Content Strategies can be complex beasts.

They need to have a certain amount of detail or they aren’t helpful. But include too much detail and you end up with a document that’s overwhelming and ends up in a drawer.

Over years of working with my clients to create Content Strategies, I’ve come up with a few ways of streamlining the complexities that make a content strategy more useful for small and medium businesses.

And one of these elements is a Content Matrix.

But what is it? Why is it useful? And how do you create one for your business?

Let’s explore the content matrix and how it will help your content marketing.

What is a Content Matrix?

A Content Matrix is a diagram, graphic or table that outlines at a high level, what type of content you’ll be creating.

Think of it like an at-a-glance contents page for your content strategy, that shows a list of the type of content you’re committed to creating.

Your Content Matrix might include social media channels, video, your blog, your podcast and your website.

But it doesn’t stop there. Its real power is in the fact that a great Content Matrix should also tell you HOW each piece of content relates to each other piece. AND what the next step is for your audience after they engage with that content.

This overview helps you understand –

Your Content Load
How much content are you committing to creating and maintaining?

Your Content Spread
How much of your content is owned by you, and how much sits on platforms that aren’t in your control?

Your Content Distribution
What are your main pieces of content and how are you getting them out into the world (and how you’re repurposing)?

Your Content Journey
Where are you guiding your audience through your content – does it make sense, how do they get from point A to point B and what’s the next step?

Why a Content Matrix is such a useful tool

A Content Matrix is a useful part of your Content Strategy because it -

Shows you at a glance what you’re producing and where you’re going to distribute your content – you’ll be able to see how all the puzzle pieces fit together.
Will help you understand if you’re trying to do too much, with too little – we often try and take on too much. Your Content Matrix will help you see if you have enough resources to deliver.
Will help you more easily choose a foundational piece of content that you create on a regular basis.
Lets you see at a glance whether you’re putting too many eggs in the one basket, and whether you’ve got a balanced content profile.
Makes you think before you add anything to your content mix, because it shows you your content profile in a one-page reference guide.
Helps you make sure there’s a next step for each and every piece of content you’re creating.
Gives you a one-page marketing profile you can share with your support team.

Understanding Owned, Loaned, Paid, Shared and Earned Content Channels

Before you start building your Content Matrix, you’ll need to have a grasp on what Owned, Loaned, Paid, Shared and Earned content channels are.

Because understanding will help you to make sure you’ve got balance in your Content Spread (remember we don’t want to have too many eggs in the one basket).

Owned Channels

These are channels where the audience and content belong to and are controlled by you.

Things like your Website, Blog, Podcast, Email List, Lead Magnet and Online or Live Events are all Owned Content Channels.

Loaned Channels

Loaned Channels are platforms you use as distribution channels for your owned content.

Think any social media channel, or other channel that is managed by a third party (Google organic search fits into this category for me). You don’t have to pay to participate, but your audience is owned by someone else.

You don’t have very little control over whether your audience sees your content, and the audience could disappear at any time on the whim of the platform owner.

Paid Channels

Paid channels are where you pay to play. So, think Google Advertising, Facebook Advertising, or any other content distribution channel where you have to pay to be involved.

Shared Channels

Different to loaned channels, I consider Shared Channels access to a third-party audience where you’re in partnership with someone to deliver your content. You’re getting access to an owned channel that belongs to someone else.

Strategic alliances where you share your email list with each other, make referrals and even guest blogging with partners who have a similar audience to you and you can add value for them are all shared channels.

Earned Channels

Earned channels are access to more traditional media coverage. Think PR, media relations and awards.

Sidenote - My approach to Content Channels

When you’re looking at these Content Channels, I should point out there’s lots of variation between marketing leaders and what they call the channels (and how many they agree there are).

Before the internet, they were simply referred to as Paid, Earned and Owned.

But the landscape of marketing and content has changed.

Shared was added to the mix by most marketers a while back - but in my view, social media platforms aren’t shared audience at all, because you have virtually no control over your audience or what they see. A true shared audience is one that gives you some control.

The Missing Step of Content Promotion

It’s really important that your Content Matrix includes where you’ll distribute your content.

We spend a lot of time creating content, but not nearly as much time as we should thinking about how exactly we’re going to share it.

A content matrix will help you see how all your content links together.

Having a content matrix helps you to make sure that you aren’t missing this crucial step of ensuring you actually promote the content you’re creating.

The Key Elements of a Content Matrix

Under each of the Content Types you’re going to target (owned, loaned, paid, shared and earned), put the name of the channel you’re going to implement, and then outline –

For Owned Content Channels

The primary purpose of the content
Is it to generate leads, deliver brand awareness, build community or retain clients?
How it will be distributed
Will it be published on your website or go out to your list? The distribution channel is where the content will live.
How it will be promoted
What other channels in your matrix will you use to promote the content?
What the Next Step is
What is the call to action? What will the reader or viewer do next?

For Loaned Content Channels

What’s the purpose of this channel?
What Content will you distribute here?
Are there any next steps you can include?

For Paid Content Channels

The primary purpose of the channel
Is it to generate leads, deliver brand awareness, build community or retain clients?
What Content you’ll promote on these channels
What the next step will be for the audience when they engage with the channel

For Shared Content Channels

The primary purpose of the channel
Is it to generate leads, deliver brand awareness, build community or retain clients?
What Content you’ll create for these channels
What the next step will be for the audience when they engage with the channel

For Earned Content Channels

The type of content you’ll create for these channels
How you’ll promote the content on your owned and loaned channels

What happens after I’ve created my Content Matrix?

Once you’ve outlined your Content Matrix, you’ll want to go into more detail in the Content Plan part of your Content Strategy, where you’ll outline a specific plan for each of the channels you’re going to target, and what the measure of success will look like.

If you want to know more about how to do this, then check out my One Page Content Strategy article here.

How does your Content Matrix stack up?

One of the best things about taking the time to create a Content Matrix is that it gives you a clear and direct line of sight across all the content you’ll need to create.

Content creation takes resources. You’ll need to set aside time, money and people to achieve your content goals, and a Content Matrix will let you see at a glance what you’re aiming for.

If your Content Matrix makes you feel stressed out, then you’re definitely going to need to take some things out.

There’s nothing more disheartening than a Content Strategy that doesn’t meet your goals. Being realistic about what’s possible will make you feel like your marketing is moving you forward.

So, build a Content Matrix today and find your content gaps. I guarantee you’ll banish the overwhelm before it starts and have a more successful Content Plan than you’ve ever had before.