Content types for the consideration phase

Content types for the consideration phase


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Your prospect or current customer’s argument is anything but objective or procedural. That almost never happens “I want to solve this problem or need, so I’ll just do X to address it.”

Before people decide on a product or service, they go through a multi-step process, often referred to as “The Buyer’s Journey.” And while a solid marketing strategy requires you to develop content for all stages of the journey, the majority of your efforts often come with this Consideration phase.

Whether you’re targeting individual buyers or targeting corporate decision makers, this is the case The Stage. Then all options for possible solutions are on the table and you obviously want your company to be selected as the strongest candidate.

In this article, we’ll go over some remarkably effective types of marketing content:such as e-books, podcasts, etc Whiteboard animations– which your brand can use to showcase expertise and expand reach at this crucial stage of the process.

Understanding people in the consideration phase

Once they pass through the initial awareness phase of their journey, prospects become aware of their problem or pain point. They know they need to take care of it, but they haven’t decided how best to do so.

You now switch to research mode and look for good alternatives. And that, right there? For this reason, you want to put a lot of effort into the content of the consideration phase.

This is where your product, service or message competes most directly with others for people’s attention. So you should focus on communicating how and why your brand is one of the stronger alternatives out there.

What’s the best way to go about this? Create high-quality, compelling marketing content that makes the difference. Such content has some key characteristics; it should be…

  • Direct. Avoid information that leads nowhere and can seem like a waste of time. Stay focused on your solution and convey to your prospects that your company understands the root cause of their needs and knows how to satisfy them.
  • Engaging. Proactively try to capture people’s attention from the start with eye-catching media or content that stands out in some way. The days when lengthy, boring marketing texts were enough are long gone. So, you should try different types of media to captivate a wider audience.
  • Educational. Offer informative and data-driven opinions that help prospects better understand their situation and how you are uniquely positioned to help them. Educating them about industry trends, best practices, and possible solutions can often help position your brand as a trusted source they want to do business with.
  • Customer-centric. The better you understand your audience, the more accurately you can tailor your content. Generic content is forgettable content. So it goes a long way to create pieces that address your prospect’s challenges while bringing them closer to your solution.
  • Honest and accurate. Few things can damage your brand’s reputation more than bad advertising from a disappointed customer or bad content. Be honest and specific about your company and the solutions it offers. Be precise and sincere. Otherwise, you’re likely to annoy a portion of your audience, who may then share their disappointment with others.
  • And it should highlight your key value proposition. Stand out through value! Provide solutions, answer questions, and provide important information. Make customers value your content and how it is already helping them. This will influence their perception of your product and brand and their appreciation will carry over to the decision phase.

Five standout types of marketing content for the consideration stage

At this stage, potential customers are primarily looking for information that offers them choices to solve a problem or meet a need while triggering a step toward decision making. They want to learn more about their situation and the products or services that meet their needs.

Your marketing content must therefore meet these expectations in order to effectively move them further down the marketing funnel.

Let’s look at some types of marketing content that do just that!

1. Live Demos

Live demos are a great way to increase awareness of your product or service. They appeal to people’s desire to be informed or to solve a need, .

If the content provided in the previous phase is compelling enough to capture customers’ interest, it’s time to let demos do their job and show how much your company can do. This highlights how your solution works and how it can even outperform the competition in real-world scenarios.

Demos not only increase prospects’ familiarity with your offering, but also allow them to experience:directly or indirectly– its advantages.

2. Whiteboard animations

It is now widely accepted that video marketing content is an effective way to generate engagement and capture people’s attention. And that’s doubly true for whiteboard videos, which excel at conveying information in a compelling and easy-to-understand way –This makes them perfect for the consideration phase.

These animations combine narrative storytelling and didactic visual communication elements to not only engage viewers but also help you convey complex messages effectively.

Like most, this is worth mentioning Animated video company I will emphasize that the key to using whiteboard videos as effective marketing tools is to develop them as platforms to communicate not only how your solution works, but also exactly how it fits your unique situational needs.

The best part is that you can achieve this through charming, user-friendly animations that promote your overall branding!

3. White papers, e-books and similar downloadable written materials

Downloadable content marketing resources allow businesses to detail the benefits and key differentiators of their solution.

Admittedly, their scope is somewhat more limited, as they are mostly aimed at more dedicated or specialized prospects. But when done right, they offer you unique and invaluable opportunities to showcase your company’s offerings as well as in-depth expertise on a relevant topic.

Don’t be shy or superficial. These mediums are all about providing thorough, informative, and data-driven information that can lead potential customers and business leaders to make a decision.

In-depth guides, relevant eBooks, templates and forms, checklists, infographics, slides and presentations, tip sheets… all fall into this category and can be invaluable to someone in the consideration stage.

They can help you stand out from the competition with nuance and skill.

4. Podcasts

Similar to live demos, podcasts offer a compelling way to inform, entertain, and engage your audience during the consideration phase.

As demonstrated by their increasing popularity over the last decade, podcasts fulfill people’s desire for long-form but easily digestible content.

Once your early-stage content grabs attention, a great podcast on a topic your audience cares about can be a powerful promotional tool that allows you to dive deeper into industry-relevant details, provide insight, and even showcase your products or services and what customers want . Stories—all presented in a relaxed, conversational and informative manner.

You can use Social media monitoring Platforms to pinpoint audience-relevant topics and develop bulleted lists that serve as discussion roadmaps for your podcast. And don’t be discouraged by the average length of popular podcasts!

A short but interesting 15-minute podcast can significantly add to your brand’s authority in the industry, giving you enough opportunities for CTAs and subtle promotional cues to move your audience closer to a purchasing decision.

Additionally, strategically placing CTAs in your podcast episodes can further increase success Sales lead generation Efforts to guide listeners to take the next step in engaging with your brand.

5. Blog posts

Optimized blog content that is easily accessible through a Google search can serve as a wildcard for your strategy because it can be targeted at any stage of the buyer’s journey.

In the consideration phase, your goal is not only to provide information but also to showcase your company’s expertise in specific areas of your niche. This way, people will begin to refer to your brand as an authority and become more interested in what you have to say and offer.

For blog posts to work as lead generators, the material also needs to be valuable and practically useful. There should be blog entries SEO optimized and current, and they should provide clear, authentic and honest advice that your readers will find useful.

The best part? You can combine blog posts with other effective content –B. redirecting readers to your videos or downloading a relevant white paper– and thus benefits your strategy with an overall effect.

* * *

At the consideration stage, your business is just one option in a vast sea of ​​alternatives for customers to choose from.

Therefore, creating valuable and highly targeted content is crucial to engage potential customers, increase total leads, and position your brand on your target audience’s shortlists.

Luckily, content tools like e-books, whiteboard animations, and podcasts have proven to work particularly well at this stage, giving you a lot of flexibility to work on the tools that best fit your company’s goals and your overall branding strategy. Approach fits.

More resources for aligning marketing content with the customer journey and funnel

How to align content with the buyer’s journey to increase conversions

How to Build a Content Marketing Funnel That Increases Sales

The New “Content Continuum”: A Six-Step Marketing “Funnel”

Four B2B content types and when to use them in the buyer’s journey

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