“We need to think of ourselves as a media company.”
What does it take to turn an ecommerce brand into a content engine?
Matt Bertulli (Founder, Pela Case & Lomi), Jason Panzer (President, HexClad), Katy Mimari (CEO, Caden Lane), and Curtis Matsko (CEO, Portland Leather Goods) show why paid ads only rent attention, and how owning your content builds a brand customers line up for.
HexClad films three times a week, and Caden Lane just turned the cameras on its own staff. Portland Leather Goods credits its fan group with $50M to $80M a year. None of it pencils out in days, but the brands that commit build what no competitor can copy.
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Postscript
Aftersell
https://9ops.co/aftersell-operators
Fulfil
Chapters
00:00:00 World Building for Brands
00:02:47 Studios, Crews & Painters
00:09:02 Started in a Pole Studio
00:14:39 Staff Turned Characters
00:22:37 No ROI, Just Do It
00:26:50 You Can’t Predict Payoff
00:32:57 Impressive or Relatable
00:38:04 Every Brand Is Media
00:48:16 A $50M Facebook Group
00:53:30 Who Gets to Be the Face
00:59:34 No Community Playbook
01:06:27 Start Before You’re Ready
E137: How We Use AI to Edit Ads, Build Funnels & Analyze Performance
E191: Your Ecommerce Content Is Your Future. Stop Outsourcing It: Here’s How!
