Journey Intent Cluster Matrix

The Journey × Intent × Cluster Matrix shows how the selected project’s content is distributed across customer journey stages and search intents within each Content Bank cluster.

Overview

Use the matrix to identify gaps or imbalances in the role your content plays.

It combines three parts of the Content Bank structure:

Cluster: the subject area containing the content;
Journey stage: where the content supports the customer journey; and
Search intent: the likely purpose behind the audience’s search.

Each cell shows how many matching topics and subtopics belong to one cluster and journey-stage combination. The coloured bar inside the cell shows the mix of search intents.

The matrix is a planning view. It does not measure content quality, rankings, traffic, conversions or whether the content successfully satisfies its assigned intent.

Access and scope

The matrix is workspace-, project- and cluster-aware.

The active workspace controls which projects are available.
The selected project controls which Content Bank records can appear.
The cluster selector can narrow the matrix to one cluster.
The content-status selector controls which records contribute to the cells.
Published is the default content status.

The selected market does not affect the matrix. Markets control search locations, devices and search engines, whereas the matrix reads the project’s Content Bank classification.

Only users with access to the selected project in the active workspace can view its matrix.

Before you begin

For a useful matrix:

Select the correct workspace and project.
Organise the project’s content into Content Bank clusters.
Assign a journey stage to each relevant topic and subtopic.
Assign a search intent to each relevant topic and subtopic.
Confirm that each record has the correct Content Bank status.

Missing journey stages and intents are retained as Undefined so incomplete classification remains visible rather than disappearing from the report.

Quick start

Open Content Dashboard.
Select the relevant workspace.
Select the project.
Leave Cluster unfiltered to compare the complete project, or choose one cluster for a focused view.
Leave the content status as Published to assess live content.
Compare the totals across the journey-stage columns.
Use the coloured bars to assess the intent mix in each cell.
Hover over a populated cell to see its full breakdown.
Review cells carrying the orange flag.

Read the matrix

Rows: clusters

Each row represents one Content Bank cluster.

When All clusters is selected, the rows are arranged alphabetically. If the project contains more than six matching clusters, the matrix body becomes vertically scrollable.

Selecting a specific cluster reduces the matrix to that cluster while preserving its journey-stage and intent breakdown.

Columns: journey stages

Each column represents a journey stage found in the current result:

Awareness: content that introduces a need, question or subject.
Consideration: content that helps the audience compare approaches or evaluate options.
Decision: content intended to support a choice or action.
Retention: content that supports existing customers or continued use.
Undefined: content without a usable journey-stage assignment.

Only journey stages represented by matching content need to appear. A project containing Awareness and Consideration content only can therefore show two columns rather than an empty fixed set.

Cell total

The number in a cell is the total number of matching Content Bank topics and subtopics assigned to that cluster and journey stage.

Each record contributes once according to its own cluster, journey stage and intent. Topics and subtopics are counted equally in this matrix.

A dash means no matching content was found for that cluster and journey-stage combination.

Intent bar

The bar beneath the total shows how the cell is divided by search intent:

Informational
Navigational
Commercial
Transactional
Undefined

The width of each coloured segment represents that intent’s share of the cell total.

Hover over the cell to see:

cluster;
journey stage;
count and percentage for each represented intent; and
total content count.

Needs-review flag

An orange flag appears when no single intent accounts for at least 50% of the content in a populated cell.

The flag indicates a dispersed intent mix. It does not automatically mean the content is wrong. Some clusters genuinely require several intents at the same journey stage.

Use the flag as a prompt to check whether:

the content has been classified consistently;
the cluster combines subjects that should be separated;
the journey-stage assignment is too broad; or
the mixed intent is deliberate and appropriate.

If one intent represents exactly 50%, the cell is not flagged.

Use the filters

Project

Changing project reloads the matrix using that project’s Content Bank structure. Any previously selected cluster is cleared.

Cluster

Choose a cluster when you want to inspect its journey and intent mix without the other project rows.

Unlike Content Coverage, cluster filtering remains useful here because the matrix still compares journey stages and intents within that cluster.

Content status

The default Published view focuses the matrix on content treated as live in Content Bank.

