When it comes to effectively managing digital content, a content matrix provides the structure needed to ensure that teams are able to organize, store, and access content quickly and efficiently. As the digital landscape continues to evolve and organizations seek to gain a competitive advantage through the use of content, it is increasingly important to have an effective content management system that can keep up with the demands of distributed teams, dynamic content, and ever-changing technology. A content matrix is an invaluable tool for any content management strategy, providing an organizational framework that can help teams stay on track and make sure their content is up to date and optimized for the best user experience. In this blog post, we’ll explore the features and benefits of a content matrix and why it’s an essential tool for any content management strategy.
Content Marketing Matrix with Examples | What type of content to use When?
Why is a content matrix important?
A content matrix can assist your team in prioritizing the creation of content that can increase sales, so it is crucial to integrate one into your marketing strategy. A content matrix can also offer a practical framework for scheduling the creation, implementation, and launch of future content. A content matrix may also help you:
Align your team
A content matrix is a visual tool that can help your team work toward the same objectives. The matrix might have a section devoted to “areas of improvement,” which can highlight different areas of the content strategy that require attention. Your team may start to modify their strategy as they become more familiar with the content matrix to further increase the team’s success. A content matrix can help your team work together toward specific objectives.
Identify areas of improvement
You may identify areas for improvement when you map out your entire marketing strategy onto a content matrix. Finding these areas gives your team specific objectives to work toward achieving. A matrix can also show the areas of success where your content successfully attracts customers or generates sales. Knowing where your marketing strategy can be improved can inspire you to launch new initiatives or campaigns.
Emphasize successful content
You can also determine the most effective content using a content matrix. Imagine, for instance, that you began distributing a helpful infographic to new clients who made purchases from your website. Your team observed a 65% rise in repeat visitors to the website following an initial purchase. When you plot it on the content matrix, you can see that the educational strategy especially appeals to potential customers in the phase following a purchase.
Align marketing with sales
You can start to better align your marketing initiatives with your company’s sales objectives as you continue to develop your content matrix. For instance, the sales team might aim to turn 25% of prospective clients into paying clients. Since the focus of this objective is potential clients, you can create content that focuses on their requirements. This can foster collaboration between the marketing and sales teams and lead to better results for both teams.
What is a content matrix?
A marketing tool called a content matrix shows a content strategy in visual form. This tool can be used by a marketing team to plan ideas for upcoming content, determine the best strategy for the content, determine the type of customer to target, and plan out future campaigns. Depending on their particular marketing requirements, a company may use a different style of content matrix. Some matrices resemble a graph, a spreadsheet, or a scatter plot. A content matrix primarily focuses on demonstrating the relationship between the customer conversion process and the audience’s response to the content.
One axis of the matrix, for instance, might show where a customer is in the conversion process. This process has several stages, including pre-purchase, awareness, consideration, and conversion. The other axis might depict how the content is perceived in terms of its persuasive strategy. This can show whether a piece of content appeals to readers on an emotional or rational level. You can create a detailed image of how your marketing content affects prospective customers when you combine these two measurements into a content matrix.
How to create content matrix
It’s crucial to keep in mind that you can design your content matrix to meet your company’s needs if you want to start using one. You can create a content matrix by using the steps below, though they may differ for each one:
1. Focus on the target audience
The main objective of marketing is to influence a target audience and prompt them to take action. In order to keep your content relevant, just like with many other marketing strategies, it’s critical to concentrate on your target market. It is best to keep your audience in mind throughout the process because the tool tracks their perception of the content and where they are in the conversion process.
2. Address every stage of the customers journey
Different marketing strategies are needed depending on the different stages of a customer’s journey. For instance, you might have marketing materials that are only accessible to customers who have subscribed to your business’ services. Addressing these positions can help your marketing materials more acutely appeal to your target audience because each customer is in a unique stage. Including each stage on the content matrix can also result in a more thorough application of the tool.
3. Be specific about goals
Prior to plotting content on your matrix, it’s crucial to be clear about your objectives. Before creating the matrix, you and your team could come up with a few goals. Then, before plotting each piece of content on the matrix, you can use these objectives to field each one. The content can stay on the matrix if it contributes to your team’s goals. If not, you might think about swapping it out for a more useful content type.
4. Create a matrix
You can create a thorough content matrix after gathering data, studying your audience, and setting goals. Depending on your business, the objectives of your marketing team, or your target market, this might look different. You could create the matrix on a whiteboard for the entire team to see, use a spreadsheet, or a virtual board. Here is an example of a content matrix that is focused on the stages of the buyer’s journey and is organized in a spreadsheet:
Stages of the journey: ***Goal**Solution**Type of content**Specific piece of content to use**Next steps**Awareness**- Increase social media following to increase brand awareness**
Increase the proportion of visitors who buy something after visiting the website.
Purchase choice: Increase affiliate sales overall in the upcoming quarter.
After purchase– Develop customer relationships
How to implement a content matrix
You can use a content matrix in a variety of ways to improve your marketing. Here are some suggestions for how to use a content matrix:
FAQ
What is a matrix in marketing?
A marketing matrix is essentially a plot on a two-dimensional plane that ranks products and services based on how well they satisfy customers’ top needs. To do this, create a cross shape out of two lines.
What is content distribution matrix?
Whether you want to or need to amuse, inspire, educate, or persuade your audience, the matrix is a framework to help guide your marketing. It is a device that, in the most straightforward and efficient manner, directs customers along their path to purchase.
How do you create a marketing matrix?
Smart Insights developed a tool for online marketers called a content distribution matrix. It is an infographic that explains to marketers where to concentrate their efforts.
