The Consideration Stage: 3 Strategies and Best Types of Content

To effectively target buyers in this stage, start by refining your buyer personas. Personas are detailed representations of your ideal customers, based on real data and insights. While you may already have established personas, the consideration stage calls for deeper insights. You should gather data from multiple sources:

• Customer surveys and interviews: Ask your existing customers about their experience during the consideration stage. What factors influenced their decision? What concerns did they have? This direct feedback helps you identify the most important decision-making criteria.
• Behavioral analytics: Analyze how potential customers interact with your content using tools like Google Analytics or heatmaps. For example, if a large number of visitors spend time on comparison pages or pricing sections, that signals their interest in evaluating options. Understanding these behaviors allows you to focus on the content that matters most to them.
• Sales and support team input: Your sales and customer support teams can offer insights into common questions and objections they encounter during discussions with potential buyers. Incorporating this information into your buyer personas gives you a more accurate picture of their concerns and decision-making triggers.

By refining your personas, you can segment your audience based on their specific roles, challenges, and decision-making criteria. This allows you to tailor your messaging to directly address what each group cares about most.

Anticipating buyer questions

During the consideration stage, buyers are actively looking for detailed information to help them compare solutions and make an informed choice. It’s critical to anticipate the questions they’re asking at this stage and provide the answers upfront. Common questions will likely revolve around:

• Product features and benefits: Buyers want to know how your product works and whether it will meet their specific needs. Be sure to offer detailed feature breakdowns that explain how each feature solves a particular problem.
• Pricing and value: At this stage, transparent pricing is key. Buyers need to understand what they’ll get for their investment, and whether your solution offers better value than competitors. Create clear, easy-to-navigate pricing pages that outline costs and what each pricing tier includes.
• Integrations and compatibility: Buyers will also be evaluating whether your product integrates with their current systems or workflows. Offering clear documentation on compatibility and ease of implementation can alleviate their concerns.

You can address these questions through content like FAQs, product demos, comparison guides, and detailed feature breakdowns. This way, you help buyers feel more informed and confident about moving forward with your solution.

Using behavioral insights to refine your strategy

To ensure your marketing efforts are hitting the mark, it’s important to use behavioral data to refine your approach continuously. By tracking how buyers interact with your content, you can identify patterns and adjust your messaging accordingly.

For instance, if your analytics show that buyers are spending significant time on certain product pages or comparison guides, it indicates those are key decision-making touchpoints. In this case, prioritize promoting these pages and ensure they are easy to find. If heatmaps show that visitors are not scrolling past a certain section of your pricing page, it may indicate confusion or lack of engagement, signaling a need for clearer messaging or more engaging content.

By leveraging Pathmonk analytics you can monitor what buyers are most curious about and where they might be encountering friction. These insights allow you to fine-tune your messaging and content to align more closely with buyer interests, increasing your chances of guiding them toward a decision.

2. Plan content around solutions, not features

During the consideration stage, the focus of your content should be on helping buyers understand how your product or service can solve their specific problems. 

This is not the time for overly promotional material—buyers want to be educated and reassured that your solution meets their needs. The key is to provide content that is both informative and persuasive, while positioning your product as the best option.

Developing solution-based content

At this stage, buyers are actively seeking information that will help them make informed decisions. They want to know exactly how your product or service addresses their challenges. Solution-based content is designed to do just that—it focuses on explaining the practical benefits of your offering and demonstrating its effectiveness.

Start by creating content that directly addresses the pain points your buyers are facing. Case studies are an excellent tool for this. They allow potential customers to see real-world examples of how your product has successfully solved problems for others in similar situations. These stories provide proof that your solution works, which is often what buyers need to see before making a decision.

In addition to case studies, whitepapers and industry-specific guides can be highly effective in the consideration stage. These resources dive deeper into how your product can solve particular problems in specific industries or contexts. By presenting well-researched, authoritative content, you establish your brand as a knowledgeable and trustworthy expert.

We’ll break down the best-performing content for the consideration stage in the next section!

Providing objective comparisons

Buyers at this stage are almost always comparing your product to those of your competitors. They’re weighing the pros and cons, and trying to decide which solution offers the best value. To build trust and differentiate your offering, it’s important to provide honest, objective comparisons.

Instead of focusing solely on selling your product, create comparison guides that lay out the features, benefits, and pricing of your solution alongside your competitors’. This level of transparency shows that you are confident in your product and are willing to help buyers make the best decision for their needs—even if that means acknowledging where competitors may have an edge. The goal is to position your product as the better choice based on the factors that matter most to your audience, such as functionality, ease of use, or long-term ROI.

