Philip Ruffini is the founder and CEO of Content Assistant, a content production agency. He studied business and computer science at the University of Michigan, where he also ran his own e-commerce brand. After selling his business, he worked as a product manager at Microsoft before leaving to start his own unsuccessful startup. He then became a growth consultant for startups in various industries and completed his master's degree at Tsinghua University in China through the Shoresman Scholars program. Philip started Content Assistant after seeing a need for content creation services in the startups he advised.
On this episode of DTC POD, dive into the art of content creation, Philip joins Blaine to share his insights on defining content pillars and optimizing for views and followers. They discuss the importance of hyper-testing and copying when starting out, as well as the power law of content distribution. They chat about what makes unique and memorable content, and how content differs for B2B and D2C brands. They also touch upon the importance of content ROI and share case studies of successful startups.
Here's what you'll learn..
1. What are content pillars, and why are they important for content creation?
2. What are the two types of content best suited for organic?
3. What is the best starting point for creating content?
4. What is hyper testing, and why is it important for content creation?
5. The Power Law in content distribution. How do you get to be in the top 0.1%?
[00:07:47] Define content pillars, use well-known brands, optimize for views.
[00:11:15] Multiple platforms = credibility, two case study examples, intangible ROI.
[00:16:58] Copying is good, hyper-testing helps, repurposing is key.
[00:19:30] Separate hires for each social media platform, understanding content creator tiers.
[00:23:10] Stand out, invest in high quality production, be in top 1%, waste no resources.
[00:27:00] Educational, voiceover-based videos, differentiate for success, faster revisions.
[00:32:54] Consistency is key, incorporate news, find sustainable system.
[00:35:36] Wide variety of content, analyzing performance, Chat GPT for ideas.
[00:40:25] Create content around problem-solving for DTC brands, balance entertainment vs. educational for B2B.
[00:43:17] Unique content is important, Duolingo's unique brand identity example.
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Episode brought to you by Finaloop, the real-time accounting service trusted by hundreds of DTC Brands. Try Finaloop free - no credit card required. Visit finaloop.com/dtcpod and get 14 days free and a 2-month P&L within 24 hours.
Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.
Additional episodes you might like:
• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth
• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content
• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views
• #219 JT Barnett: The TikTok Masterclass For Brands
• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook
• #243 Kian Golzari - Source & Develop Products Like The World's Best Brands
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Philip Ruffini - Founder and CEO of Content Assistant
Ramon Berrios - CEO of Trend.io
Blaine Bolus - Co-Founder of Seated
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