Lead Generation - Execute Phase
Embedded Files
Task 9:
Task 9:
Once the content messaging framework has been defined and approved, it should be used as a basis for brainstorming content pillars and choosing which ideas or type to go forth.
Bring together the team to evaluate content ideas as a group. To make these sessions as productive as possible, first establish the content pillars to help us with the content decision-making. The matrix shown enables teams to co-create content that is insightful. It also helps us to evaluate the ideas generated based on how well it meets the our business goals and audience needs.
Step 1:
Step 1:
Creating a Content Pillar Matrix
Creating a Content Pillar Matrix
A content pillar is a substantive and informative piece of content on a specific topic or theme that can be broken into many derivative sections, pieces, and materials.
Basically, it’s a large piece of content that we can turn into many smaller pieces of content to fuel all those touchpoints which our buyer persona will interact with.
A content pillar matrix is broken down into these segments
Head Term
Content Type
Persona needs
Business Needs
1. Identify a head term
1. Identify a head term
An overarching keyword that drives attraction and impression. This head term serves as the guide to the type of content ideas we should create.
2. Brainstorm content type/ideas
2. Brainstorm content type/ideas
Next, think about the content ideas – it should align with and provide context to your head term. These ideas will ensure a high level of view rate.
3. Pair it with persona needs
3. Pair it with persona needs
To ensure content completion rate is high, the content needs to address the pain point of our persona and showcase the value of our product in a discreet manner.
4. Align with business needs
4. Align with business needs
All content created must add value to our business needs, whether it's driving lead conversion or brand/product awareness. Content not addressing business needs should not be prioritised.
Show the matrix on a screen or whiteboard. Go through each type or content idea as a group. Through discussions, have the team agree on the top 5 content ideas. A sample matrix looks something like this:
*Example of a content pillar matrix extracted from Gore Connect 1.5 initiative
Generally, discard ideas that don’t align with our core messaging framework, as they’re unlikely to perform well. Consider other factors, too, like the amount of time and money needed to execute the idea before pursuing the top content idea to create our content cluster.
Report abuse