Marketing & Finance
Content Marketing Matrix
Plan content across emotional and rational, awareness and purchase, and see if your mix is balanced.
- Time: 30 to 60 min
- With: Marketing team
- You get: A content idea list per quadrant and a balanced mix
How to use this worksheet
- Name the campaign or period. Then list content ideas, one per line, in each quadrant.
- Entertainment and Inspiration appeal to emotion; Education and Conviction appeal to reason. Entertainment and Education build awareness; Inspiration and Conviction support purchase.
- Check the balance summary: a funnel with only Education will not convert, one with only Entertainment will not be trusted.
- Pick the next pieces to produce and put them into your calendar.
Viral, engaging content that builds awareness.
Prompts and example
Example
- Short video about office life - Industry quiz - Memes about our niche
Stories that move people towards a purchase.
Prompts and example
Example
- Customer success story - Testimonial videos - Founder story
Content that builds authority and trust.
Prompts and example
Example
- How-to guides - Webinar series - Annual industry report
Data-driven content that drives conversion.
Prompts and example
Example
- Comparison with alternatives - ROI calculator - Free trial walkthrough
Themes, schedule, channels or performance insights.
Prompts and example
Example
One Education piece per week, Inspiration and Conviction alternate every second week.
Portfolio balance
Before you finish
- Every quadrant has at least one idea.
- Ideas are specific enough to assign.
- Production capacity matches the plan.
About the matrix
The content marketing matrix was published by Smart Insights. It maps content types on two axes: emotional to rational, and awareness to purchase.
Use it as a checklist for gaps rather than as a quota. Different funnel stages need different weights.
Recommended reading
Werbung / Ad: Affiliate links. As an Amazon Associate I earn from qualifying purchases at no extra cost to you.
- Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More CustomersJoe Pulizzi
Comprehensive guide to creating content that attracts and retains customers across all stages of the funnel.
- Everybody Writes: Your Go-To Guide to Creating Ridiculously Good ContentAnn Handley
Practical advice for creating high-quality content that engages audiences and drives business results.
- Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful BusinessesJoe Pulizzi
Strategic framework for building audiences through systematic content creation and distribution.