Creating Marketing

What Is a Content Matrix?

What is a Content Matrix?
Written by Lorraine Roberte

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 matrices 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.

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. The community content matrix by Wetipp.

2. The content matrix from Ninetyblack.

3. The content matrix by Distilled, now Brainlabs.

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

About the author

Lorraine Roberte

Lorraine Roberte is an experienced personal finance writer living in sunny South Florida. She helps readers make informed decisions about their mortgage, insurance, credit cards, small business finances, and more. Her work has appeared on sites like The Simple Dollar, The Balance, I Will Teach You To Be Rich,, and numerous others.

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