POV Statement / Content Matrix
Point of View Statement
User + Need + Insight [or] Contradiction [or] Cause
What content could addresses the POV statement?
Where should it be
Objective it Supports?
Which internal objectives does this
How will we measure it?
A 13-year-old girl needs to feel
accepted by her peers, even though
sometimes the things her peers do
make her feel uncomfortable.
Blog post about how to handle
uncomfortable situations without
making things weird.
Our org’s blog,
Lower the teen
# of page views, % open
rates on newsletter,
# clicks in newsletter
A 20-year old male college
sophomore needs to make enough
money to support himself, but even
when he does, he finds it difficult to
spend the money in the right ways.
The manager of the local English-
themed pub needs to ensure
his smoking and non-smoking
customers are comfortable in her
bar, but struggles to keep smokers
far enough from the doors to prevent
bothering the non-smokers.