How to Create the Best Content Mix for Your Marketing Goals

Are you wondering why there’s a lull in your organization’s web traffic? Not sure if you should launch an Instagram channel or start a podcast? Finding the right content mix for your business can seem overwhelming with so many options. A content marketing matrix can help assess your content inventory and identify opportunities for new content types. 

A good content mix addresses your audience’s needs and preferences and supports your overall content strategy goals. A content matrix is a comprehensive visual map of your content mix. It uses a four-quadrant grid to represent two pairs of variables of your choosing and plots pieces of content against those two variables and relative to your other content. 

content matrix showing four quadrants

3 Steps to Create a Content Matrix


1. Make a list of your communication channels and platforms.
Include all touch points, general and specific. For example, you can include Twitter as a general channel and identify a publication as a specific platform. 

2. Plot each touchpoint on the matrix.
Label the quadrants as they pertain to your organizational goals and content strategies. Are you trying to build a foundation of awareness-level content? Are you looking to diversify content or reach a different demographic? A few ideas to start with could be: 

  • Entertain and educate
  • Inspire and convince
  • Reach and act 
  • Awareness and conversion
  • Emotional and rational

3. Identify any patterns in your matrix.
For example, is your organization strong in one area and lacking in another? Is there information from audience personas or membership surveys that suggests you should expand (or pull back) in certain areas? Is there a type of content (e.g., video, social) that is more prevalent in one quadrant? Why is that, and would it benefit you to try those channels with different types of content? 

Your content matrix will help you answer some crucial questions as you plan your content:

How does content in each quadrant support your marketing goals?

Content that is close to the middle of your quadrants is your most versatile. Consider using this content to anchor your campaigns. Content that hugs the edges of your matrix may have limited utility. Consider whether the cost of producing it is worth the payoff. Different types of content will engage different personas, and your choice of format may depend on your goal.  

What content will best serve your audiences?

Are there any quadrants that are packed? Empty? Is there an opportunity to expand content into a new quadrant supported by member data or feedback? How would it tie into existing strategic goals? 

Where are the gaps in your matrix or opportunities for more content?

Creating an ideal context mix isn’t just about developing new content. Instead, you can take existing content and modify it to meet your audience’s needs better

For example, you might choose to turn a podcast episode into a blog post with a transcript of the recording for your audience members who don’t have time to listen to a full episode but want to skim the highlights. 

Reference Your Content Matrix Regularly in Planning 

Conduct a regular editorial brainstorming meeting, and keep your content matrix top of mind when generating new ideas and revisiting your ongoing communications channels. 

Creating a content matrix is one step toward identifying any content gaps. You should also perform a thorough content audit every couple of years to ensure your organization is maximizing your content’s impact. 

Ready to mix it up? We can help diversify your content to ensure that your marketing works together for maximum impact.