When available in the dashboard, other status selections can be used to examine:

Idea
Approved
Brief Ready
Draft Ready
Needs Review
Published
Archived
Unpublished
Active content
All content

Active excludes Archived and Unpublished records. All removes the status restriction.

Changing a Content Bank status in Wheremore does not change the publishing state of the connected website.

Market

Changing market has no effect on this matrix. The feature does not use rank-tracking data.

Interpret common patterns

An empty journey stage

The project may not contain content for that stage, or the relevant records may use another status or lack classification.

Decide whether the gap is intentional before creating more content.

Awareness dominates every cluster

The project may be strong at attracting early-stage visitors but light on content that helps them evaluate or act. Review whether more Consideration or Decision content is appropriate.

One intent dominates a cell

This shows a clear intent emphasis. Check that the emphasis matches the role of that cluster and journey stage.

A cell has a heavily mixed intent bar

The content may support several audience needs, or its classification may be inconsistent. Hover over the cell and inspect the underlying Content Bank records.

Many Undefined values

The project contains records without usable journey-stage or intent metadata. Open Content Bank and complete the missing fields before relying on the matrix for planning.

A selected cluster has no results

The cluster may contain no records with the selected status. Clear the cluster or status filter, then check its records in Content Bank.

A practical review workflow

Start with all clusters and Published content.
Scan each journey-stage column for obvious gaps.
Review cells with orange flags.
Look for clusters concentrated entirely in one stage.
Select a cluster that needs closer review.
Hover over its populated cells to inspect the intent breakdown.
Open Content Bank and review the records behind unclear or Undefined classifications.
Use topic or subtopic ideation when a strategically important gap needs content ideas.
Compare with Content Coverage to assess overall cluster size.
Use Content Performance before deciding which published pages to update, consolidate or protect.

Data timing

The matrix reads stored Content Bank classifications.

Changes to cluster placement, journey stage, intent, parent relationships or content status may not appear until the matrix is refreshed. A short-lived cached result can also briefly retain the previous calculation.

When you change workspace, project, cluster or status, an unfinished older request is cancelled or ignored so it cannot overwrite the latest selection.

What should I do next?

Use Content Bank to correct clusters, journey stages, intents and statuses.
Use Content Coverage to compare the overall size of clusters.
Use topic and subtopic ideation to fill deliberate gaps.
Use Content Pipeline to review editorial progress by status.
Use Content Performance to assess the results achieved by published pages.
Use Create outline when an approved content opportunity is ready for planning.

Troubleshooting

No matrix appears

Confirm the correct workspace and project are selected.
Confirm the project contains Content Bank records with the selected status.
Clear the cluster filter.
Leave the status set to Published when reviewing live content.
Refresh after recent Content Bank changes.

A cluster is missing

Confirm it belongs to the selected project.
Confirm it contains records with the selected status.
Check whether its records have been archived, unpublished or moved.
Open Content Bank and verify their cluster placement.

A journey-stage column is missing

Only stages represented by the current result are shown. Clear restrictive filters and check whether the project contains content assigned to that stage.

Undefined appears

One or more records do not have a usable journey-stage or intent value. Complete their metadata in Content Bank.

The cell total is higher than expected

The matrix counts both topics and subtopics. Confirm the current content status and inspect the cluster’s Content Bank records.

The orange flag looks incorrect

Hover over the cell and review the intent percentages. The flag appears only when every intent is below 50%.

Changing the market has no effect

This is expected. Markets are not used by the matrix.

Changing the cluster leaves one row

This is expected. The cluster selector focuses the matrix on the selected cluster.

Recent changes are not visible

Refresh the report and allow the short-lived cache to expire. Confirm the record was saved under the correct project.

Frequently asked questions

Does the matrix count topics and subtopics?

Yes. Both contribute equally to the relevant cell.

Does the matrix measure performance?

No. It describes content classification and distribution.

Does a flagged cell require a change?

Not necessarily. It requires review; the mixed intent may be intentional.

Must every cluster cover every journey stage?

No. Coverage should follow the project’s strategy and audience needs.

Are markets required?

No. The matrix does not use market data.

Can I edit classifications from the matrix?

No. Use Content Bank to change cluster, journey stage, intent or status.

Does this feature change the connected website?

No. It is a read-only planning report.