A transparent approach helps build credibility with your audience. Buyers are more likely to trust a brand that provides objective, balanced information rather than one that comes across as overly sales-driven.

Enhancing with video content

Video is a powerful medium for the consideration stage because it engages buyers in a way that written content often can’t. It provides a dynamic, visual demonstration of how your product works and allows buyers to see its features in action. Incorporating video content, such as product demos, tutorials, and customer success stories, adds a new dimension to your marketing efforts.

Product demos give buyers an up-close look at how your solution operates. These videos should walk them through the key features and show how they can be used to solve specific problems. Tutorials can go a step further, offering a more in-depth, step-by-step guide to using your product effectively.

In addition, customer success stories presented in video format can be even more impactful than written case studies. Hearing directly from a customer about how your solution helped them succeed creates a stronger emotional connection and builds trust.

By integrating video into your solution-based content, you provide buyers with a more engaging and comprehensive view of how your product works, making it easier for them to understand and visualize its benefits.

3. Stay on top of your prospects’ mind 

You’re not the only brand your prospects are researching, so let’s make sure yours is a match.

As buyers are usually exploring multiple options at this stage and may revisit different products or services several times before making a decision, you should implement retargeting ads. 

Retargeting ads allow you to stay top-of-mind for buyers who have already interacted with your site but haven’t yet converted. These ads remind potential customers about your brand and encourage them to return to your website for further exploration, making them a critical tool in driving conversions.

For example, if a visitor explored a particular product or service on your site but didn’t convert, dynamic ads can remind them of that product while offering more information, like a feature they may have missed. This tactic helps reinforce the value of your solution while nudging them back to your site to continue their research.

The key here is personalization. Dynamic retargeting allows you to show ads that align with the buyer’s previous behavior, making the content more relevant and persuasive. This not only helps build familiarity with your brand but also encourages potential buyers to revisit and reconsider your offering.

Best performing content for the consideration stage

The best-performing content in the consideration stage is content that educates, builds trust, and helps buyers evaluate their options without overwhelming them with overtly promotional messaging. 

During this phase, buyers are actively comparing products or services to determine which solution best addresses their needs. Therefore, the most effective content offers detailed information, real-world examples, and clear comparisons to guide them toward making an informed decision. Let’s dive deeper into the types of content that perform best in this stage.

1. Case studies

Why they work: Case studies provide concrete examples of how your product or service has helped real customers overcome challenges similar to those your potential buyers are facing. They offer social proof and detailed, narrative-driven evidence of success, which is crucial for buyers in the consideration stage who are seeking validation.

Key benefits:

• Trust-building: Buyers want reassurance that your product works. Case studies offer proof by showing actual results from real clients, helping to reduce perceived risk.
• Industry relevance: When tailored to specific industries or challenges, case studies make it easier for buyers to relate and visualize how your solution will work for them. For example, a case study about a SaaS company improving customer retention is more relevant to other SaaS buyers.
• Detail and depth: Unlike promotional content, case studies go beyond surface-level benefits, diving into specific features and tactics that led to measurable results, which appeals to buyers who are conducting deeper research at this stage.

Best practices:

• Focus on a specific challenge and how your solution directly addressed it.
• Use data and quantifiable results to demonstrate effectiveness.
• Include quotes or testimonials from the featured customer for added credibility.

2. Product demos or free trials

Why they work: Demos and free trials allow buyers to see your product in action or get a taste of your services. They answer the important question of how your solution works and whether it fits their specific needs. This can be done through interactive live demos, recorded demonstrations, or even free sessions that allow potential customers to explore the offering on their own.

Key benefits:

• Hands-on experience: A live or pre-recorded demo provides a visual and practical experience that helps buyers understand the product’s features and benefits more clearly.
• Tailored to specific needs: Demos can be personalized based on a buyer’s specific interests or use cases, making them feel more relevant and useful.
• Builds confidence: Showing potential customers exactly how your solution works reduces uncertainty and empowers them to make an informed decision.

Best practices:

• Make the demo concise but detailed enough to cover key features.
• Include a live Q&A for interactive demos to address potential buyers’ concerns in real time.
• Offer an on-demand version so buyers can view it at their convenience.

3. Comparison guides

Why they work: Buyers in the consideration stage are often comparing multiple solutions. Comparison guides offer a clear, side-by-side look at how your product or service stacks up against competitors. They help buyers quickly see the differences in features, pricing, and benefits, positioning your offering as the best choice.

Key benefits:

• Clarity in decision-making: By laying out all the relevant information in one place, comparison guides simplify the decision-making process for buyers.
• Objectivity builds trust: Providing an honest, transparent comparison—highlighting both strengths and weaknesses—shows buyers that you are confident in your product’s advantages without resorting to hard selling.
• Differentiation: A well-crafted comparison guide allows you to highlight the unique features of your solution, setting you apart from competitors in the areas that matter most to your audience.

