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A four-column funnel matrix mapping top, mid, and lower funnel levels to customer behavior, business aims, and content purpose, above a full-width aerial photo.
Summary
A video-strategy framework table: three funnel-level rows (Top, Mid, Lower) read across four columns (Funnel Level, Customer Behavior, Business Opportunities, Content Purpose), sitting under a wide aerial water photo.
Visual description
Standard hairline header (section "Video Guidelines", subsection "Foundations", page 77). The left column holds "Video Foundations and Content" and two intro paragraphs. The right two-thirds opens with a full-width aerial photograph of a causeway across teal water, then a four-column matrix below it. Column headers run "Funnel Level / Customer Behavior / Business Opportunities and Aims / Content Purpose". Three numbered rows (01 Top of Funnel, 02 Mid-Funnel, 03 Lower-Funnel) each carry a short paragraph per column, with small right-pointing arrows linking cells. The final column tags each row with a colored label (Inspire in violet, Engage in poppy, Inform in lilac) on a short underline.
Key takeaway
A clean editorial way to render a strategy matrix: numbered rows, arrow connectors showing the read direction left to right, and a recurring color-coded label system (Inspire/Engage/Inform) that pays off later in the deck. Anchoring the table to a single wide photo keeps a dense grid from feeling clinical.
Reuse notes
A reusable layout for funnel, journey, or maturity-model frameworks where rows map to several attribute columns. The arrow-linked cells suit any cause-to-effect or stage-to-outcome table. Works best with disciplined, short cell copy so the grid stays scannable.
From this deck: Docusign video funnel content matrix
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