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Learn how to build a content flywheel

26 October 2022
3 minutes

Learn how to build a content flywheel

In this post, we show you how you can build your own content flywheel and dive into the benefits of doing so. Let’s take a look.

The content flywheel — a definition

The content flywheel is a flexible content marketing concept that has many ideations based on the needs of a particular company. In essence, the content flywheel is a multi-step strategy that makes content marketing: 

  1. More time-effective — allowing you to scale faster and create more pieces of content through practices such as content repurposing 
  2. Better tailored to your audience — the content flywheel is all about creating and repurposing content to suit the varied needs of your audience and reach more people 
  3. More metric-savvy — the content marketing flywheel ensures your content creation and strategy is guided by the data — how well your content is performing. This provides greater guidance and helps ensure your content’s growth and success. 

The great thing about a content flywheel is that you can tailor it to suit your business, your content marketing goals, and your audience. We recommend including: 

  1. Content repurposing 
  2. A multi-channel approach
  3. A metric-focused strategy 

Let’s explore these in more detail. 

Repurpose your older content

Repurposing content to match the needs and interests of your audience is an essential part of the content flywheel.

Creating every piece of content from scratch is time-consuming and inefficient. You can scale your content far faster by repurposing the content you already have. When you repurpose your content, you also take key pieces of information and recycle them into different formats to suit different prospects and customers in different stages of the customer journey. 

For example, you may create a white paper on trends within your industry to showcase your expertise to those in the consideration stage of the customer journey. You can then repurpose your whitepaper into a blog post and social media posts to attract attention and build relationships with prospects in the awareness stage of the customer journey. 

Publish across channels

Many businesses have their go-to social media channels on which they share all of their content. But different segments of your audience will use different social media channels. For example, sites such as Snapchat and TikTok are predominantly used by Gen Z and Millennials, while 67% of Boomers use Facebook. 

To be successful, you need to uncover which social media sites your prospects and customers use and share your content across multiple channels. 

Follow the metrics

Your content metrics can give you a ton of valuable insights into how well your content is connecting with your audience. You can use these metrics to uncover your top-performing content for repurposing.

In addition, you can also see which content is underperforming and is in need of an update — for example, you may need to update old statistics or check to see if your links and images are loading correctly. 

Take a look at: 

  1. Which pieces of content are driving the most traffic to your site. Open Google Analytics and review the performance of landing pages for downloadable pieces of content, individual blog posts, and relevant website pages (such as your FAQ page). 
  1. Social shares — which content pieces are performing best on social media? Which ebooks, blog posts, and podcast episodes have generated the most likes, shares, and overall discussion? 
  1. Review average time on page to uncover which content pieces are holding your visitors’ attention for extended amounts of time. These pages are a great place to start for finding blog posts to do a deep dive into with a white paper or ebook. 

Making the content flywheel work for you

The content marketing flywheel can simplify and enhance your content marketing initiatives. You can use the content marketing flywheel as a guide to help you create more relevant content, scale your content faster, and reach as many prospects and customers as possible. 

Want to learn more about how Contentoo can help you refine your content marketing strategy? Book a demo with us here.

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