Content marketing matrix (CMM) is developing into a huge factor for online business to thrive and survive. But without a goal or a specific purpose it is meaningless and a mere exercise in vanity existence. A goal-oriented structure and strategy benefits small and big enterprises.
This post offers insights on creating the right CMM to attract your audience. The information is also designed to understand the customer journey perfectly and implement the right tools.
Image courtesy: https://ecallis.com/insights/digital-marketing/breaking-down-the-content-marketing-matrix-entertaining-content-part-1/
Important points to consider
- What is a content marketing matrix?
- How to use it to meet your goals
- Which elements are most useful for your business?
- Create an annual schedule for CMM for targeted audiences
- What does the marketing funnel reveal?
- Content writing goals with professional assistance
- Inserting the right blend of content for email marketing
What is a content marketing matrix?
The whole idea of content marketing is not new. It has been in business for some time now. However, what has changed is the way some digital marketers have organized their strategies in such a way that it has become into a template for others. It has ben repackaged to suit various sectors. In the last 4 years or so, the Content Marketing Institute has revealed through its surveys a few interesting figures. For instance, enterprises which have a written content strategy in place are more effective in getting attention from the audience. The ones who randomly do so or only depend on verbal methods do not get expected results.
The entire research can be read in the link provided below.
Image courtesy: https://contentmarketinginstitute.com/2015/09/b2b-content-marketing-research/
The matrix serves as a framework where marketers are able to direct their messages and communications with specific content targeted towards the audience. The messages are also unique and relate to various segments which may pertain to educating, entertaining, inspiring, creating awareness or even convincing them to buy. Using the right tools also ensure that the customer journey is more satisfying and effective.
How to use it to meet your goals
On the digital platform, the published content meets targeted objectives and are aimed at buyers. You will need to understand what makes people buy your products or use the services. Is it the ‘trust factor’, ‘emotional bond’, or a certain necessity? Customers are living, breathing people who read the content and react or respond to it. Hence, the content should ‘pull’ the readers to take action. That is why storytelling often succeeds in grabbing their attention. The way you lead them towards a ‘call to action’ determines the success rate (of the message). There are various types of content marketing matrixes that can be utilized. If you want to see the best results, pursue a strategy by doing research.
If you have failed in the past it could be due to:
- Promotional strategies being made for incorrect audience.
- Writing on irrelevant topics.
- Not taking help of professional content writers.
- Using the services of influencers that do not match audience profile.
- Choosing an inappropriate time to launch, create awareness or bring in a product.
- Not using effective blogging techniques.
If you have now understood why your readers have rejected your content, you will have to rejig the details that appeal to them and are also relevant in nature. Such a step will help you to make better use of leads and increase conversion rates. New tools have been developed to help marketers to bring a better shape to their campaigns. As you recognize your challenges, the tools will be effective to overcome them.
Which elements will be most useful for your business?
Today even bigger organizations have strict budgets and it is vital to pick up the right tools to maximize the revenue potential through marketing. The content that is published has to be reader-savvy and hit the right chord. You may require various channels to reach different audiences. They could be through:
- SEO, PPC, social media
- Newsletters
- Email marketing
- Brochures
- Blog posts
Image courtesy:https://contentmarketinginstitute.com/2014/11/5-steps-mind-map-content-increase-reach/
If your marketing department is relying on blogs, then the following steps can be taken.
- Do research to find out what readers wish to read or be informed about.
- Based on the reports make defined goals
- Make keywords and relevant topics
- Create a calendar for publishing the blogs
- Use a professional writer for content writing
Create an annual schedule for CMM for targeted audiences
What does the marketing funnel reveal?
To grow the traffic and get visitors to the website to interact and buy, the marketing funnel is important. An effective MF will add to your business objectives. As you segment the customer journey, you will visualize the entire process from the time they are ‘aware’ to ‘purchasing’ the product. Now post-purchase goals have also become a part of the MF map.
Content writing goals
Consumer engagement is vital to any digital marketing activity. You will need to know the following points before making any goals.
- Who will read your content?
- Are you offering solutions to the problems consumers face?
- What is your USP? It will determine the kind of readers you will attract.
- Which formats will suit the content? Will data visualization help or infographics, videos, blogs or social media posts generate the required attentiveness?
- Consider the channels/medium for publishing the content.
- Prepare to manage creation of content and publishing it on a regular basis to keep it live.
- Get professional writers to make content interesting.
- Use email marketing for personal contacts with consumers.
Insert right blend of email marketing
Blogging can always be combined with email marketing and it brings great results. Make it a regular part of the content matrix and enjoy benefits. The combination is quite like blending peanut butter and chocolate and the synergy is quite successful. Before mixing the two, ask your self if you really need both or the mix? It will determine how it will work because both serve different purposes. The right data will enable your team to devise the right strategy to fulfill your goals. While blogs reach known and unknown readers, emails reach those who are in contact with you. Emails can be personalized. For example, it makes more sense to write ‘Dear Jordan’ rather than ‘Dear valued customer.’ If the message is mobile friendly the click rate is much better.
We could go on about how and why the content matrix is valuable to your organization. If you ae happy with this information, do let us know and comment below. We could prepare another interesting module to engage your marketing efforts.