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The Performance Blog

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How to Create Consideration Stage Content for the Buyer’s Journey

Posted by Geoff Skadra on Tue, Apr 25, 2017 @ 04:44 PM

Moving your leads successfully through your sales funnel (or buyer’s journey) requires strategic content that keeps them engaged and taking action. With a clear understanding of the different stages, your content strategy becomes much more effective.

Visitors will be converted into new subscribers, and current leads will no longer remain stagnant in your funnel. Your strategic approach will progress them closer to the buying decision.

The three stages of the buyer’s journey include the Awareness, the Consideration, and the Decision stage. In this guide, we’ll focus on the Consideration stage and on what types of content work well in getting your prospects to take action.


What is the Consideration Stage?

When prospective customers are in the Consideration stage, they’re actively seeking solutions. They understand they have a problem and are looking for ways to solve them. The primary focus is to capture leads as they land on your content and nurture them in your email campaigns.


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Content Types Appropriate for the Consideration Stage

  • Videos – Including a video on a landing page can increase conversion by 80% (Source: Hubspot). Videos have a compelling way of getting viewers to take action. Use them to address problems, offer solutions, and capture leads
  • eGuides – Great content type to delve deeper into a topic, sharing your expertise and extending immense value to your audience
  • Product Webinars – Demonstrate and share the benefits of your product as the solution-provider. Webinars are great lead generator tools as participants must register with their name and email before joining your broadcast
  • Case Studies – Like testimonials, case studies show that your product/service indeed works. Leverage them in this stage to build trust



It’s crucial that your marketing strategy includes content that appeals to buyer’s in their respective stages. Your content will relate to your prospects more, bettering your conversions and relationships.

Be sure that your content marketing strategy includes these types consideration stage content. As a result, you’ll experience more qualified leads that are interested in what you have to offer.

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