Content marketing is a form of marketing that is used to draw in a company’s intended audience. Content marketing is not always explicitly in line with a certain organization, but it typically aims to inspire someone to want to use an organization’s product or services. An example of content marketing would be an infographic on how to get better sleep that was made by a mattress company. The infographic may share the same colors, fonts, or design elements that the mattress company uses in their promotional marketing or on their website, but it probably won’t say the company’s name.
Flywheel is a local Omaha company that provides managed WordPress hosting for designers and agencies. Their website says their services are “solutions for busy creatives.” Essentially, for $13 a month Flywheel will manage the crucial background pieces of your website if you provide the design. They will make sure your site stays up-to-date, secure, fast and accurate.
Besides providing these services, Flywheel creates a lot of very effective content marketing. Under the resources tab on their website, there are lots of free resources for website people and creatives that can help them do the things Flywheel does, but on their own. At first you see a series of eBooks with titles such as “7 Services You Can Sell to Skyrocket Your Revenue” and “The Business of Web Design: The 2020 Report.” When you click on a specific one, they give you an overview of the book and explain the facets of what is included but you have to provide your email in order to access the entirety of the material. Next, they promote a free Agency Partners Program with a large “learn more” button. This program will help you with revenue generation and long-term success. Next, there is a video library that provides free courses on selling WordPress maintenance plans and pricing. They also have more company specific videos that are interesting and lighthearted which show Flywheel in three words or performance insights for their company. Next they have blogs that tell you about “the latest from layout.” Finally, they provide “help articles” and additional resources all related to the things that Flywheel does. They are trying to help you have the ability to do this on your own but know that you will ultimately need their help and it’s probably easier when put in their hands.
Flywheel’s Instagram account, @heyflywheel does a lot of promotion for their content marketing. Their most recent post asks you if it’s time to raise your prices and provides infographic like images that the viewer can swipe through. There’s a link in their bio that leads you to more pricing tips and tricks. They have another post that uses an infographic approach and tells you seven things you should be billing your clients for. This type of content continues consistently throughout their very beautifully and carefully crafted Instagram page.
Flywheel’s Twitter uses similar tactics to Instagram and provides a lot of the same content. They promote their free courses a lot more on their Twitter than their Instagram. A recent tweet says “Do you feel confident in how much you’re charging for your web design services? If you hesitated, even for a moment, have we just the resources for you.” Then they provide a link to their free Confident Pricing workshop. Their blog is also promoted and linked many times on their Twitter account.
Flywheel’s Twitter posts don’t tend to get a ton of engagement but on Instagram most posts get between 60 and 110 likes. Video content on their Instagram receives thousands of views, however. The content marketing posts fall in line with these trends but tend to get on the lower end of the like range. Their social media content does a great job of matching their audience because all of their media follows the same format and theme. They have a fantastic aesthetic going for them. Flywheel’s content marketing is completely evergreen because these needs within companies are not going to dwindle. I can only see Flywheel’s content growing in necessity because of the increasing competition and need for innovation we see in our world, today.
Flywheel does an absolutely excellent job of providing effective, useful, and well-curated content marketing to its audience. They are very educational, brand-centric, and fun! I imagine Flywheel gets a lot of engagement because of their content marketing which is exactly the purpose of creating it. They provide a variety of sources which is key, and they make sure that they are consistent on social media posts that keep people up to date with what they have to offer. Flywheel was an excellent choice for a company to examine for content marketing. If anything, their cute and colorful branding makes me want to look further and the resources they provide are a very helpful tool for doing so!
Ruthie's Writings. 