The Content Matrix - for a content strategy that sells

The Content Matrix is a robust framework for continuously reaching your target audience with the right content, in the right place and at the right time.


12/21/20211 min read

The Content Matrix

You may have developed your Ideal Customer Profiles and Target Messages. You may have even read Seven blog post ideas that will get you noticed and caught up with 10 Content Marketing Trends that will blow your mind! But, how do you ensure that your content lands at the right moment in the natural journey that your readers take? 

The answer is to use a Content Matrix that organises your content assets in a more logical and natural journey that your prospective customers take. In effect, putting yourself in the customer’s shoes and mapping your content assets to a typical sales funnel - Awareness, Consideration, Preference, Action, Loyalty and Advocacy. 

This approach puts your content strategy to work to achieve results by aligning content and target messages to the conversion funnel. This will help you use an emotional and rational approach at precisely the right time to ease your readers through the funnel and into buying mode. 

The example matrix below demonstrates how you can map different content assets onto the customer journey or sales funnel. 

worm's eye-view photography of ceiling
worm's eye-view photography of ceiling

Ogilvy on Advertising 

“What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same.

Go through a magazine and pick out the advertisements you like the most. You’ll probably pick those with beautiful illustrations or clever copy. But, unfortunately, you forget to ask yourself whether your favourite advertisements would make you want to buy the product.”