Helping a qualified lead evaluate their options is the name of the game in the Consideration phase of the customer journey. Consideration phase materials should mix elements of your industry expertise (educate) with a touch of promotion (soft sell).
A prospect who has entered the Consideration phase has already been intrigued by some piece of your content. Now it’s time to help them understand why your solution is one they should strongly consider and how you are different from other options (or competitors).
Showing a prospect why or how you are different can be made infinitely easier with video. Video allows you to illustrate your competitive advantage and make it real in a way that copy or printed materials never could.