Evaluation of several solution options

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So, our potential buyer has remembered you. Received a newsletter, studied the recommendations for choosing construction equipment. Your company seems like a potentially suitable partner for purchase, but wants to know more. More detailed information is needed.

At this stage, it may have already been decided that the excavator will be purchased on lease. And this is where the work on researching your company begins. If before this, only the owner or commercial director visited the site, now the CFO has looked at the direct link from the letter to see which banks and on what terms you cooperate on leasing. Or, perhaps, he subscribed to the newsletter and received a letter with detailed calculations.

The types of content at the interest stage are approximately the same as at the first, but the content is already more detailed. General-purpose calculators and letters with recommendations are added. The main goal of this stage is to lead the visitor to making some decision from the entire chain. In our virtual case, to choosing leasing as a method of purchasing a product. And the following helped us with this:

Material with detailed calculations and comparison of the payback period of rent/purchase/leasing.
Leasing calculator.
Full information about leasing conditions and partner banks is available on the website.
So, you helped the visitor choose the transaction format - leasing. Does this mean that he will buy from us? No. But the key people of the company have already been on your site, the first sprout of trust has been formed. And after some time (possibly in six months) the relevance of buying an excavator becomes maximum, and the future buyer is ready to make a choice.
content at the interest stage
Stage 3. Decision making

This stage can be divided into two "sub-stages":

The actual decision making.
Our potential buyers of the excavator (and there are impacts of overseas chinese consumers in uk several of them, and all are important) already know that "purely theoretically" you as a partner are suitable for supplying the excavator on lease. Their task now is to choose the best solution from those available. That is, to check your expertise, and at the same time your competitors. And compare

Content that will be useful:

Description of successful cases,
Webinars with product descriptions,
Detailed FAQ,
Demonstration videos,
Recommendations and reviews, including videos;
Expert interviews.

To our group of decision makers for purchasing an excavator, you can offer:

A video demonstrating running models "in action".
Interview with the head of the repair and service department.
A case study on how your customer doubled his business income in 1 year by purchasing a fleet of construction equipment from you.
etc.
Here, remember that the process is already very close to making a decision. Perhaps the sales manager is already actively communicating with the buyer of the future client. At this stage, the task of content marketing is to maintain the status of expertise, increase trust, convince of reliability, and ultimately, to facilitate the manager's transition of the client down the funnel - to closing the deal.