Following these steps will help you set up the organized matrix you need to build and execute campaigns for creating and delivering content that drives conversions. Here’s an example of what a matrix looks like: Buyer 3 UNAWARE AWARE Interest research purchase Buyer 2 UNAWARE AWARE Interest research purchase Buyer 1 Buyer Personas UNAWARE AWARE Interest research purchase and Their Journeys CONTEXT Conversion Goal Conversion Goal Conversion Goal Conversion Goal Conversion Goal (and Incentive) (and Incentive) (and Incentive) (and Incentive) (and Incentive) Points of Contact Points of Contact Points of Contact Points of Contact Points of Contact Campaign Design Content Format Content Format Content Format Content Format Content Format and Key Messages and Key Messages and Key Messages and Key Messages and Key Messages Campaign 1 Campaign 2 Campaign 3 Campaign 4 Campaign 5 Campaign Execution It Takes a Content Factory! | 16