The content marketing matrix
- 14 September 2015
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Why you should seek to educate, convince, inspire and entertain with your content marketing.
On its blog, Smart Insights has identified four different ways in which your content should reach consumers, and placed them in a content marketing matrix that can help marketers build a balanced campaign.
These are Entertain, Inspire, Convince and Educate. Different types of content are more suited to each. For example, graphs and statistics are unlikely to inspire anyone but will educate – and perhaps convince – them. Ideally, you should produce content in all four quadrants for a well-rounded approach.
But the matrix doesn’t tell you how to create engaging content to achieve these goals. These suggestions to help you address the first area – inspiring customers – can be applied across different media, including videos, online stories and longer features.
- Tell a story: don’t list features or lecture when you could present something in narrative form. An extreme example would be Nescafe’s serialised, will-they-won’t-they Gold Blend ads.
- Make it about people: we are hardwired to relate to others, so one effective tactic is to present customers and prospects with a case study about how somebody overcame difficult circumstances. For instance, check out this heartwarming Lego CSR campaign.
- Celebrity endorsements: associate your brand with an inspiring figure, such as a professional athlete – but there should be some connection between your business and their achievements, like Virgin Media’s ‘fastest man, fastest broadband’ link.
- Make it aspirational: aim your content at what your customers want to become, not who they are today. You need a good understanding of your target audience and may have to seriously commit your brand to a particular ideal – to the exclusion of other areas – or people may feel you are faking. Nike has focused on associating its products with the ideal of being a stronger competitor, part of a sporting elite, for a long time.
- Include the customer: social media gives you the opportunity to go directly to people and ask them to share their own uplifting experiences. You might want to act as a gatekeeper though, as this tactic can backfire if people start airing grievances.