The answer: with more engaging content specifically designed for the consideration phase of the buyer journey.
The best content for the reflection phase
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Understanding the buyer journey: Consideration stage
The consideration stage is the crucial point in the buyer journey, where cellphone number philippines format potential customers actively evaluate their options before making a purchasing decision. Unlike the awareness stage, where individuals become familiar with a problem, the consideration stage signifies a deeper level of engagement. It is characterized by a heightened interest in finding viable solutions and exploring different products or services.
The importance of this phase lies in the fact that it serves as a bridge between knowledge and decision-making. During the reflection phase, consumers delve deeper into research and seek comprehensive information to help them make choices. Creating content tailored to this phase becomes imperative, as it directly influences whether a potential customer moves toward conversion or decides to explore alternative options.
Understanding the mindset of buyers in the consideration phase is paramount to creating great content that resonates. In this phase, consumers are actively seeking solutions to their problems. They are willing to explore various options, compare features, and evaluate the value of each solution. The mindset shifts from general knowledge to a more focused consideration of specific products or services that fit their needs.
The role of content
During this phase, consumers show a higher level of engagement and intent. They are hungry for in-depth information and look for details that go beyond superficial descriptions.
The consideration phase therefore requires content that is both informative and persuasive. It's not just about making consumers aware of your offerings, but about guiding them through the evaluation process. Content tailored to this stage should provide valuable information, address specific pain points, and position your product or service as a viable and superior option.
The best content for the consideration phase
1. Detailed guides and white papers
In the consideration phase, when potential customers are actively seeking in-depth information, in-depth guides and white papers are invaluable tools. These content formats provide the opportunity to delve deeper into complex topics, offering a wealth of information beyond the surface.
83 % of B2B buyers say white papers influence their purchasing decisions.
In-depth guides serve as detailed roadmaps, leading consumers through various aspects of the product or service. They can include how-to guides, feature breakdowns, and comparisons with competing solutions. White papers, on the other hand, add an element of authority, presenting well-researched data, industry trends, and expert analysis. Together, they target a discerning audience in the thinking phase, answering their thirst for knowledge and helping them make informed decisions.
2. Success stories
Humans are drawn to stories, and in the reflection phase, presenting real success stories through case studies becomes a powerful strategy. These narratives offer a tangible connection to the product or service, showing its impact on solving problems and achieving tangible results.
96% of B2B buyers considered vendor-focused content (case studies, product data sheets) important . [Demand Gen]