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The Content Matrix: Content Creation That Actually Converts with Alisan Matthews
18 ideas de marketing sacadas de «The Content Matrix: Content Creation That Actually Converts with Alisan Matthews», de Perpetual Traffic. Sobre todo de…
- 18 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 38 min
- Publicada en 2025
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Estrategia de contenidosPara sostener un mensaje consistente y generar ideas continuas sin dispersarse, organiza el contenido a partir de pilares maestros (o portavoces), desglosa cada pilar en unos 5 temas clave validados por rendimiento y diversifica cada tema en múltiples formatos y ángulos de video.
And I found this to be the best way to like organize and regurgitate what I'm trying to say over and over and over again so that it stays consistent. I think you could use this for paid ads to like if you have this overarching pillar that Like if you are a business trying to sell your services like for tier 11, for example, my And then I'm breaking down what are some five topics I really want John Moran to focus on And then how do I want him to record those five topics? Is it a YouTube long form where he's talking about X, Y and Z? Is it a live? Is it short form on TikTok? Is it a series? And…
Escúchalo en el minuto 25:19
El criterio de la 'triple corona' para priorizar qué productos promocionar
Oferta y precioAl decidir qué productos destacar en marketing y contenidos, busca aquellos que cumplan simultáneamente tres factores: ser los más vendidos (bestsellers), generar la mayor tasa de recompra y ofrecer el margen de beneficio más alto.
Like one really interesting question I love asking brands is what is your best selling product that brings in the highest repeat purchasers? And a third would be your highest profit margin. And if they can get that all together, that's it. That's the triple crown right there.
Escúchalo en el minuto 20:25
Marca y posicionamientoEl marketing de marca y el de rendimiento (performance) están indisolublemente vinculados: si un negocio no puede articular por qué existe y por qué su producto es distinto a las alternativas del mercado, el contenido se percibe desordenado y sin alma en redes, anuncios pagados, emails y el sitio web.
If you don't have a story organizing that content that you're putting out there, it feels messy and it comes across messy on socials as well. And that's always been like my performance marketing or my brand marketing. And I would argue that they're both inextricably linked, especially now. When you get on a, like a discovery call with a client and they can't even really tell you, why do you have this business? Like, why is your product different? So when brands can't answer that question, that's where it's really hard because it comes through on all the content and not just social media, like…
Escúchalo en el minuto 11:45
Marca y posicionamientoEl principal factor de diferenciación de una marca suele residir en el motivo por el cual el fundador creó el negocio y el hueco que detectó en el mercado. Extraer esa narrativa y articularla en una matriz de contenido permite alimentar canales orgánicos, anuncios de pago, email y el sitio web, evitando competir como un producto genérico en mercados saturados.
Like why did you start this business? Because more than likely, that's going to be your unique identifying factor of your company and exactly what you should lean into for all of your content. Like, why did you start this? Because you saw a gap in the industry for X, Y, and Z reasons. And then regurgitating all of those answers into something like the content matrix is really what's going to path or create this path for you on your social channels, email, paid ads, whatever. Even your website to really hone in on that story. But like what is the differentiator with your brand compared to…
Escúchalo en el minuto 5:59
Alineación del contenido multicanal desde la historia de marca y objetivos de negocio
Estrategia de contenidosPara evitar la dispersión temática al iniciar una estrategia de contenidos en email, redes y anuncios, es recomendable volver a la página «Sobre nosotros» del negocio y definir todo el contenido respondiendo a tres ejes: quién es la audiencia, qué mensaje diferenciador deben conocer y qué objetivos comerciales concretos se buscan alcanzar.
I think it's really hard for businesses in the beginning because they just kind of want to talk about everything. But I always recommend that business owners sort of just go back to their About Us page on their website and read it. And what is the message that you're trying to put out to your audience about your business specifically that's going to make you different than other businesses? And what are your business goals? So all the content from email to social sort of always centers around answering those two questions. Who is my audience? What do I want them to know? And what are…
Escúchalo en el minuto 3:22
Cuatro pilares estándar para estructurar la estrategia de contenido inicial
Estrategia de contenidosAl comenzar una estrategia de contenidos en redes sin conocer con precisión las preferencias de la audiencia, se recomienda estructurar la matriz de publicaciones en cuatro pilares base: producto y promoción, educación o valor, comunidad o estilo de vida, y entretenimiento o interacción. Esto elimina el bloqueo de la página en blanco y permite realizar pruebas iniciales de alcance y engagement.
