The Content Matrix: Content Creation That Actually Converts with Alisan Matthews

Perpetual Traffic

Tier 11

Marketing, Business, Entrepreneurship

4.8 • 849 Ratings

🗓️ 2 September 2025

⏱️ 41 minutes

🔗️ Recording | iTunes | RSS

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Summary

Your Playbook for Black Friday & Cyber Monday Creative that Converts

Sign up here: https://www.tiereleven.com/Bfcm

Get your Beauty Brand’s creative trend report from one of the most successful Creative Strategists, Lauren Schwartz. In this FREE webinar, you’ll get all the Angles, Styles & Hooks That Sell (Before Your Competitors Catch On.) Black Friday and Cyber Monday are the most competitive moments of the year for beauty brands, and the right creative is how you win. In this webinar, we’ll reveal the trends, hooks, and tactics driving conversions before your competitors catch on. You’ll learn:

Angles, Styles, and Hooks - Those that are actually selling this season, and not the trends we are going to see over-saturated.
Macro Creative Trends - Learn all about the Macro creative trends that will shape your Q4 creative ads.
Holiday Hooks - Holiday hooks that can be shaped to your brand to own the feed and stop the scroll.
Quick Start Checklist - Get the ultimate quick start checklist so you can apply these learnings to your brand in under 7 days.

Don't just throw content out there! Make it purposeful. Download our content matrix today to refine your strategy, map content that connects, and discover fresh angles that keep your audience engaged.

Get it here: https://www.tiereleven.com/content-matrix

Creating content for your brand is not just about posting product pictures and hoping for the best. If your social media feed feels disconnected or lacks authenticity, it’s time to rethink your strategy. Alisan Matthews, Head of Email and Social Media Marketing at Tier 11, joins me to discuss how to align your brand’s message with your audience to boost engagement.

Alisan explains how you can identify the core pillars of your brand’s messaging and use them to create a content matrix that guides your posts. By organizing your ideas into clear categories, such as education and community engagement, you can maintain consistency while diversifying your content for better engagement.

In This Episode:

- Meet Alisan Matthews

- Crafting your brand's unique story with content

- Why authenticity on social media is critical

- Getting started with the content matrix

- The four pillars of content creation strategy

- Implementing the product promotion tier

- Does the content matrix apply to all industries?

- Education and value: leveraging engagement & trends

- Webinar announcement and Black Friday tips

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Transcript

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0:00.0	Are you a beauty brand, but you think you're late to the Black Friday Cyber Monday party?
0:05.0	Well, even though we've been advocating planning your Black Friday Cyber Monday for months now,
0:10.9	in fact, the co-host of this show advocates you should start this planning all the way back
0:15.7	a Memorial Day.
0:16.7	Well, even though it's in and around Labor Day, it's not too late because we have put together
0:21.5	a webinar for you late to the party, especially you beauty brands who need to get your act
0:27.4	together and get a good Black Friday Cyber Monday campaign planned and ready to convert.
0:33.4	Black Friday and Cyber Monday are the most competitive moments of the year for beauty brands.
0:37.0	And the right creative is how you win. So we are putting together a free webinar on September 9th at 10 a.m. Pacific, 1 p.m. Eastern, where we're going to be talking through the angle, styles and hooks that are actually selling this season, not the trends we're going to see that are oversaturated
0:56.3	and cliched. Macro creative trends that will shape your Q4 creative ads and get them to actually
1:03.2	convert. Holiday hooks that can be shaped to your brand to own the feed and stop the scroll.
1:09.0	And last but not least, you'll walk away with a quick start checklist so you can apply these learnings to your the feed and stop the scroll. And last but not least, you'll walk away with a
1:10.8	quick start checklist so you can apply these learnings to your beauty brand in under seven days. So it is
1:17.2	not too late. Ladies and gentlemen, head on over to tier 11.com forward slash BFCM and register today.
1:25.3	This is the most important week of your entire year.
1:29.2	So you cannot afford to miss this webinar.
1:32.0	It's the most competitive moment of the year for beauty brands.
1:35.0	And the right creative is how you win.
1:37.9	And we'll show you exactly how to do that on this webinar.
1:41.8	So head on over to tier 11.com BFCM to register to reserve your spot today.
1:48.1	When you get to the social media page of a brand, like you want to immediately feel the
1:52.4	personality that they're putting out there. And then when that's inconsistent, that's when the
	...

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