A prospect who has moved through the awareness stage of the buyer’s journey is left wanting more. The person wants solutions. Choices. He or she wants what you have … but doesn’t know it yet.
The prospect is now at the consideration stage. A problem or need has been clearly identified and the person is researching options and seeking a resolution.
The role of consideration stage content is to address this quest for answers. Content should let prospects know that you understand their pain points, while introducing your company as having the product or service that they need.
Types Of Consideration Stage Content
Whereas early stage content is high-level, informative and educational, content for the consideration stage is slightly more sales-oriented. It is designed to help people narrow down their choices, but doesn’t clobber users over the head with a promotional message, coupon or special offer. That comes later.
Through consideration stage content, prospects can compare and evaluate options. It can also give initial researchers the information they need to present to their higher ups, key stakeholders, and final decision-makers.
Content that can help attract and nurture prospects at this stage includes:
- Case Studies
- Comparison Guides & Charts
- Product Videos
- In-Depth Product Descriptions
- Data Sell Sheets
- Expert Interviews
- Custom Landing Pages
- Customer Testimonials
- Email Newsletters
Keywords For Consideration Stage
Great content can only be effective if people are aware of it, so ensure that your content is aligned with SEO efforts. Optimize your content for terms and keywords that are related to what consideration stage users might be searching for, such as:
Remember Your Personas
When developing consideration stage content, keep in mind your buyers’ personas. Develop solution-focused content geared toward your prospects’ demographics, behaviors, buying habits, and challenges. And if you have identified several different types of customers or influencers, be sure you have tailored messaging that speaks to these distinct groups.
Distribute Your Content
To maximize reach and grow your audience, distribute your content through email, content syndication platforms, or across relevant social channels. Write an article for your blog and then post or tweet about it, post product demo videos on YouTube, etc.
Lead Them To The Final Stage
Early stage content is about awareness and should pique a prospect’s interest by helping them identify their problem. Consideration stage content continues the conversation by offering a solution as well as a call-to-action focused on taking your potential customer one step closer to the end of the buyer’s journey – the decision.