{"id":1541338,"date":"2024-08-18T08:55:50","date_gmt":"2024-08-18T12:55:50","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1541338"},"modified":"2024-08-18T19:43:43","modified_gmt":"2024-08-18T23:43:43","slug":"flywheels-ease-content-social-media-marketing","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/flywheels-ease-content-social-media-marketing","title":{"rendered":"Flywheels Ease Content, Social Media Marketing"},"content":{"rendered":"<p>Content and social media are distinct marketing disciplines with a shared problem. Both must produce engaging material despite limited time and money.<\/p>\n<p>Social media is essential for consistent and quick engagement and brand building. Content marketing is vital for search engine optimization and long-term relationships, leading to repeat sales.<\/p>\n<p>Both are necessary <em>and<\/em> resource-intensive.<\/p>\n<p>Combining the two into a single workflow can reduce the demands of each.<\/p>\n<h3>Deadline Chaos<\/h3>\n<p>An ecommerce business might need to post upward of six times daily to establish a following on X and Threads and perhaps four videos on TikTok and Instagram.<\/p>\n<p>Assuming they maintain this schedule every day, the company&#8217;s marketers face roughly 140 weekly social media deadlines.<\/p>\n<p>Meanwhile, the team must attract shoppers elsewhere, boost search engine rankings, and develop lasting customer relationships through blog posts, articles, podcasts, videos, and landing pages.<\/p>\n<p>That&#8217;s a lot of content.<\/p>\n<p>The most difficult parts are developing content ideas, producing them, and measuring the results.<\/p>\n<h3>A Flywheel<\/h3>\n<p>A <a href=\"https:\/\/www.practicalecommerce.com\/ecommerce-companies-need-flywheels\">business flywheel<\/a> is a circular process wherein each step leads to the next.<\/p>\n<p>The concept has been around for decades. Jeff Bezos famously <a href=\"https:\/\/www.practicalecommerce.com\/ecommerce-companies-need-flywheels\">used a flywheel<\/a> to describe Amazon&#8217;s business model. Author Jim Collins wrote a book about the topic, prompting many businesses to adopt it for routine processes.<\/p>\n<p>Applying a flywheel to social media and content marketing, we can focus on three steps:<\/p>\n<ul>\n<li>Content ideas,<\/li>\n<li>Content creation,<\/li>\n<li>Measurement.<\/li>\n<\/ul>\n<p>To illustrate, let&#8217;s develop a flywheel for articles and social media posts. I&#8217;ll focus on two of our three steps: content ideas and measurement.<\/p>\n<p>Let&#8217;s assume we work for a <a href=\"https:\/\/www.practicalecommerce.com\/best-seo-for-dropshipping\">content-then-commerce<\/a> business that sells licensed, science-fiction-themed products. The company attracts potential customers to its website via content that contains related products for purchase.<\/p>\n<p>Here are the steps.<\/p>\n<h4>1. Publish a post on X<\/h4>\n<p>Take a topic idea and compose an X post. Give the post a measurable call to action, such as &#8220;Subscribe to email list,&#8221; &#8220;Request a sample,&#8221; or &#8220;Leave a comment.&#8221; Record the post in a spreadsheet.<\/p>\n<p>Repeat this step six times per day.<\/p>\n<div id=\"attachment_1541339\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/08\/081724-transporter-v2.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1541339\" class=\"wp-image-1541339 size-large\" title=\"Screenshot of a spreadsheet showoing Star Trek related X posts and thier performance.\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/08\/081724-transporter-v2-570x319.jpg\" alt=\"Screenshot of a spreadsheet showoing Star Trek related X posts and thier performance.\" width=\"570\" height=\"319\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/08\/081724-transporter-v2-570x319.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/08\/081724-transporter-v2-300x168.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/08\/081724-transporter-v2-768x430.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/08\/081724-transporter-v2-1536x860.jpg 1536w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/08\/081724-transporter-v2.jpg 1814w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1541339\" class=\"wp-caption-text\">Log X posts in a spreadsheet and record their performance. Here the most successful posts were about transporter failures. <em>Click image to enlarge.<\/em><\/p><\/div>\n<h4>2. Measure performance<\/h4>\n<p>Seven days after it&#8217;s published, measure each post&#8217;s results to identify popular topics for humans and X&#8217;s algorithm. Add the metric to the spreadsheet.<\/p>\n<h4>3. Expand successful X posts into articles<\/h4>\n<p>Repurpose top-performing X posts or topics into on-site, long-form articles. Optimize each with <a href=\"https:\/\/www.practicalecommerce.com\/yes-seo-keywords-remain-important\">organic search keywords<\/a>.<\/p>\n<p>For example, a successful X post about death in a Star Trek transporter might lead to an article titled &#8220;Death and Other Problems with Star Trek&#8217;s Transporters.&#8221;<\/p>\n<p>Record the articles in the spreadsheet and set a goal for each, such as site traffic or email subscriptions.