It’s hard to come up with a good idea for a blog article. It is necessary that it be interesting and useful to readers, related to products or services of the company, helped to sell the product or attract the right target audience to the blog.
Content matrices will be a generator of ideas - filling them out, you will see directions that you should think about and specific topics you can write about.
I will tell you how to compose the content matrix with specific examples. At the end of the article you can download a template of a typical matrix that can be adapted to any product or service.
What is a matrix of content
Content matrix - a table or diagram where you fix certain categories related to your niche, and then fill the cells with key phrases and ideas for topics.
Content matrices may look different - there are complex multidimensional tables, there are simple schemas. In some projects, they can not be used at all.
Content matrices are definitely needed:
- When the topics are over, you can’t think of anything else to write about. The first themes are often collected from the "head" or looking around. Especially if you make your own content plan for your business. At the stage when ideas end, a deeper look at the content is required.
- When you work with a new client project, you still don't know the topic well. The matrix will help to immerse yourself in the project, to understand which directions to work further.
How to create a matrix of content
There are several ways to create a content matrix. I will show each with examples of tables from real projects - I have simplified them and removed extra columns so that the essence is clearer.
In any matrix of content there will be rows and columns, each of them is intended for a category - this will be the focus of the content. In the cell enter the appropriate keywords and phrases. At the intersection of the lines you will get ideas for one or several topics.
For example, for the manufacturer of cabinets to order in the rows, you can specify the categories of goods, and in the columns - the directions that you can write about the necessary goods.
At the intersection of the "Sliding wardrobes" category with the column "Purpose" we will get several ideas for the topics: "How to choose a wardrobe in the bedroom", "How to fit the wardrobe in the bedroom interior" and others. This is a very simple example, the wardrobe matrix can be continued further by adding other directions to the columns.
There is another way I use most often. The matrix can consist of one column with some characteristics. Then topics can be created by combining keywords from columns with each other.
In the matrix example, made for a beauty blog, you can combine one or more columns, getting many topics. For example, peptides ("Ingredient") against aging ("Action").
This key phrase gives several themes at once: "How do peptides work against aging", "From what age to apply peptides against aging" and others. When these topics run out, you can add keywords from other columns, for example, the "Tools" column. The new phrase "Cream with peptides against aging" also gives rise to several themes at once: "How to choose a cream with peptides against aging", "A selection of creams with anti-aging peptides", etc.
Option simple matrix content - rubricator. When you choose and come up with a blog heading, and inside the columns write directions for topics.
For example, here each direction inside the heading can be expanded in dozens of topics.
It is important to remember that the intersection of categories does not provide a ready-made article title. The resulting key phrase is the direction in which you can think further. For example, expand or narrow the topic.
In addition, you need to make sure that the topic is not contrived, really interesting to readers. To do this, look up search queries, read the blogs of competitors, forums and social networks where the target audience communicates. And pay attention to the questions of your customers.
For example, the theme "How to use a cream with peptides" is contrived, the cream is simply smeared on the face. But "What kind of anti-aging peptides are, how to pick them up" is an actual and interesting topic that you should write about.
What could be inside the matrix of content
What you fill in the rows and columns of the matrix depends on the niche of your project and the depth of the subject matter. I will talk about the most common categories of tables.
Key business areas, categories of goods or services
Write out what your business does. It is not necessary to take all categories for the matrix, focus on the most profitable, most sought-after or those that cause more questions from customers.
For example, for an Internet marketing agency, you can write out in a separate line all areas of work: SMM, contextual advertising, email marketing, content marketing. For the bicycle shop, one of the columns will be the types of goods: sports bicycles, road bikes, mountain bikes, children's bicycles.
Characteristics of goods or services
Product properties: material, colors, quality, specifications, composition, materials, manufacturers. Properties of the service: what it includes, the stages of delivery, terms.
For example, when choosing a bicycle, the type of brakes, the number of speeds, the diameter of the wheels, etc. is of great importance. And when ordering an apartment repair, what is included in cosmetic and major repairs, at what time they are made.
Product characteristics can be in one column, and you can divide them into several categories. For example, for a store of industrial lamps, many technical details are important, some of them are separate areas: types of lamps, properties, manufacturers, type of lighting.
The target audience
For whom this product or service: age, place of residence, social or demographic characteristics of the audience, consumer behavior, segments of the target audience. This category is definitely worth adding if your product is designed for different audiences.
Use of a product or service
Where and how to use the product, a situation where a person applies for a service or buys a product, how to use the product correctly.
For example, for use there are cosmetics for the beach, the city, after cosmetic procedures, etc. For a coffee blog, brewing recipes, rules for drinking coffee. For technology, you can use reviews, for services - instructions. Each niche will have its own subtleties.
Where the buyer is: he still does not know anything about the product, only he found out about the product, he already uses it.
For example, we sell a competitor analysis service. For those who do not yet know about the product, we need topics that affect the analysis itself and its methods. At the stage of selection, people look at the functions, compare services - suitable collections, comparisons, reviews. And after the purchase - the answers to questions and instructions.
This includes the most frequent questions of customers who have already bought or choose a product, the problems of buyers, the objections of potential customers. Use as a base real questions, contact technical support. Also it is worthwhile to anticipate in advance possible objections and shoot them through useful content.
Content Creation Goals
What are you creating content for: user training, interest, increasing loyalty, selling. It can be divided by goals, or by content types: engaging, training, selling, etc.
The history of the origin, the manufacture of the product, the internal kitchen of the service - something that can be interesting to the readers, increases loyalty to the company, leads traffic. Here you can also include news and trends - they are relevant for projects, where often there are any changes or you can write about future trends.
What is close to your business, product or service. For example, the manufacturer of cabinets can touch on broader topics, for example, interior.
In the direction of related topics, it is necessary to move carefully and find points of contact with your product / service, so as not to attract to the blog untargeted audience that will never make a purchase.
You can create different content on one topic, which will prolong her life and help to increase the coverage. Therefore, you can add content formats available to you in the matrix: articles, videos, podcasts, infographics, and others. If there are several article formats in your blog, this should also be taken into account in the table: lists, selections, instructions, short reviews, and longrids.
Content matrix cannot be done once and then constantly work with it. Your project and the situation on the market are changing, other products or services appear in the product range, in the course of work you see new directions for business development. Therefore, the table should be regularly refined, expanded, adding new categories, or cleaned, removing unnecessary columns and rows with developed or obsolete directions.
Bonuses for those who read :-)
Read more: article copywriter Leslie Vox in English.
Download for general development: matrix template with types and tricks of content in English.
Download and use immediately: My template is a typical matrix of content in Russian.