Flywheel Marketing

How are you building links to your website? Many of us use social media to implement the concept of Flywheel Marketing. 

What is Flywheel Marketing? It is concept that organic traffic, shares and links you get from publishing one piece of content makes it easier for later pieces to see some success.

BuzzSumo and MOZ did a recent study that debunks this notion. They looked at articles that received social shares, in fact a million articles that were taken from their database, and then they looked at the number of shares and the number of links those received.

The vast, vast majority received zero links. In fact, 75% plus of all articles they looked at received zero, not a single one, social shares. Same with links, by the way. I think it was 90% plus for links or maybe even more. – MOZ

MOZ has a theory that Google doesn’t really care about the links, it cares about the engagement.

It turns out a ton of things that people share socially on the Web, they don’t read at all. They may click Retweet. They may even include the URL. They might share it on Facebook. But they, themselves, may never have even visited that content. – MOZ

We think it is still important to build your content marketing and links. But maybe look at it differently. Content Marketing is a tool organizations should use throughout the marketing funnel and the sales pipeline. Build up your brand. Make it so when someone thinks of extreme sports and energy drinks, you think of Bed Bull.

You should focus on building your audience, not your links. Maybe the new mantra needs to be Audience is King. Let us know your thoughts!