the content matrix: your key to a successful content strategy
DESCRIPTION
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.TRANSCRIPT
@kevinrcain #cmworld
The Content Matrix:Your Key to a Successful
Content Strategy
Kevin Cain@kevinrcain | kevinrcain.com
@kevinrcain #cmworld
director of content strategy
managing editorlowly minion
copyeditorwriter/editor
senior writer/editor
content marketing & communications
consultant
@kevinrcain #cmworld
posts
eBooks, reports& case studies
fans + followers
page views per month
views on YouTube
subscribers
@kevinrcain #cmworld
@kevinrcain #cmworld
They don’t have a strategy!
#cmworld
@kevinrcain #cmworld@kevinrcain #cmworld
context conversion
contact content
A content matrix looks at your strategy from four perspectives:
context
@kevinrcain #cmworld
pain points
motivators
influencers
needs
concernsrole in
the buying process
Take the time to understand your buyers
demographics
@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
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Map out the buyer journey
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Identify the sticking points where the buyer will likely get hung up
stickingpoint
stickingpoint
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leveragepoint
Turn those sticking points into leverage points
leveragepoint
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Add that information to your content matrix
unaware aware interested research purchase
context
conversion
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downloadnow!
subscribe!read blog
post!
tweetthis!
purchase!
visit website!
follow!
free trial!
Drive a series of conversions that ultimately lead to a sale
@kevinrcain #cmworld
downloadnow!
subscribe!read blog
post!
tweetthis!
purchase!
visit website!
follow!
free trial!
Drive a series of conversions that ultimately lead to a sale
@kevinrcain #cmworld
Get your audience to convert
grab their attention
create dedicated landing pages
incentivise them
@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
My conversion goals for this presentation: Let’s connect!
www.kevinrcain.com @kevinrcain
contact
@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
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No matter what method you pick, remember these points:
Always keep your
conversions in mind
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No matter what method you pick, remember these points:
Cheaper is better
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No matter what method you pick, remember these points:
You’ll need to
make contact in
multiple ways
@kevinrcain #cmworld
No matter what method you pick, remember these points:
Easier is better
@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
@kevinrcain #cmworldcase studies
articlese-mailsfact sheets
blog postspodcastsvideos
white papers
webinarsreports
infographics
newsletters
eBooks surveys
games
testimonialsapps
press releases
brochurescall scripts
magazinesads
gifs
presentationsquizzes
ROI calculatorsConsider the different types of content you could create
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Pick content that makes sense at each stage of the buyer journey
unaware aware interested research purchase
Goal:raise awareness
blog postsinfographicsviral videos
articlesindustry data
podcasts
Goal:demonstrate
value of solving problem
blog postsinfographicsviral videos
articlesindustry data
podcasts
Goal: promote interest
in finding solution
webinarslanding pages
ebookswhite papers
reports
Goal: foster
comparisons
case studiestestimonials
product guidesfact sheets
product demosROI calculators
Goal: encourage a sale
how-to videostutorials
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Tailor your topic and messaging to your target audience’s needs
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useful optimisedfor search
customised for your buyers
demonstratesyour brandaspirations
drivesconversions
promotesengagementand virality
Ensure your content is set up to succeed
@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
Using Your Content Matrix
@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
@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
@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
@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
@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
@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
@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
@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
#cmworld
Now you’ve gota framework.
Now you’ve gota strategy.
Questions?
www.kevinrcain.com @kevinrcain