Experimenting with a content flywheel

I like the process. Just as important is what you're writing, of course.

At the individual article level, what matters is, "Is this something that's valuable for people to read and share?" And, "Is this well written?"

At the subscription level (your blog, newsletter, and Twitter account), what matters is the overall picture. "Do my articles consistently provide value to a well-identified set of people?" "Is that value prop clear? Is it demonstrated immediately to new visitors?" And, "Is the value prop good enough for them to follow or subscribe?"

One thing you might consider doing is updating your Twitter bio:

If I'm on Twitter, I'm going to read your bio before I follow you. In fact, probably the only reason anyone reads your bio is to see if they should follow you. But your bio doesn't make that sell, really.

The best practice nowadays is to just clearly tell people what you tweet about, make sure it's something of value to them, and make sure your pinned tweet is an example of that.

For you, I might say something like, "I share tips that help you find your audience and learn more about them. Founder of GetTheAudience.com." Then people have a solid reason to follow you. You've given them a value prop, and established your credibility.

I would also probably stop using hashtags in tweets. In tech Twitter, at least, hashtags are (surprisingly) a negative signal. They make your tweets look a bit messy while also not really accomplishing anything to help your tweets get discovered. Experienced Twitter users know this, so they avoid using hashtags, which results in only newer Twitter users using them, which means they're often a reliable signal of who not to follow. This isn't an ironclad rule, and there are some specific use cases where hashtags are normal, but generally I'd avoid them.

This is a bit of art to me on how to reuse the content I once created. "Content flywheel" is a nice idea.
Probably, it takes time to master it. We for sure don't want to "just" reshare the same thing in a different channel but adjust "the message" to the specificity of the medium 🤔

This can work extremely well. Your "takeaway tweets" could focus on stats (result based stats are great) or the pain points from the post. You could also consider creating a video and podcast at the same time. I see quite a few podcasters doing this now. They put out a YouTube video and then the audio from that video is released as a podcast.

"Repurposing marketing" is what I've known this to be called.

But it definitely works.

It seems stupid to spend so much time and energy to create great content only to promote it once on one platform.

I like this approach a lot Matthias. It's is process-focused rather than results-focused. Ultimately each platform will deliver value to your audience but in different ways and you'll find the best ways to tweak the content accordingly.

Great imagery for the process too. I might use it to explain content strategy to clients. Thanks!

This sounds like a really good flywheel. Ideally, there’d be a way to cut out as much of the manual process as possible, but when you’re talking about writing and recording, there might not be much to cut. Excited to hear about the results!

Great idea @Mattes3. We do something similar with Startup Sanctuary and distribute our content to a number of different channels.

thanks

It does seem like a good way to get everything out of the content, ultimately the content is worthless if nobody sees it right.