Content Planning Matrix


This is a board for Content Marketers who are looking for a structured way to ideate on blog posts for different stages of the Marketing Funnel and different Personas that use your product.

It's also helpful for those who are focusing on content audit. Using this template, you can identify gaps in existing content and decide on the priorities that will help you close that gap.

In my experience, this template works best for those who work for B2B companies, but I can also see how it can be useful for B2C Content Planning.

Before starting your planning session, I recommend reading about Buyer Personas and Marketing Funnel. These concepts will help you understand how to make your Content Strategy more effective.

How to use this template:

  • Identify your target Personas and add them to the template;

  • Think about the formats that work for your audience at the every stage of the funnel — depending on your audience, you can try guides, checklists, whitepapers, customer stories, and many other formats;

  • Add content ideas for each stage of the funnel and every Persona.

If you are doing content audit:

  • Fill in the template with links to existing content pieces, sorting them by Persona and stage of the funnel;

  • When you are done listing all the content pieces, take a look at the matrix — you'll see which quadrants don't have enough content;

  • Brainstorm on how you can close the gaps you identified.


Anna Savina image
Anna Savina
Community Manager@Miro
Content Marketer and Community Manager based in San Francisco. I am passionate about design, storytelling, and yoga.
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