How to Create Content for the Consideration Stage

In the next chapter, we will discuss the decision stage and how your work thus far will set you up for success. At EBQ, we use personalized email campaigns to continuously engage with our prospects, sending them relevant content to build trust in our brand. Use past experiences to show your buyers how your product or service has helped others. Your buyers are already searching for this information and will have a positive experience if they can easily find it.

The consideration stage is the second phase of the marketing funnel, where potential customers have moved beyond initial awareness and are actively seeking more detailed information about a product or service. It’s your opportunity to shine by addressing customer pain points, improving discoverability, and delivering clear value propositions. Use the customer data from Contentsquare to drive and implement change with AB Tasty, and ultimately boost conversions. Conduct and track A/B tests and personalized campaigns to determine whether the user journey improvements you’ve implemented are truly effective. The Contentsquare platform allows you to elevate your insights and deepen customer understanding with capabilities like Customer Journey Analysis.

Duration varies significantly based on purchase complexity, deal size, number of stakeholders involved, and organizational buying processes. She shares her findings with her director and engineering lead, collectively deciding which platform to adopt based on their hands-on experience during the trial period. Vendors submit detailed responses addressing functional requirements, security protocols, compliance capabilities, and pricing structures.

• The five-stage funnel framework joins ongoing industry discussions about customer journey models.
• According to Pardot, 72% of buyers are simply searching for information during the consideration phase.
• You have an established lead and have been providing value to them regularly.
• Pricing is a key consideration for most buyers, and yet, many businesses fail to offer clear and transparent information about their pricing during the consideration stage.
• Most of the time, the information your SDR is finding is whether the contact needs your product or service and if they have some say in the purchase decision.

Start fleshing out the topics that will drive buyers to the decision stage—and think about which tools will help you track this content’s performance. Your buyers aren’t in the decision stage yet—that’s next, but right now they’ve only just figured out their problem and they’re still doing research. If they love watching videos or learning from webinars, create content in these forms to have a better shot at getting their attention. What answers do they absolutely need to have (pricing is usually a big one) in order to feel comfortable enough to move into decision stage with your product in mind? (And don’t forget to follow landing page best practices—this will have a huge impact on how many conversions you get.) Whatever type of content you’re creating, think about whether it’s robust or interesting enough for the reader to justify giving you their email address or other information for it.

Content Types for the Consideration Stage

The brand must move beyond general helpfulness and start positioning its product or service as the logical conclusion to the customer’s investigative process. The prospect is engaged in comparison shopping, looking at multiple vendors, technologies, and approaches to determine which one best addresses their specific requirements. Use content marketing to answer common questions and address pain points. Remember that at the Consideration stage, your lead has already identified a problem and they are looking for solutions like the ones your company provides. Consult your sales team and find out what key questions and challenges they are hearing about about from prospects. Once you’ve identified that a lead is in the Consideration stage, you want to bring them further through the funnel, beyond the introductory Awareness information and into helpful information that offers true value in understanding options.

How do I figure out what stage of the buyer’s journey my prospect is in?

The post received 827 reactions and 207 reposts, with 16 comments from industry professionals. Each stage specifies tactics, metrics, and time investment requirements. Traditional linear funnels face questions about their accuracy in representing modern consumer behavior. The five-stage funnel framework joins ongoing industry discussions about customer journey models.

Marketing tactics align with stage objectives

Live demos let teams walk through tools with prospects, answer specific questions, and tailor pitches to their needs. Once someone reaches the decision stage, they’ve likely narrowed their options. That’s what makes free samples clever consideration-stage tactics, especially for physical products or anything that benefits from hands-on experience. When someone’s in the consideration phase, they’re not just asking, “Does this product work?

The blogger's task is to create content that engages, informs, and persuades the audience to consider the brand's Consideration stage offerings seriously. The objective is to provide potential customers with insights beyond surface-level information, addressing their specific concerns and actively contributing to their decision-making journey. Consideration blogs become educational resources, offering valuable information that aligns with the audience's evolving needs, bridging awareness and the final decision.

Social proof, such as customer reviews, testimonials, case studies, and industry endorsements, becomes extremely valuable. For instance, a business might already know that their website traffic is declining and that they need a marketing solution to fix this. The consideration stage is the middle phase of the buyer’s journey, where potential customers have clearly defined their problem or need and are actively researching potential solutions. So, brands that provide high-quality, easily accessible content—like webinars, guides, and testimonials—are more likely to influence the decision.

Framework draws industry commentary and criticism

It’s the point when the customer has decided that your product or service is the right choice and takes the action to buy. At this stage, potential customers are aware of your brand and start considering it as a possible solution to their needs. It’s about grabbing attention through marketing campaigns, social media, or word of mouth. There are many variations of the marketing funnel circulating in the industry. A successful digital marketing strategy nurtures customers at each stage, ensuring higher engagement, trust, and conversions. An e-commerce store offers a 10% discount on the first purchase with a limited-time countdown timer to encourage buyers to take action.

For example, you might emphasize how your email marketing software offers advanced automation features or superior analytics, which are key selling points over competitors. From providing educational content to personalized follow-ups, it highlights the importance of using tailored resources and smart forms. This article explores the consideration stage, explaining how it works and offering strategies to engage prospects.

It’s critical to anticipate the questions they’re asking at this stage and provide the answers upfront. This allows you to tailor your messaging to directly address what each group cares about most. To effectively target buyers in this stage, start by refining your buyer personas. To succeed, you need to offer educational and trust-building content, while gently guiding buyers toward a decision. The target audience is still in the educational and informative phase and isn’t ready to have any promotional content. In short, the ultimate role of the content centered around the consideration stage is to make your product or service the best option for your audience when looking to solve their problems.

It can equally offer more clarity and showcase all your solutions. Be inspired by spending some time on projects already in progress. It is highly valuable to elaborate meaningful sections that teach the user how to use the product or service. As online buyers have matured in their experience they already assume that the product owner will only post the benefits of the product. A successful approach to convincing the user further is to show the opinion of other buyers.

The key is making offers relevant, time-sensitive, and easy to act on — delivering them when intent is high. This pop-up drives conversions while personalizing experiences for each family’s needs. In B2B, especially with more complex solutions, I’ve found free consultations build trust and create a natural next step for buyers who still have questions. Not every prospect is ready to dive into a product on their own — sometimes, they want to talk to a real person first. This worked because it tackled a major purchasing objection with real, personalized data.

Why Lead Follow-Up is Critical for Revenue

In this post, I’ll cover everything you need to know about the buyer’s journey, what it looks like in B2B versus B2C spaces, and how to apply it to your sales cycle. This is why pushy sales tactics aren’t as effective as they used to be. What I notice is that customers seem happier from the start — they know what they’re getting into and feel good about their choice. That’s why I always map content across the entire buyer’s journey — not just by funnel stage, but by how people make decisions. I’ve seen brands go all-in on blog posts and awareness assets but miss the trust-building and conversion-focused content that moves buyers forward.