This post is part five in a series on reviewing your social media marketing performance. Download the full white paper here.

By this point in our social media review, we now have plenty of information on our performance, including an understanding of the factors underlying that performance. But we still don’t know enough to make tactical decisions about what to do more, what to do less, and what to change. In order to make decisions like that, we need to figure out what content is working and what content isn’t. Enter the Content Matrix.

The Content Matrix

No need to decide between the red pill and the blue pill— we’re talking about a two-dimensional grid, not a 4-dimensional virtual reality built to enslave all humans. This grid is going to be your biggest tool to measure and improve your content. Let’s take a look.

Your content has two primary dimensions: topic and content type. Let’s say you’re a real estate developer. Your topics and content types will likely look something like this:

Topic Content Type
Real Estate Trends Informative
Financing Guidance / How-To
Local Real Estate News Engaging: Joke / Question
Owning a Home Call to Action

Topics answer the question “What am I posting about?” and content types answer the question “How am I posting about it?”

Once you have your topics and content types defined and have tagged your posts accordingly, it’s time to report out your performance. Your quarterly report should look something like this:

First, note that one of the cells is grayed out—Financing / Engaging. Who ever heard of engaging content on home financing? Some cells in your matrix won’t make sense, and there’s no reason to try to create posts in that cell if you know they won’t resonate.

Next, look at the color-coding. Colored posts are the outliers. Obviously, green is good and red is bad. Take a look at your green cells. It looks like engaging content—questions, polls, and jokes—about local real estate news is an absolute gold mine. Your posts in this cell lead all other posts by a long shot. Make sure you continue to continue doing what you’re doing here.

Now look at some of the red cells. It looks like informative posts on financing aren’t working well at all. It turns out that no one wants to read long articles on the details of interest rates and loan types. What is working, however, is simple how-to posts on the same topic. It seems like people realize that they need to deal with financing, but they’d prefer to be walked through the process step-by-step rather than read broad informational articles. In the future, you may want to consider eliminating your informational financing posts.

What’s even more concerning, however, is that your call to action posts are not performing as well as you’d like. Ultimately, you’re trying to drive prospects down the sales funnel, and if your call to action posts aren’t getting clicks, you’re not achieving that objective.

You don’t have to stick to the data we’ve highlighted above, either. Consider the following possibilities:

  • Look at post count within each cell as a percentage of total post count. Where are you spending your time and directing your fans’ attention? Does this align with your strategic objectives?
  • Look at post counts for each content type as a percentage of total post count. Are you posting too many informational links? Sometimes people want to see that you have a personality. Are you posting too many calls to action? As a general rule, calls to action should be no more than 5-10% of your total post count.
  • Show trends over time. Your social media marketing is always evolving. Set goals at the end of every quarter for areas that you want to improve, and then report on your progress.

The social media content matrix is your ultimate tool to evaluate the efficacy of your content. But it’s also action-oriented — the whole point is to allow you to make tactical decisions on where and how to improve. Use an iterative approach: make tweaks to the content you’re publishing, evaluate the response from your fans, repeat.

How do I build a content matrix?

At Argyle, we think it’s critical to define your content matrix at the beginning of your social media marketing efforts. If you don’t have goals set for your topics and content types, your content machine is a rudderless ship. That said, if you didn’t create this type of matrix during your planning phase, it’s not too late to do it now.

Once you have your matrix planned out, you need to implement it. This involves tagging every single post you make with its topic and content type. The data in the cells of your content matrix is very difficult to construct after the fact. The only way to efficiently create this report is by using a social media management tool that allows you to tag your posts as you publish them and provides performance-reporting capabilities. Look into the features of your platform and figure out how to get this data. You need it.

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