Best practices:

• Focus on key decision criteria like price, features, usability, and customer support.
• Use charts or visuals to make the comparisons easy to understand at a glance.
• Ensure objectivity by acknowledging where competitors may have an edge, then emphasize why your solution is still the better overall choice.

4. Whitepapers and industry-specific guides

Why they work: Whitepapers and guides offer a deep dive into industry challenges and explain how your solution addresses these issues. They are highly effective because they provide educational, value-driven content that positions your brand as a thought leader without being overtly promotional.

Key benefits:

• Educational content: Whitepapers are often perceived as authoritative, research-backed documents. They appeal to buyers looking for thorough analysis and insights, particularly those making high-stakes or complex purchases.
• Specificity: Tailoring whitepapers to specific industries or challenges increases their relevance and makes it easier for buyers to envision how your solution fits their unique needs.
• Lead generation: Whitepapers are frequently gated, meaning buyers provide their contact information in exchange for access. This makes them an excellent tool for lead generation while offering buyers valuable content.

Best practices:

• Focus on solving a specific problem relevant to your buyer’s industry or business.
• Use data and research to back up your claims, adding credibility.
• Keep the tone educational rather than promotional to maintain authority and trust.

5. Testimonials and reviews

Why they work: Social proof is a powerful motivator in the consideration stage. Potential buyers look for validation from peers and other customers who have had positive experiences with your product. Testimonials and reviews can offer that reassurance by showcasing how your product has helped others in similar situations.

Key benefits:

• Trust and credibility: Buyers are more likely to trust reviews and testimonials from real customers than marketing material directly from the brand.
• Relevance: Highlighting reviews or testimonials from customers in the same industry or with similar pain points makes them more relatable and impactful for potential buyers.
• Influences decision-making: Positive experiences from other customers can often be the tipping point that sways a buyer toward making a decision.

Best practices:

• Feature testimonials prominently on product pages, landing pages, and in retargeting ads.
• Include specific details in testimonials about how the product solved a problem or exceeded expectations.
• Utilize third-party review platforms (e.g., G2, Trustpilot) to add credibility.

6. Cost calculators

Why they work: Cost calculators are particularly useful for helping buyers understand the financial implications of their decision. In the consideration stage, pricing is often a key factor, and buyers are trying to weigh the cost-benefit ratio of each option. A cost calculator provides transparency, helping buyers see exactly what they can expect to pay based on their specific needs and usage.

Key benefits:

• Personalized estimates: Buyers often want to know how much a product or service will cost based on their specific requirements (e.g., company size, usage, or features selected). A cost calculator allows them to input their details and receive an estimate tailored to their situation, which helps them make an informed decision.
• Reducing friction: Buyers can be hesitant to engage with sales teams early on, especially if they’re just exploring options. A self-serve calculator offers transparency and allows buyers to explore pricing without feeling pressured, reducing friction in the decision-making process.
• Encourages engagement: Offering a cost calculator can serve as a soft lead generation tool by asking buyers to input their contact details to receive a detailed estimate. This also gives you insight into their specific needs and budget range.

Best practices:

• Make the calculator easy to use and transparent. Avoid hidden fees or complicated pricing structures that could frustrate users.
• Provide options to contact your sales team for more personalized advice or a deeper dive into custom pricing scenarios.
• Place the calculator prominently on your website or landing pages to capture interest when buyers are seriously considering their options.

7. Podcasts

Why they work: Podcasts have become a popular medium for sharing in-depth information, particularly when it comes to complex topics. They are a very effective tool in the awareness stage for educating buyers in a more conversational and engaging way. 

Their role in the consideration stage is more indirect compared to formats like case studies or demos, but they can still be a powerful ally.

Key benefits:

• Thought leadership and credibility: A well-produced podcast helps establish your brand as an authority in your industry. By discussing trends, challenges, and solutions in your field, you provide buyers with valuable context that reinforces your expertise.
• Building deeper relationships: Podcasts give your audience a chance to hear from your team, partners, or customers in a more relaxed format, which can help build a deeper emotional connection with your brand. This is particularly useful if your product requires a high level of trust, as buyers often engage with podcasts over a longer period.
• Long-form education: Podcasts allow you to explore topics in greater detail than blog posts or ads might. For example, you can dive into complex subjects like product implementation, customer success stories, or industry-specific challenges that are relevant to your buyers.

Best practices:

• Feature guest speakers, such as customers, industry experts, or partners, who can provide third-party validation of your product’s value.
• Create episodes that address common questions or challenges faced by buyers in your industry, showing how your product or service can help.
• Use podcasts to build a deeper connection with your audience, but complement them with more direct, actionable content (like case studies or demos) that helps move buyers further down the decision funnel.