And you can really start that by the four categories that almost every, like if you look So if you're a new brand and you're just starting, or you're just starting to get organized because I would always recommend starting with product and promotion as one pillar, education or value, community, lifestyle, and engagement or entertainment. I feel like those are pretty standard and a good, a good place to start. This is like, this helps you with, you know, blank slate, blank page syndrome to at least So you can start with the generalized four pillars. Most people use these pillars when they're…
Escúchalo en el minuto 15:14
Estrategia de contenidosAdaptar el contenido comercial y de producto al contexto estacional y festividades del momento (otoño, Navidad, etc.) incrementa significativamente la respuesta de la audiencia frente a publicar mensajes descontextualizados en esas mismas fechas.
So seasonality is huge. If you lean into what is trending and what is seasonal in the moment, it's fall, it's People like to see that kind of content and it resonates with the audience best versus when you post something in a seasonal moment that's not seasonal, you don't see as great as results from it. So always leaning into seasonality as it fits for your brand.
Escúchalo en el minuto 21:05
Estrategia de contenidosAdaptar el contenido comercial y de producto al contexto estacional y festividades del momento (otoño, Navidad, etc.) incrementa significativamente la respuesta de la audiencia frente a publicar mensajes descontextualizados en esas mismas fechas.
So seasonality is huge. If you lean into what is trending and what is seasonal in the moment, it's fall, it's People like to see that kind of content and it resonates with the audience best versus when you post something in a seasonal moment that's not seasonal, you don't see as great as results from it. So always leaning into seasonality as it fits for your brand.
Escúchalo en el minuto 21:05
Transformar unboxings convencionales en contenido educativo o comparativo de valor
Estrategia de contenidosEl formato clásico de unboxing está saturado y solo capta la atención de usuarios en la etapa final de compra. Para atraer a audiencias más amplias en redes sociales, los videos de desempaquetado deben incorporar un ángulo de valor educativo o comparaciones directas de producto y precio frente a competidores.
You have to be nowadays really, really clever with how you present unboxing videos because everybody does this. I don't want to watch someone open a product. But unless you're like right about to buy it. Like you're just, you're going to watch it because you're bottom of funnel. I can see what the product looks like on the PDP, but like if they're educating you, taking it a step further, you know, bringing it into the education and value pillar, then how can you kind of make it unboxing, but also make it product focus or education focus or value focus? Like I bought this bottle and it was…
Escúchalo en el minuto 30:39
Aprovechar únicamente tendencias y humor que tengan relevancia temática para el negocio
Estrategia de contenidosEl engagement generado por memes o tendencias ajenas a la marca no convierte en ventas ni construye valor comercial; se deben priorizar únicamente las tendencias y formatos de humor que resulten directamente identificables y pertinentes para el nicho.
The caveat to that, however, is not like the funny gif that has nothing to do with your product that you just post randomly on social. I'm like, that doesn't sell anything. But I will say for social media, you know, there's a, there's a saying that like 80% of your content is going to flop. So I do think like, don't chase every trend, chase trends that are relevant to your industry. And that makes sense for you. Like, don't try to make a joke out of something that's like not relatable. But if you can hit, if you can hit on a trend that's relatable to your industry and funny
Escúchalo en el minuto 29:12
Evitar demostraciones literales y aburridas en el contenido educativo para redes
Estrategia de contenidosLimitar el contenido educativo a demostraciones literales de características del producto se percibe como venta constante y genera desinterés; educar en redes sociales requiere formatos creativos e ingeniosos para no convertirse en simple ruido.
So education and value is a big one that most like high level CEO, CMO are going to want you to focus on for social media, especially is just how I want the customer to be educated Because if I constantly am just making videos about how to use this water bottle or showing that it's leak proof by flipping it upside down or showing the shade of lipstick, it's boring. I mean, they sort of want education, but you really need to be clever in the way that you're educating them versus like a video of you just putting the water upside down and shaking So people are used to that. That's like, yeah…
Escúchalo en el minuto 27:58
El límite de los anuncios directos de producto sin narrativa de marca
Canales de adquisiciónLimitar los anuncios a fotos directas del producto con mensajes transaccionales («compra esto») puede generar ventas iniciales mediante algoritmos automatizados como Advantage+, pero enfrenta un techo rápido de audiencia finita, reduce la tasa de recompra y acostumbra al cliente a comprar solo bajo descuentos.
