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What is Content Flow? Why Does it Matter?

Ask any editor for the definition of “content flow” and they’ll probably tell you it refers to the rhythm or flow of your writing. Writers achieve this kind of flow by mixing up sentence lengths, varying starting words sentence-to-sentence, and playing with phrases to avoid over-repetition or dry, staccato-sounding sentences.

Although this form of flow is vital to success, it isn’t the type of content flow we’re here to talk about today. Instead, we’re talking about content flow in the scope of content marketing strategy. As a term, it refers less to the writing itself and more to your overall content marketing campaign.

What Exactly Is Content Flow?

Content flow, at least in regards to content marketing strategy, refers to how your overall content marketing campaign flows. It’s how you knit each piece of produced content together, how your content marketing flows from one piece to the next, and even how the entire campaign looks from the top-down. Content flow is about keeping things interesting and varied without losing your target audience along the way.

Content Flow is Like Music

Many content experts equate content flow in marketing campaigns with making music. There’s a good reason for this designation; like music, content can quickly become dry and stale if you repeat too many of the same “sounds” (in this case, content types or even topics).

People get bored viewing the same thing again and again, and will eventually wander off to find something more interesting.

Signs Your Content Flow is Struggling

So, how can you know if your content flow is struggling? There’s a few core signs. Review your campaign and what you post; are they all virtually the same topic? Do you simply churn out blog after blog? Are you only posting memes to your Facebook page and nothing else? That’s one surefire sign.

Another way to tell if your content flow is a problem is to look at your results over time. Falling click-thru rates (CTR), social media interactions, and click-to-open rates (CTRs) may point to waning interest in your content. Try to figure out exactly where those rates started declining, and then cross-examine that against your content plan to determine where the “flow” of your campaign is suffering.

“Pits” in engagement may also indicate content flow failure. For example, if you send out a series of big bang content over the course of three weeks, but only the first succeeds, you may be burning your audience out with too much too fast. Likewise, you can lose audience interest if you spit out too many small or insignificant content pieces (e.g., memes) too quickly) without tossing in some more noteworthy pieces along the way.

Content strategy struggling? You aren’t alone. It’s hard to get noticed out there in an Internet where businesses frequently drown in the sheer amount of content present. If you need assistance with honing your content strategy, contact Go Digital WSI for a consultation.