Consideration: The Middle of the Buyer Journey.

A Powerful Tool For Your Content Strategy.

Consideration is the second stage of the Buyer’s Journey and is the ideal time to be nurturing leads and potential customers.

Quick recap of the buyer’s journey:

The Buyers Cycle

The buyer’s journey consists of three stages your ideal customer (IC) moves through when making a buying decision.

  1.  Awareness
  2. Consideration
  3. Decision

Your ideal customer will have different thoughts, feelings and needs at each stage. Knowing your buyer persona in-depth and understanding this buyer’s journey will help you create compelling content that attracts, excites and nurtures your ideal customer (IC).

This is why knowing who your IC is, is absolutely essential to your content strategies and your small biz.

Grab this handy Buyer Persona template that includes a handy guide to map out your buyers journey too!


Buyer persona template and guide

Consideration, the middle of the buying journey.

Now that you have delved into WHO your buyer person is and their pain points, goals and needs at each stage of their buying journey (using the template and guide above, of course 🤣) you can start creating content that targets each stage of this journey.

In the consideration stage your IC has identified their problem, roadblock or need and are now looking at SOLUTIONS.

Or in other words, they are “‘considering” their options. Maybe even making a pro and con list about your small biz!

It is important to focus on building and nurturing relationships so that people remember your brand and you will be top of the list when it comes to making a decision.

What you should think about in the consideration stage:

  • What challenges will your intended customers face during this stage? Now they are aware of their problem, want or need what roadblocks will they encounter when considering a solution?
  • What questions are they asking?
  • Where are they going to find those answers?
  • What type of content are they consuming at this stage?

What types of content can you create that targets the consideration stage.

Here is your chance to show your IC that you are the small biz to provide the solution for them. You are THE ONE.

You should create content that inspires and motivates your IC to take action (hopefully that means buying from you). Your content should continue to build upon the information around the product or service you offer and focus on what makes your small biz stand out from others.

  • Engaging/educational content
  • Case studies
  • Blog posts
  • Demos
  • White papers
  • Product features – blog posts, photos, videos, podcasts etc
  • Webinars

How do you move your IC from the consideration to decision stage?

The next stage in the buyer’s journey is where all your hard work will pay off. The decision stage.

Awareness and Consideration have been all about establishing your small biz as a voice of authority, building trust and nurturing relationships. Your content provides VALUE and shows why your small biz is the ONE to buy from.

By spending time creating content that engages and excites your audience, that continually provides value for them, you organically grow a following of people who love your brand. And this is why they will ultimately buy from you.

They know, trust and love your brand. This helps them in their final decision.

The 4 EASE Pillars and the Buyer’s Journey.

Before you head to the DECISION blog post, have you signed up for “The 4 EASE Pillars Mini-Course” yet?

These 4 pillars guide content creation efforts that will have your small biz seen, heard and loved! By using these 4 pillars you will guide your IC through the buyers journey, making sure you hit all the right notes.

Take someone from a complete stranger to an evangelist – someone who shouts about your biz from the rooftops.

Loved this post? Found it helpful? Don’t forget to share it, Pin it and/or drop into the comments! I love to hear from you all (plus who doesn’t love the extra SEO juice from having you all share and comment). 🤭😉

May your days be full of joy, compelling content, and plenty of coffee! ☕😊

Before you leave…Have you got a story to tell? Want a place to have your voice heard? Why not try Medium, it’s a great side income 🤑. And if writing isn’t your style, simply read all the amazing content on there!

Sign up here for just $5/month. 

Full disclosure, when you sign up using this link I get a small kick-back from Medium. Hopefully enough for that cup of coffee I desperately need! ☕🤞

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