Matrix isn’t about “making a purchase as soon as possible”. It’s about caring for your customers at every stage: from getting to know the product to the target action, and it works for any brand from an online education school to a website with generous Bizzo casino promotions. You will help them make their own decisions along the way. This approach is more convertible in terms of marketing objectives. It combines rationality and emotional context. Customers are grateful, and you reach your goals faster and increase sales.
What Is a Content Matrix?
It’s part of a marketing strategy, a kind of idea generator. It helps not only to diversify your content but also to remain interesting to your target audience, no matter what stage they are at in their relationship with your company.
The goal of the matrix is to stop creating content for the sake of content and start focusing on what’s really interesting to users, and will eventually lead to tangible results.
What a Content Matrix Looks Like
In simple terms, it’s a table or a graph with different publication formats and headings. Their intersection generates new ideas. The matrix can be done in a regular Google table or Excel.
Choose professional tools to create an interesting visualization. Or just draw it by hand on a whiteboard or paper and hang it in the office. The functionality of the matrix won’t change from this. It will perform its main task, which is to help in generating the content, oriented on the interests and demands of the target audience.
What other tasks can be solved by the content matrix?
- Visualization of the marketing strategy.
- Audit of the current content and analysis of the interest of the target audience in its different types.
- Analysis of vulnerabilities in the content strategy.
- Generation of ideas that meet the interests of the audience.
- Creation of content focused on the company’s goals.
- Optimization of marketing resources.
- Long term planning.
As you can see, it’s a versatile tool that helps to identify weaknesses and optimize internal processes. With the implementation of a content matrix, your blog or social media audience is more likely to want to buy your product.
How to Create a Content Matrix
We think you’re no longer in doubt about the usefulness of such a tool. And we’re finally getting to the most important thing: How do you make a content matrix?
Step 1: Identify Your Target Audience
We’re sure you know your audience well. But now you need to transform it into a detailed format. The idea behind the matrix is to create content that is targeted and timely for each user.
Think about what potential customers dream about, what they fear, what they hope for. Where they work, how they spend their free time. And most importantly – what tasks your product or service helps them solve. In this way, you’ll identify the individual segments you’ll target.
Step 2: Choose Content That’s Relevant to Your Queries
Think through the customer journey from their inquiry, their first exposure to the brand, to their purchase decision. What influences their decision to move on to each next step?
For example, the moment a user first hears about you, they need to be interested. You tell them about the product and services and give them a detailed idea of who you are and how you can help them. At the next stage he wants to make sure that you are a reliable company. And the cases, reviews, etc. will help him in this. In the same format, we move on – to the point of making a decision to buy.
There are many types of content. It can be an expert blog article, a short video, an infographic, a letter, research, podcasts, etc.
Step 3: Transform the Information Into a Content Matrix
At this stage you already have the target audience divided into groups, the customer journey and types of content defined. Now all that’s left is to map it all in the form of a matrix.
Such a simple content matrix, an example of which we gave above, will help to organize the content and bring it in line with the goals of the company.
First, audit your existing content and add it to the matrix according to its type, category, and stage of the customer journey. Then add new ideas to the plan. You can create as detailed a map as you want: add audience pain points and their possible solutions, CTAs, etc.