Content Strategy Matrix
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A 13-year-old girl needs advice on how to feel accepted by her peers while avoiding uncomfortable situations. A blog post could provide tips on handling these situations without making things awkward. This would support the organizational goal of lowering teen smoking rates and be measured by engagement metrics like page views and newsletter click-throughs. A college student needs help budgeting money responsibly despite financial pressures, while a pub manager struggles to balance the needs of smoking and non-smoking customers to keep everyone comfortable.
![POV Statement / Content Matrix
Point of View Statement
User + Need + Insight [or] Contradiction [or] Cause
Content
What content could addresses the POV statement?
Channel
Where should it be
published?
Organizational
Objective it Supports?
Which internal objectives does this
content support?
Key Goals
How will we measure it?
A 13-year-old girl needs to feel
accepted by her peers, even though
sometimes the things her peers do
make her feel uncomfortable.
Blog post about how to handle
uncomfortable situations without
making things weird.
Our org’s blog,
newsletter
Lower the teen
smoking rates
# of page views, % open
rates on newsletter,
# clicks in newsletter
A 20-year old male college
sophomore needs to make enough
money to support himself, but even
when he does, he finds it difficult to
spend the money in the right ways.
The manager of the local English-
themed pub needs to ensure
his smoking and non-smoking
customers are comfortable in her
bar, but struggles to keep smokers
far enough from the doors to prevent
bothering the non-smokers.](https://image.slidesharecdn.com/f1-contentmatrix-leadingchangesummit-150924145440-lva1-app6892/85/Content-Strategy-Matrix-1-320.jpg)
Content Strategy Matrix
- 1. POV Statement / Content Matrix Point of View Statement User + Need + Insight [or] Contradiction [or] Cause Content What content could addresses the POV statement? Channel Where should it be published? Organizational Objective it Supports? Which internal objectives does this content support? Key Goals How will we measure it? A 13-year-old girl needs to feel accepted by her peers, even though sometimes the things her peers do make her feel uncomfortable. Blog post about how to handle uncomfortable situations without making things weird. Our org’s blog, newsletter Lower the teen smoking rates # of page views, % open rates on newsletter, # clicks in newsletter A 20-year old male college sophomore needs to make enough money to support himself, but even when he does, he finds it difficult to spend the money in the right ways. The manager of the local English- themed pub needs to ensure his smoking and non-smoking customers are comfortable in her bar, but struggles to keep smokers far enough from the doors to prevent bothering the non-smokers.