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

It is starting to get cozy here in Seattle, so I have a sweater and warm coffee as I write.

I hope you snuggle up and relax as you read today's newsletter.To all 16 new friends that joined this week, welcome!

Was this email forwarded to you? Subscribe here

Media has changed rapidly in the last 20 years with the rise of social media.

Heck, even video has changed with the rise of TikTok and short-form content.

But one area that really hasn't changed is websites.

Websites are pretty much the same when you think about it.

Yes, there are more tech and cooler designs, but when you are on a store website, it has not adapted to how we consume media.

Websites are built for desktops, and yes, there is a mobile-friendly version, but those mobile sites aren't different than the desktop version.

Today, a few companies are changing the ecosystem that will change how you leverage your content for your website.

Before we go further, I have talked with some of these companies and even have referral deals with them, but I am sharing this newsletter on my own power with no money involved. I think this tech will change how consumers interact with websites and media.

1. The problems with websites

Pattern Interrupt

You are scrolling through TikTok, enjoying a laugh.

An ad catches your eye, and you want to learn more.

You jump onto the website.

Even though it is "mobile-friendly," you are totally changing how you navigate the website compared to scrolling on TikTok.

You want to go back to scrolling, so you leave the page not feeling satisfied.

The experience was not seamless.

The same is true for IG Stories.

The pattern interrupt is jarring.

Not enough content on the site to convert consumers.Pattern interrupt aside; we still have the issue of how hard it is to get information from the site.

Videos are embedded, but most websites don't have enough content to consume and educate on whether the consumer should make the purchase or not.

People don't purchase because they aren't convinced they need your product.

People are consuming videos more than words, so having great videos that work seamlessly on the website is important, but many brands fall short of having these videos.

2. The players trying to tackle this problem

There are actually more people trying to fix this problem than I would think.

There are some overlaps in features but pricing is very different and ideal customer is different for each company.

With no particular order here are the players I know about (feel free to reply with other companies you know about).

1. ViddyViddy has a feature where you can have stories on your website. They also have a carousel feature where you can flip through multiple videos. Viddy also has a floating video feature similar to a chatbot.I use Viddy for Goodo Studios' site since we aren't a Shopify store but need to show media.

You can also see the floating video on Mad Rabbit's product page.

2. KahaniKahani has an IG stories feature similar to Viddy. I think what makes Kahani different is that they are focused on building better mobile websites, starting with the IG stories feature first. They just raised money, so I expect more from them in the future.You can see the stories feature on Simple Modern's homepage.

3. Circle Menu

Circle Menu is just a simply Shopify app that allows you to have IG stories on your website. There are no other features, but the price is only $12/month, which is much cheaper than the other apps.

You can see the stories feature on Legovde mobile site.

4. FireworkFirework does embeddable videos on the site, but they also have many other features like live streaming, an editor, and a marketplace to get creators. $150 million from Soft Bank means lots of money to pour into this space. I wonder if they are doing too many things at once, but only time will tell.You can see the videos on Kopari's website. 

3. Is there really value in a new website format?

Any app will say how they are helping a brand increase revenue.

You can't just fix your problems with an app.

That being said, some numbers are showing early traction.Hayden Girls uses Kahani, and in the first month, they saw a 30% duration lift, 20% revenue lift, and 15x ROI with Kahani.Sites using Viddy, on average, are seeing a -31% bounce rate and an 18% engagement rate.We see signs that consumers stay on the page longer and find shopping easier.

I think time will tell on how this will look or unfold from the basic features we see today, but I believe consumers want a more content-focused experience on the website.

4. How do brands adapt?

So what does this mean for brands?

You need to create A LOT of content.

It is 2022.

Content creation is not a small line item or expense.

It is an investment.

You need to be allocating MONEY to developing content.

If websites move to a more content-first experience, you must prioritize content creation.

Beyond just needing a certain quantity of content, you need quality and strategy of content.

The content must be crafted to educate the customer and help them through their buying journey.

You can't just put funny TikTok trend content on the site, there will need to be calculated content that converts the viewers into customers.

Don't wait to create.

Start today!

Consumers want content.

Full Stop.

If you do not have an operation creating content, you need to begin because if you feel behind now, you will be left out in the future with websites changing.

I am excited to see how these companies change the future of websites and commerce, but I am even more excited that content plays a big role in the future.

If you finished this newsletter and feel overwhelmed, reply to this email. I want to help get you on track for your brand to thrive in the future of commerce.

Thanks for reading.

Keep creating!

Matthew Gattozzi

In Other News

💰 House of Wise is acquired

👟 Adidas drops Ye over ‘hate speech,’ forgoing close to $250M in profits this year

🎧 My interview with Eric Bandholz: Ballet Dancer Shifts to Photo, Video Creator

🎧 My interview with Chris McAlister: Building Resilience Within Your Business And Personal Life