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

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When this newsletter is sent, we will only have one video on the page, but we LAUNCHED Halfday's TikTok page.

We are starting from day one.

No prior account history - literally had to create a login.

Today we will break down our process, plans, and content tips to apply to your brand accounts.

1. Understand the brand persona and voice

Halfday is a company built under the umbrella of Bespoke Post.

When they approached us with this project, they already had a lot of great customer data and insight.

This product was built with specific customers in mind.

Many brands build a product and then try and find their customers.Halfday started with the customer.

This process makes a great product but an even better content strategy.

TikTok is visual and all about personality.

If you want viewers to connect with your videos, you need the right personality and talent to fit your ideal customer.

The people who are on your TikTok should represent your ideal customer and be the face of your brand.

Before you go and find creators, really understand who your customer is.

You should be able to answer these questions:

• How do your customers dress

• How do your customers talk

• What are customers interested in outside of your industry

• What activities do your customers find energy doing

• Where do your customers live

• What other brands do these customers shop at

Every person is unique, but you must find common trends within your ideal customer.

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Learn from amazing DTC minds like Nik Sharma, Dara Denney, Savannah Sanchez, and more.

You'll learn how to:

1. Build a feedback loop between data and creative

2. Run effective Creative Sprint cycles with your team

3. Eliminate guesswork from your creative process

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Anyone in advertising and marketing needs to read this ebook.

2. Find the creators

Unlike when we creating content for Blume, where we had one creator as the face of the brand, we wanted to show multiple people on the screen for Halfday.

Halfday is a travel brand.

One - a creator can't always just travel.

Two - getting a diversity of different people to travel or explore is engaging to this ideal consumer. (We know from customer research)

Based on customer data, although this bag was designed for men, many buyers were women.It was important to make sure women were included as we created content.

We went out and found four creators.

Three men and one woman.

How did we find them?

We took the customer insights from part one and went and found creators who create content similar to this type of person.

Finding guys who create good content is not easy, to be honest.

This delayed our launch a bit because we wanted to find the right people, but I think we found the right creators.

3. Plan the Content

We use Milanote to plan out all of the video concepts using other videos we have found from TikTok as inspiration.

Milanote is a great tool to use as a team to collaborate on content creation production.

Don't just pick trends for your content.

Remember your customer insight from part 1?

What do your ideal customers watch, and what brands do they shop from?

Look to those brands and content to see what you can do for your brand account.

We pulled from fashion creators and other bag companies to plan for our content.

4. Brief the Creators

Y'all - writing about what you want in a video is HARD.

There are nuances that you want to communicate but can't over text.

Most brands fail to communicate what they want out of videos.

Part of that is the production company or creator not asking enough questions.

From experience, we know that things can get lost in translation, so we had a 1-on-1 with each creator to discuss each video.

This helped mitigate lots of edits later on and we got the videos we were hoping for initially.

5. Posting

We will post the content and play with hashtags to get this content in front of the right people.

For this account, we will not be posting every day.

BUT THE GURUS SAID POST THREE TIMES A DAY?!?!

I know they do - but TikTok has come out to say that this is not true.

Posting daily helps you get a tighter feedback loop on what works and doesn't.

But the amount doesn't equal virality or growth.

Good content does.

This is what we are focused on these next few months.

6. What is next

We will have a great system of content creation that we will continue to repeat every month.

We want to experiment with different ways to talk about this product and show the lifestyle of the brand as they plan to expand its products.

I am beyond grateful to the team at Motion for sponsoring this newsletter.

It would mean the world to me if you go and download this resource.

Keep creating!

Matthew Gattozzi

In Other News

💸 West Elm collaborates with DTC Brands

🗺️ Marcus Milione talks about Minted New York and building his brand on TikTok

🏗️ Joanne Coffey breaks down how to create customer-centric SMS and Emails

Welcome to Our Referral Program!

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