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How Killer Content Spins Your Marketing Flywheel Like a Boss

Michelle Mire
Senior Content Marketing Specialist
PublishedApr 26, 2023
​​Create Content That Keeps the Marketing Flywheel Spinning - Superside

TL;DR

Want a spin-tastic marketing flywheel? Better have your content game on point with a steady supply of engaging, on-brand creative to gain traction with customers. This means optimizing internal efficiencies and partnering with the right outsourced solutions.

The marketing flywheel challenges the methodical, top-to-bottom drip of the marketing funnel. Instead of a narrow, one-way journey, the circular flow of the flywheel is propelled by customer experiences.

Businesses that adopt the flywheel model have a clear competitive advantage—they make their customers an integral part of building growth.

But it isn't just customers that make the marketing flywheel spin—your content is an equally important force—shaping the attraction, engagement and delight that customers experience.

An infographic that shows a marketing flywheel where both creative and customers power the rotation.

What Your Marketing Flywheel Needs to Keep Spinning

A LinkedIn post from Rob Hoffman that declares, "Content creates the ultimate growth flywheel."

Ensuring a Constant Supply of Content Marketing Creative

"We find a lot of opportunities in creating efficiencies that empower everyone to be more agile."

Jessica Rosenberg
Jessica RosenbergDirector of Brand Design and Creative, Webflow

The more growth you want to drive, the more content you need to keep the flywheel in motion.

Websites, blog posts, social media, events, nurture campaigns and more. You must generate high-impact content and lots of it—as quickly as you can get it.

This means thinking in multiple formats and moving quickly in the face of greater competition, shorter attention spans and tighter budgets.

In the sprint to market, time- and resource-strapped teams have to be as inventive and efficient as possible.

Jessica Rosenberg, Director of Brand Design and Creative at Webflow, Anton Mora, Creative Director at Headspace, Monica Benson, Head of Brand Creative Production at Reddit and Ben Pang, Associate Creative Director at Coursera discuss discuss tackling large-scale creative production with Anthony Higgins, Creative Director of Craft and Productivity at Superside.

Reducing Friction With Guidelines and Templates

"Considering how fast the world moves at the moment and lots of brands being as reactive as possible—having brand toolkits helps them react more quickly."

Anthony Higgins
Anthony HigginsCreative Director of Craft and Productivity, Superside

Brand guidelines and creative templates create efficiencies and promote consistency. Rather than having to guess or reinvent the wheel every time, these tools empower marketers, creatives and the other teams they serve.

Templates let people self-serve and guidelines quickly and easily summarize how the logos, icons and templates work together.

Using digital asset management tools or simply placing all brand and design elements in one place makes it easier for everyone to find what they’re looking for—freeing up creative talent to focus on more complex, higher-touch projects.

Doodle Labs brand kit created by Superside

Partnering with Superside, Doodle Labs took its brand to challenger status.

Build the Identity Systems You've Been Meaning to Create
Build the Identity Systems You've Been Meaning to Create

Build the Identity Systems You've Been Meaning to Create

Guidelines, identity systems and templates are key tools in marketing and creative toolbelts—the challenge is finding the time and resources to develop them.

Leveraging Tech, Automation and AI

"Our in-house team fields requests from so many teams that need creative, like marketing, comms, finance and product. We work on about 40 to 50 projects at a time. So, of course, prioritization and allocation of resources is super important."

Monica Benson
Monica BensonHead of Brand Creative Production, Reddit

Whether branded as ContentOps, CreativeOps, MarketingOps or DesignOps, generating optimal workflows through best practices, technology, automation and AI is essential.

Frameworks like RACI (responsible, accountable, consulted, informed) and ICE (impact, confidence, ease) give teams standardized goalposts for determining which work to prioritize.

Tech stacks, featuring Slack, Asana, Canva, Figma and other collaborative and creative technologies, help streamline collaboration and automate manual, repetitive processes. 

The use of generative AI for faster concept development is also gathering steam.

Bolt makes online checkout quick and painless. Superside made it shockingly simple to create this motion graphic explainer video.

Making the Most Out of Every Piece of Content

“Content is king, but distribution is queen. And she wears the pants.” This quote is one of the most famous modern content marketing maxims. With time and resources being of the essence, it’s no surprise that 94% of marketers use repurposing as part of their content strategy.

Content marketing guru Ross Simmonds argues that repurposing is one of the most undervalued marketing tools. If you’ve put the time and effort into making one piece of content, squeezing every last bit of engaging goodness out it is in your very best interest.

A tweet from Ross Simmonds that reads: Create once. Distribute forever. Most people will spend 20 hours to create a masterpiece and spend 20 minutes to promote it. Then they're left wondering... Hmm... Why didn't that take off? Distribution folks. Embrace it...

SparkToro founder and flywheel fan Rand Fishkin believes that if you aren’t amplifying impact, you’re likely embracing the Sisyphian and unproductive method of boulder pushing. If you don’t work smart, you’re going to work strapped—wasting time, money and resources you just don’t have to spare.

An infographic showing that if you don't repurpose and reuse content and creative, you'll always be pushing the same boulder up the same hill.

Finding a Fast, Flexible, All-in-One Creative Outsourcing Partner

Most in-house marketing and creative teams need more content than they can produce on their own. Content also needs eye-catching creative to connect with customers.

Outsourcing is the logical answer, but traditional options like agencies and freelancers aren’t. They’re one-off solutions that just don’t give these teams the flexibility and scalability they need.

A rocket ship illustration, representing Creative-as-a-Service (CaaS), breaking through barriers.

Superside’s Creative-as-a-Service (CaaS) model has been purpose-built to fuel growth. From blog headers and infographics to video production and channel-specific variations, content marketers can outsource projects large or small, simple or complex—with turnarounds in as little as 12 to 24 hours.

Move past restrictive bottlenecks that shackle growth and get your content flowing—at scale.

Access a Full-Range of Creative Capabilities
Access a Full-Range of Creative Capabilities
Scale Your Content and Accelerate Your Flywheel

Access a Full-Range of Creative Capabilities

Superside brings you the support and expertise you need to create killer content. From infographics and explainer videos to concept and production we'll work you the way you need us to—so you can unlock your creativity and spur growth.

Michelle Mire
Michelle MireSenior Content Marketing Specialist

Michelle enjoys learning from and empowering ambitious marketers and creatives focused on scaling design and fueling growth.🚀 With more than two decades of experience, she’s worked at both agencies and in-house teams at companies of all sizes in the United States and Canada. She began her career as an advertising copywriter, remastering these skills as a content marketer and becoming a subject matter expert on everything from frozen pies and financial statements to SaaS and now CaaS. (There’s a reason why writers do so well on Jeopardy!) Connect with her on LinkedIn where she keeps threatening to be more active. (It’s like a chef saying they want to cook more at home.)

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