Build a Content Matrix with ChatGPT for a Localization Company

As I'm currently facilitating a sales and marketing course with the dynamic team at Slator , we've embarked on an exploration of the field of marketing within this week. Living in the era of rapid AI advancement, we are forever on the hunt for new, pragmatic applications of this technology. I've come across a compelling use case that I am eager to share with my LinkedIn community.

A pivotal concept that I underscore during my teaching sessions is the inherently procedural nature of marketing, despite its creative facade. To put it simply, marketing is a creative process that unfolds methodically. This process can be meticulously employed to curate engaging content, enlightening your customers throughout their buyer journey.

In the forthcoming discussion, we will delve into how ChatGPT can be a remarkable tool to aid us in constructing a content matrix. A well-structured content matrix is indispensable as it allows us to navigate the intricate customer journey and attract a wider audience of potential clients.

The Buyer Journey

The buyer's journey, a central tenet of marketing, outlines the trajectory customers trace prior to finalising a purchase. While its specifics may differ from one company to another, the overarching principle remains unwavering. For illustration, let's dissect a four-stage model.

Awareness Stage: As the inception of the buyer's journey, the Awareness Stage sees potential customers acknowledging an undefined problem or need. Typically, they are in search of comprehensive, educational content to not only discern their challenge but also to articulate it effectively. Optimal content forms for this stage encompass blog posts, social media content, educational webinars, and ebooks.

Consideration Stage: Having successfully delineated their issue or need, customers transition into the Consideration Stage. Equipped with a clearer understanding, they now research various strategies or methodologies to fulfil their requirements. They're in pursuit of content rich in detail that demonstrates a spectrum of solutions. Tools such as case studies, comparison guides, expert guides, live interactions, videos, and whitepapers can effectively cater to this need.

Decision Stage: This crucial stage witnesses the customer preparing to make a purchase. They've chosen their resolution strategy and are now evaluating a list of potential vendors or products to discern their optimal match. At this stage, any content propelling them towards a decision is advantageous: product demonstrations, testimonials, reviews, product literature, and exhaustive product information.

Retention Stage: Following the Decision Stage, and post-purchase, the customer embarks on the Retention Stage. Businesses now shift their focus to fostering customer satisfaction, loyalty, and advocacy. The objective here is to confirm customer satisfaction with their purchase, swiftly resolving any issues that may arise. Content during this stage should amplify the value of the product or service, enhance the customer experience, and reinforce the customer-business relationship. This may involve exceptional customer service, user guides, how-to content, FAQs, tips and tricks, routine follow-ups, and updates about new products.

Having explored the four stages of the buyer's journey, it becomes evident that each phase requires a different style of content to effectively engage potential customers.

Using AI

This is where we can use artificial intelligence, and specifically the capabilities of ChatGPT. Let's now bridge this understanding of the buyer's journey with the practical application of AI in crafting a dynamic and responsive content matrix, capable of nurturing potential customers at each juncture. With ChatGPT at our disposal, we can engineer a strategic content plan that aligns with our buyer's journey, facilitating a more tailored and engaging marketing approach.

I'll be engaging ChatGPT (v4) with the following prompt to extract the desired insights (note that its a totally fabricated company, value proposition, persona and buyer journey):

Here's the prompt - copy/amend/paste it into ChatGPT

As the marketing director for InsightLingua Global Inc., a specialised language translation company supporting the Market Research sector, I am looking to build a detailed content matrix for a buyer's journey. Your expertise is needed to formulate this matrix and to subsequently create a 100-day content schedule

Let me provide you with the key details:

Company Background:

InsightLingua Global assists market researchers in effectively navigating the complexities of international markets through an array of translation and localization services.

Target Persona:

We aim to reach personas like "Rebecca Thompson," a Senior Market Research Analyst who leads a team at a medium-sized market research firm. Despite her extensive experience and knowledge, she struggles with research in foreign markets due to language barriers and cultural differences.

Value Proposition:

InsightLingua Global Inc. helps market researchers like Rebecca make significant global impacts. Our services turn language and cultural challenges into opportunities, increasing the efficacy of research, broadening global reach, and delivering maximum value to clients.

Buying Journey Stages:

Our customer journey consists of four stages: Awareness, Consideration, Decision, and Retention.

Based on these parameters, I would like your help to create a detailed content matrix. This matrix should include the content type as the first column, followed by the buying journey stage, objectives, metrics, targeted channels, and key messaging for each piece of content. Once this matrix is complete, please develop a content schedule for a 100-day timeframe, detailing the timing and type of content we should produce to best engage our target persona..        

Here's a link to the chat

Equipped with this framework, you can customise the specifics according to your company's unique profile, target persona, and value proposition. By feeding data specific to your company and marketing goals into ChatGPT, you will receive a detailed content matrix and content schedule tailored specifically to your needs. I've included the output the above prompt gave as a graphic below (sorry but linkedin doesn't allow you to ?paste a table in).

The example output, although not perfect, is a pretty good first draft of a context matrix and content schedule.?Your results may vary. Amend as needed.

With the schedule done the process of creating the content can begin. I'm not suggesting AI is used to do this 100% but, again, it can be used to assist.

Good luck with your projects. Always happy to exchange ideas on use cases for this tech and amended prompts.