Considering the nature of the two main objectives, we can find content tactics that cover all areas of the so-called 'content matrix'.
Practical guide to content and its metrics2
(Image: Distilled)
Some classic content matrix templates are those developed by Distilled (now part of Brainlabs) and Smart Insights , but it's a good idea to develop your own matrix based on ideas you may have about your specific industry niche.
What MOZ does in terms of "Transaction", conversion and persuasion as end goals:
Moz.com's Home page and Products section that links to indonesia phone number data the landing pages for its two main products (Moz Pro and Moz Local).
Landing pages for specific products, which are also offered for testing at the “cost” of a free subscription to the website.
CPC landing pages.
Tools subscription rates page.
Testimonials page.
Solutions page for different types of needs (large companies, SMEs and Agencies).
"About" section.
On the awareness side to educate and encourage user engagement:
Content blog.
The "Resources" section, which includes the Q&A.
The “Academy” section also offers the possibility of obtaining certificates that attest to knowledge of certain areas of web positioning.
The “SEO Learning” section
The SEO Guide for Beginners.
The biweekly newsletter.
Mozcon, one of the most recognized conferences in the Search Marketing industry, held every year in Seattle (well, virtually in 2020 and 2021)
Once we have an inventory of our website content, we can relatively easily identify the specific goals for the different pieces of content and the type of content we will create.
Also, the content inventory should be carried out at a competitive level, in order to perform a gap analysis and see what content our competitors are producing that we are not, and to judge whether and how it would be appropriate to integrate it into our content strategy.
In addition to this type of analysis, however, it is advisable to audit our content also in light of something essential: its promotion.
A very useful model is what we see below, and developed by Rand Fishkin:
Rand Fishkin Content Strategy Model
Source: Sparktoro
This last concept is super important, because it is very common to base our content strategy only on the basis of our Buyer personas , and completely forget to also consider our Audience personas , that is, those who have the ability to influence the decision-making (and tastes) of our buyer personas.