When people use Google, they’re not looking for information. They’re Googling for something more than that. They’re looking for knowledge. There is something they want to know.
I can almost hear you saying: “Now, wait just a minute, people aren’t using Google to educate themselves. Knowledge? What, you’re saying we all want to be Einstein?”
That’s not what I mean at all. I’m simply saying that when you type something into that all-powerful Google search bar, one of these conditions likely applies to you:
- You have a question, and you want to know the answer.
- You have a problem, and you want to know the solution.
- You have a business issue to deal with, and you want to know what to do.
- You have money to spend, and you want to know what to buy.
If you have something you want to know, you’re looking for knowledge.
Giving people what they want to know is what knowledge marketing is all about. Give it a try. Be helpful, informative, useful. Be linkworthy.
Start here: What does your customer want to know?