{"id":11648,"date":"2020-10-21T19:25:55","date_gmt":"2020-10-21T18:25:55","guid":{"rendered":"http:\/\/blog.intercom.com\/?p=11648"},"modified":"2025-01-03T13:16:06","modified_gmt":"2025-01-03T13:16:06","slug":"creating-better-help-content","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/creating-better-help-content\/","title":{"rendered":"7 steps to creating better help center content"},"content":{"rendered":"<p class=\"opening_paragraph\">Maya Angelou, the poet and civil rights activist, said it best: \u201cPeople will forget what you said, people will forget what you did, but people will never forget how you made them feel.\u201d<\/p>\n<p class=\"opening_paragraph\">That&#8217;s a universal truth, but one businesses forget about at their peril. The feelings customers take away from an experience with your company are far more important than any \u201cresponse time\u201d metric.<\/p>\n<p>This applies not only to conversations a customer may have with your sales or support teams, but even when they\u2019re not talking to you at all \u2013 such as when they\u2019re on your <a href=\"https:\/\/www.intercom.com\/blog\/resources\/guides\/help-center\" target=\"_blank\" rel=\"noopener noreferrer\">help center<\/a>, searching for answers.<\/p>\n<p>At Intercom, we work hard to figure out more than just <em>what our customers want to do<\/em>. We study <em>how they want to feel<\/em> and <em>how they\u2019d like to be helped<\/em>. Keeping our customers&#8217; needs in mind helps us create content that sets our customers up for success, and motivates them to achieve it. Here are 7 strategies you can use to create\u00a0<a href=\"https:\/\/www.intercom.com\/blog\/articles\" target=\"_blank\" rel=\"noopener noreferrer\">help articles<\/a>\u00a0that really help.<\/p>\n<h2 id=\"1-define-how-your-article-helps-users\">1. Define how your article helps users<\/h2>\n<p>Before you begin writing you should <strong>decide what type of article you\u2019re writing<\/strong>, by thinking about <strong>what\u2019s most useful for customers<\/strong>. For example, if they want:<\/p>\n<ul>\n<li><strong>To walk through an important workflow \u2013 <\/strong>create a how-to article.<\/li>\n<li><strong>To excel with a feature or product<\/strong>\u00a0\u2013 create a best practice article.<\/li>\n<li><strong>To answer a pressing question<\/strong>\u00a0\u2013 create an FAQ.<\/li>\n<li><strong>To solve a common problem<\/strong>\u00a0\u2013 create a troubleshooting article.<\/li>\n<\/ul>\n<h2 id=\"2-experience-your-users-struggles\">2. Experience your users\u2019 struggles<\/h2>\n<p>Negative emotions can <a href=\"https:\/\/www.frontiersin.org\/articles\/10.3389\/fpsyg.2019.02678\/full\" target=\"_blank\" rel=\"noopener noreferrer\">stunt learning<\/a>. Imagine how your customers are feeling when they land on your help center. Maybe they\u2019re confused about how a feature works, frustrated that they can\u2019t figure out a particular problem or hungry to learn more about your product. Few companies take the time to anticipate and address the real frustrations customers experience. When you reach out to ease your customers\u2019 concerns, it helps instill an upbeat attitude, which in turn inspires learning.<\/p>\n<p>At Intercom, we walk through tricky workflows to figure out our customers actual pain points. Then once we start writing an article, we address these pain points, with expressions like:<\/p>\n<ul>\n<li>\u201cWe understand it&#8217;s hard to \u2026\u201d<\/li>\n<li>\u2018We get it. It can be frustrating when \u2026\u201d<\/li>\n<li>\u201cA great workaround to this problem is \u2026\u201d<\/li>\n<\/ul>\n<p><strong>Pro tip:<\/strong> Pay close attention to the friendly, empathetic attitude your support team uses and work this into your help content.<\/p>\n<h2 id=\"3-create-that-aha-moment\">3. Create that &#8220;aha&#8221; moment<\/h2>\n<p>There\u2019s a reason marketing content is more memorable than most help content \u2013 it has context. Marketing is about telling users what they can achieve with your product, while a lot of help content simply focuses on the tool. By clearly outlining the job customers want to do, we can create content that gives users that <a href=\"https:\/\/www.intercom.com\/blog\/understanding-your-aha-moments-and-putting-them-to-work\/\" target=\"_blank\" rel=\"noopener noreferrer\">&#8220;aha!&#8221; moment<\/a>.<\/p>\n<p>For example, \u201cWork together to reach your project goal on time\u201d is likely to resonate much more than \u201cHere\u2019s how to use ExampleApp\u2019s team feature\u201d.