As a business you want to create content that really connects and engages with your target audience. But when you’re using a spoon to cut your ‘B2B communication bread’, the result will not be what you were hoping for. That’s why duomedia created a content matrix to help you out.
The duomedia content matrix: What are your communication goals when creating your content?
To successfully achieve a communication-goal your content might need a specific style in order to provoke the desired response.
To grab the attention of someone who never heard of you, the biggest response will come from entertaining content. But if your goal is to leave an impression on someone who already knows your business or brand well, you will need educative content with a strong news value.
Based on the 4 quadrants ENTERTAIN, EDUCATE, PERSUADE and CONVERT we would like to spark new ideas for you to be successful with your communication goals. When you use the most suitable content type based on your communication goal, you will have a significant impact on how your audience will react.
As a communication campaign your goal might be to get relevant visitors to commit to visit your booth at a trade event. Forget the idea that one communication effort will manage to be sufficient to get the desired result from clients as well as cold leads, suppliers, prospects or other stakeholders.
When your prospect doesn’t know that you will be present at a fair he/she will need to be brought aware of this. If your lead is not convinced your stand is worth the visit, you will need to impress them first. If your audience never even thought your product or service might be a solution to them, you will need to educate them. And if your target has never even heard of you, you will need to grab their attention first.
This matrix will help you find the right type of content for the effect your communication needs.
Read more on the brave new world of marketing in an interview with Louis De Nolf