Thoughtful Marketing

How often do you take the time to sit down and plan the content you wish to share with your audience? Whether you’re sharing on a social media platform, through email, or by text message, do you genuinely put meaning and purpose behind each piece of content? As you continue to develop your brand, having a reliable, weekly, content marketing plan is crucial to your long-term success. Your content must align with your brand promise and work to pull customers in. If you’re questioning the best way to start your content marketing plan, consider utilizing a “content marketing matrix.”

Content Marketing Matrix

A content marketing matrix is defined as, “a framework from which a marketer can consider and plan how best to be there for their target audience with the right content at the right time and in the right place.” The matrix consists of 4 content quadrants: entertain, inspire, educate, and convince (see the graphic below). Each quadrant will have different types of sharable content based on emotions or rationality used to raise awareness or encourage a purchase. Do you want to simply get the word out about a new product and its benefits? Or, maybe heavily market the product to lead to purchases? Share useful information to keep your brand and product in the back of a customer’s mind? The information in a content marketing matrix can help you do all of these things! For example, infographics listed in the education quadrant, are used to spark awareness and is content based on rationality. Let’s take a closer look at each of the 4 quadrants. 

• Entertaining Content: This type of content is engaging and creates interest and awareness.
  • • For example: a quiz that tells customers what product they should buy based on their zodiac sign or a branded video that explains to customers more about you and your business.

• Inspiring Content: Inspiring content will tug on the emotional heartstrings of customers. It is relatable and should make the customer “feel something.” Thus creating an emotional engagement with your product or brand.
  • • For example: a positive post in your business Facebook group where a previous customer discusses their trials and tribulations before trying to a product and how it ultimately helped them.

• Educational Content: This type of content helps your customers learn something new about your products or services. Frequently putting out educational content will center you as a trusted source.
  • • For example: sharing an infographic on Instagram or Facebook that details a new product. This is stat and fact based.

• Convincing Content: This is the last type of content a customer will consider before they make a purchase. This is your final chance to shine and make that sale!
  • • For example: similar to a webinar, host a party where you can showcase your products! This is your last chance to tell customers about the products, inform them about ratings, pricing, answer questions etc. Make a good impression!

Great marketing starts with great content, and great content will lead to increased sales and a reliable, great brand! Whether you want to entertain, inspire, educate, or convince your customers, developing a content marketing matrix will serve as a fantastic guide for getting crucial information to your customers. Remember, your customers want to see authentic marketing and content- this keeps them excited and engaged! If you find that one tactic doesn’t work, try another! Progress will always be better than perfection. Push yourself to the limit and utilize your creativity to make thoughtful content for customers at any stage of the purchasing process.