A great idea is not enough to make great marketing. You need to plan and validate your content based on what your audience wants and where they are in their journey. In this article, you’ll learn how to use a marketing matrix to do just that.
What is a marketing matrix and why do you need one? A marketing matrix is a tool that helps you visualize your marketing strategy. It shows you how to create content that appeals to your audience’s emotions and logic, depending on their stage in the marketing funnel.
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A marketing matrix helps you map your existing content, evaluate its strengths and weaknesses, and identify new opportunities. It also helps you align your content with your goals and measure its performance.
How to create a marketing matrix for your business To use a marketing matrix effectively, follow these steps:
Define your target audience
Use data sources like CRM, analytics, and customer feedback to understand who your customers are, what they need, and how they find you.
Analyze your marketing goals
se the SMART framework to set specific, measurable, actionable, relevant, and time-bound goals. For example, “earn 20 new customers from email marketing in Q1”.
Map your existing content
Place your content in the matrix based on where it fits in the customer journey and how it appeals to the customer. For example, a blog post that educates prospects about a problem would go in the top-left quadrant.
Identify gaps and opportunities
Look for areas where you have too much or too little content. For example, if you have a lot of educational content but not enough convincing content, you might need to create more case studies or product demos.
Research your competitors
Use tools like SimilarWeb or Semrush to find out what kind of content they are creating, how they are reaching their audience, and what topics they are covering. Compare their matrix with yours and look for ways to differentiate yourself.
Choose the best content format for each quadrant.
Depending on your audience’s needs and interests, you can use different types of content to entertain, educate, inspire, and convince them. For example, you can use quizzes, videos, podcasts, guides, webinars, events, reviews, or demos.
How to measure the effectiveness of your marketing matrix A marketing matrix helps you plan your content strategy, but you also need to track its results.
You can use digital analytics tools to plot your content in the matrix based on these metrics:
- Traffic: How many visitors does your content attract and where do they come from?
- Engagement rate: How much does your audience interact with your content (e.g., shares, comments, likes)?
- Bounce rate: How many visitors leave your website after viewing one page?
- Conversion rate: How many visitors become leads or customers after viewing your content?
- Click-through rate: How many visitors click on your email or ad campaigns?
Based on these metrics, you can classify your content into four categories:
- Top Performer: Content that drives high traffic and high conversions.
- High Potential: Content that drives high traffic but low conversions.
- Consistent Performer: Content that drives low traffic but high conversions.
- Low Potential: Content that drives low traffic and low conversions.
You can use this information to improve or replace underperforming content and focus on what works well.
Conclusion A marketing matrix is a powerful tool that helps you create content that engages your audience at every stage of their journey. It helps you audit your existing content, improve your planning and creation process, and track your ROI.