Part 2 in a 3-Part Series on Content Marketing for the B2B Buyer’s Journey
In Part 2 of this 3-Part series, I share the top challenges I’ve experienced and observed B2B marketers face when developing Consideration stage content and provide tips for overcoming these challenges. In Part 1 I reviewed the Buyer’s Journey and provided tips for conquering challenges in the Awareness stage. The buyer moves into the next stage, Consideration, once they have clearly defined their problem or opportunity for improvement, and determined it’s worth finding a solution. Now let’s take a look at the Consideration stage in the buyer’s journey to understand the top challenges B2B marketers face.
Consideration stage buyer activities
The buyer in the Consideration stage first researches and evaluates the different approaches, methods, or solution strategies available for solving their problem or making improvements. The buyer wants to understand and think about which approach best fits their needs, so they are comparing solution strategies (make or buy, hire or outsource are two examples of solution approaches). They also begin comparing specific solutions, vendors, and suppliers within the approach that best fits their needs. They are looking for content that helps them understand the pros and cons of available approaches and why it would be the best fit for them. Content should also begin comparing product/service features and functions. The goal for a content marketer during the Consideration stage is to convince the buyer your solution method is the best fit for them and that your specific solution should be on their short list.
Top 2 content marketing challenges in Consideration stage
Especially for B2B companies, the buyer usually spends more time in the Consideration stage than the awareness stage because they want to devote time to researching to ensure they make the best decision. The content marketer should provide more in-depth information and industry expertise to continue building a trusting relationship with the buyer and reinforcing your brand as a thought leader. Continue reading