Matthew Gattozzi realizes creativity and effectivity usually battle. His agency, Goodo Studios, produces business content material that pulls 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 house to flourish.”
A former ballet dancer, Matthew first appeared on the podcast in 2021. In our current dialog, he shared his agency’s content-creation technique, shopper wants, and, sure, the influence of AI.
The whole audio of our dialog is embedded under. 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 all the things from photographs and movies to promoting methods throughout most platforms, together with TikTok, Meta, and YouTube. We purpose to grasp who your prospects are and why they purchase and make sure the content material speaks to them, finally driving income.
Companies usually chase traits, however we concentrate on core rules. Person-generated and creator content material has been common for years, however we’re transferring 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 profitable manufacturers perceive promoting fundamentals and guarantee their content material matches the medium fairly than leaping from pattern to pattern.
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 immediately’s surroundings, technique and manufacturing should be intertwined. We begin with a inventive technique to determine who your prospects are and why they’re shopping for. There should be a transparent cause behind each piece of content material you create.
From there, we plan the pictures to minor particulars, whether or not video, picture, or advert content material. We supply the best expertise, location, and props. By the point shoot day arrives, the planning makes the execution far more manageable. Put up-production, similar to modifying, turns into smoother with correct planning. Relying on the out there assets, you possibly can strategy this at any scale, however the steps stay constant. The hot button is that technique and manufacturing at the moment are 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 house to flourish. The rise of AI has introduced a concentrate on effectivity and quantity, however typically, the perfect concepts come from taking time to be inventive, even in moments of boredom or inefficiency.
As a frontrunner, I usually navigate this rigidity between getting issues executed rapidly and permitting house for creativity. You possibly can simply produce a number of respectable scripts in a day, however typically 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 perfect content material comes from exploring these inefficiencies.
Bandholz: What’s your preliminary technique with shoppers?
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 pictures, and study what works. Investing in a single, high-budget video at this stage may very well be dangerous.
As an organization grows, what acquired them preliminary success might not be sufficient to achieve the following stage. Their content material strategy must evolve. As soon as they’ve a stable product-market match, manufacturers can take extra vital swings with extra formidable content material to achieve new audiences. That’s the place we are available in. We provide inventive variety as soon as a model has validated its product and message.
Smaller, creator-driven content material nonetheless has worth, however the manufacturing limits of taking pictures with only a telephone or on a decent finances constrain creativity. With higher-end manufacturing, your prospects are countless. You possibly can execute virtually any thought when you have got the best tools, staff, and finances, which we concentrate on.
Bandholz: Do you create natural content material for social media?
Gattozzi: We do a bit, however it’s not our main focus. Most shoppers come to us for buyer acquisition and search new methods to have interaction 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 best 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 sizzling subject, and there’s a whole lot of buzz round it. My recommendation is to be cautious and purposeful with its use. There’s no have to rush to undertake the most recent AI device as a result of it’s fashionable. Give attention to instruments that genuinely assist improve creativity and communication.
AI is already a part of our day by day lives, and whereas it’s a robust device, it’s not magic. A superb advert gained’t succeed as a result of it makes use of AI. The know-how ought to help the inventive course of, not exchange it. Use the instruments that suit your targets and push your concepts additional.
The joy 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 individuals comply with you, get in contact?
Gattozzi: Our web site is GoodoStudios.com. We’re additionally on YouTube. I’m on X, LinkedIn, Instagram, and TikTok.
