The consideration stage is a critical phase in the buyer's journey where prospects have clearly defined their problem or challenge and are actively researching potential solutions. At this point, they are evaluating different approaches and methods to address their needs, making your content strate…The consideration stage is a critical phase in the buyer's journey where prospects have clearly defined their problem or challenge and are actively researching potential solutions. At this point, they are evaluating different approaches and methods to address their needs, making your content strategy essential for guiding them toward your solution.
During the consideration stage, buyers are comparing various options and seeking in-depth information to help them make informed decisions. Your content should focus on educating prospects about different solution categories and positioning your offerings as viable options worth exploring further.
Effective content types for the consideration stage include comparison guides that help prospects understand the pros and cons of different approaches. Expert guides and whitepapers provide detailed insights into solving specific challenges. Webinars offer interactive educational experiences where prospects can learn about solutions while engaging with your brand. Video content demonstrating how solutions work can be particularly compelling at this stage.
Case studies showcasing how other customers solved similar problems resonate strongly with consideration-stage buyers. These stories provide social proof and help prospects envision how your solution might work for them. Product comparison sheets and feature breakdowns help prospects understand what differentiates various options in the marketplace.
When creating consideration content, focus on being helpful rather than overly promotional. Prospects at this stage want objective information to support their research process. Your content should address common questions, highlight key differentiators, and demonstrate your expertise in the field.
Remember to optimize this content for relevant keywords that consideration-stage buyers use when researching solutions. Include clear calls-to-action that encourage prospects to take the next step, whether that means downloading additional resources, requesting a demo, or connecting with your sales team. The goal is nurturing relationships while providing genuine value throughout their evaluation process.
Content for Consideration Stage: Complete Guide
What is the Consideration Stage?
The consideration stage is the second phase of the buyer's journey, where prospects have clearly defined and named their problem or opportunity. At this point, they are actively researching and evaluating different approaches, methods, or solutions to address their identified challenge.
Why is Consideration Stage Content Important?
Content created for this stage is crucial because:
• It helps prospects understand how to solve their problem, not just what the problem is • It positions your brand as a knowledgeable resource during the research phase • It bridges the gap between awareness and decision-making • It nurtures leads by providing valuable comparative information • It builds trust and credibility before the sales conversation begins
How Consideration Stage Content Works
During this stage, buyers are comparing different solution categories and approaches. They are asking questions like:
• What solutions exist to address my problem? • What are the pros and cons of each approach? • Which method is best suited for my specific situation?
Types of Consideration Stage Content:
• Comparison guides - Evaluate different solution categories • Expert guides - Provide in-depth analysis of approaches • Podcasts and webinars - Feature expert discussions on solutions • Videos - Demonstrate how different solutions work • Case studies - Show how others solved similar problems
Key Characteristics of Effective Consideration Content:
• Focuses on solution categories rather than specific products • Remains educational rather than promotional • Addresses multiple approaches fairly • Helps buyers narrow down their options • Provides actionable insights for decision-making
Exam Tips: Answering Questions on Content for Consideration Stage
1. Remember the buyer's mindset: They have identified their problem and are now exploring solutions. Questions often test whether you understand this distinction from awareness stage content.
2. Focus on solution categories, not products: Consideration content discusses types of solutions, not specific brands or offerings. If an answer mentions promoting a specific product, it likely belongs to the decision stage.
3. Know your content formats: Be able to identify which content types are most appropriate. Comparison guides, expert resources, and educational webinars are common correct answers.
4. Avoid promotional language: The correct answer will emphasize education over selling. Look for options that describe helping buyers evaluate approaches rather than pushing a particular solution.
5. Understand the progression: Consideration sits between awareness and decision. Content should be more specific than awareness content but less sales-focused than decision content.
6. Watch for keywords: Terms like evaluate, compare, research solutions, and explore options often signal consideration stage content.
7. Eliminate obvious wrong answers: Blog posts about symptoms typically belong to awareness stage; pricing pages and demos typically belong to decision stage.
Common Exam Question Patterns:
• Identifying appropriate content types for the consideration stage • Distinguishing consideration content from awareness or decision content • Understanding the buyer's questions and concerns at this stage • Matching content formats to buyer needs during research
Remember: The goal of consideration stage content is to help buyers understand their options and move closer to making an informed decision about which type of solution best fits their needs.