4 Content for the Buyer's Journey During Considering Purchases

As a business, understanding the buyer's journey is crucial to delivering the right message to the right person at the right time. The buyer's journey is a three-stage process that a prospect goes through before making a purchase decision. These stages are the awareness stage, consideration stage, and decision stage. In this blog post, we will focus on the consideration stage of the buyer's journey and how the inbound methodology can help businesses create relevant content to guide prospects through this stage.

What is the Consideration Stage?

The consideration stage is the second stage of the buyer's journey, where a prospect has identified their problem and is actively searching for solutions. In this stage, the prospect is evaluating different options and determining which one is the best fit for their needs. The consideration stage is critical because it is where a prospect decides whether or not to continue engaging with your brand.

In the consideration stage, prospects are looking for information to help them make an informed decision. This information can come in the form of blog posts, ebooks, case studies, white papers, and webinars. The goal of this stage is to educate prospects and help them see how your solution can solve their problem better than the competition.

How Inbound Methodology Can Help in the Consideration Stage

The inbound methodology is a customer-centric approach that aims to attract, engage, and delight customers through relevant and helpful content. Inbound marketing focuses on creating content that aligns with the buyer's journey, making it easier for prospects to find the information they need at each stage.

To effectively engage prospects in the consideration stage, businesses must create content that addresses the specific pain points and questions prospects have. This content should be focused on educating prospects about the different options available and how they compare to each other. Some examples of content that can be created for the consideration stage include:

Comparison Guides: These guides compare different solutions in the market and highlight their unique features and benefits. By providing a side-by-side comparison, prospects can see how your solution stands out from the competition.

Case Studies: Case studies provide real-life examples of how your solution has helped other businesses overcome similar challenges. This type of content can help build trust with prospects and demonstrate the value of your solution.

Webinars: Webinars allow businesses to showcase their expertise and provide in-depth information about a specific topic. By hosting webinars, businesses can position themselves as thought leaders and build credibility with prospects.

Ebooks: Ebooks are longer-form content pieces that provide a more comprehensive overview of a topic. These can be used to provide prospects with a deeper understanding of their problem and how different solutions can help.

By creating relevant and helpful content for the consideration stage, businesses can establish themselves as a trusted source of information and position themselves as the best solution to a prospect's problem.

The consideration stage is a critical part of the buyer's journey, where prospects actively evaluate different solutions. By creating relevant and helpful content, businesses can engage prospects and guide them toward making informed decisions. The inbound methodology provides a customer-centric approach to creating content that aligns with the buyer's journey, making it easier for businesses to deliver the right message to the right person at the right time.

Author | Emmanuel Wreh

CRM | Demand Generation | Automation | Inbound Marketing