Content and Channel Matrix

NOTES AND INSTRUCTIONS:

This template is intended for marketers to use when planning the delivery of content across multiple channels - co
and organic media.

It provides a sample of content formats/media, along with guidance/examples of how each content item can be use
optimize the value and effectiveness of the content.

The second tab (Content Channel Matrix-Blank) is a blank template which can be used for planning the delivery o
items.

© 2020 Digital Marketing Institute

The contents of this document are copyright to the Digital Marketing Institute, unless otherwise stated. We encourage you to download this document for your professiona
ross multiple channels - covering owned media, paid media

ach content item can be used on various channels, to

for planning the delivery of your own specific content

load this document for your professional use, however we request that it be retained in its original format, including all Digital Marketing Institute logos/branding.
Content and Channel Matrix

CONTENT FORMAT / MEDIA Production Budget

Video/Animation
$1,500.00

Blog/Listicle/Article $120.00

Ebook
$250.00

Infographic
$550.00

Press release
$0.00
 Trend report
$2,000.00

Webinar/Podcast $800.00

Interactive demo/Presentation
$2,000.00

Case study
$1,500.00

Survey
$0.00

© 2020 Digital Marketing Institute

The contents of this document are copyright to the Digital Marketing Institute, unless otherwise stated. We encour
 Delivery: Owned Media
Content Purpose/Goal Website

Execution: Host on YouTube

Engagement/Product Demo or other streaming facility and
add to relevant landing pages

Execution: - Add thought

Brand Building/Traffic
leadership articles to website
- Adapt into blog content

Execution: Host on website

behind gate (user must enter
Brand Building/Traffic
details to receive ebook - gate
must feature GDPR consent to
market)

Execution: Host on website -

Brand Building/Traffic creative interactive version of
infographic to share across
channels

Execution: News section of

Brand Building/Traffic website and push out on
newswire
 Execution: Host on website
behind gate (user must enter
Brand Building/Traffic
details to receive Trend Report
- gate must feature GDPR
consent to market)

Execution: Host on Google

Hangouts/YouTube/Soundclou
d and place on website behind
Engagement/Product Demo
gate (user must enter details to
receive webinar/podcast - gate
must feature GDPR consent to
market)

Execution: Host on website at

Engagement/Product Demo
key conversion points - branch
out to slide share

Execution: Host on website

behind gate (if highly valuable
Brand Building/Traffic case study - gate must feature
GDPR consent to market -
conversion case studies should
not be gated)

Execution: Build on
Engagement
SurveyMonkey or other tool

herwise stated. We encourage you to download this document for your professional use, however we request that it be retaine
very: Owned Media Delivery: Paid Media

Email PPC

Execution: High-impact static

frame from video to feature in
N/A
content of email with link to full
version hosted on
website/YouTube

Execution: Summary of focus Execution: Sitelinks and

article to feature in email longtail searches to top of
campaign, driving traffic to full funnel articles
version on site

Execution: Sitelinks and

Execution: Email campaign to
longtail searches to top of
promote ebook with link to SLP
funnel ebooks

Execution: Sitelinks and

Execution: Email campaign to
longtail searches to top of
promote infographic
funnel Infographics

Execution: Synopsis of press Execution: Sitelinks and

release to form content of longtail searches high impact
email big news releases
 Execution: Sitelinks and
Execution: Share as exclusive longtail searches to large
to email subscribers production or annual trend
reports

Execution: Sitelinks and

Execution: Share as exclusive
longtail searches to upcoming
to email subscribers
webinars

Execution: Test conversion

rates on product demos from
Execution: Share as exclusive
paid search to drive converting
to email subscribers
traffic from dedicated
campaigns

Execution: Sitelinks and

Execution: Share as exclusive
longtail searches to recent
to email subscribers
case studies

Execution: Email survey link

N/A
to customer/prospect base

sional use, however we request that it be retained in its original format, including all Digital Marketing Institute logos/brandin
 Delivery: Paid Media

Digital Display/Paid Social Video/VOD

Execution: Use as pre-rolls,

mid rolls and other video
Execution: Activate in awareness and
executions on YouTube and
engagement campaigns
other channels

N/A N/A

Execution: Drive awareness of high

value, gated ebooks to relevant N/A
audiences

N/A N/A

N/A N/A
 Execution: Drive awareness of high
value, gated Trend Reports to relevant N/A
audiences

N/A N/A

N/A N/A

N/A N/A

N/A N/A

including all Digital Marketing Institute logos/branding.

 Delivery: Organic Media
Social SEO
Execution: - Share on social
channels and YouTube Execution: Include Keywords in
- Add to employee advocacy video name and give detailed
platform description so its readable by
- Have employees add video to Google/Bing etc.
LinkedIn profiles

Execution: - Share on social

channels Execution: Write on trending
topics and evergreen topics to be
- Add to employee advocacy
crawled and indexed by search
platform engine, include many keywords
- Have employees add video to and synonyms
LinkedIn profile

Execution: - Share on social

channels Execution: Develop landing page
- Add to employee advocacy content that summarises core
platform focus of ebook that might trigger
- Have employees add video to searches
LinkedIn profile

Execution: - Break up
infographic and post via social Execution: Develop SEO
strategy of link building to
networks
infographic content which might
- Add to SlideShare be useful to others outside of
- Add to employee advocacy existing audience
platform

Execution: Promote on Execution: Ensure all press

releases are SEO friendly and
company LinkedIn page and contain keywords and synonyms
other social channels to trigger searches
 Execution: Develop landing page
Execution: share as exclusive content that summarises core
to social fans/followers focus of trend reports that might
trigger searches

Execution: Develop landing page

Execution: Share as exclusive content that summarises core
to social fans/followers focus of webinar/podcast that
might trigger searches

Execution: Develop landing page

Execution: Share as exclusive content that summarises core
focus of webinar and demo
to social fans/followers content and solutions that might
trigger searches

Execution: Develop landing page

Execution: Share as exclusive content that summarises core
to social fans/followers focus of Case Study that might
trigger searches

Execution: Engage social

communities for survey N/A
feedback
Content and Channel Matrix

CONTENT FORMAT / MEDIA Production Budget

 Delivery: Owned Media
Content Purpose/Goal Website

Execution:
very: Owned Media Delivery: Paid Media

Email PPC

Execution: Execution:
 Delivery: Paid Media

Digital Display/Paid Social Video/VOD

Execution: Execution:
 Delivery: Organic Media
Social SEO

Execution: Execution: