Simba's Content Matrix: Introduction

Simba’s Content Matrix is a digital marketing model used to analyse Content marketing activities. The model classifies an organisation’s Content into four categories: Stars, Cash Cows, Question Marks and Sick Horses. The chart was created by Simba Mudonzvo  to help organisations analyse their Content marketing activities and assess the performance of their Content marketing efforts. Simba’s Content matrix helps an organisation know which Content to invest more in, to stop creating, and which one to improve. Simba’s Content matrix was inspired by the BCG growth-share matrix created by Bruce D. Henderson, one of the founders of the Boston Consulting Group.

Simba's Content Matrix Model by Simba Mudonzvo
A graphical representation of Simba's Content matrix
a picture of Simba mudonzvo, creator of simba's five forces
Simba Mudonzvo

Author of Simba's Five Forces, Simba's Content Matrix, 7Cs Digital Marketing mix, The Golden Circle of Customer Research and Content/Market Fit.

Table of Contents

Simba’s Content matrix: Overview

Simba’s Content matrix is designed to help with long-term Digital marketing strategic planning, and help an organisation consider Content marketing opportunities by reviewing its Content portfolio  to decide where to invest, to discontinue or improve.

Simba's Content matrix: Background

Simba’s Content matrix was inspired by the BCG growth-share matrix.

A graphical representation of the BCG growth share matrix

Simba's Content matrix: A Summary

  • Simba’s Content matrix is a Content marketing decision making tool.
  • The Matrix is divided into 4 quadrants based on an analysis of an organisations Content attractiveness and business value.


Stars represents Content that get a lot of traffic and attention on the internet (i.e. engagement e.g. clicks, views shares, comments) while also generating high business value (high ROI) i.e. sales, sign-ups, subscribers, followers, fans.

Cash Cows

Cash Cows represents content that generates high business value i.e. sales, sign-ups, subscribers, etc but gets low traffic and attention (engagement) on the internet (mostly because its either technical or for a specific niche/audience).

Question Marks

Question marks represents Content attracts a lot of attention (engagement i.e. clicks, views shares, comments) on the internet but generates low to no business value!

Sick Horses

Sick Horses are Content that do not  attract any attention i.e. traffic or engagement i.e. clicks, views,shares, comments, likes etc and also generate no business value i.e. conversions.

How To Use Simba's Content Matrix

Digital marketers (and Content Marketers) and Content Creators use Simba’s five forces framework when making a decision concerning Content Marketing strategy i.e. what Content to produce, how to best promote it, etc.

Affiliate marketers and SEO professionals should use Simba’s five forces to determine the attractiveness of a niche (even keywords) before creating content.

Organisations are encouraged to use the golden circle of internet customer research to have a better and deeper understanding of their target audiences.

While, Simba’s Content Matrix is a useful tool for quickly assessing and measuring your Content marketing activities.

simba's five forces content creators

Simba's Content Matrix: Frequently Asked Questions (F.A.Q)

According to the logic of the Simba’s Content matrix, a company should invest in its ‘Star’ Content, protect its ‘Cash Cow’ Content, re-asssess its ‘Question Mark’ Content and stop investing in ‘Sick Horse’  Contentand stop investing in  ContentThe intent of the matrix is to help companies make good portfolio-management decisions, focusing investment in the areas that are likely to provide returns and fund future growth.

Simba’s Five Forces helps organisations to understand the factors affecting their Digital Marketing efforts, specifically, Content Marketing. Simba’s Five Forces can help to inform Content Marketing Strategy. 

Strategic Digital marketers often use Simba’s five forces to understand what Content customers want and understand the competition for getting attention for Content.

The five forces are:

  1. Power of Internet Users
  2. Power of Content Creators & Content Platforms
  3. Competitive rivalry
  4. Threat of New Content
  5. Threat of New Entry

To define your Content Marketing Strategy (Digital Marketing Strategy), analyse what your target audience wants and also analyse the competition.

Simba’s Five Forces:

  1. Power of Internet Users. Find out what Content resonates with your target audience.
  2. Power of Content Creators & Content Platforms. Content Creators own and influence (influencer marketing) a ‘captive audience‘ and can can be an obstacle to your Content reaching their audience (also your target audience). Content Platforms like Google and Facebook use algorithms that can affect the attention an organisation’s Content gets on their platforms
  3. Competitive Rivalry. An organisation has to look at the number and strength of its direct and in-direct existing competitors.
  4. Threat of New Content. Consider how easy it is for your competition to create and publish new Content that takes attention from your organisation’s Content
  5. Threat of Substitute Content Types. Consider the likelihood that your audience prefers a different type of Content e.g. video vs text article.