The Content Marketing Matrix

A content marketing planning tool to help marketers generate ideas for the most engaging content types for their audiences

We had this graphic on a Post-It note in our office for months and published it in March 2012. It's a natural follow-on from our inbound marketing funnel infographic.  We created it to help your own brainstorming on content ideas to engage customers and encourage sharing. In 2015 we added a new, simplified version - see the end of the post for this.

Though we're fans of Eloqua's Content Grid, which inspired this, we think it's a little too 'B2B' orientated, and their v2 is pretty complicated.

Our matrix, is structured to help you think through the dimensions of different content based on how your audience might think and what you're trying to achieve as a business. What will work where your audience are more or less impulsive or rational? What does that mean for content creation and marketing goals? Depending on the quadrant(s) that you feel drawn to for your audience, it offers a starting point for your ideas generation.

When reviewing the potential of each content type, you should also think about its potential to attract inbound links to your site to help with SEO.

We've grouped all our infographics as a free download if you'd like to print or view enlarged versions.


We hope this infographic adds a fresh perspective to your content marketing. As always, we'd love to know what you think.

2015 update - Content Marketing Planning Template

For our round-up of all the Smart Insights infographics we've included a spin-off from our original 2012 Content Marketing matrix based on a collaboration with Hubspot to create a Content Marketing Planning Template. This includes this simple Content Marketing Planning template below which has a plain background to enable you to compare your current approach to future approach.

Content Marketing Planning Template

Share your thoughts

  • Abide Turan commented on March 31, 2014

    can I get the referance please? I can use it for my project?

  • M.C. commented on March 6, 2014

    How can i download it in .eps?

  • Christine Webber commented on November 5, 2013

    Really useful info and matrix thanks.

  • Nice article

  • Don McYobb commented on September 13, 2013

    Thanks for the infographic.

  • I have to say that I love this content matrix and it has certainly pulled things into sharp perspective! What I would be interested to know however is: “Is there a particular skew in terms of where a B2B content marketers content matrix should look?”

    • Glad you like it Jonathan,

      I find it the most useful of our infographics when I use it in workshops.
      I’d say that often B2B is bottom left quadrant = play it safe, but the matrix should prompt marketers to think more top left where there is likely to be more cut through.
      The steps I advise are:

      1. Add to the chart what you do now.

      2. Add competitor content marketing activities.

      3. Brainstorm what you could offer in future.

      4. Rinse and repeat!

      Dave

  • Love this – I thought Eloqua version should have been organized to flow bottom left to top right – you just did something different. I’m not sure I think evrything is quite so mutually exclusive, but visually it works great.

  • Amazing, we at http://www.jamclouds.com will do our best to use this formula :) We’ll keep you posted!

  • great post, very helpful!

  • So simple but eloquent! Thanks — this will be very handy!
    http://www.thesearchmarketer.com

  • Anna Storrs commented on May 17, 2012

    Really great piece- given me some very good inspiration right when I need it!

  • Anna Storrs commented on May 17, 2012

    Really great piece- given me some very good inspiration right when I need it!

    • Thanks Anna – glad to inspire at the right time and the comments inspire us to create more similar tools.

    • Thanks Anna – glad to inspire at the right time and the comments inspire us to create more similar tools.

  • Dave Chaffey commented on May 17, 2012

    Thanks for taking the time to comment Mike and Kane – we’ve had good feedback on the networks too. No suggestions though, so must “hit the spot”.

  • Normally I just read this content from my RSS, but I wanted to follow through to this post and comment to let you know that this is fantastic! Such a great resource. Thanks!

  • Good stuff! I will be sharing!