How to win business with decision stage content

When you hear the phrase “content creation,” what comes to mind? Like most, you may think about your favorite influencer, a recent sponsored post you saw, or the last viral video to take over your timeline. But past virality and clickbait, content creation has emerged as the cornerstone of effective customer engagement. And while creating awareness and nurturing relationships are vital components of any marketing strategy, it's the prowess of decision stage content that truly sets apart the trailblazers from the followers. 

With over 15 years of experience in the digital marketing realm, we have witnessed firsthand the transformative impact of well-crafted decision stage content. Let's delve into the intricacies and unveil the art of winning business through this pivotal stage of the customer journey.

Understanding the decision stage

The decision stage is the tipping point in the customer journey where prospects are ready to make a purchase or take a specific action. At this crucial juncture, they seek content that reassures, convinces, and ultimately guides them towards the optimal choice. This is where your content must shine, providing the confidence and information necessary to sway their decision in your favor.

How to craft compelling decision stage content

Compelling content for the decision stage should be concise and punchy, highlighting everything the buyer stands to gain from choosing your product or service. Need a little inspiration? Try these six best practices:

1. Be solution-centric

Understand your customers' pain points and position your product or service as the definitive solution. Highlight how your offering uniquely addresses their needs, providing tangible results and value. 

Starbucks addresses several customer pain points by providing ‘Endless Extras’ that make ordering coffee fun, convenient and rewarding. 

2. Showcase success stories

Incorporate case studies, testimonials, and success stories that showcase how your product or service has positively impacted others. Real-life examples offer credibility and build trust in your brand. 

This example is an Instagram Story from jewelry brand Ana Luisa that includes a social media comment praising the product—including the user—and a product photograph. Plus, the story is shoppable, making it super easy to learn more on a product page or convert right then and there.

3. Offer comparative analysis

Provide a comprehensive comparison of your offerings with those of your competitors. Highlight your unique selling propositions and demonstrate why you're the superior choice. 

For example, when Apple removed the charging adapter with the iPhone12, Samsung went on to emphasize the fact that it included a charger with the Galaxy phones—not missing an opportunity to promote its’ other winning features.  

4. Leverage demonstrations and trials

Where applicable, offer demos, free trials, or samples that allow potential customers to experience your product or service firsthand. This hands-on approach can solidify their decision-making process. 

On this landing page from Semrush, the company showcases different types of social proof throughout the page and highlights customer testimonials, review sites, and customer logos to build a visitor’s confidence in the platform.

5. Provide expert insights

Establish your authority in the field by offering expert insights, whitepapers, or webinars that delve into industry trends, challenges, and solutions. Position your brand as a trusted advisor that not only offers products but also imparts valuable knowledge.

By focusing on a simple headline, eye-catching visuals and appealing copy, Niel Patel creates a webinar ad that effectively promotes his event and drives registrations.

6. Driving action through compelling CTAs

In the realm of decision stage content, the call-to-action (CTA) is the guiding beacon that steers your prospects towards the desired action. Ensure your CTAs are clear, compelling, and strategically placed within your content. Whether it's directing them to a purchase page, a consultation request, or a product demonstration, your CTAs should be persuasive and seamlessly integrated within the narrative.

The primary call to action in Babbel’s ad is clear and direct (Get up to 60% off!) and by using the “Get Offer” CTA button, they are able to instill a sense of gratification in the audience.

Mastering the art of decision stage content

By strategically aligning your content with the needs and preferences of your target audience, you can establish a compelling case for your brand, fostering trust, confidence, and ultimately, business success. Embrace the power of decision stage content and witness the transformational impact it can have on your customer acquisition and retention endeavors. It's not just about content; it's about crafting a narrative that inspires action and forges lasting connections.