The Content Marketing Matrix
A content marketing planning tool to help marketers generate ideas for the most engaging content types for their audiences
We created our Content Marketing Matrix to help our members audit their content marketing assets as part of creating a content marketing strategy. It can also be used for content ideation, i.e. to brainstorm future content ideas to generate leads, nurture prospects, encourage sharing and generate backlinks for SEO.
Since we created it eight years ago it’s been shared many times and has inspired many ‘mashups’ in different formats as this Google search shows; great to see it’s been useful!
I think our Content Marketing Matrix is a powerful mindtool for marketers since it’s a content mapping tool, structured to help you think through two key dimensions of which types of content will best support the path to purchase for your target audience. The two dimensions are:
- 1. Awareness through to purchase conversion funnel shown on the horizontal axis
- 2. Emotional to rational content engagement formats available shown on the vertical axis
- TOFU – Top of Funnel
- MOFU – Middle of Funnel
- BOFU – Bottom of Funnel
- Limbric brain – Your trust/’gut’ feelings
- Neocortex – Your rationalization and communication brain