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The Content Matrix: Your Key to a Successful Content Strategy

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My presentation at Content Marketing World Sydney on April 2, 2014. This presentation outlines the process you need to follow to create a content matrix, the tool content marketers need to align, prioritize, and fuel a successful content strategy.

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The Content Matrix: Your Key to a Successful Content Strategy

  1. 1. @kevinrcain #cmworld The Content Matrix: Your Key to a Successful Content Strategy Kevin Cain @kevinrcain | kevinrcain.com
  2. 2. @kevinrcain #cmworld director of content strategy managing editorlowly minion copyeditor writer/editor senior writer/editor content marketing & communications consultant
  3. 3. @kevinrcain #cmworld posts eBooks, reports & case studies fans + followers page views per month views on YouTube subscribers
  4. 4. @kevinrcain #cmworld
  5. 5. @kevinrcain #cmworld They don’t have a strategy! #cmworld
  6. 6. @kevinrcain #cmworld@kevinrcain #cmworld context conversion contact content A content matrix looks at your strategy from four perspectives:
  7. 7. context
  8. 8. @kevinrcain #cmworld pain points motivators influencers needs concerns role in the buying process Take the time to understand your buyers demographics
  9. 9. @kevinrcain #cmworld Susan is a VP of operations and needs a better e-mail archiving solution. She finds her existing service frustrating because it is too slow and unreliable, but doesn’t know there are better solutions available. She is the final decision-maker and, while price is an important motivating factor when making a purchase, she’s most concerned with functionality and ease of use. Develop a buyer persona
  10. 10. @kevinrcain #cmworld Map out the buyer journey
  11. 11. @kevinrcain #cmworld Identify the sticking points where the buyer will likely get hung up sticking point sticking point
  12. 12. @kevinrcain #cmworld leverage point Turn those sticking points into leverage points leverage point
  13. 13. @kevinrcain #cmworld Add that information to your content matrix unaware aware interested research purchase context
  14. 14. conversion
  15. 15. @kevinrcain #cmworld download now! subscribe! read blog post! tweet this! purchase! visit website! follow! free trial! Drive a series of conversions that ultimately lead to a sale
  16. 16. @kevinrcain #cmworld download now! subscribe! read blog post! tweet this! purchase! visit website! follow! free trial! Drive a series of conversions that ultimately lead to a sale
  17. 17. @kevinrcain #cmworld Get your audience to convert grab their attention create dedicated landing pages incentivise them
  18. 18. @kevinrcain #cmworld Add that information to your content matrix unaware aware interested research purchase context conversion goal conversion goal conversion goal conversion goal conversion goal
  19. 19. My conversion goals for this presentation: Let’s connect! www.kevinrcain.com @kevinrcain
  20. 20. contact
  21. 21. @kevinrcain #cmworld Think about how you will make contact e-mails phone calls text messages tweets skywriting linkedin messages door hangers search engines online forums retargeting events advertisements other buyers friends colleagues networks industry analysts outbound contact inbound contact contact through others
  22. 22. @kevinrcain #cmworld No matter what method you pick, remember these points:
  23. 23. @kevinrcain #cmworld No matter what method you pick, remember these points:
  24. 24. @kevinrcain #cmworld No matter what method you pick, remember these points:
  25. 25. @kevinrcain #cmworld No matter what method you pick, remember these points:
  26. 26. @kevinrcain #cmworld Add this information to your content matrix unaware aware interested research purchase context conversion goal conversion goal conversion goal conversion goal conversion goal contact method contact method contact method contact method contact method
  27. 27. content
  28. 28. @kevinrcain #cmworld case studies articlese-mails fact sheets blog posts podcasts videos white papers webinars reports infographics newsletters eBooks surveys games testimonials apps press releases brochures call scripts magazines ads gifs presentations quizzes ROI calculators Consider the different types of content you could create
  29. 29. @kevinrcain #cmworld Pick content that makes sense at each stage of the buyer journey unaware aware interested research purchase Goal: raise awareness blog posts infographics viral videos articles industry data podcasts Goal: demonstrate value of solving problem blog posts infographics viral videos articles industry data podcasts Goal: promote interest in finding solution webinars landing pages ebooks white papers reports Goal: foster comparisons case studies testimonials product guides fact sheets product demos ROI calculators Goal: encourage a sale how-to videos tutorials
  30. 30. @kevinrcain #cmworld Tailor your topic and messaging to your target audience’s needs
