Okay, we're now at the consideration stage of the customer journey. And let's look at the content that you can create based on what happens in the consideration stage. So here you're no longer really dealing with beginners with someone who isn't really familiar with what they're looking for now, your potential customers have named and defined their problem. And they're pretty much looking into all available solutions, such as products and services to solve that problem that they have. Now, questions in the middle of the funnel or in the consideration stage are no longer generic? Instead of asking why questions and really vague questions, your potential customers are now diving into a range of opportunities to remedy their struggle.

Instead of kind of introductory questions. They're asking for more specific questions. Again, for topics. I'm going to give you some examples based on the same industries are used in the awareness stage, and then we can dive into them a little bit more. So For the customer support software company, a question that a potential customer might be asking is how to provide good customer support over the phone. For the mattress company, potential customer might be asking how to choose the best mattress for condition.

Note here that they know what condition they now have. Just like in the earlier example, they know that they're looking at customer support over the phone and not just any generic customer support. And then finally, for the electricity provider example, they might be asking something like how to break down an electricity bill or how to choose an electricity provider. Note that here they know specifics about electricity providers, but they don't yet know what specific options they're looking for what kinds of plans that's why they're asking how to understand and analyze an electricity bill and similar questions. So as you can see in this stage, your potential customer Diving into the specifics of the problem, meaning that they understand what's bothering them in a lot of detail. And they want to know the possible solutions, compared to in the awareness stage where they were trying to identify the problem.

They now know the problem, they know the name of the problem, and they're looking for all the options out there. Now, it's really important here to note that they're not really looking for specific providers or even specific offers or services, what they're looking for are types of types of solutions that they might be looking at. So I'm going to give you an example here to for you to get a better understanding of this. Let's say they are the potential customer of a customer support software. They know they need a solution for customer support, but they don't know if it's going to be a in house support team. Or if they're going to outsource support, support all together.

They don't yet know what kind of maybe on line tools they need in order to provide good customer support, they just know that they want to focus on a specific area of customer support. Same way with the mattresses, a potential customer knows that their problem lies in a bad mattress. But they still don't know if they need a mattress topper. Or maybe if they should buy a new mattress altogether. That means that they're in this state, they're analyzing the potential solutions. So the topics that you can cover in here are topics about potential solutions.

So for example, a mattress company might create content that guides the reader through types of mattress upgrades that you can do this is this is how they're going to learn what are all the things they can do and find what suits them. So for topics, always keep in mind that here, you are looking to guide the potential customer toward all the potential solutions and explain what it is They can get out of each of them. Now for formats, you want to look into in depth guides, comparison style checklists, pros vs. Cons lists and other insightful pieces. This can again be in blog post format, or video or even a podcast episode. But it's important that here you have to give hands on advice and comparisons and sort of present outcomes of each of the options that you're presenting. So that you can make sure that your future customer is 100% educated on the pros and cons of each.

And now when it comes to CTAs, this is where you might want to draw people deeper into your ecosystem and get them to subscribe to your newsletter or download some sort of in depth guide, an ebook, a checklist, a cheat sheet, a worksheet, something that can help them become better at whatever it is you're talking about, so that they can make a good decision later. So your call to actions might be more along the lines of sign up here, download this ebook, get in depth advice through this guide, it will be more in a way, it will be more in the direction that takes them onto your email list or, you know, get them into a free trial or something that simply makes them more connected to your brand and makes them see you more and more as an option that they can go with afterwards.