8. Consideration ads

Why they work: Targeted ads—whether through search engines or social media—can also be very effective during the consideration stage. These ads can be tailored to focus on the pain points, decision criteria, or specific needs buyers are evaluating. By delivering ads that speak directly to the buyer’s concerns or highlight key features of your solution, you create additional touchpoints that can move them closer to conversion.

Key benefits:

• Precision targeting: You can use detailed audience segmentation to ensure that your ads reach buyers who are in the consideration stage, whether through search engine queries, behavior-based targeting, or demographic filters.
• Feature and benefit promotion: Ads can highlight the key differentiators or unique features of your product, helping buyers see why your solution stands out.
• Enhanced visibility: Ads on platforms like Google or LinkedIn can keep your brand front and center as buyers continue to research and compare solutions. This is especially useful if they’ve already visited your site and interacted with your content.

Best practices:

• Focus on key decision-making factors like pricing, features, and customer satisfaction in your ad copy.
• Use compelling calls-to-action (CTAs) that guide buyers back to your website for more detailed information or a product demo.
• Leverage A/B testing to determine which ad variations—whether based on messaging, images, or targeting—are driving the highest engagement and click-through rates.

Enhanced strategy: Combine targeted ads with search intent marketing to capture buyers who are already searching for solutions similar to yours. Ads that appear in response to specific keywords or queries can effectively address the buyer’s immediate concerns or decision criteria.

How does Pathmonk engage and convert visitors in the consideration stage?

Pathmonk’s AI-powered personalization technology plays a crucial role in engaging and converting visitors during the consideration stage by delivering highly targeted, relevant content and experiences tailored to each visitor’s unique needs and behaviors. 

Here’s how it works:

1. Behavioral tracking and analysis

Pathmonk’s AI technology continuously tracks visitor behavior on your website in real time, including how they interact with content, where they spend the most time, and what products or services they view. By analyzing these behaviors, the AI can identify which stage of the buyer’s journey the visitor is in and what kind of content would be most helpful for them.

During the consideration stage, visitors are evaluating options and comparing solutions. Pathmonk uses behavioral data to present personalized content that directly addresses their needs. For example, if a visitor is repeatedly viewing product comparison pages or feature breakdowns, Pathmonk can dynamically offer additional resources like case studies or product demos to help them make a more informed decision.

2. Personalized micro-experiences

Pathmonk’s AI creates micro-experiences tailored to the visitor’s intent. These are short, personalized interactions that guide visitors deeper into the funnel without feeling intrusive. 

For a visitor in the consideration stage, Pathmonk might highlight specific features, offer relevant product comparisons, or showcase case studies from industries similar to the visitor’s. This personalized content is displayed at the right time, based on the visitor’s behavior, ensuring it aligns with their needs at that exact moment.

For example, if a visitor has previously explored specific features of a product but hasn’t engaged further, Pathmonk could automatically suggest a demo or whitepaper related to that feature, driving deeper engagement.

3. Reducing decision fatigue

During the consideration stage, buyers often face decision fatigue from evaluating multiple options. 

Pathmonk’s AI helps reduce this by guiding visitors through personalized interactions that simplify the decision-making process. By delivering relevant content or solutions based on their unique journey, Pathmonk minimizes the overwhelming feeling of too many choices, nudging visitors towards the most suitable solution without them having to do the heavy lifting.

4. Real-time adaptation

One of the core strengths of Pathmonk’s AI is its ability to adapt in real time. If a visitor’s behavior shifts—say they start viewing pricing pages after engaging with product demos—Pathmonk can adjust the content and offers presented. 

This flexibility ensures that visitors are always getting the most relevant information for their stage in the journey. During the consideration stage, this could mean offering discount codes, product comparison guides, or even personalized consultations based on the visitor’s activity.

5. Building trust through relevant content

Pathmonk’s technology also helps build trust, which is critical in the consideration stage. By serving visitors with content that directly addresses their concerns or objections—such as customer testimonials, industry-specific case studies, or success stories—Pathmonk’s AI helps reassure visitors that your product or service is a credible solution. 

This trust-building content increases the likelihood that they will continue engaging with your brand and move towards the decision stage.

6. Improved lead nurturing

For businesses capturing leads in the consideration stage, Pathmonk AI enables a smoother transition from consideration to decision. 

The AI can offer personalized calls-to-action, such as scheduling a demo or downloading a relevant whitepaper, based on the visitor’s behavior and readiness. This level of personalization helps turn passive consideration into active engagement and moves potential buyers closer to conversion.