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Inbound marketing

The consumer is 

proactive in actively 

seeking out information 

for their needs and 

interactions with brands 

are attracted through 

content, search and 

social media marketing.

Content marketing

The management of 

text, rich media, audio 

and video content aimed 

at engaging customers 

and prospects to meet 

business goals published 

through print and digital 

media, including web 

and mobile platforms, 

which is repurposed and 

syndicated to different 

forms of web presence 

such as publisher sites, 

blogs, social media and 

comparison sites.

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Part 2  Strategy and applications

To review how content can best support digital marketing, I developed the Content 

Marketing Matrix with Dan Bosomworth of Smart Insights (Figure 8.6). Activity 8.1 explains 

how this can be used to identify the right content types.

Figure 8.5

Proactis (www.proactis.com) resources section content marketing

Activity 8.1

Using the Content Marketing Matrix to audit and improve content effectiveness

We recommend the Content Marketing Matrix as a key technique to review current use 

of content marketing and to identify new types of content.

The matrix is structured to help you think through the dimensions of different con‑

tent based on how an audience could find content valuable and what you’re trying to 

achieve as a business.