The Consideration Stage: Quality Content and Value

Just like in life, readers of online content go through the consideration stage.

You know, that specific phase during purchase when available options are being “considered.”

In a recent study, it takes much longer for people to think about their choices than to ultimately make the single defining decision.

That’s four days of thinking versus eight minutes of deciding.

That's proof of how people spend significant time and effort evaluating potential solutions to a problem.

Thus, as an online content marketer, don't lose this chance to present how your product or service could be helpful to solve their problems.

The Buyer's Journey

The path to purchase is never straightforward and often undergoes rough patches of delays, indecisions, and hesitations.

However, a guiding framework, such as the buyer's journey, makes it easier for marketing professionals to target potential customers.

It is a structure for marketers to know how to sell a product or service in each stage of the buyer's journey.

Simply put, the buyer’s journey maps out the customer’s path to purchase. It is composed of three phases.

1. 

   Awareness stage

   The buyer realises that he has a problem to solve. Thus, the buyer begins to research online for any relevant information about his problem.

2. Consideration stage

   The buyer has gained valuable knowledge about his problem; thus, he focuses on the various solutions to fix it.

3. Decision stage

   The buyer narrows down the list of vendors and finally selects his purchase decision.

The consideration stage

No doubt that it is the consideration stage that takes the bulk of your target audience's time and effort.

Where else will a potential client dedicate his attention thinking of the prospects of products and services that might solve his problem?

Of course, it is when he contemplates about his options.

Thus, when writing content, much attention should be placed on this specific stage.

The consideration stage is when the buyer starts to evaluate specific products and services that target his problem.

You'll know when the buyer is at the consideration stage when it's clear to him what he wants in a product or service. He knows his needs based on what his problem is.

If he's certain that his website has been lately lagging behind in terms of traffic, he knows that he needs a content writing service that will bring customers to his site; thereby, increasing sales.

As a content writer, take advantage of this stage.

Present yourself as the solution that completely understands the buyer's needs.

Concerns of buyers during the consideration stage

Remember, buyers at this stage are not yet intent of making a purchase. Instead, they're seriously contemplating of the possible solutions, which highlights your objective to show yourself as the content writer that offers the potential solution.

Research shows that 72% of buyers during the consideration stage are doing research, with all of them Googling information.

The graph below reveals what buyers' concerns are at this stage.

What are the goals of the consideration stage?

At this stage, you have one ultimate goal----make it to the final cut of options of the buyer.

Yet, before arriving at this goal, make sure that the following objectives have been achieved.

• provide client with all the information they need to solve his problem

• create informative and valuable content that would answer client's questions

Only when the above goals are accomplished that the client would consider you as one of his options.

Content ideas for the consideration stage

To ensure quality and valuable content to potential readers, your information should be helpful and valuable as much as possible.

These are the various channels to funnel relevant information and showcase products and services in your content.

1. Downloadable resources

   Research studies and e-books are just some of the helpful and informative downloadable resources that you can offer to your prospective clients.

   Make sure these are free to download. The least that readers expect is to pay any fee. Check how this blog post offers a wide array of free downloadable planning and organising templates for businesses.

2. Videos

   Compared to written information, videos get more engagement and conversions.

   This is especially true if the product and service in your content has an interesting story to tell.

   Do you want to share how to put on make-up for a dazzling evening look?

   Put it on video!

   3. Cost calculators

   Money matters.

   If the product or service in your content involves finances, consider including a cost calculator. This tool works well for loan payments of cars, real estate, and insurance.

   

   4. Podcasts and webinars

   Readers patronise content that engage their senses.

   No wonder podcasts and webinars are extremely popular nowadays.

   Interested readers won't mind spending extended time listening to in-depth conversations that provide relevant information.

   

Conclusion

The consideration stage is a critical point in the overall path of the buyer's journey.

Imagine this. The consideration stage is where buyers take a considerable amount of time "considering" his options.

The buyer takes a break from continuing on his journey. He paces around, contemplating his next moves.

Make him "consider" you. Make sure that you're the reason that he continues his buyer's journey to the next stage. Provide him with content that matter and promises value.

Regardless of whether you're looking for a more comprehensive guide for writing blog posts, or wish to pass the copywriting duties off to a service (like Inky), we hope you've found this post useful in some form or another.