<\/p>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/01\/Lead-with-the-Job.png\" alt=\"Lead with the job not the feature\" \/><\/p>\n<h2 id=\"4-help-users-visualize-success\">4. Help users visualize success<\/h2>\n<p>To help your customers achieve success, you\u2019ll need to clearly show them what that looks like. Real-life examples inspire customers and help them visualize their own success. The most inspiring examples:<\/p>\n<ul>\n<li>Come from customers themselves. This article on <a href=\"https:\/\/docs.intercom.com\/the-intercom-platform\/track-events-in-intercom#example-use-cases\">tracking events<\/a> uses examples of the most common events that customers create in Intercom.<\/li>\n<li>Provide real value. At Intercom, we strive to share examples that improve our customers\u2019 bottom-line \u2013 things like <a href=\"https:\/\/docs.intercom.com\/engaging-your-customers\/onboard-new-users\/convert-trial-users-into-paying-customers\">converting trial users into paying customers<\/a>, retaining customers before they slip away, etc.<\/li>\n<li>Appeal to the majority of customers. Don\u2019t use edge case examples most customers won\u2019t be able to identify with, as they\u2019ll make it harder for the majority to find what they need.<\/li>\n<\/ul>\n<p><strong>Pro tip:<\/strong> At Intercom, we excite customers to take action by keeping our content upbeat and focused on value. We say things like, \u201cA post gives you more room to play with, so go ahead and tell a longer story that matters to you.\u201d<\/p>\n<h2 id=\"5-show-as-well-as-tell\">5. Show as well as tell<\/h2>\n<p>Using images in your documentation lets you simultaneously show and tell. They remove the need for enumerating steps or writing overly wordy descriptions. Potentially complex ideas can be communicated and comprehended quicker, which makes people feel good.<\/p>\n<p>Here are a few tips for creating great screenshots:<\/p>\n<ul>\n<li>Zoom out to take landscape screenshots. This gives the full context of the UI surrounding a feature.<\/li>\n<li>Use realistic data. Use Chrome\u2019s \u2018Inspect element\u2019 feature to fill in empty data, unrealistic numbers, or to change silly names. (Don\u2019t <strong>ever<\/strong> use real <a href=\"https:\/\/www.intercom.com\/blog\/customer-intelligence\" target=\"_blank\" rel=\"noopener noreferrer\">customer data<\/a> in your screenshots.)<\/li>\n<li>Don\u2019t crop screenshots in odd places, like the middle of a button or word. Capture the full feature or element.<\/li>\n<li>Annotate screenshots to add more context, e.g to call out an important feature or a specific area.<\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2020\/10\/Messenger-Setup.jpg\" \/><\/p>\n<h2 id=\"6-optimize-your-articles-for-search\">6. Optimize your articles for search<\/h2>\n<p>It\u2019s no good writing a great help article your customers can\u2019t find. They\u2019ll soon grow frustrated and give up searching.<\/p>\n<p>Instead, pay attention to the words your customers use to ask for help with your product, whether it\u2019s on Google or in your help center. Do some keyword research to find the phrases they\u2019re using to find your content, and choose some <a href=\"https:\/\/www.intercom.com\/blog\/help-desk-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">help center metrics<\/a> to determine performance.<\/p>\n<p>Work those keywords into your:<\/p>\n<ol>\n<li><strong>Article title<\/strong>. Clear, action-based titles work best, such as \u201cCollaborate together on projects\u201d. Short titles will also perform better when it comes to SEO. If you\u2019re using <a href=\"https:\/\/www.intercom.com\/blog\/customer-support-software\/knowledge-base\">Intercom Articles<\/a>, once you publish your article, the collection it belongs to and the section it\u2019s in will also appear in the URL.<\/li>\n<li><strong>Article description.<\/strong> This should clearly define what the article contains and how it can help. Keep it short and to the point (aim for no more than 140 characters).<\/li>\n<li><strong>Link text.<\/strong> Writing link text that says \u201cclick here\u201d or \u201cfind out more\u201d is a wasted opportunity. When linking to related articles, include keywords customers are likely to search for, like in this example: \u201cHere\u2019s how to <a href=\"https:\/\/docs.intercom.com\/educating-your-customers\/keep-improving\/use-conversation-data-to-improve-articles\">improve articles that get negative reactions<\/a> based on rich customer data.