Welcome to Your Content Should Sell, a newsletter that gives you practicals about creating content for your brand.

2022 has been an amazing year - excited for another one hanging out with you!

Thank you so much for being here.

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I talked with over 200+ DTC brands about social media in 2022.

They all had similar failures with content creation.

Use these 10 principles to level up your social media content.

1. Use Education

No one knows your product as well as you, so educate them.

You need to teach people how your product can help their life consistently.

Cute photos only go so far.

Find ways to talk about product features or do a series where you bring in experts.

Customers who buy your product might not even understand the full capabilities of your product, so NEVER stop educating.

2. Use Long Form Video

Most brands are not finding ways to talk to their customers in long form.

Put together an interview series or education series to talk to customers.

Think about retention, not just new customers! Long-form is excellent for going deeper with existing customers.

Don't sleep on the Youtube long form + shorts combination.

3. Use Video. Seriously.

If you are not recording, 2023 is the year to hit record.

Stop saying that video is the future.

Today is the time to create videos, not tomorrow.

Videos are not just ads; you need to be creating videos for your social media and website.

4. Don't Rely On Ads To Be Your Organic Content Creation

When looking at brands' social media, most brands are just posting their ads on the platform.

Your content shouldn't be direct selling all the time.

People want to be entertained and educated.

You need to create for the platforms organically, not just for the ads manager.

5. Take Photos With People

Too often, brands just photograph their product.

Your bottle looks cute, but don't forget that humans are your buyers.

Humans buy from humans.

When we see a fellow human, it creates trust.

Get models & tell a story with your product.

Photos are still important for content, but you can't be lazy if you want to see results.

Shopify without the dev time

Huron is a game-changer in the men's personal care industry. They are a past client of Goodo Studios.Beyond incredible products for hair, body, and face, something that sets Huron apart is their use of Replo to build their landing pages.

Replo has helped Huron to create landing pages that offer a seamless buying experience for their customers and drive conversion (Huron Case Study).

Replo is a visual editor that empowers teams to create beautiful and high-performance landing pages on Shopify, without devs. Replo is light years ahead of other page builders when it comes to customization and page speed, and is used by top brands like Huron, Hexclad, and Jambys.

They have a library of hundreds of proven landing pages and sections that anyone can use, as well as certified Experts who can help build new pages in just a few days. You can watch a 3 minute demo video here.

Try Replo today and see the difference for yourself.

6. Share The Behind-The-Scenes Of The Brand

Behind the scenes is essential, especially when you start.

People love transparency.

Customers want to feel a part of your journey in building your brand.

Show the packing of orders.

If you are doing a rebrand - have a vote on social or show the process of how you are creating new branding.

Create loyalty by sharing how you are building the brand.

7. Founders Are The First Influencer

Founders - you need to be PREACHING about your mission.

I don't care if you are afraid of the camera; people want to see you.

You need to talk with customers.

As a founder, learning how to sell your product and talk to customers will make marketing a lot easier.

Creating content will help you communicate.

You should spend time in your week building a presence on the brand account, personal account, or both.

8. Employee-Generated Content

The most underrated content creation format is content from employees.

Make your brand more relatable by sharing how employees use the product.

You can also share why they work for the brand.

9. Cohesive Visuals From Ads To Organic To Website

This principle is all about owning your visual brand direction and creative direction.

People should have the same experience no matter the platform.

How can they trust you for consistent product quality if the content is inconsistent?

Now the style of content on TikTok might be a bit different than a website video, but the messaging and intention (creative strategy) should match up.

10. Tell Stories

The top brands tell stories through photos and videos.

Where is your product being used, and who is using it?

Craft visuals around the answer to that question.

People buy stories, so tell them!

In the coming week, I want to try and break down some of these principles as solo newsletters.

Which one do you want to learn more about?

Happy new year, my friends!

Keep creating! 

Matthew Gattozzi

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