What Type of Content Matrix Is Right for Your Business?

How-to Build Customer Relationships with Content Matrix

In an era where every brand competes to produce content like an industrial factory, having just "good" content may no longer be enough. You need content that is "right"—content that resonates with consumers and aligns with business objectives at the same time. The content matrix is a tool that helps you strategically create content with precision, without the risk of investing in content that isn't suitable for your business, saving both budget and time.

What is a Content Matrix?

A content matrix is an analytical technique that helps brands strategically place content types to align with the customer journey appropriately. It considers two main factors:

1. Customer Purchase Intent

• Low: Customers are in the information-gathering phase and building awareness.
• High: Customers are in the decision-making phase, ready to purchase.

2. Stage of the Customer Journey

• Awareness: Customers start to learn about the brand and its products.
• Consideration: Customers are evaluating different options.
• Decision: Customers are in the final stages of making a purchase decision.

By analyzing these two factors, the content marketing matrix enables brands to strategically produce and distribute content that effectively meets customer needs at each stage of the customer journey.

What are the Types of Content in the Content Matrix?

The content matrix template consists of 6 main categories based on the customer journey stages (Awareness, Consideration, and Decision) and purchase intent (low Intent and high Intent). Each quadrant represents different types of content that are suitable for those stages and levels of intent:

1. Awareness Stage - Low Intent

For brands in the FMCG or lifestyle products industries, aiming to create broad awareness:

• How-to Content: Articles or videos offering solutions to customer problems to raise awareness and provide a positive experience with the product.
• Viral Content: Engaging, humorous, or emotionally-driven content that can be quickly shared to increase visibility.
• Infographics: Visual presentations of complex information to make it easier for audiences to understand.
• Industry News: Reporting on the latest trends in the industry to build brand credibility.
• Trend Reports: Analyzing and summarizing emerging industry trends to educate and inform target audiences.

2. Awareness Stage - High Intent

For businesses like B2B, professional services, or high-end products aiming to build credibility:

• Ultimate Guides: Comprehensive articles or guides detailing products or services to build confidence and influence customer decisions.
• Industry Research: In-depth studies and analyses of industry situations to establish expertise and trust.
• Expert Interviews: Conversations with industry experts to increase credibility.
• Case Studies: Real-life examples of the product or service in use, showcasing its effectiveness.
• Market Analysis: Analyzing market conditions and competitor behaviors to reassure customers in their decision-making process.

3. Consideration Stage - Low Intent

For brands in e-commerce, consumer electronics, or fashion & beauty that want to build awareness and trust among customers considering their options:

• Product Comparisons: Content comparing the pros and cons of products, helping customers make informed choices.
• Reviews: Customer reviews to build trust and confidence in the product.
• User Testimonials: Positive feedback from past customers to create trust.
• Behind-the-scenes Content: Content showing internal processes or production methods to promote transparency.
• FAQ Content: Frequently asked questions to provide needed information and assist in decision-making.

4. Consideration Stage - High Intent

For businesses like enterprise software, industrial equipment, or financial services that aim to provide in-depth information and expertise:

• Technical Specifications: Detailed product or service specifications for highly interested customers.
• Product Demonstrations: Videos showcasing the product in use, emphasizing its benefits.
• ROI Calculations: Showing the return on investment for purchasing the product or service.
• Competitive Analysis: Comparing features and offers against competitors to highlight strengths.
• Implementation Guides: Detailed instructions on how to use the product or service effectively.

5. Decision Stage - Low Intent

For retail, F&B, or entertainment businesses aiming to drive purchases:

• Promotional Content: Content showcasing special offers, discounts, or promotional packages to encourage purchase decisions.
• Limited-time Offers: Time-sensitive offers to create urgency and prompt purchase.
• Bundle Deals: Combining products or services at a discounted price to offer more value.
• Social Proof: Using shared content or customer reviews to build trust and encourage purchasing.
• User-generated Content: Content created by customers, such as reviews or videos, sharing their real experiences.

6. Decision Stage - High Intent

For businesses like SaaS, consulting services, or real estate that aim to provide detailed information and tailored offers:

• Pricing Guides: Detailed information on pricing and packages to assist customers in their decision-making.
• Service Level Agreements (SLAs): Clear agreements outlining service levels to build trust and reliability.
• Custom Proposals: Personalized offers tailored to the customer's needs, fostering engagement.
• Product Configuration Tools: Tools that allow customers to customize or design the product according to their preferences.
• Trial Offers: Offering customers a trial period to use the product or service before making a decision.

How to Maximize the Effectiveness of a Content Marketing Matrix

Analyze the Customer Journey in Detail

• Understand the steps and behaviors of customers at each stage of the purchasing decision process.
• Identify the key points where customers require the most information and support.
• Define clear personas and buyer journeys to create content that meets their needs.

Establish the Appropriate Content Matrix

• Analyze and allocate content types according to the content matrix template, ensuring alignment with each stage of the customer journey.
• Determine the proportion and distribution of content across each stage (Awareness, Consideration, Decision) appropriately.
• Continuously adjust the content matrix based on changes in customer behavior.

Customize Content for Each Platform

• Design and adapt content to suit the nature and limitations of each platform, such as length, format, and presentation techniques.
• Test and measure the performance of content across different channels to continuously improve and optimize.
• Ensure consistency and continuity of content across all channels to enhance the customer experience.

Ultimately, the success of content marketing is not determined by the quantity of content produced, but by delivering the right value at the right time to the right audience. The content matrix is a crucial tool that helps you achieve this goal effectively.