In previous blog posts we have discussed the value of using a marketing funnel and the way in which content can fit into a funnel strategy mapped against a customer’s buying journey. We have also talked about the adoption of content atomization to help build content in an efficient way. In this blog post we delve a little deeper into the selection of various types of scientific marketing content, actions and initiatives.
There are many different marketing initiatives you can use, and sometimes it can be difficult to know what to develop, when to execute, and the intent that you want the content or action to convey.
A 'Content Marketing Matrix' is a simple framework that a marketer can use to layout different pieces of content or marketing actions on to. It can help the marketer visualize, consider and plan which initiative is best for a target audience, and then apply to the marketing funnel based on the stage at which your buyer personas are at.
Below is an example of a content marketing matrix. The matrix considers that there are four main purposes that content fulfils. Content can either entertain, inspire, educate or convince.
The axes of the matrix represent “awareness to purchase” along the x-axis and “rational to emotional” along the y-axis. These labels cover the feel and positioning that different pieces of content or actions would need to have to meet their intent.
Entertaining content is engaging and playful, it creates interest and awareness in your product and brand without being too technical.
Inspiring content communicates with customers on an emotional level. Customers need to be able to relate to this type of content, it should make them feel some form of personal connection and persuade them to want to buy into your brand and products.
Educational content is designed to help your customers learn more about how your products and services can help solve their challenges. Educational content does a similar job to entertaining content, it helps grow interest in your product, but at a much deeper and rational level.
Convincing content is used in the last stage of the customer’s buying journey, it’s the content that is used to help convert the lead to a sale. This content is usually highly rational, and may even be a uniquely created piece for a highly qualified lead.
By adopting this straightforward method, you can map marketing initiatives onto a content matrix according to your customers' buying journeys and various personas. This approach simplifies strategizing about the intent behind actions and fosters creative discussions during campaign planning.
Using a marketing content matrix offers several benefits:
Strategic Alignment: It helps ensure that content is aligned with the overall marketing strategy and business goals.
Content Optimization: A content matrix allows for the identification of gaps in content coverage, ensuring that all customer questions and concerns are addressed at each stage of their journey. This can lead to the creation of more comprehensive and effective content.
Improved Targeting: By categorizing content according to customer personas or segments, marketers can tailor their messages more precisely, increasing relevance and engagement.
Efficiency and Productivity: With a clear overview of what content is available and what needs to be developed, teams can plan and produce content more efficiently.
Enhanced Creativity and Innovation: The structured approach of a content matrix can spark creativity by highlighting opportunities for new types of content or innovative ways to address customer needs and interests.
Better Customer Experience: By delivering the right content at the right time, tailored to the audience's specific needs and preferences, a marketing content matrix can enhance the overall customer experience, leading to higher satisfaction and loyalty.
Talk to Polymorphic Marketing to see how we can help you develop your marketing content and campaign plans.
Telephone: +44 (0)207 4594201