Have you ever asked yourself if your content really appeals to your customers? After all that planning and implementation, are they even reading, watching, or engaging with your brand? Content marketing has revolutionised the ways in which we interact with customers on both a rational and emotional level as you guide them along the path to purchasing your product.
The Content Marketing Matrix is a useful tool we use to check that our client’s content appeals to their audience at every point of their purchase journey. It can help you clarify exactly what you need to achieve when creating content, and assist with future planning to cover a wide variety of interests, while satisfying demands your customers may have.
(image: a3932_sdau_content_marketing_matrix_1.1-ratio-v1a-hp-visual-03.jpg)
This diagram represents the four main purposes of content, which include to entertain, to inspire, to educate and to convince. Failure to create content that aligns with these criteria could result in missing out on attracting your potential audiences.
Here at Superdream, we’ve used this guide for a number of our clients. Take a look below.
## Entertain
Attention grabbing and entertaining content creates an emotional reaction in people, which can tug on their heart strings in a way that urges them to make a change. This emotionally charged campaign for Key Assets Australia raised awareness of the need for more foster carers. It went viral, generating over 167 million impressions in 13 different countries.
(youtube: http://www.youtube.com/watch?v=G7g2aOpmVfQ)
## Inspire
Inspiring content reaches your audience on an equally emotional level. Be it celebrity endorsem*nts, events or reviews and ratings – these types of content are aiming at pushing your audience towards the purchasing decision while inspiring them on an emotional level. Our campaign with Paramount Pictures Australia attracted media coverage which lead to over 922,000 impressions and helped the film to top more than $346m at the box office worldwide.
(youtube: http://www.youtube.com/watch?v=eFhBgcseosA)
## Educate
Educational content is less emotional and more rational, and aims at helping your audience solve challenges they might be struggling with. Our goal was to showcase the incredible work the Great Barrier Reef Foundation does, in a way that could be clearly understood by the general public and to highlight what’s been done to save this natural wonder.
(youtube: http://www.youtube.com/watch?v=_L99gaUPdhg)
## Convince
Convincing content aims at giving your audiences the last push they need to become customers. As opposed to inspiring content, this category convinces through facts and figures and addresses rational interests of your audience. While working with voestalpine Metsec plc, we used infographics, video content and case studies to convince a broad range of stakeholders of Metsec’s expertise. Results to date include more than 85 pieces of quality coverage and a 100% increase in social media audience.
(youtube: http://www.youtube.com/watch?v=aJ_1ubk6to4)
So, whether you want to raise awareness and educate your audience through an infographic, or inspire them to purchase with celebrity endorsem*nts, the Content Marketing Matrix will guide you in the right direction.
If you’d like to talk to us about your content strategy, please (link: https://www.superdream.com/get-in-touch text: get in touch).
FAQs
This diagram represents the four main purposes of content, which include to entertain, to inspire, to educate and to convince. Failure to create content that aligns with these criteria could result in missing out on attracting your potential audiences.
What are the four main purposes of content? ›
The 4 purposes of content
The matrix, inspired by Smart Insights, illustrates the four main purposes of content. Content should either entertain, educate, inspire or convince, depending on the stage of the funnel your buyer personas are at.
What are the 4 quadrants of content marketing? ›
It consists of four quadrants: Entertain, Educate, Inspire, and Convince. By placing content in the appropriate quadrant, businesses can better understand the purpose and target audience for each piece of content and therefore create more effective marketing materials.
What is the purpose of content creation? ›
Publishing well-written and informative content on your website can attract and engage your audience. Great content educates and provides value to your readers. With a strong content creation process, you can cater your pieces directly toward the needs and goals of your audience.
What is the main purpose of content marketing? ›
One of the most critical purposes of content marketing is to attract and engage an audience. By creating quality content, you can position your business as a thought leader in your industry and build trust with potential and current customers.
What are the 4 elements of content? ›
Good Content Has These Four Elements, Says Google Research
- Relevant. Relevance in content refers to how well your target audience believes that your content addresses their concerns, fills informational gaps, or fulfills their aspirations. ...
- Intellectually Appealing. ...
- Sensorially Stimulating. ...
- Emotionally Resonant.
The content in the different stages supports the customer journey, and good content pushes your leads closer to a purchase. The four stages of the content marketing funnel are awareness, evaluation, purchase (or "conversion"), and delight.
What is the 4 marketing concept? ›
The marketing concept rests on four pillars: target market, customer needs, integrated marketing and profitability.
What are the 4 core aspects of marketing? ›
The marketing mix, also known as the four P's of marketing, refers to the four key elements of a marketing strategy: product, price, place and promotion.
What are the 4 pillars of marketing explain? ›
The four most important pillars on which to build a solid foundation for your marketing plan are: 1) Vision and Brading, 2) Identifying customer pain points, 3) Generating Demand, and finally, 4) Building Meaningful Relationships with your customers.
At the basest of levels, there are three purposes or reasons for writing non-fiction content: to inform, to opine, or to persuade (or sell). In modern times, the three are often conflated — with factual explanations often laced with opinion-but, the three main reasons remain.
What are the key pillars of content creation? ›
Content pillars are three to five topics your brand will consistently discuss, amplify, and create content for on social media. Also called content categories or content buckets, these topics form the foundation of what you'll post.
What are the 3 C's of content creation? ›
These are the three most important parts of content strategy. It's the trinity of modern marketing.
What are the key benefits of content marketing? ›
Benefits of content marketing
- Establishing yourself as an expert.
- Improving your visibility in search engines.
- Boosting brand awareness.
- Developing a stronger brand identity and presence.
- Creating a social media following.
- Earning referrals.
- Generating new lead sources.
- Educating your readers.
Content marketing is the planning, creating, distributing, sharing, and publishing of content via channels such as social media, blogs, websites, podcasts, apps, press releases, print publications, and more. The goal is to reach your target audience and increase brand awareness, sales, engagement, and loyalty.
What are the 4 P's of content writing? ›
The main purpose of writing content for business is to persuade others for some specific action. To do that in a better way A technique of 4ps of persuasion was introduced. This technique include Promise, Picture, Proof, Push.
What are the most important 4 factors to create a great content? ›
Here's a look at nine important factors you should keep in mind if you want to create content that gets noticed:
- Length of Content. ...
- Value to the Reader. ...
- Visuals are Important. ...
- Infographics Are Powerful. ...
- Mobile-Friendly Is a Must. ...
- Keywords Still Rule. ...
- Check and Recheck Spelling and Grammar. ...
- Easy-to-Read Format.
The following 4 C's (content, conversation, community, connections) can be powerful in generating more success for your business and brand.
