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Building Momentum for Your Content & Digital Marketing

Scott Snowden
Scott Snowden
Business & Technology Strategy
Write to Scott

Process is important. A good framework keeps the entire project team working together, in the same direction, towards the same objectives. At Flywheel, we also believe in being flexible. We adjust to the circumstance and we work to apply our process so it adds value.

Structured by collaboration and clear deliverables, the Flywheel Momentum Building Process is scalable with different activities added for larger projects and streamlined for quick jobs.

Monthly Momentum

When it comes to digital content and marketing, we leverage our experience, expertise and understanding of your business to accelerate growth. Constant feedback is used to refine and improve our recommended strategy and tactics. To this end, our content team is always “working the plan” when we have an engagement to help your digital marketing.

Diagram depicting Flywheel Strategic's Momentum Process


Every month we are conducting activities in each stage of our process.

Our Gather activities make sure that we always know what is on the road ahead. It is good for us to stay tuned in to new ideas and priorities as they percolate within your organization. In the Shape stage we work through identifying more imminent priorities and the goals you want to achieve. We confirm the deliverables for the near future and discuss what that will look like. The Build effort is where we put the pieces in place and launch new initiatives. With the Engage stage we are reviewing the effectiveness of past campaigns. A key step in the whole process is evaluating the performance of your content and other tactics that have been deployed to learn how to make future efforts most successful.

To put this another way - even though we’re working on getting your current campaign live, we’re also thinking about what the future has in store and evaluating how well things worked in the past.

This process works because we keep it organized. Our Project Management team will establish an appropriate cadence of check-ins or status meetings to suit your business. And, if you’d like - our toolset also allows us to give you direct visibility to the task lists, priorities and schedules.

Below we’ve outlined things more specifically to give you a sense of the activities we perform and the deliverables we might provide for each stage. No matter the project type, stage, goal, or size, we’ll continuously work our way through the Gather, Shape, Build and Engage stages to ensure we are checking all of the right boxes.

Stage 1: Gather

In the Gather stage, we investigate, we ask questions and make sure we have visibility to the direction you are planning to go soon. The objective in this stage is a deeper understanding of your medium and longer term business goals. Things don’t need to be too well defined if they are not going to become priorities soon, but we will capture those ideas now. As time gets closer and priorities get higher we will get more clarity in our Shape stage. Working together, we’ll do some brainstorming to give those ideas better direction and magnitude.

Examples of Gather Stage Activities & Deliverables:

  • Capture new ideas
  • Confirm Medium & Long Term Objectives
  • Goal Mapping
  • Brainstorming Research
  • Audience Review & Segmentation
  • Inventory of Project Collateral
  • Identify key messages
  • Outline of Strategic Direction

Stage 2: Shape

Now it is time to add definition to the plan! Your short term and top priority objectives will now come into focus. The Shape stage focuses on curiosity and exploration: we’ll bring a new perspective, pitch our solutions, and collect feedback. The output will be tangible plans with scheduled activities and deliverables aligned to the overall project strategy.

Examples of Shape Phase Activities:

  • Confirm top priorities & Schedule
  • Persona Building and Refinement
  • Keyword Research
  • Content Calendar
  • Content Style Guide
  • KPIs - Establishing or Refine Success Metrics
  • Accessibility Audits

Stage 3: Build

We have our marching orders for your immediate priorities and now it’s time to roll our sleeves up and get to work. The Build stage focuses on drafting and finalizing your content or other campaign deliverables. We want to get everything out the door with your approval. We’ll stay on top of project schedules and provide regular status updates to keep collaboration strong.

Examples of Build Phase Activities:

  • Content Creation
  • Image Sourcing
  • Web Content Management / Updates
  • Ad Production
  • Keyword Implementation
  • Social Posts
  • Community Management
  • Report Building
  • Accessibility Improvements

Stage 4: Engage

Never. Stop. Improving. In the Engage stage, we’ll measure and reflect on the KPIs defined earlier. We will walk you through campaign and project performance and will ask the important questions: What are we learning? What have we achieved? These questions will lead to refinements that fuel the growth of your organization.

Examples of Engage Phase Activities:

  • Ongoing Reporting Analytics - Review Performance
  • Feedback
  • Goal Mapping (revisit)
  • Ongoing Strategic Direction (revisit)
  • Short, Medium and Long Term Plan (revisit)
  • Executive Summaries / Presentations

Generating Growth

Feel free to use this outline as a template for your own growth plans. If you need help implementing or sticking to the plan, let’s chat. Each of our Monthly Momentum engagements is sized specifically to each client to suit their objectives and budget.

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