Whenever you create content for your inbound marketing campaign, it is essential that you create content for each stage of the buyer's journey. The first stage is the awareness stage when the buyer has just begun to feel a need or problem and they start doing research to identify what the problem or pain point is. The next step is to create consideration stage content. In this stage, buyers have already identified their problem and are now looking for a solution. Buyers return back to their research they did in the awareness stage, but the difference is that they are now looking for something to solve their problem. When you create Consideration stage content, the focus is on defining the different ways someone could solve their problem they defined in the previous stage.
Get ready, as we teach you how to create consideration stage content for your Inbound Marketing campaign.
Here are 3 steps on how to create consideration stage content:
1. Start With Your Buyer Personas
Every good piece of content is created with an understanding of your buyer persona and the buyer’s journey. Taking time to create buyer personas helps you understand the behaviors and motivations of your ideal customers while the buyer’s journey ensures that you know how close they are to making a purchase decision. It is a great idea to create content for every stage of the buyer’s journey. When focusing to create consideration stage content, you can use your buyer personas to know where your ideal customers are doing their research. For example, if they read blogs to get information, you can create a blog and write about the questions that people are asking.
2. Create Solution-Based Content
In the consideration stage, buyers have identified what their problem or need is, and they will begin to research what the best solution is. The buyer is dedicated to find a solution to their problem but they aren’t yet deciding on a specific product. For content at this stage it is helpful to use keywords of the different solution types. Keywords like provider, service, or supplier, help buyers to identify the different ways they can solve their problem. Great types of content for this stage include: expert guides, webcasts, comparison whitepapers, videos and blogs. Buyers will often revisit their research 2-3 times before making a decision focusing on details like pricing and benefits.
3. Use Calls-To-Action
Calls-to-action are important at every stage of the buyer’s journey. They start off the conversion process of nurturing a lead into a customer. This is one of the best way inbound marketing can generate leads for your business. In the consideration stage buyers are looking for the solution to their problem, and a call-to-action will give them a little nudge into the next stage. HubSpot defines a call-to-action as "A button that promotes an offer and links to a landing page where someone can download the offer." This is one way that you can gather information on your leads as well. Whenever somebody clicks on a call-to-action they are showing interest in your offer. An inbound marketing agency will use information like this to qualify leads.
Inbound marketing best practices are to create content specifically for each stage of the buyer's journey. During the consideration stage a buyer will narrow down their options and do more in depth research. They may even go back to their research multiple times before moving on to the decision stage. As much as you will want to try to sell your product in this stage, save that for the decision stage. Buyers aren't ready to make a decision in the consideration so focusing your content on the solutions to their pain points will help to nurture them into next stage.