At this stage... Your goal is to... So try to... Interest Promote interest Encourage exploration of the right solution by explaining what factors in finding the right your target audience should be considering when looking at solutions to solution their problem. Utilize more substantial pieces of content that explain the different solutions that are available, such as: » Webinars » Landing pages » eBooks » White papers » Reports By this point in the buying process, you can begin to talk about your company and your products and services, but they are still not yet the main focus as you should be describing solutions in more general terms. Research Foster comparisons Explain how the solutions to your target audience’s problem differ and why yours is the best. Employ content that clearly articulates the value that your company and its solution can bring, such as: » Case studies » Testimonials » Product and feature guides » Fact sheets » Product demos » ROI calculators Now your content is exclusively focused on how your company and its solution can solve the target buyer’s problem better than anyone else’s. It Takes a Content Factory! | 65