The content matrix: how to build it correctly
To successfully promote a website or a brand’s social media accounts, it is necessary to follow a clear content plan and fill pages with interesting and useful information. However, after a while, it becomes extremely difficult for a professional to come up with an idea for a post or article. To avoid such a situation and regularly publish new material, a content matrix will help.
This tool allows you to create a basis for planning your publications. The matrix is a grid that is divided into squares. In the latter are placed topics that will be of interest to a particular target audience. By visualizing the content in this way, you can see which areas and topics need more attention. In addition, the matrix shows the points that are missing in the plan. This tool makes it possible to record all the notes and outlines in a single system, and then use them to select the most appropriate options for publication.
Thanks to the content matrix it is possible to assess the weaknesses and strengths of the promotion, to see the needs and problems of the target audience. After that, the marketer or SMM-specialist understands what points to focus attention on, in which direction to lead the consumer.
Matrix is used in tandem with a content plan and is a great helper for finding inspiration and new topics for publications. It will be especially useful for those who are just starting to promote their business through social media.
Matrix has several types, the most popular are in the form of a table or coordinate system. The first option helps to structure the material, separating the main points in columns and rows. For example, product types can be fixed vertically, and their descriptions can be fixed horizontally.
The coordinate system displays the two main directions for the content. For example, the horizontal axis visualizes all the stages of conversion, and the vertical one – the formats that allow you to influence the emotions and minds of buyers.
A content matrix can contain different data, such as the product categories that are most in demand. In this way, it is possible to detail each product type, to see its problems and points of growth. In addition, the matrix also includes those categories that are planned to be developed and improved. At the same time, it is necessary to note all the features of the listed products and list them in a cell. Such characteristics will allow making a detailed description of each type of product and present it in an attractive way for the consumer.
Separate attention requires fixing the information about the target audience, but before that, it should be carefully studied. In this way, it will be possible to create content that will be most useful for a particular group of buyers. The matrix allows you to detail every aspect that is important to the business, and already on the basis of this data to form a further promotion strategy.
