Making a content marketing plan: How to create a content matrix

Humans are natural storytellers. We’ve probably been regaling our associates with entertaining narratives from the moment we first started to talk to one another. Now you might be inclined to think that storytelling is something that’s only relevant to folks like Stephen King or James Cameron, but that’s not the case. On the contrary, storytelling makes for effective communication in any discipline. In the business arena, it can help you craft a memorable brand image, which in turn bolsters your authenticity.

The other day, a friend was telling me about the new Lego kit he purchased. According to their website, the Hogwarts™ Castle Owlery is “the best kids’ toy to recreate the scene at the Owlery where Harry Potter™ invites Cho Chang™ to the Yule Ball, and more.” You probably noticed the three ™ symbols after the various proper names. With its cousin ®, it’s a ubiquitous part of our lives. But these symbols aren’t just ornaments, and there are rules governing their use. Think of this post as a field guide to these little heralds of intellectual property.

Content research is a vital part of creating high-quality, people-first content. This differs from the kind of specialist research my colleague Jason has written about. Content research is concerned with the bigger picture. In other words, it’s the process of coming up with topics to write about in the first place. But it goes beyond simple brainstorming. You’re also trying to choose the best approach for your audience.

Over the past few weeks, we’ve been talking about the importance of originality and how it’s absolutely essential if you want your content to be noticed. Authenticity is a key ingredient of original content. But what, exactly, is authenticity and why does it matter?

Hi there! It’s Jason Loch again. José asked me to do another post about my experience as a content creator, this time focusing on my interactions with my readers and how I’ve used their feedback to shape my online persona. These can be some of the scariest parts of being a creator. Not only is the Internet not known for kindness and charity, but feedback can easily leave you feeling overwhelmed and confused.

For many content creators, Facebook is an invaluable tool in their marketing arsenal. Consequently, there’s a good chance they’ll need to use Facebook’s brand assets at some point. This post will provide some tips on how to use them properly.

Back in March, the US Chamber of Commerce’s Commission on Artificial Intelligence Competitiveness, Inclusion, and Innovation published a report from their Artificial Intelligence Commission urging the government and industry leaders to cooperate on a “a risk-based approach to AI regulation.” Writing in the foreword, the President and CEO of the Chamber’s Technology Engagement Center, David Hirschmann, observed that, “for Americans to reap the benefits of AI, people must trust it.” The fact that an organ of the US Chamber of Commerce, a body not exactly known for its love of government regulation, should endorse such a call illustrates just how disruptive AI has become in recent months. The arrival of ChatGPT, Midjourney, and the like has made something that was once the preserve of tech elites into tools accessible to anyone with an Internet connection. And while this has the potential to greatly benefit society, it can also be quite dangerous if not handled carefully.

Over the past few weeks, we’ve been talking about the importance of producing high-quality content. But this requires more than just authenticity and authority. Your content also needs to be structured effectively. If you don’t pay attention to structure, your content might be less impactful than you’d like. Writing a well-laid-out blog post is a bit more complicated than the five-paragraph essays that our high-school English teachers loved so much. Today, we’re going to look at how you can structure your content for success.

When it comes to getting eyes on your content, your place in a search engine’s results can make all the difference in the world. Studies suggest that 95 percent of web traffic goes to sites that show up on the first page of Google’s results. Moreover, sites at the top of the page get more traffic than those at the bottom. The moral of the story is that ranking highly is incredibly important. Today, we’re going to look at some ways to make sure your content rises to the top.