What is a content matrix? A content matrix is a visual aid that organizes your content based on two dimensions: where it falls in the conversion funnel and what tactic it uses to reach the target audience. Content matrixes are powerful tools for developing a high-level marketing strategy and assessing its execution.
A content matrix looks like a scatter plot that maps your existing marketing content onto a chart with two axes. The first axis measures where along the conversion process a piece of content falls. On one end, you have the initial awareness stage. On the other, you have the final conversion.
The second axis measures how a given piece of content is designed to resonate with its audience. On one side, you have a purely emotional approach. On the other, an entirely rational one.
When you put the two together and plot your existing content onto the matrix, you have a comprehensive visual breakdown of your content marketing funnel.
In the quadrant of the content matrix that’s toward the emotional end of the spectrum and early on the conversion funnel, you might see viral video content. In the quadrant that’s highly rational, and at the end of your conversion funnel, you might see testimonials touting the benefits of your product or service.
Why create a content matrix?
A content matrix is a helpful framework for assessing your content and planning where to take it in the future. You can locate weak spots, highlight strengths, and make sure you’re emphasizing the content areas that best resonate with your audience.
As a dramatic example, imagine you’re responsible for running the content campaign for the next John Wick movie. You’d focus on creating trailers of John Wick doing crazy John Wick things, not listicles about the top seven reasons to go to the movie theater.
Your content matrix should emphasize content on the emotional and awareness ends of the spectrums, but it also needs to show a clear path from those stages into a rational conversion. If it doesn’t, you’ve found a weakness you need to address.Why did the customer cross to the other side of the content matrix? Because your business nailed entertaining and educating them and now they want to buy. Take a look at this handy content marketing tool! Click To Tweet
What can you do with a content matrix?
- Audit your existing library of marketing content.
- Find any weak stages in your conversion process.
- Brainstorm ideas for the most productive future content.
- Visualize your content strategy in a readily communicable way.
- Hone in your content strategy to best pursue long-term goals.
- Match the best content formats with each intended purpose (whitepapers to educate, endorsements to persuade).
Examples of a content matrix
1. Smart Insights
This content matrix is broken into four quadrants to help you create your own: Entertain (quizzes and branded videos), Inspire (community forums and celebrity endorsements), Educate (articles and infographics), and Convince (interactive demos and webinars).
2. Send Pulse
This content matrix example goes a little more in-depth by breaking it into Awareness, Consideration, Decision, and After Purchase quadrants with content filled out for pain points, solutions, content assets, and CTAs to move down the funnel.
3. Orbit Media
Orbit Media’s content marketing matrix focuses on content performance. The quadrants are broken up into Polish (add CTAs, internal links, and videos), Pursue (repeat with the same time, same format, etc.), Pass (try something else), and Promote (email, share, write, link).
If you’ve completed your content matrix and identified gaps, ClearVoice can help. Talk to a content specialist today about getting high-performing content created for your brand, from blog posts and white papers to social content and ebooks.