When you launch a new service, it is natural to think about announcements and campaigns. Organic search can also help, but it needs time. The best approach is to publish Information Center content that anticipates the questions this new service will answer.

Map questions that belong before, during, and after the purchase

• Before, questions about whether this kind of service makes sense at all.
• During, questions about scope, timing, and what is included.
• After, questions about results, maintenance, or next steps.

Each group can become a small set of articles that support the launch.

Launch the Information Center content alongside the service

• Make sure each article links clearly to the new service page.
• Use the same language and positioning across both areas.
• Share these articles with sales and support so they can use them in conversations.

Over the first few months, these articles begin to rank for the questions buyers ask, giving your new service a steady stream of informed visitors beyond the initial announcement.