Your Intercom Articles (previously known as Intercom Educate) can be structured to answer questions quickly and attract new leads. See real examples of how to find out which articles to write and how to write those articles to attract new leads.
Related: Yes, you can See the User's Screen from Intercom
Also see: 9 Smart Hacks to Use With Intercom
Fun read: How a Google Algorithm Change Halved the Daily Mail's Traffic
Find out which articles to write using SEMRush and Google
Users will ask you questions and you'll create articles over time to answer those questions. Those are the easy articles to create.
There are also other questions they don't ask but will search for.
If you want to find out what they need help with, use both SEMRush and Google.
SEMRush will tell you what they search for and how many times they search for it. Google will give you more information about those searches.
Use them to make a list of the most important articles that both your users and potential users would appreciate seeing.
Here's a practical example of using those tools
Upscope co-browsing is no-download instant screen sharing that integrates into live chat tools like Intercom.
We want to set up lots of articles that answer all the key questions they have about co-browsing.
Here's how we know what questions people ask about co-browsing.
Enter the term cobrowsing into SEMRush and you'll see the following including the number of searches made:
Enter 'cobrowsing' into Google, scroll to the bottom of the results and you'll see the following related searches.
It's an art and a science. If you understand the intent behind their searches and how it relates to your product then use that and the volume of searches to figure out the priority list of articles to write.
See the HelloScreen Cobrowsing Intercom articles section here.
How can you structure all your articles to get the maximum SEO advantage? Ever heard of topic clusters?
Hubspot is a large organisation, famous for inbound marketing.
They doubled their already significant traffic by re-organising their content using a topic cluster strategy to adjust to the way Google has changed its search algorithms.
Below we’ll give you a brief overview of what we’re doing to similarly adjust and apply this plan to both our blog and to Intercom’s Articles module.
Rather than looking for keywords and writing an individual article on it, you create a central pillar page like ‘21 Ways to Acquire Customers’ with 21 or more individual articles that link to that pillar page and to each other.
“Pillar page acts as the main hub of content for a overarching topic and multiple content pages that are related to that same topic link back to the pillar page and to each other.” Mimi An
“The first step to creating a pillar page is to stop thinking about your site in terms of just keywords. Start thinking about the topics you want to rank for first — then, brainstorm blog topic ideas based on more specific keywords related to the broader topic.” Sofia Bernazzani
If you actually HATE the idea of using SEO but want to use it successfully then read this and you'll really get why topic clusters work and how to do them.
Old Hubspot blog structure
