (see the Big 5 topics)
- Cater to Different Stages of the Buyer’s Journey: Your learning centre should serve prospects across various stages, but prioritise the questions your buyers are asking when considering a purchase (Big 5 topics):
- Awareness: Introduce high-level concepts, explain your industry, and answer “what is…” questions.
- Consideration: Provide guides, comparisons, and address “how to …” questions.
- Decision: Offer case studies, testimonials, pricing comparisons, and resources addressing pre-purchase concerns.
- Variety of Formats: People consume information differently. Include:
- Blog Posts: For in-depth explorations
- Short Videos: Explainer videos, product demos, how-to’s
- Whitepapers/Ebooks: Authoritative, downloadable content
- Infographics: Visual representations of complex ideas
- Webinars/Podcasts: Engaging and shareable content
- Focus on Value: Avoid thinly veiled sales content. Provide actionable advice, insights, and genuine help to build trust.
- Customer Generated Content: Include testimonials, case studies, reviews, and Q&A sections to provide social proof and address common FAQs.
Design & Layout: User-Friendly Navigation
- Intuitive Organisation: Group content logically. Consider:
- Topics: Product features, industry trends, best practices.
- Solutions: Organise by the problems your product/service solves.
- Buyer Journey Stages: Awareness, consideration, decision.
- Robust Search Function: Users should find information quickly and easily with a prominent search bar and smart filtering options.
- Visual Hierarchy: Highlight most valuable content. Use clear headings, subheadings, and bullet points for scannability.
- Mobile-Optimised: Ensure smooth formatting on all devices.
- Clear CTAs: Guide users to the next step with options to download content, contact a sales rep, or subscribe to updates.
Additional Considerations
- SEO: Optimise content with relevant keywords for organic search visibility.
- Analytics: Track usage to understand what content performs best and refine your strategy.
- Regular Updates: Keep your learning centre fresh and relevant to maintain engagement.
- Promotion: Prominently feature the learning centre on your website and via social media.
Example for Layout Inspiration
Imagine a layout with:
- Banner: Eye-catching title (e.g., “The Ultimate [Industry] Resource Hub”) with a search bar.
- Featured Content: Rotating selection of top resources (blog, video, etc.).
- Topic or Solution-Based Navigation: Clear menus and submenus.
- Side Bar: Filtering options, popular posts, newsletter opt-in.