Great marketing starts with great content, and great content needs purpose, direction, and goals. A content marketing Matrix is a framework from which a content marketer can consider and plan how best to be there for their target audience with the right content at the right time and the right place. In layman’s language, it is a content mapping tool that lets you think about what to create for a future content marketing strategy.
The Content Marketing Matrix
Now the question arises how do we use this matrix? First of all, think about whether your product, service, or marketing initiative is based upon rational or emotional choices. Now think about what you want your customers to achieve from the content you are producing. do you want to generate awareness of something new or lead them to purchase a product? or do you want them to share some helpful information with you. Based on the matrix corner, you think your answers are heading. It gives you ideas on the types of content marketing you should be using. Let us break this down into four categories;
People starting a buyer journey aren’t looking for a heavy sales pitch, and they are just paddling in the shallows, getting a feel for your content and whether it’s worth enough to hold their interest. You want to entertain your readers and engage with their emotional side at this stage. Entertaining content is engaging and creates interest and awareness. Content format to achieve this includes Competitions, Quizzes, Games, eBooks, Articles, and Social media posts. For instance, at Blue Tick Pro, we provide an Instagram verification service, still, many interactive social media posts are created to build an emotional connection with the users to entertain potential clients initially.
At this stage in the buyer journey, your target audience is looking toward personal growth, so again, not the place to sell your brand aggressively. The key is to share interesting, relevant pieces of content that’ll help them feel empowered and educated. Capable of making informed decisions around a subject. Your customers are starting to move from an emotional connection with your content to more of a rational one. The content format that lends itself to education includes Articles, Ebooks, Infographics, Trend reports, Guides, Whitepapers, and Reports. This blog post also fulfills the very purpose of educating your potential buyers. Although it does not mention the Instagram verification badge, it gives a deep insight into our company’s work to build a rational connection with our clients.
Your potential buyers know your content and like what you are putting out there. Now is the time to inspire them with your content. It may include sharing positive reviews and opening up community forums where you can interact more personally with your visitors. Events are also a great way to inspire people and encourage them to engage with your brand. Celebrities are also incorporated to advertise the brand. These campaigns play a vital role in building the emotional connection with the brand as celebrity endorsement molds public opinion regarding the brand. After successfully get verified on Instagram, certain celebrities have also endorsed blue tick pro.
At this point, your consumers are reasonably far along with their journey. It is now time for your content to “seal the deal” and qualify those leads as sales-ready. Content needs to be persuasive and convincing, reinforcing everything they have already learned about your brand, leading them towards a buying decision.The content formats that are fantastic convincing pieces include; Case studies, Webinars, Checklists, Pricing guides, Datasheets, Interactive demos, Product features, and Whitepapers.
Specific formats do lend themselves to multiple purposes. When dealing with these, refer to your buyer personas and their needs along the buyer’s journey.
Benefits of a Content Matrix for Your Business
1. Helps to identify areas where content is needed
A content marketing matrix is a grid that helps organize your content and describes its value in easy-to-read columns. With such a matrix, you can keep an eye on the content and identify the areas that need more effort. For instance, you may notice a need for compelling content at the after-sales stage.
2. To strengthen sales enablement
A content marketing matrix is designed only to tell you if the content you created is of the desired quality, and it is available at every stage of the buyer’s journey. The matrix moves as your leads move through their journey. The matrix prevents these leads from stalling at a particular stage due to the lack of any informative content. Blue tick Pro has used this method to build an informed clientale for our Instagram verification service.
3. To boost email marketing
With a precise content matrix, you can ensure that you have content encouraging your leads to sign in to your email list. This content matrix also helps to guide your potential client through targeted email content and newsletters.
4. Generate new ideas
A content matrix is handy to see what type of content was produced in the past and how to generate new ideas for future content.
Modern marketers use such a content matrix to improve their marketing and sales effort. As content is a foundation pillar of any digital marketing campaign, a content matrix boosts these efforts and ensures that the right content reaches the right person at the right time.