The Content Matrix: Your Key to a Successful Content Strategy

@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

@kevinrcain #cmworld

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

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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

@kevinrcain #cmworld

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