<\/p>\n<div id=\"attachment_1541340\" style=\"width: 580px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1541340\" class=\"wp-image-1541340 size-large\" title=\"Screenshot of an article titled &quot;Death and Other Problems with Star Trek's Transporters.&quot;\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/08\/081724-transporter-570x365.jpg\" alt=\"Screenshot of an article titled &quot;Death and Other Problems with Star Trek's Transporters.&quot;\" width=\"570\" height=\"365\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/08\/081724-transporter-570x365.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/08\/081724-transporter-300x192.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/08\/081724-transporter-768x492.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/08\/081724-transporter.jpg 1000w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><p id=\"caption-attachment-1541340\" class=\"wp-caption-text\">The topics of successful X posts are expanded into articles.<\/p><\/div>\n<h4>4. Measure article performance<\/h4>\n<p>Thirty days after publication, track the article&#8217;s performance against its goal. The aim is to identify the best performers.<\/p>\n<h4>5. Splinter and branch successful articles<\/h4>\n<p>For each successful article, identify at least five &#8220;splinter&#8221; and five &#8220;branch&#8221; topics. A splinter topic may derive from a sub-heading, while a branch could be a parallel concept.<\/p>\n<p>A splinter topic for the article &#8220;Death and Other Problems with Star Trek&#8217;s Transporters&#8221; could be something like &#8220;Star Trek&#8217;s Transporters Create an Existential Identity Crisis.&#8221; Use each splinter or branch idea for an X post.<\/p>\n<p>This closes the flywheel. We started with an idea, created an X post, and repurposed it into blog articles, which spawned new X posts.<\/p>\n<p>Our example lacks content creation, although the pattern would be similar. We could add the content creation step at &#8220;Publish posts on X&#8221; and &#8220;Expand successful X posts into blog articles.&#8221;<\/p>\n<div id=\"attachment_1541342\" style=\"width: 580px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1541342\" class=\"wp-image-1541342 size-large\" title=\"Illustration of a flywheel, which reads: &quot;Use topic ideas to publish posts on X,&quot; &quot;MeasureX post success,&quot; &quot;Expand successful X posts into blog articles,&quot; &quot;Measure blog success,&quot; and &quot;Spilnter and branch successful articles into topic ideas.&quot;\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/08\/081724-flywheel-v2-570x380.png\" alt=\"Illustration of a flywheel, which reads: &quot;Use topic ideas to publish posts on X,&quot; &quot;MeasureX post success,&quot; &quot;Expand successful X posts into blog articles,&quot; &quot;Measure blog success,&quot; and &quot;Spilnter and branch successful articles into topic ideas.&quot;\" width=\"570\" height=\"380\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/08\/081724-flywheel-v2-570x380.png 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/08\/081724-flywheel-v2-300x200.png 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/08\/081724-flywheel-v2-360x240.png 360w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/08\/081724-flywheel-v2-768x512.png 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/08\/081724-flywheel-v2.png 1500w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><p id=\"caption-attachment-1541342\" class=\"wp-caption-text\">The flywheel starts with an idea for an X post and expands it into articles, which spawns new ideas for X posts.<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Social media ideas can morph into long form articles that spawn new social media ideas. It&#8217;s a time-saving flywheel.<\/p>\n","protected":false},"author":391,"featured_media":1541383,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58299],"tags":[],"class_list":["post-1541338","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Flywheels Ease Content, Social Media Marketing - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"Social media ideas can morph into long form articles that spawn new social media ideas. 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The site has published over 7,000 articles and serves millions of readers worldwide.\",\"foundingDate\":\"2005-07-01\",\"duns\":\"09-076-7155\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"1\",\"maxValue\":\"10\"},\"publishingPrinciples\":\"https:\/\/www.practicalecommerce.com\/editorial-policy\",\"ownershipFundingInfo\":\"https:\/\/www.practicalecommerce.com\/about-us\",\"actionableFeedbackPolicy\":\"https:\/\/www.practicalecommerce.com\/contact\",\"ethicsPolicy\":\"https:\/\/www.practicalecommerce.com\/editorial-policy\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/357c476238d0b5e19bd0a0bfacefe722\",\"name\":\"Armando Roggio\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/8800b8ee23c4ea0ef55fd2ffb3dd937d?s=96&d=identicon&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/8800b8ee23c4ea0ef55fd2ffb3dd937d?s=96&d=identicon&r=g\",\"caption\":\"Armando Roggio\"},\"description\":\"Armando Roggio is the longtime senior contributor to Practical Ecommerce. 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