\u201d<\/li>\n<\/ol>\n<h2 id=\"7-make-your-articles-easy-to-scan\">7. Make your articles easy to scan<\/h2>\n<p>Why do so many companies treat potential customers so much better than existing ones? Potential customers get the perfectly formatted landing page, while existing customers get the barely legible block of 10-point text. Remember, you\u2019re considering your readers\u2019 emotional needs as well as their practical ones \u2013 badly presented articles will instantly anger and frustrate.<\/p>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/01\/Content-Before-and-After.png\" alt=\"Content before and after customers pay\" \/><\/p>\n<p>Don\u2019t bog readers down with a wall of text \u2013 use subheadings, bulleted lists and images to break up text, and keep sentences and paragraphs as short as possible. White space is your customer\u2019s friend.<\/p>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/01\/Writing_Better_Help_Content_Inline1.jpg\" alt=\"Writing better help content\" \/><\/p>\n<hr \/>\n<p>When writing help content, it\u2019s easy to hide behind a wall of stilted instructions and presume you\u2019ve satisfied your customers\u2019 needs. But taking a step back and considering their emotional state will help you reassess, write content that empowers as well as informs, and ultimately lead to more successful users of your product.<\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>Go beyond bland FAQs with our tips for writing help content that informs, motivates and really sets your customers up for success.<\/p>\n","protected":false},"author":175,"featured_media":11653,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[3],"tags":[2808,193,187],"coauthors":[408],"class_list":["post-11648","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-support","tag-help-center","tag-support","tag-writing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>7 steps to creating better help center content - The Intercom Blog<\/title>\n<meta name=\"description\" content=\"Go beyond bland FAQs with our tips for writing help content that informs, motivates and really sets your customers up for success.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intercom.com\/blog\/creating-better-help-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 steps to creating better help center content\" \/>\n<meta property=\"og:description\" content=\"Go beyond bland FAQs with our tips for writing help content that informs, motivates and really sets your customers up for success.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intercom.com\/blog\/creating-better-help-content\/\" \/>\n<meta property=\"og:site_name\" content=\"The Intercom Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/intercominc\" \/>\n<meta property=\"article:published_time\" content=\"2020-10-21T18:25:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-03T13:16:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2017\/01\/7_Steps_to_Better_Content_Logo.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1968\" \/>\n\t<meta property=\"og:image:height\" content=\"932\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Zara Burke\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ZaraBurke\" \/>\n<meta name=\"twitter:site\" content=\"@intercom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Zara Burke\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/creating-better-help-content\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/creating-better-help-content\\\/\"},\"author\":{\"name\":\"Zara Burke\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/cdbdb546909186f53b48893250ccfc2e\"},\"headline\":\"7 steps to creating better help center content\",\"datePublished\":\"2020-10-21T18:25:55+00:00\",\"dateModified\":\"2025-01-03T13:16:06+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/creating-better-help-content\\\/\"},\"wordCount\":1167,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/creating-better-help-content\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2017\\\/01\\\/7_Steps_to_Better_Content_Logo.jpg\",\"keywords\":[\"help center\",\"support\",\"writing\"],\"articleSection\":[\"Customer Service\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/creating-better-help-content\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/creating-better-help-content\\\/\",\"name\":\"7 steps to creating better help center content - The Intercom Blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/creating-better-help-content\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/creating-better-help-content\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2017\\\/01\\\/7_Steps_to_Better_Content_Logo.jpg\",\"datePublished\":\"2020-10-21T18:25:55+00:00\",\"dateModified\":\"2025-01-03T13:16:06+00:00\",\"description\":\"Go beyond bland FAQs with our tips for writing help content that informs, motivates and really sets your customers up for success.