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:
