The Content Marketing Matrix
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 will delve a little deeper into the selection of different types of content and the intent of those different pieces.
A 'Content Marketing Matrix' is a simple framework that a marketer can use to layout different pieces of content on to. It can help the marketer visualize, consider and plan which piece of content is best for a target audience, and then apply to the marketing funnel based on the stage at which your buyer personas are at.
Above is an example of a content marketing matrix, based on your specific customer’s buying journey and different personas you may wish to include different content types. You may also place content pieces in different places on the matrix, that is the great thing about a content matrix - it makes you really think about the intent of different marketing pieces and can help facilitate a creative conversation around your campaign plan.
The matrix works by considering 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 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.
Talk to Polymorphic Marketing to see how they can help you develop your marketing content and campaign plans.
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