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.intercom.com\\\/blog\\\/creating-better-help-content\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/creating-better-help-content\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2017\\\/01\\\/7_Steps_to_Better_Content_Logo.jpg\",\"contentUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2017\\\/01\\\/7_Steps_to_Better_Content_Logo.jpg\",\"width\":1968,\"height\":932},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/\",\"name\":\"The Intercom Blog\",\"description\":\"Articles and Podcasts on Customer Service, AI and Automation, Product, and more\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\",\"name\":\"The Intercom Blog\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/08\\\/Intercom-logo-sq-black-trans.png\",\"contentUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/08\\\/Intercom-logo-sq-black-trans.png\",\"width\":1000,\"height\":1000,\"caption\":\"The Intercom Blog\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/intercominc\",\"https:\\\/\\\/x.com\\\/intercom\",\"https:\\\/\\\/www.instagram.com\\\/intercom\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/2491343\",\"https:\\\/\\\/www.pinterest.ie\\\/intercom\\\/\",\"https:\\\/\\\/www.youtube.com\\\/channel\\\/UCJG0MvLP03kyzzAkD-w98aQ\",\"https:\\\/\\\/en.wikipedia.org\\\/wiki\\\/Intercom_(company)\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/cdbdb546909186f53b48893250ccfc2e\",\"name\":\"Zara Burke\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/62249a718055ff326a8067de1ffe066ef7a270361db5be0051b54160e038e8f1?s=96&d=mm&r=pga03b370757e9833569251e3f9bc7e95a\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/62249a718055ff326a8067de1ffe066ef7a270361db5be0051b54160e038e8f1?s=96&d=mm&r=pg\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/62249a718055ff326a8067de1ffe066ef7a270361db5be0051b54160e038e8f1?s=96&d=mm&r=pg\",\"caption\":\"Zara Burke\"},\"description\":\"Zara Burke is a former Principal Content Strategist at Intercom, where she worked on our award-winning blog, books, and guides. She has also written for other rapidly growing SaaS companies, including HubSpot, Sprout Social, Unbounce, Doist, and BuzzSumo.\",\"sameAs\":[\"https:\\\/\\\/zaraburke.com\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/zaraburke\\\/\",\"https:\\\/\\\/x.com\\\/ZaraBurke\"],\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/author\\\/zaraburke\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"7 steps to creating better help center content - The Intercom Blog","description":"Go beyond bland FAQs with our tips for writing help content that informs, motivates and really sets your customers up for success.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.intercom.com\/blog\/creating-better-help-content\/","og_locale":"en_US","og_type":"article","og_title":"7 steps to creating better help center content","og_description":"Go beyond bland FAQs with our tips for writing help content that informs, motivates and really sets your customers up for success.","og_url":"https:\/\/www.intercom.com\/blog\/creating-better-help-content\/","og_site_name":"The Intercom Blog","article_publisher":"https:\/\/www.facebook.com\/intercominc","article_published_time":"2020-10-21T18:25:55+00:00","article_modified_time":"2025-01-03T13:16:06+00:00","og_image":[{"width":1968,"height":932,"url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2017\/01\/7_Steps_to_Better_Content_Logo.jpg","type":"image\/jpeg"}],"author":"Zara Burke","twitter_card":"summary_large_image","twitter_creator":"@ZaraBurke","twitter_site":"@intercom","twitter_misc":{"Written by":"Zara Burke","Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.intercom.com\/blog\/creating-better-help-content\/#article","isPartOf":{"@id":"https:\/\/www.intercom.com\/blog\/creating-better-help-content\/"},"author":{"name":"Zara Burke","@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/person\/cdbdb546909186f53b48893250ccfc2e"},"headline":"7 steps to creating better help center content","datePublished":"2020-10-21T18:25:55+00:00","dateModified":"2025-01-03T13:16:06+00:00","mainEntityOfPage":{"@id":"https:\/\/www.intercom.com\/blog\/creating-better-help-content\/"},"wordCount":1167,"publisher":{"@id":"https:\/\/www.intercom.