The consideration stage is the middle phase of the customer journey where people know they have a problem and they’re actively researching different solutions to solve it. They’re past the awareness stage where they were just realizing something was wrong, and now they’re comparing options, evaluating approaches, and trying to figure out what’s going to work best for their situation. Someone in consideration might be reading comparison articles, watching product demos, asking for recommendations in communities, or consuming educational content that explains different methodologies. They’re not ready to buy yet but they’re getting close.
What Content Works Here
Consideration stage content needs to educate people on the different approaches available while positioning your solution as the best option without being overly salesy. This is where comparison guides, case studies, methodology explainers, and demo videos perform well. You’re helping them understand the landscape and make an informed decision while subtly highlighting why your approach is superior. The mistake most businesses make is either being too neutral and not advocating for their solution, or being too pushy and losing credibility by clearly just trying to sell instead of genuinely helping people evaluate options.
Moving Them To Decision
Your job in the consideration stage is to build enough trust and demonstrate enough value that when they’re ready to make a decision, you’re the obvious choice. This means addressing objections, showing proof that your solution works, and making it clear what makes you different from alternatives. The transition from consideration to decision happens when someone has seen enough evidence that your solution is right for them and they’re ready to evaluate the specifics like pricing, guarantees, and implementation. If you’ve done consideration stage marketing right, the decision stage is just working out details rather than convincing them to buy.