  31. 31. @kevinrcain #cmworld useful optimised for search customised for your buyers demonstrates your brand aspirations drives conversions promotes engagement and virality Ensure your content is set up to succeed
  32. 32. @kevinrcain #cmworld Add this information to your content matrix unaware aware interested research purchase context conversion goal conversion goal conversion goal conversion goal conversion goal contact method contact method contact method contact method contact method content format content format content format content format content format content topic / messaging content topic / messaging content topic / messaging content topic / messaging content topic / messaging
  33. 33. Using Your Content Matrix
  34. 34. @kevinrcain #cmworld unaware aware interested research purchase Map the details of your existing content to your new matrix context conversion goal conversion goal conversion goal conversion goal conversion goal contact method contact method contact method contact method contact method content format content format content format content format content format content topic / messaging content topic / messaging content topic / messaging content topic / messaging content topic / messaging
  35. 35. @kevinrcain #cmworld Map the details of your existing content to your new matrix context contact method blog posts content topic / messaging conversion goal contact method content format content topic / messaging conversion goal contact method content format content topic / messaging conversion goal contact method content format content topic / messaging conversion goal contact method content format content topic / messaging conversion goal unaware aware interested research purchase
  36. 36. @kevinrcain #cmworld Map the details of your existing content to your new matrix advances in e-mail archiving contact method blog posts context conversion goal contact method contact method contact method contact method content format content format content format content format content topic / messaging content topic / messaging content topic / messaging content topic / messaging conversion goal conversion goal conversion goal conversion goal unaware aware interested research purchase
  37. 37. @kevinrcain #cmworld Map the details of your existing content to your new matrix drive people to landing page advances in e-mail archiving contact method contact method contact method contact method contact method blog posts content format content format content format content format content topic / messaging content topic / messaging content topic / messaging content topic / messaging context conversion goal conversion goal conversion goal conversion goal unaware aware interested research purchase
  38. 38. @kevinrcain #cmworld Map the details of your existing content to your new matrix drive people to landing page advances in e-mail archiving SEO and newsletter contact method contact method contact method contact method blog posts content format content format content format content format content topic / messaging content topic / messaging content topic / messaging content topic / messaging context conversion goal conversion goal conversion goal conversion goal unaware aware interested research purchase
  39. 39. @kevinrcain #cmworld Map the details of your existing content to your new matrix conversion goal conversion goal conversion goal conversion goal contact method contact method contact method contact method content format eBook case study content format content topic / messaging content topic / messaging content topic / messaging content topic / messaging Map the details of your existing content to your new matrix drive people to landing page advances in e-mail archiving SEO and newsletter blog posts context unaware aware interested research purchase
  40. 40. @kevinrcain #cmworld Map the details of your existing content to your new matrix subscribe for newsletter download trial e-mail campaign influencer promotion eBook case study How new solutions can help you our product rules conversion goal conversion goal contact method contact method content format content format content topic / messaging content topic / messaging drive people to landing page advances in e-mail archiving SEO and newsletter blog posts context unaware aware interested research purchase
  41. 41. @kevinrcain #cmworld Identify where the gaps are subscribe for newsletter download trial e-mail campaign influencer promotion eBook case study How new solutions can help you our product rules conversion goal conversion goal contact method contact method content format content format content topic / messaging content topic / messaging drive people to landing page advances in e-mail archiving SEO and newsletter blog posts context unaware aware interested research purchase
  42. 42. #cmworld Now you’ve got a framework. Now you’ve got a strategy.
  43. 43. Questions? www.kevinrcain.com @kevinrcain

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