Don't listen to media buyers

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Media buyers are the loudest people in the DTC/ecom community.

They fight about if they should run cost caps in their Facebook ads account or not.

Media buyers also fight about attribution and whether or not you should use Advantage+ Shopping Campaigns.SHUT UP!

Think about it... they are arguing about account structure which, don't get me wrong, is important, but the account structure for what?!?

ADS.

Yes.The FREAKING creative.

Media buyers have nothing if they don't have creative.

The issue is that these debates are distracting to most brands.

Account structure can help you see a lift in the account, but your business's biggest growth driver is CONTENT.

Don't get distracted by these futile discussions that you aren't building a true content engine with creative strategy in your organization.

1. Focus on driving demand

Nobody will see your email pop-up or the cool landing page you built if you don't drive demand.

Your number one focus (after of course, making a great product) should be to get people to your site.

Period.

How will you do that in 2023?

Be online.

How do people like to be online in 2023?

Mainly social media.

So how should you get in front of people in 2023?

Start creating content for these platforms organic and paid.

You need to INVEST in creation, or else no one will know who you are.

2. Consistent Creation

Most brands suffer from feast or famine when it comes to creating content.

I am always told:

"when we have more budget, we will create more content."

But this never ends up happening because the brands never built a habit in their organization to properly source and publish content consistent.

You need to start from the beginning building a content system.

Again - nothing you do outside of content matters if people never know about you.

Your purpose as marketer or founder is about driving demand to your company.

You can successfully do that, if you build a system to consistently create and publish content.

At the end of the day, there is so much noise on what you should or shouldn't do.

Take time to understand what is needed in your business. How will you drive demand?

Content is one of the most powerful parts of your business that is most likely underinvested in; let's change that!

Keep creating!

Matthew GattozziPS. I wanted to apologize for not writing a newsletter last week - we had a production completely take a 180-degree turn last minute. I am very happy with the content we created, and I will be sharing it in the next newsletter!

I create a lot of content daily over on Twitter, so if you don't follow me already, I would love to see you over there!