One of my freelance clients is Ozemba Beauty, a Lash and Brow Business. For this client I organized her content into a matrix.

The matrix is divided into four quadrants, each representing a different stage in the buyer journey. The content formats listed in each quadrant aim to achieve a particular purpose, be it to entertain, educate, inspire or convince potential customers.

At the awareness stage, the content needs to focus on building interest and awareness. To entertain potential customers, the brand can create makeup tutorials, share before and after photos, and post funny memes or lash and brow jokes. To educate potential customers, the brand can create how-to guides, explain the science behind the products, and feature expert interviews.

As the customer moves closer to making a purchase decision, the content needs to be more persuasive and focused on convincing them to choose the brand. This could involve pricing comparisons, case studies, reviews from influencers, and free samples. Additionally, inspiring testimonials from happy clients, transformation stories, and social media posts showcasing results can help to inspire potential customers and make them feel confident in their purchase decision.

Of course, the specific content formats and messages will depend on the brand's target audience and buyer personas. By using this matrix, the brand can create a content marketing strategy that is tailored to their customers' needs and interests at each stage of the buyer journey.