But behind every piece of content there should of course be a purpose for the publishing company. So the question is: What should the content achieve? This differentiation is important because only the purpose allows key figures to be derived for later measurement and evaluation of success as part of a content audit.
Content can pursue the following goals:
generate reach
Bind
building trust
Sell
Content Purpose for Business
Tool: The Benefit/Purpose Matrix
In order to better relate content to the benefit and purpose poland phone number data according to the proximity to the product or offer, I have created a benefit/purpose matrix in which content can be classified according to its characteristics. (You can request a blank version for your own use from me via kopp[at] aufgesang .de.
Using this matrix, individual content or content types can be classified according to their use and purpose. Here is an example:
In this example, I have assigned content formats to the quadrants. You can of course also enter the IDs for the content (if assigned) there.
Now, depending on which quadrant the content is in, key figures can be assigned to the content. Depending on how the content is distributed in the individual quadrants of the matrix, an audit can be used to get an idea of where the current or future status quo lies. Always based on benefit for the consumer, purpose for me, and emotionality vs. rationality. Since every content target group can tick differently, the matrix should be created for each target group and appropriate content.
Download benefit-purpose matrix (open .ppt for your own use)
Simply click on the image and download the open .ppt file in exchange for sharing on Facebook, Twitter, LinkedIn or XING.
Download by clicking on the image
What is the point of all this?
Now some of you may be wondering why this theoretical approach is useful. I'll tell you.
Such attribution makes sense for various subtasks in the content marketing process, which I will discuss in detail below.
Content audit (content analysis)
Basis for content mapping into the customer journey (content conception)
Segmentation by target groups e.g. for retargeting (Google Remarketing , Facebook Custom Audiences ...) (content distribution)
Preparation for marketing automation (content distribution)
Makes segmented web analysis more possible (content evaluation)
Determination of key performance indicators (content evaluation)
Better overview of existing content assets
Improved basis for optimizing the information architecture of a website