As buyers progress through the sales journey, search behaviour shifts again. Buyers may have a brand in mind or be evaluating a shortlist of vendors. Searches typically contain brand names like GBG, Yoti or Onfido, for example.
At this point, buyers are most interested in how-to guides and case studies. Think about how assets can be optimised to engage the audience, using interactive infographics, animation, video or ROI calculators.
Endorsement by third parties is powerful, so think about amplifying positive reviews or analyst reports through targeted content syndication, for example.