Whether you realize it or not, content is at the center of each piece of your digital marketing strategy. From your traditional advertisements to your social media posts, the content that you push out determines whether or not it gets noticed – and whether or not your audience makes a purchase.
But each piece of content is not created the same. If you don’t know the purpose of the content you’re creating, then you’re not going to see the results you’re after.
Consider this – if you don’t care about the content you’re creating, why should your audience?
If you’re only creating content to fill space, your audience will know.
Each piece of content needs to have an end goal in mind.
It needs to fit into one of the four different types of content.
THE 4 KINDS OF CONTENT YOU NEED TO USE IN CONTENT MARKETING
Instead of breaking down the difference between a newsletter and a blog post, we’re going to look at the four different types of content you need to utilize. This includes breaking down the content marketing matrix.
If you’ve never encountered the content marketing matrix, it looks a bit like this…
Within the matrix, there are four different compartments – Educate, Entertain, Persuade, and Convert.
When creating your content marketing strategy, you need to have a healthy mix of content that falls within each compartment. This typically involves using a few different kinds of content.
Let’s take a look at what each content compartment includes and what goals that kind of content can accomplish.
WHAT IS CONTENT THAT EDUCATES?
Content within the Educate compartment is most common for online businesses. When you’re creating content, you’re looking for ways to keep your audience informed about your products, services, or the direction your company is moving.
When you think about content marketing, you’re probably primarily thinking of educational content. If we look at the placement of the educate compartment on the matrix, we can see that this content compartment serves to provide awareness about your company while playing on the rational thought of your audience.
Here are some types of content that would fall in the education compartment:
- Press Releases
- Demo Videos
- Company News
But if you think back to your high school age self, you can probably remember just how bored you got when everything was all about education.
Only creating content for education purposes will quickly bore your audience. While it is important to provide them with the information they need, you need to mix it up a little.
This brings us to the next matrix compartment… Entertain.
WHAT IS CONTENT THAT ENTERTAINS?
For businesses, the Entertain compartment can be the most difficult. If you’re not in a particularly entertaining industry, then you need to get creative about the exciting content that you create.
Entertaining content is a great way to get audience members involved and attract new customers. Content within the entertain compartment should bring awareness to your business while being emotional.
Content that may fall within the entertain compartment includes:
- Viral Posts
You’ll see that some content falls in both the entertain and educate compartment. Because these types of content can perform double duty for your business, they should be used more frequently within your content strategy.
While entertaining content is great for attracting new business, it doesn’t do much to hold their attention. If you create a piece of entertaining content but you don’t do anything to push them forward through your sales funnel, they won’t stick around for long.
You’ll want to move your audience to the next form of content… Persuade.
WHAT IS CONTENT THAT PERSUADES?
Content in the Persuade compartment is the first kind of content we’re going to talk about that actually aims to secure a purchase. Audience members connecting with your persuasive content have already engaged with you on some level, whether it is through educational content or entertaining content.
Persuasive content isn’t always in your control.
In order to persuade a customer on the fence to buy, you need to show them that you’ve helped others in their situation. This typically means you need to supply them with persuasive content that doesn’t come from you.
Here are some of the most common kinds of persuasive content:
- Online Reviews
- Community Forums
According to the content marketing matrix, your persuasive content needs to be emotional while pushing audience members to make a purchase.
Persuasive content is supposed to build trust with your audience. However, it is not always enough to convince someone to make a purchase.
This brings us to our final compartment… Convert.
WHAT IS CONTENT THAT CONVERTS?
Content within the convert compartment is there to close the deal. After you’ve entertained, persuaded, and educated your audience, they may need just a bit more information to push them into the “customer” role.
Because your audience has already learned a lot about you, your converting content can be the most detailed. According to the content marketing matrix, it should be rational and push for a purchase.
Common kinds of content for the convert compartment includes:
- Case Studies
- Interactive Demos
- Product Features
- Price Guides
While content that converts can typically bring the highest returns, they don’t get there on their own. If you’re not considering the funnel that your audience must get through to even get to the convert stage, you’ll see why only creating webinars and case studies will do little for your business.
Each compartment of the content marketing matrix will work together to bring you results. If you’re missing just one section, then all your digital marketing will fall short.
USING THE CONTENT MARKETING MATRIX TO CREATE A CONTENT STRATEGY
If you only focus on one kind of content, your online marketing can only go so far. Because your audience will need to be entertained, educated, persuaded, and converted, you’ll need to make the most off each matrix compartment.
Before you begin creating your content marketing strategy, you’ll want to select a few kinds of content from each compartment. Consider the purpose in each piece of content you create.
Is it supposed to be emotional or rational? Are you looking to build awareness or push a purchase?
When you know your end goal, you’ll create stronger strategies and get better results.
If you're feeling overwhelmed by the amount of content you need to create for your company or you're looking for a little more guidance on how to create a proper content marketing strategy, send me a message.