In the first two Content Marketing articles, we discussed both the awareness and consideration stages of the buyer's journey. We touched on the types of content that work well for each. We'll dive into the decision stage in this final article of the series, but first, let's do a quick recap of where we started.
Awareness stage content should focus on defining the problem. People in this stage are looking for answers and approaches. Content here should be educational with few strings attached. People are in a mode of learning and exploring. They will remember you if you are the one who helps them define their problem. This is also where brand credibility begins to form, so thought leadership and a distinct point of view matter even at the top of the funnel.
Consideration stage content focuses on possible solution strategies. People in this stage have defined their problem. At this point, they are weighing options on ways to solve it. Content created for this stage should compare and contrast approaches, outlining what works best and why. Keep in mind that B2B buyers rarely move through these stages alone. Purchasing committees, multiple stakeholders, and competing internal priorities mean your consideration stage content may need to speak to several different audiences at once.
Once a prospect has chosen a solution strategy, the final step is deciding between specific solutions. Up to this point, your content should have been building trust and credibility alongside education. Decision stage content, however, shifts the focus. This is the time to put your brand front and center. The decision stage is your moment to make the case.
Someone at this stage is ready to buy, but that doesn't mean they'll buy from you. The most important thing at this stage is showing them why your product or service is the right fit. Now is the time to close the sale.
Content Formats that work well for the Decision Stage
Because a prospect has decided on their solution strategy, method, or approach, effective decision stage formats include:
- Vendor Comparisons
- Product Comparisons
- Pricing Pages
- Case Studies
- Customer Success Stories
- Trial Downloads
- Live Demos
These formats all prompt more direct action. Prospects are ready to make a purchase, and content at this stage should help them make that final decision. At this point in the buyer's journey, you already know that someone is interested in what you do. It comes down to convincing them to pull the trigger and purchase from you.
Pricing pages and product comparisons are often underestimated as decision stage content, but that is exactly what they are. They highlight what you offer that the competition doesn't, and that specificity can give prospects the final nudge they need.
A Good Content Plan Covers the Entire Buyer's Journey
We've touched on the very basics of content marketing in this series and how a good content plan should match the buyer's journey. That journey starts at the top of the funnel in the awareness stage, when there are numerous possible prospects.
A good content library will help the right ones find you and become leads that investigate further into the consideration stage. That consideration stage content is often the most overlooked, but no solid content plan should roll out without it. It's also worth noting that today's buyers rarely follow a straight path. They move back and forth between stages, consult peers and colleagues outside of your content ecosystem entirely, and often arrive at the decision stage with strong opinions already formed.
The most important content you create is the decision stage content. Prospects in the decision stage are in the right state of mind to buy, and what content they find in this mindset could make or break the sales process.
Prospects need the right information to make informed decisions. If what you offer can solve a problem or fit a need, well-crafted decision stage content can seal the deal. That information needs to be just as honest and authentic as anything else you've created. After all, if a prospect decides to become a customer, you want them to have a good experience. There is no chance they will ever become promoters of your brand if you've convinced them to buy something that didn't solve a problem or fill a need. And the relationship doesn't end at purchase. Retention content, onboarding resources, and ongoing client communications are where long-term value is built and where satisfied customers become advocates.
Content marketing, through all stages of the buyer's journey, is a process that requires the right information at the right time. A good content plan will be based on a thorough understanding of buyer personas and the real, often nonlinear path they take to a decision. A well-executed plan will anticipate the steps in that journey and help guide prospects from one natural stage to another. If the fit is right, good content can make all the difference in convincing the right people to buy.
Don't miss the other two parts of the series: Part 1 and Part 2.