Part 3 in a 3-Part Series on Content Marketing for the B2B Buyer’s Journey

I discussed in Part 1: Awareness stage challenges and in Part2: 6 Tips for Conquering Consideration Stage Challenges.  In Part 3 of this 3-Part series, I’ll discuss the Decision stage of the buyer’s journey and provide tips for overcoming the top B2B content marketing challenges in the Decision stage.

Decision stage buyer activities

The buyer moves into the Decision stage once they know the best type of solution for solving their problem or opportunity for improvement. They are ready to buy, but haven’t decided exactly which vendor to use, but your company made their short list. During the Decision stage the buyer is typically researching their short list vendors online. They want to understand which vendor’s specific products, services, and capabilities are the best fit for their needs. They are looking for content that helps them:

• compare vendors and pricing
• sell the solution internally to upper management (return on investment, ROI calculators)
• purchase and implement the solution

The content marketer’s goal during the Decision stage is convincing the buyer your solution is the best fit.

Content marketing in the Decision stage

For most B2B companies, the Decision stage is where others such as purchasing and upper management become active participants in the buying decision. So it’s important Read more