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

Every time I see someone new sign up, I just smile.It never gets old, and I am so grateful you joined this newsletter.I hope everyone had a great Labor Day Weekend filled with discounts and rest.

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As I mentioned last week, I had my wisdom teeth taken out, which forced me to rest and not work.

During that time, I started to think about Goodo Studios more operationally and how we are creating content for brands.

I started to refine the process to create content from start to finish, and today I want to help you establish your process.

1. Diagnose Your Process

Every brand has a content engine.Some engines work faster than others.

Some engines might have something misfiring or broken.

When you go into a mechanic, you don't tell them the problem to fix; they investigate.

They start a diagnostics test to understand why the car is not running well.

Same when you go to a doctor.

They start asking questions before they give you a prescription.

Before I give some advice about what you should or shouldn't do, let's look at the health of your content engine.

Here are some questions you can ask to start understanding the health of your engine:

1. Do you have a dedicated person to organic content?

2. Do you have a dedicated person to ad creation?

3. Where is your content library? Is it easy to access and organize, or are there endless random folders with photos and videos?

4. Are you creating the content in-house or with an external partner?

5. Does the people creating content have clear deliverables and timelines?

6. What is your process from planning content to content creation?

7. Do you have someone relaying the data back from performance back to the creation of content?

These seven questions should get you more curious about what is happening with your content engine.Please continue to ask questions beyond these seven to start to find some holes or problems within your brand's content engine.

Everyone will be different, which is okay; we will give you a process to fix your problems.

2. Start to fix one area at a time

It is easy to get super excited to fix everything all at once, but you don't fix the problem.

In trying to do too many things, the work becomes patchwork versus a proper fix.

When a mechanic does patchwork, you end up back at the mechanic.

So let's prioritize where you should act first.

1. Team organizationAs teams get bigger or you bring in different external partners, there is no clear organizational chart to know who does what and makes certain decisions. Your team is what will get this content engine moving. The more organized, the faster you can produce content.

2. Organizing filesYou won't be able to create the best content if you don't know where all the assets are. As you bring on more people, they will not know where the old assets are. Organizing and putting together a system for anyone to find assets and content will make the creation move 10x faster.

3. Planning contentYour briefs are the lifeblood of the content. In this stage, you try to bring customer psychology into the creation process. Improving the planning process will inherently improve your content without having to shoot with a nice camera or spend a ton of money.

4. Feedback loop of performanceYou need to have a system in place that looks at the data of the content, whether it is organic or paid, comes up with a hypothesis as to why the content performed well or poorly, and then the improvements and ideas for the next piece of content. This process is called creative strategy. If you can get a clear line of communication from data to creation, you will drastically improve how you plan and create videos.

5. Creating contentThis part is on-going when it comes to improvement and also the most fun to do. If you work on building the boring systems, you will be able to focus your time on making awesome content. You should always look to improve your content, but each of you might have different problems. Some people reading this will be worried about not knowing how to shoot for TikTok while others want to establish themselves on YouTube. My advice is to seek out the experts when it comes to the platforms (or just reply to this email and I can answer any questions).

I know it is flashier to give you content like ad ideas or how to go viral on TikTok, but at the end of the day, you are only as good as you content engine runs!

I don't want you to go viral on TikTok once and then be a one-hit-wonder.

I want you to build a system to create content that will last, be consistently online, and ultimately build a community around your brand.

In order to get this beautiful outcome, your have to get your hands dirty on some boring stuff like file management.

Reply to this email if you have any questions about your content engine or systems!

Pencil has supported us over the last month, and I am so grateful for this! Thank you again to Pencil!

Keep creating!

Matthew GattozziPS. I have two interviews on MegaMinds Podcast, which just went live yesterday!

In Other News

💄Hero Cosmetics sold for $630 million to Church & Dwight! (A BIG DTC WIN)

▶️ Hispanic and Latinx creators making their mark In 2022

📊 Tydo Tables - Forging Their Own Path: Gen Z Meets DTC

Resources

We do get a commission from some of these links, but I wouldn't share anything that I didn't think was worth it to you.

Foreplay - I love saving all the amazing ads I have found. Foreplay allows you to save great Facebook ads with a click of one button on Chrome. It is incredible.

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