Once you’ve managed to draw new leads to your brand by presenting content that helps consumers navigate their problems through the awareness stage, you’ll want to make sure that you have content living on your site (and on other channels, such as social media and email as well) that addresses the consideration stage of the buyer’s journey.
What Is The Consideration Stage Of The Buyer’s Journey?
The consideration stage of the buyer’s journey follows directly after the awareness stage. Once a consumer has a better understanding of what their pain point is as well as of what the potential causes of their problem are, they will begin searching for solutions. It’s during the consideration stage of the buyer’s journey that they will begin to explore their purchasing options.
At this point, you will want to explain what types of solutions will help with their specific problems as well as what their options are and present your products and services as a potential solution.
Let’s say the consumer has decided that they need to replace their current computer, which keeps freezing. They already know that they need to replace their computer and why they need to replace it. If you’re selling brand new computers, then you’ll want to present content that helps provide information that will help guide them to making the right purchase. They may have questions that include:
- How much do new computers cost?
- What kind of computer do I need?
- Should I buy a new or used computer?
- What brand is the best brand?
Content that addresses these questions is going to help consumers make a more informed decision about their purchase, thereby helping to get them closer to making a purchase.
Creating Content For The Consideration Stage Of The Buyer’s Journey
You will want content on your site that specifically addresses the consideration stage for consumers who have been doing research on your site from the beginning of their buyer’s journey. However, this content will also help attract consumers out there who already know what their problem is and are performing research for potential solutions from the get-go.
While you’ll want to present your products and services as a solution, you’ll want to make sure that your content is still on the informative side and not the promotional side. The more helpful your content is in explaining what the consumer’s options are, the more they will trust your brand’s authority, which will help make them more likely to choose your solution.
You’ll want to create a variety of content, including short-form and long-form articles, videos, case studies, demo videos and more. Topics you may explore that help inform consumers looking for a new computer could include:
- The Pros and Cons of Used vs. New Computers
- Mac vs. PC vs. Chromebook
- Buying a New Computer on a Budget
- What to Look For in a New Computer
Other forms of content to consider creating include product webinars and FAQs that consumers can explore to see what your company has to offer in terms of solutions to their problems.
During the consideration stage of the buyer’s journey, you’ll want to provide content that provides consumers with information about potential solutions to their problems while also introducing them to your specific products and services. The idea is to give them enough information so that they will feel comfortable making an informed purchase.