Flyin' Into Content Marketing

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Traditional Advertising Isn't Enough

In today's fast-paced digital realm, having simple advertisements to promote your business/company isn't enough. With the platforms of social media at our disposal, it is the companies who use these mediums accordingly who rise above the rest. Today, we are examining a company that I think rises above the rest in its consistent branding and effective social media use: Flywheel.

Today's Spotlight

Flywheel is your best friend when it comes to WordPress hosting and management. They have the brainpower and expertise to make your website successful through the use of WordPress. Beyond that, they focus heavily on consistent branding, staying up-to-date with the latest digital trends, and providing overarching tips for running a successful company.

Website

Since their whole company is based on beautifully-run websites I would expect nothing less than a killer website from Flywheel. It is aesthetically pleasing with delightful illustrations/graphics, a bubbly font, and user-friendly navigation to match the general feel you get from their brand. This is a form of content marketing because it attracts a certain type of audience: one that is in tune with good design and aware of the importance of online presence. Another way their website does well with its content marketing is by answering all of the basic questions that would arise in a typical customer's head as they discover who Flywheel is. This creates a level of security and trust between the customer and the brand because they are acknowledging what may be confusing to some and quickly getting it answered.  

Blog

Flywheel knows best that most people gather their news from online sources now, versus traditional newspapers or television. Having a blog allows your company to participate in this online-news culture and Flywheel does this by providing different articles to help improve your business. They have their blog sectioned off into the categories of Inspiration, WordPress, Business, How-To, and Freebies to fit the needs of almost anyone visiting their site. I would say that the most impressive and best aspect of their blog is its consistency. They post different articles multiple times weekly from a variety of different writers so there is always something new and fresh from Flywheel, an essential to keeping up with today's never-ending stream of content. 

Social Media

The very first thing I noticed with Flywheel's social media is that they managed to snag a consistent username across Twitter, Facebook and Instagram which is harder than you might think. This helps them bolster their consistent branding and allows them to be easily found no matter what platform the user is looking on. With Facebook, Flywheel knows that a lot of people read articles on this platform so they post their articles from their blog to drive traffic back to their website. They also post photographs that promote how great it is to work at Flywheel, an attractive quality to any brand because if you want to work at a company chances are you will want to use their service. There is also not a single post on their Facebook without an accompanying picture or graphic. This is essential in grasping the attention of users in an over-saturated market. Flywheel's Instagram is, in my opinion, their best social media platform. They have a good mix of eye-catching graphics with bright colors, high-quality photographs that highlight their professionalism and creativity, and short videos to capture their audience. Their captions seem genuine and their use of hashtags shows their knowledge of SEO and desire to capture new clients. 

Engagement

Despite all of the great things I have to say about Flywheel's content marketing on social media, their engagement is something that could use some work. For how many followers they have on each platform: 10,000 on Instagram, 14,000 on Twitter, and 22,000 on Facebook I would expect them to have a much higher engagement rate. Their Instagram posts seem to cap out at about 300 likes, and average around seven comments per post with their Twitter and Facebook receiving even less engagement. This was puzzling to me because Flywheel seems to be doing everything right to promote audience engagement. The only thing I could think of was presenting content that requires more user interaction. This could potentially be contests that require social media engagement, possibly showcasing some of their clients work to bring in different audiences, or taking a more comical approach to their Twitter to match the typical platform user.