Speeding up the B2B content approval process: How a matrix can help

In some circles I’m known as the Matrix Queen. I even use one to help ease B2B content writing through approvals, especially when it comes to statistics or other data used in the content.

How to build a B2B content approval matrix

For content like case studies, blog posts, or white papers, a matrix can help streamline getting B2B content approvals—especially when stats or data are involved. I create a matrix with these basic columns — make it easy for the approvers, legal or otherwise:

  • the statistic or other number used, and what page it’s on;
  • the source* it came from;
  • my own equation (if applicable); and
  • a notes column for additional context.

By “my own equation,” I mean when I create a custom number using sourced statistics—sometimes this better captures the value for your reader in a way that resonates. If and when I do this, I always “show my work.”

*Under the matrix I list all sources, grad school-style, and reference them in the matrix by their number. I’ve never had an approver NOT appreciate that.

How a matrix can help B2B content writing approvals

For one case study I had A) a number of locations and B) a number of labor hours saved per week at each one of those locations. Knowing who the intended audience was, I chose to multiply those to show a single across-the-company stat. But I made sure to show the approvers exactly how I got there.

How I use this: Send it along with the final copy and a quick explanation. The approvers can reference each statistic in the copy on the matrix; the matrix explains where it came from, provides a link if applicable, and has my own explanation of anything I calculated myself.

B2B content approval matrix example used to speed up review process

Want help with your B2B content?

Let’s connect to schedule a no-obligation discovery call. We’ll discuss your products or services, your business goals, and timeline – then I’ll provide you with a recap to be sure I got everything, as well as a detailed proposal with pricing for your approval. You can reach me at donna [at] belladonnamediaservices [dot] com.

You can see samples of my work on my Services page.

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