In order to maximize your content marketing efforts, you need to understand the purposes of your content. To create a content marketing matrix, you can follow a few steps: Identify the four primary purposes of your content, create an inventory of your content assets, and develop a call to action. Once you have the purpose of your content defined, you can add the appropriate assets. The matrix is a living tool that should change with your company’s needs.
Create a buyer’s journey
To drive conversions, you should use a buyer’s journey framework in your content marketing strategy. This is a simple model that helps marketers understand the path that buyers take when they are considering buying a product or service. By creating content that addresses a consumer’s specific needs, you can nudge them towards conversion. Creating content that’s relevant to the buyer’s journey is a great way to avoid sales copy and improve conversion rates.
The buyer’s journey begins with the consideration stage. During this stage, a buyer is evaluating a range of products or services and engaging with potential sellers. The seller needs to attract attention with content that speaks to the buyer’s authentic interests and meets the needs of their current situation. They also need to know what to expect from the brand in terms of customer support and product performance. This is the time when a brand can help the buyer make a final decision and build a relationship with them.
Identify four primary purposes of content
Content marketers strive to reach their audience with the perfect piece of content and nurture a relationship. But many struggle to approach content marketing strategically. Studies have shown that only 35 percent of businesses have a documented strategy for content marketing. To ensure your content marketing efforts are as effective as possible, identify four primary purposes of content. Content is meant to address the needs and emotions of your audience, from the point of first contact all the way through to the final decision to buy. It is also intended to foster a relationship with customers, turn them into brand advocates, and delight customers even after they have purchased.
Content marketing serves two main purposes: to attract new leads and to close existing ones. Content that engages buyers should be educational or offer how-to advice. In the closing stages, content should contain sales copy. To make your content more effective, consider identifying your buyer’s journey. Here are four stages at which you should deliver content to convert new leads:
Create a content inventory
Once you have a list of all your content offers, it’s time to create a content inventory matrix. This document will include the main topic of each piece of content and map it to the relevant stages of the Buyer’s Journey. Once the inventory matrix is complete, it’s time to start mapping out your content strategy. Here are some questions to ask yourself. What’s your target audience like? What topics are they interested in? What are their pain points? How can you better engage them?
Using a content inventory matrix can make the content marketing process a much simpler task. It helps to organize all of your content by identifying outdated pieces. You can use publishing dates to identify these pieces. If you find that certain pieces of content aren’t performing well, you can update them and see if they’re worth republishing. Ultimately, a content inventory matrix will give you an idea of how much of your content needs updating.
Develop a call-to-action
The call-to-action is a short phrase that encourages viewers to take a desired action. In your content marketing matrix, this phrase can be in the form of a button, image, or clickable text. Using the right call-to-action will increase the chances of viewers completing a specific action. A compelling call-to-action will increase the likelihood of conversion by enticing viewers to perform a specific action.
When developing a call-to-action in your article, consider the language you use. Often, readers are confused if the call-to-action is in a different language. For example, “Get a Free Trial” would emphasize low risk without pressure tactics. Another useful tip is to make the call-to-action stand out from the content. Bright colors can draw the eye and make it easier for viewers to spot.