Use the Content Flywheel to get a handle on your content strategy

WHAT'S THIS CONTENT FLYWHEEL MALARKY ALL ABOUT?

How do you ensure your content speaks to the right people? So many frameworks claim to have the answer to this question. But, sadly, it’s not quite as simple as one framework to rule them all.

I actually use a combination of FOUR frameworks to guide my thinking and research.

SPOILERS: We'll break it down using the graphic below.

CIRCLE 1: THE CUSTOMER JOURNEY

You’ll have heard the phrase customer journey hundreds, thousands – maybe millions – of times. But how do you visualise it?

For many, it’s a funnel. But for me, it’s circular ??

As people move through the process, they gain momentum and spin the wheel. They don’t drop off at the bottom of the funnel, they come back around for more.

The flywheel model breaks people down into FOUR types: strangers, prospects, clients, and promoters.

???Stranger → Someone totally new to you and your brand.

???Prospect → Someone aware of their problem and your solution but yet to convert.

?? Client → Someone who converts and becomes a client.

????Promoter → A client who raves about how fantastic you are.

Each phase in the flywheel has a different emphasis. It’s your content’s job to determine what your people need, when they need it, and how to deliver it with maximum impact.

CIRCLE 2: YOUR PROSPECT'S AWARENESS STAGE

Your content needs to speak to one person, but at multiple points in time.

?? Unaware → At this point, your reader doesn’t know they have a problem, let alone want to buy from you.

?? Problem aware → Your reader now knows they have a problem and that it’s causing them pain, but not what to do about it.

?? Solution aware → Your reader is actively looking at potential solutions to their problem – including yours.

???? Highly aware → Your hottest lead. A reader who knows about their problem, potential options, your brand, and your solution.

Each level of awareness presents different challenges because they have different intentions behind them.

CIRCLE 3: YOUR PROSPECT'S SEARCH INTENTION

Here’s a phrase you’ll hear frequently in SEO circles. However, search intention isn't only relevant to SEO.

Search intention is all about the PURPOSE behind a search.

Understanding your audience’s customer journey and their awareness level helps you to clarify their intentions – and use data to address their needs, wants, and expectations.

???Informational → Your reader wants to learn something. They’re looking for an answer to a question. They’re not looking to buy anything (yet).

E.g. 'how to write better blog posts'.

???Navigational → Your reader is looking for a specific thing.

E.g. This glorious platform, 'LinkedIn'.

?? Commercial → Your prospect is looking at potential solutions to their problem. They’re likely in the problem-solution aware phase of the flywheel, weighing up their options on what to do next.

E.g. 'analytics software'.

???Transactional → Your prospect is actively looking to buy.

E.g. 'hire a copywriter'.

Now we’ve covered customer journeys, awareness levels, and search intention, it’s time to consider different content types and their respective jobs.

CIRCLE 4: CHOOSE WHAT TYPE OF CONTENT TO CREATE

Content has at least one of four jobs: to attract, engage, convert, or delight.

As we've seen above, choosing which type of content is best for what depends on three things: your customer journey, your prospect's awareness level, and their intentions. This information gives you a starting point from which to create your content plan.

Let’s break it down.

?? Attract → Visual, valuable, and easily consumable content that’s easy to share. Think infographics, downloadables, and entry-level queries.

?? Educate/ engage → Here we’re putting some meat on the bones. Establishing authority, building trust, and showing you’re credible. Think ‘how to’ guides, ‘industry reports’, and masterclass content.

?? Convert → Here we’re talking about things only you can say. This is the stuff that gets you clients. Think, proven processes, frameworks, and detailed industry insights.

?? Delight → Your classic, feel-good content that people love to share. Content that encourages your existing clients and super-fans to rave about you to their networks. Think social proof, client wins, and juicy value-adds that keep them coming back for more.

WHAT TO DO NEXT?

1. Use my content flywheel to prompt you next time you batch create your content.
2. Book a call with me if you'd like some content clarity only a copywriter can provide!