For the last two years, I have written this newsletter about content and marketing each week without taking any outside money.

Today is my first time taking on a sponsor.

This is a monumental moment in my life - I am getting paid to write.

I wouldn't be here without you, so THANK YOU to everyone who has signed up.

SheerID is making my dreams come true, and I will share more about them later in this newsletter.

In this newsletter, you’ll find:

🚈 How to scale your organic content creation

🔥 Latest updates in DTC and social media

🎧 New episode with Alexa Kilroy is out now!

We now have a referral program to gain free access to resources, but more on that later!

If a pal forwarded this to you, subscribe so you never miss out. And be sure to follow us on Twitter and Instagram.

I was scrolling Twitter getting ready to write this newsletter when I saw a tweet from Cody Plofker, Director of E-commerce of Jones Roads.

Many brands feel like they need to be producing a ton of content on a channel because some "guru" said so, but because the brand can't output a ton of content, they don't create at all.

So just like you need to scale your spend and creative testing in ads, you need to scale your content creation for your organic.

Luckily for you, I have a system that I use for brands to start building their brand voice online through content.

1. Pick one channel

Yes, you should be on all platforms, but when you are just starting your brand, you have limited resources.

You are not just limited in money, but you are limited with time and energy.

It's better to master one channel versus trying to be everywhere inconsistently.

Criteria 1: Create where your customers are

If your customers aren't listening to podcasts, don't create a podcast.

Your customers might spend time on multiple channels, but narrow down where they are not first.

Criteria 2: Where do you feel most comfortable creating?

Whoever is in charge of the creation, what are their strengths?

Pick a platform that you can stay consistent in for the next 6 months.

Play to your strengths when you are limited in time and money.

2. Minimum Viable Output

What holds people back from creating on a platform like TikTok is they hear that they "need" to post 2-3 times a day.

Since they can't output 2-3 videos a day, they just never start.

First off - there is no data to back that claim specifically on TikTok.

Second off - to expect yourself to create at a high level and quantity consistently is foolish.

Come up with your Minimum Viable Output with your team.

Every week, how many posts/videos will you create on the channel you picked?

It's okay if it feels low - it should.

You can always beat that number, but we are trying to find the MVO.

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3. Build the backend system of creating.

Now that you have the number for your MVO, let's deconstruct it.

How are you going to get that content created for each week?

Is one person in charge or will it be a group effort?

Especially when you are starting out, set aside time to plan, shoot, and edit content.

To plan content, Goodo Studios uses Milanote to create storyboards and shot lists.

Planning content makes producing content easier.

I suggest coming up with the content ideas, shooting, and editing the week before so you are not stressed the day of trying to post.

4. Critique your work

The problem with doing a ton of content creation right away is that you are spending a ton of time creating content that might not work or be good.

By focusing on a smaller amount of content output, you can spend more time learning.

Every piece of content is a chance for you to learn more about your customers and what they want.

So if a video on TikTok does well, ask yourself why it did well.

Was it the messaging, length, style or something else?

You might have a few reasons why that video did well. Test it.

In the next few videos try ideas based on your insights. What did you find?

The more curious you are, the better you will get at creating content.

5. Scale your output

If you can hit your MVO target over 6 months, you are going to be a better creator, your brand will grow an audience, and you are ready to SCALE.

After 6 months I hope you are seeing some growth in your account and some profits.The easy next step is to increase your MVO within your one channel.

My suggestion is to double your MVO.

In order to double your output, you will need help.

Either you need to hire people to offload other work from whoever was making content so they can spend more time on the content creation or hire someone to take on the content creation.

If you hire someone from the outside, that frees some time up internally to start building out another channel so that you are not dependent on just one channel.

Over time you can expand to more channels and start building a media empire to help grow your audience and customer base.

The part where most brands struggle is just starting at the beginning.

I hope that this newsletter helped you build a simple system to get started with your organic content creation.

Thank you again to SheerID for sponsoring the newsletter!

I am giving away FREE MONEY to your favorite DTC shops (more details below).

Keep creating! 

Matthew Gattozzi

PS. Want to see how we are building an organic channel? Check out Blume's TikTok!

In Other News

📲 YouTube and TikTok Add New Options for Automated Captions, Improving Accessibility

🗺️ Glossier taps Olivia Rodrigo as first celebrity brand ambassador

How to Market Your DTC Brand

Today’s guest is Alexa Kilroy, Senior Manager of Creative Strategy at First Day.

In this episode we will discuss:

• How to build your strategy for marketing

• What platforms are working and not working for First Day

• Alexa’s process to test creative from start to finish

April Giveaway

A big thank you to our sponsors, SheerID!

Because of them, we can reward YOU for being a part of this community.Two lucky winners will receive $100 from their favorite DTC store.

The GRAND prize winner will receive $350 from their favorite DTC store.By being signed up for this newsletter, you are already entered to win.If you want more chances to win, with every friend referral to this newsletter in the month of April, you will get another entry.

For those who have referrals from the past, those referrals will be valid for this giveaway.You can find your referral link at the bottom.Best of luck to everyone!

Welcome to Our Referral Program!

1 Referral = a private database of ad inspiration

2 Referrals = a private Slack channel with Goodo Studios to answer all your content creation questions directly

5 Referrals = a free product video for your company

Resources if you need them!

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

Adbox - They curate the best creatives from the top brands so you don't have spend time trying to find good ads.

Adison - Adison gives you the ability to save great Facebook ads and TikToks with their Chrome extension.

Triple Whale - Have an attribution problem? Triple Whale is doing some incredible things to help you get your data all in one place to make the best decisions for your brand.