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.intercom.com\/blog\/creating-better-help-content\/#primaryimage"},"thumbnailUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2017\/01\/7_Steps_to_Better_Content_Logo.jpg","keywords":["help center","support","writing"],"articleSection":["Customer Service"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.intercom.com\/blog\/creating-better-help-content\/","url":"https:\/\/www.intercom.com\/blog\/creating-better-help-content\/","name":"7 steps to creating better help center content - The Intercom Blog","isPartOf":{"@id":"https:\/\/www.intercom.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.intercom.com\/blog\/creating-better-help-content\/#primaryimage"},"image":{"@id":"https:\/\/www.intercom.com\/blog\/creating-better-help-content\/#primaryimage"},"thumbnailUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2017\/01\/7_Steps_to_Better_Content_Logo.jpg","datePublished":"2020-10-21T18:25:55+00:00","dateModified":"2025-01-03T13:16:06+00:00","description":"Go beyond bland FAQs with our tips for writing help content that informs, motivates and really sets your customers up for success.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.intercom.com\/blog\/creating-better-help-content\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.intercom.com\/blog\/creating-better-help-content\/#primaryimage","url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2017\/01\/7_Steps_to_Better_Content_Logo.jpg","contentUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2017\/01\/7_Steps_to_Better_Content_Logo.jpg","width":1968,"height":932},{"@type":"WebSite","@id":"https:\/\/www.intercom.com\/blog\/#website","url":"https:\/\/www.intercom.com\/blog\/","name":"The Intercom Blog","description":"Articles and Podcasts on Customer Service, AI and Automation, Product, and more","publisher":{"@id":"https:\/\/www.intercom.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.intercom.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.intercom.com\/blog\/#organization","name":"The Intercom Blog","url":"https:\/\/www.intercom.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/08\/Intercom-logo-sq-black-trans.png","contentUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/08\/Intercom-logo-sq-black-trans.png","width":1000,"height":1000,"caption":"The Intercom Blog"},"image":{"@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/intercominc","https:\/\/x.com\/intercom","https:\/\/www.instagram.com\/intercom\/","https:\/\/www.linkedin.com\/company\/2491343","https:\/\/www.pinterest.ie\/intercom\/","https:\/\/www.youtube.com\/channel\/UCJG0MvLP03kyzzAkD-w98aQ","https:\/\/en.wikipedia.org\/wiki\/Intercom_(company)"]},{"@type":"Person","@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/person\/cdbdb546909186f53b48893250ccfc2e","name":"Zara Burke","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/62249a718055ff326a8067de1ffe066ef7a270361db5be0051b54160e038e8f1?s=96&d=mm&r=pga03b370757e9833569251e3f9bc7e95a","url":"https:\/\/secure.gravatar.com\/avatar\/62249a718055ff326a8067de1ffe066ef7a270361db5be0051b54160e038e8f1?s=96&d=mm&r=pg","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/62249a718055ff326a8067de1ffe066ef7a270361db5be0051b54160e038e8f1?s=96&d=mm&r=pg","caption":"Zara Burke"},"description":"Zara Burke is a former Principal Content Strategist at Intercom, where she worked on our award-winning blog, books, and guides. She has also written for other rapidly growing SaaS companies, including HubSpot, Sprout Social, Unbounce, Doist, and BuzzSumo.","sameAs":["https:\/\/zaraburke.com\/","https:\/\/www.linkedin.com\/in\/zaraburke\/","https:\/\/x.com\/ZaraBurke"],"url":"https:\/\/www.intercom.com\/blog\/author\/zaraburke\/"}]}},"jetpack_featured_media_url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2017\/01\/7_Steps_to_Better_Content_Logo.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/posts\/11648","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/users\/175"}],"replies":[{"embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/comments?post=11648"}],"version-history":[{"count":0,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/posts\/11648\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/media\/11653"}],"wp:attachment":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/media?parent=11648"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/category?post=11648"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/tags?post=11648"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/coauthors?post=11648"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}