Content
- What is a content matrix?
- When is a content matrix needed?
- Types of content matrices
- What does a content matrix consist of?
- How to create a content matrix?
- Tools for creating a matrix
What is a content matrix?
A content matrix is a powerful tool that helps in developing topics for publications and ensures a balance between various content formats. It is not just a table or a publication plan, but a real system where you combine different parameters to create relevant topics. The primary goal of the matrix is to support marketers in the process of generating relevant content that meets the audience's needs and helps promote the business.
With such a matrix, you can avoid missing any stages of the sales funnel, create diverse topics, and avoid monotony in content. This is especially important for those who regularly blog or manage social media accounts. The matrix helps identify weaknesses in content and target specific needs of the target audience.
When is a content matrix needed?
Creating a content matrix will be useful for anyone involved in managing social media or blogs. However, there are several key situations where this tool becomes particularly relevant:
- If you notice that your content has become monotonous and uninteresting to the audience, the matrix will help generate new ideas.
- When content development requires a lot of effort, but the results are almost non-existent — the matrix will allow you to create content that meets the needs of the target audience and the stages of the sales funnel.
Types of content matrices
There are several types of content matrices, each with its own characteristics and advantages:
1. Table
This is the simplest and most intuitive option. In this matrix, rows can represent one parameter, while columns represent another. At the intersection of these elements, topics appear that can be written directly in the cells.
2. Builder
A more complex and productive option that is most often used by content marketers. Each column is dedicated to a specific parameter, while the rows contain key ideas. By selecting one key from each column, unique topics can be generated.
3. Matrix-diagram
This matrix has two axes and is divided into quadrants. Each quadrant represents a separate content goal, allowing for more precise targeting of customer needs as they move through the sales funnel.
4. Hybrid matrix
This combines elements from tables and diagrams, allowing for a more detailed analysis of different aspects of content and its effectiveness.
What does a content matrix consist of?
The contents of the matrix depend on the tasks facing the business. For example, for a furniture factory, these may include:
- Products and services: specific furniture models or business directions.
- Product characteristics: materials, production technologies, and so on.
- Audience segments: different approaches for various customer groups.
- Customer pains and objections: understanding the problems customers face.
- Stages of the sales funnel: from recognizing a need to completing a purchase.
- Content formats: written reviews, video overviews, and others.
How to create a content matrix?
Creating a content matrix involves several key steps:
- Study your audience, identify their needs and pains.
- Set the goals that your content should achieve.
- Select parameters to be filled in the matrix based on goals and audience characteristics.
- Fill in the table or diagram with topics and ideas.
- Regularly review and update the matrix, adding new ideas and removing outdated ones.
Tools for creating a matrix
There are many tools for creating content matrices:
- Google Sheets — great for simple matrices and collaborative work.
- Miro — an interactive board for team collaboration that allows for the creation of various types of matrices.
- Figma — a similar tool for creating visual elements and matrices.
- Flip chart and markers — an old but reliable method for brainstorming and discussions in meetings.