Intentional Content & Consideration

The Consideration Stage Is Often Overlooked

Chief Marketing Officer Kevin Knight emphasizes that while many brands focus heavily on grabbing attention and closing sales, they frequently neglect a crucial aspect of the buying journey: the consideration stage. This is the phase where individuals transition from merely noticing a brand to contemplating whether it aligns with their needs. In sectors such as fitness, wellness, and real estate, this is when potential customers begin to scrutinize options more closely and form their opinions.

Turning Attention Into Trust

Attracting views is relatively simple. However, converting those views into clients requires more deliberate effort. What aids decision-making is content that reveals your identity, values, and work process. This might include educational reels, behind-the-scenes footage, client testimonials, or insightful captions that outline your approach. Such content alleviates uncertainty and enables the audience to envision what collaborating with you would entail.

Attention may spark interest, but trust is what drives action.

Professional Experience and Application

In my experience creating content for fitness, wellness, and real estate brands, I have observed how this type of content significantly influences audience reactions. When individuals feel informed and connected, they are more inclined to remain engaged and reach out. Knight points out that when brands overlook this stage, prospective customers often disengage before reaching the decision-making point. By prioritizing the consideration phase, you can effectively bridge that gap and transform attention into genuine opportunities.

Source Referenced : Forbes Communications Council — Kevin Knight
https://www.forbes.com/sites/forbescommunicationscouncil/2018/03/20/the-forgotten-stage-of-the-marketing-funnel-how-to-drive-consideration-in-the-digital-age/