Matthew Gattozzi realizes creativity and effectivity usually battle. His agency, Goodo Studios, produces business content material that draws guests and converts them into prospects. It’s a inventive course of with time and finances constraints.
“It’s a balancing act,” he advised me. “On the one hand, you want effectivity. On the opposite, creativity requires time and area to flourish.”
A former ballet dancer, Matthew first appeared on the podcast in 2021. In our latest dialog, he shared his agency’s content-creation technique, consumer wants, and, sure, the affect of AI.
The whole audio of our dialog is embedded beneath. The transcript is edited for size and readability.
Eric Bandholz: Give us a fast rundown of what you do.
Matthew Gattozzi: I’m the founding father of Goodo Studios, an company that creates content material to transform viewers into prospects. We deal with every little thing from photographs and movies to promoting methods throughout most platforms, together with TikTok, Meta, and YouTube. We intention to grasp who your prospects are and why they purchase and make sure the content material speaks to them, in the end driving income.
Companies usually chase traits, however we give attention to core ideas. Person-generated and creator content material has been fashionable for years, however we’re shifting away from {that a} bit. I count on extra manufacturers will shift towards producing top-of-funnel content material that’s partaking and shareable. The successful manufacturers perceive promoting fundamentals and guarantee their content material matches the medium somewhat than leaping from development to development.
Bandholz: What does content material manufacturing seem like?
Gattozzi: Conventional manufacturing usually separates technique from the inventive course of, which is an enormous mistake. In right now’s atmosphere, technique and manufacturing must be intertwined. We begin with a inventive technique to determine who your prospects are and why they’re shopping for. There have to be a transparent purpose behind each piece of content material you create.
From there, we plan the photographs to minor particulars, whether or not video, photograph, or advert content material. We supply the fitting expertise, location, and props. By the point shoot day arrives, the planning makes the execution rather more manageable. Put up-production, similar to modifying, turns into smoother with correct planning. Relying on the obtainable assets, you possibly can method this at any scale, however the steps stay constant. The hot button is that technique and manufacturing are actually extra built-in than ever.
Bandholz: How lengthy does it take?
Gattozzi: It’s a balancing act. On the one hand, you want effectivity. On the opposite, creativity requires time and area to flourish. The rise of AI has introduced a give attention to effectivity and quantity, however generally, the very best concepts come from taking time to be inventive, even in moments of boredom or inefficiency.
As a pacesetter, I usually navigate this stress between getting issues finished shortly and permitting area for creativity. You possibly can simply produce a number of respectable scripts in a day, however generally it’s price spending extra time to develop one nice thought. That’s the place the magic occurs. The problem is balancing environment friendly manufacturing and letting inventive concepts marinate. Usually, the very best content material comes from exploring these inefficiencies.
Bandholz: What’s your preliminary technique with purchasers?
Gattozzi: It relies on the model’s stage and assets. For early-stage firms, establishing product-market match is about testing many messages. These firms ought to create extra content material, take a number of photographs, and be taught what works. Investing in a single, high-budget video at this stage could possibly be dangerous.
As an organization grows, what bought them preliminary success will not be sufficient to achieve the following stage. Their content material method must evolve. As soon as they’ve a strong product-market match, manufacturers can take extra vital swings with extra bold content material to achieve new audiences. That’s the place we are available in. We provide inventive range as soon as a model has validated its product and message.
Smaller, creator-driven content material nonetheless has worth, however the manufacturing limits of capturing with only a telephone or on a good finances constrain creativity. With higher-end manufacturing, your potentialities are limitless. You possibly can execute virtually any thought when you have got the fitting tools, crew, and finances, which we focus on.
Bandholz: Do you create natural content material for social media?
Gattozzi: We do a bit, but it surely’s not our main focus. Most purchasers come to us for buyer acquisition and search new methods to interact audiences. As soon as it finds its preliminary product-market match, a model must scale and attain broader audiences. That’s the place we are available in, serving to manufacturers construct the fitting messaging to develop. We’ll work with in-house advertising groups to assist them get that subsequent stage of traction.
Bandholz: What content material traits ought to retailers pay attention to in 2025?
Gattozzi: AI is a scorching matter, and there’s a whole lot of buzz round it. My recommendation is to be cautious and purposeful with its use. There’s no must rush to undertake the most recent AI device as a result of it’s stylish. Deal with instruments that genuinely assist improve creativity and communication.
AI is already a part of our each day lives, and whereas it’s a strong device, it’s not magic. A great advert received’t succeed as a result of it makes use of AI. The expertise ought to assist the inventive course of, not change it. Use the instruments that suit your targets and push your concepts additional.
The thrill about AI must be balanced with practicality. Use it to raise inventive output with out sacrificing the human connection that resonates with audiences.
Bandholz: The place can folks observe you, get in contact?
Gattozzi: Our web site is GoodoStudios.com. We’re additionally on YouTube. I’m on X, LinkedIn, Instagram, and TikTok.