And the vast majority of businesses, whether it's business, whether it's e-commerce, whether it's any other industry, is it's the ads and the content are pretty much buy my stuff. And you will get a certain subset of individuals that will buy that. And if you do a website conversion campaign on Advantage Plus and you just put all those in there, you will get buyers for sure. However, there's a finite number of them. And you probably won't get repurchases. And if you discount it, they'll come back and look for a discount. The point is, is like most of the ads that you see have a content…
Escúchalo en el minuto 7:21
Estructurar pilares y subtemas de producto antes de idear publicaciones individuales
Estrategia de contenidosPara evitar fricciones y desconexión entre el equipo creativo y la dirección, alinea primero los pilares estratégicos (bestsellers, beneficios clave, ofertas) y sus ángulos (reseñas emocionales, participación del equipo interno) antes de redactar guiones o producir contenido en redes sociales.
It's not always going to look like this, but it's just topics that support this overarching pillar of what you want people to know about your product and how you want to promote it This at least gives you a structure and a format that makes it more interesting and engaging. This is where you come back and be like, oh, this supports our topic of, you know, for product So these first two columns here are for me, like the most important for me to align with the clients on. But again, it's just keeping you organized to support the overarching message, which is I'm going to look for customer…
Escúchalo en el minuto 21:43
Baja tasa de interacción (0,5%) en marcas con seguidores inflados por anuncios sin personalidad definida
Estrategia de contenidosGrandes cuentas con amplias audiencias generadas mediante anuncios pagados o publicaciones promocionadas pueden registrar tasas de interacción de apenas el 0,5% si carecen de una personalidad clara y no generan comunidad ni conexión genuina.
And then when that's inconsistent, that's when, you know, the followers are manufactured from paid ads or they're boosted posts or it's just not you're not connecting with your audience. And I can't tell you how many brands I work with personally that when we first audit their account, they're big. They have this huge following and everyone's really excited. Their engagement rate is like 0.5 percent. They don't know who they're talking to.
Escúchalo en el minuto 10:16
Marca y posicionamientoPara destacar en un entorno saturado de contenidos homogéneos generados por IA, las marcas deben profundizar en su diferenciador y en la historia real detrás de su fundación. Es imprescindible definir con claridad la visión, la misión y el propósito humano del negocio antes de intentar completar matrices o calendarios de contenido, ya que sin esa base el contenido carece de autenticidad e impacto.
And I've, I couldn't agree more on the, the, why you exist part of it, because I've told And I would go through like the, why you started this business. Like, what is your, why what's your vision? And nine times out of 10, I would have to ask the why question 12 times in order to sort of get down to like why you actually do what you do or why you started it. So the vision part is sort of part of the founder story part, but that makes it less bland. Like everything's bland and AI, like AI, like everything out there, like nothing's really interesting. People want to see interesting, unique…
Escúchalo en el minuto 16:24
Mensaje y copywritingSi un concepto creativo o chiste en redes sociales necesita ser explicado para entenderse, es excesivamente complejo y fracasará; el contenido debe captarse de forma intuitiva sin exigir que el usuario gaste energía descifrándolo.
And don't get too clever either. Cause if the test that I always write, like if you have to explain it to somebody, then you're, you're going too far. You're burning too many brain cells. You know, people are thinking too hard on itself.
Escúchalo en el minuto 32:07
Mensaje y copywritingSi un concepto creativo o chiste en redes sociales necesita ser explicado para entenderse, es excesivamente complejo y fracasará; el contenido debe captarse de forma intuitiva sin exigir que el usuario gaste energía descifrándolo.
And don't get too clever either. Cause if the test that I always write, like if you have to explain it to somebody, then you're, you're going too far. You're burning too many brain cells. You know, people are thinking too hard on itself.
Escúchalo en el minuto 32:07
Marca y posicionamientoAdquirir seguidores mediante publicidad pagada resulta ineficaz si el perfil orgánico no transmite una personalidad clara y consistente con los anuncios, ya que se rompe la conexión y se impide la creación de comunidad y engagement.
When you get to the social media page of a brand, you want to immediately feel the personality that they're putting out there. And then when that's inconsistent, that's when the followers are manufactured from paid ads. You're not connecting with your audience. You're not building engagement and community.
Escúchalo en el minuto 0:00
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