In this blog, we’re going to outline the importance of tailoring your content to each stage of the buyer’s journey. We will highlight the benefits of writing content specifically for the consideration stage and provide tips on how to create content for the consideration stage of the buying cycle.
What Is The Consideration Stage Of The Buying Cycle?
The buying cycle (or buyer’s journey) is made up of three stages: awareness, consideration and decision. The consideration stage is the second stage of the buyer’s journey. It’s also known as the evaluation stage. At this stage, the potential customer is doing in-depth research to decide whether or not your product or service is the right one of them.
The potential customer may also be researching the product or service of your competitors to eliminate and narrow down their options. At the consideration stage, the potential customer may also be looking for factors about the product or service that they feel they should be aware of.
Why Should I Create Content For The Consideration Stage Of The Buying Cycle?
When planning content marketing campaigns, many marketers create the bulk of the content in the awareness stage of the buying cycle. Often without even realising. Writing content for the awareness stage is great and will lead to plenty of web visits. However, if all your content is in the awareness stage, those web visits won’t turn into leads and certainly won’t turn into sales.
Once a potential customer has moved onto the consideration stage from the awareness stage, it means that your product or service has their attention. Generally, when someone is in the consideration stage, they have a problem and are looking for the best solution.
In your consideration stage content, you want to be demonstrating that your product or service is the best option for that buyer. As well as focusing on solving a problem that a person may have, the content should also aim to build trust between the potential customer and your brand.
By creating valuable content in the consideration stage of the buying cycle, you are nurturing a lead, building a relationship and placing yourself above the competition.
Tips For Creating Content For The Consideration Stage Of The Buying Cycle
Creating content in the consideration stage of the buying cycle is essential if you want to convert web visits to leads. When developing your content calendar, pencil in a number of blogs or articles that are specifically aimed at people in the consideration stage of the buying cycle. Otherwise, you’ll end up accidentally writing more content of the awareness stage of the buying cycle.
Here are our top tips for creating consideration stage content:
Understand The Buyer
Understand the buyer is key. Before you begin to write consideration stage content, take some time to understand the needs and wants of the buyer. Do some research into what problems a potential customer may be trying to solve when they are considering buying a product or service like yours.
Once you understand the needs and wants of your ideal customer, you can create valuable content that addresses the problem that a customer may have, how your product or service addresses this problem and also overcoming the doubts they may have to your product and services ability to overcome their problem.
Create Solution-Based Content
At this stage of the buyer’s cycle, writing content simply to promote your product or service isn’t going to cut it. You can write endless blogs and articles about how amazing your product and service is, but these will likely go unnoticed by your customers. When it comes to the consideration stage of the buyer’s cycle, you want to be specific.
To give your content a chance to convert into a sale, it needs to be niche. Focus on one particular problem that you may have noticed when researching your buyer. Create a post that addresses the problem, demonstrates an understanding of it, and offers a solution to that specific problem and how your product and service, or products and services like yours, deal with the issue.
Demonstrate Your Expertise
In the consideration stage of the buying cycle, your product or service has caught the attention of the potential buyer. They are interested in your product or service and are considering purchasing it. However, chances are, your product or service is not the only one the buyer is considering.
When creating content for the consideration stage of the buying cycle, you should be demonstrating your expertise. You should be showcasing the features and benefits of your product or service and outlining how they differ from your competitors. Webinars and expert guides are great types of content at the consideration stage.
Include Video Content
No matter what type of product or service you’re selling, video content can describe it in exceptional detail and can captivate an audience. Video content also increases engagement and conversions. Whether it’s a short clip or an in-depth video detailing how to use to the product or service; a video is sure to tick a box with the buyer.
Once you have provided the buyer with a solution to their problem, you can then give them a little prod in the right direction. Your call-to-action should always include a link to a landing page. If your call-to-action button features an offer, it might encourage the buyer to click through to the landing page sooner.
Get In Touch
Here at GrowTraffic, we are experts in digital marketing and SEO. We offer a range of services, including SEO copywriting and content creating.
If you’d like some more advice on creating content in the consideration stage of the buying cycle or you’d like some help with your content creation, get in touch here! Or call us on 0161 706 0012.