- The Signal
- How to Find Your Product-Content Fit
How to Find Your Product-Content Fit
The magical formula for creators.
You’ve heard of product-market fit - the magical land that all entrepreneurs try to arrive at – when your product or service has clearly satisfied the market, and your users cant stop telling other people about it.
But I’ve been thinking a lot about the idea of product-content fit.
Let me explain.
I just uploaded this video affirming my belief that the best way to create wealth – as a creator – is through ownership. If you’re a creator, you want to start thinking about building enterprise value.
Brand deals are great - they can be incredibly lucrative. But you’re still trading your time for money, which is just not the best formula for long-term wealth creation.
One-off digital product sales are fantastic, but they can be unpredictable and inconsistent.
Ideally, you want to build a brand or a product that brings in monthly recurring revenue. It’s a consistent, predictable revenue stream but more importantly - you’re building enterprise value. Something that you could piece off and sell for a 5-8x yearly multiple.
This is the most lucrative route, and eventually, the one that most (if not all) top creators land at.
Ideally - you want to create a brand, product or service that fits naturally into the content you are already making. Something that is so organic to who you are, that it never feels like an ad.
Why create content selling someone else’s products, when you can sell your own products and build enterprise value?
The Nelk Boys figured out the same thing. They lived the wild, frat-boy life – traveling the globe, pranking people and drinking ‘Ronas. But why plug Corona, when they could plug their own brand? Thus, the Happy Dad seltzer was born, and has since expanded into an empire that they may one day exit for 10+ figures.
Every major creator has gone this route. Charlie D’Amelio started a footwear, skincare and collectibles company. Sahil Bloom has been rapidly expanding his empire of productized agencies.
The list goes on and on.
How Do You Find Product-Content Fit?
Well, it’s called Product-Market Fit for a reason. As with Product-Market Fit, the best results often come from talking to your target audience. What is a problem they have that you can solve?
If you’ve been in the game long enough - you may already have intimate knowledge of your audience. Where they spend their time, what they like, what they don’t like, etc.
I think you should look for something that:
feels natural and is perfectly organic to your brand. So much so, that you can create consistent content around it without it feeling sales-y.
helps solve a real problem that your audience has.
you’re passionate about.
I also don’t think you need to aim for perfection here.
My mantra? Ship fast, fail fast. Try things. Experiment. Gather data.
If you don’t yet have an idea of what you want to build, and want to validate some idea, I would do this:
build a mockup or an MVP (minimum-viable product)
make a TikTok or IG Reel about it
Set up a mailing list to gather interest, or a a
pre-order link with an early bird discount
track conversion with your audience
make 5 different ad creatives, put $5-$10 behind each.
put another $20-50 behind the winning ad
track conversion and data
reach out directly to your audience and seek their honest opinion on it
TikTok is great for this because you don’t need an audience, and followers don’t really matter too much. Every video has to re-compete against the algorithm. So you can test an idea for free as many times as you’d like.
With this information on hand – you can then make the decision whether to allocate more resources to it, or refund your customers and focus on another idea.
Do I have Product-Content Fit?
I’ve built and sold several apps over the last few years in 7-figure deals following this model.
Let’s take a look at our latest product, Eluna.
Over the last year, I have been focused on creating content around AI, especially as it pertains to creators and entrepreneurs.
This led to over 250,000 people to create an account on Eluna, because it was perfect product-content fit.
Now, the question is – does Eluna have product-market fit? I don’t think we’re quite there yet - because the conversion from accounts created into paid subscriptions was lower than we’d like, around 2-3%.
So while it’s quite profitable, there is still a lot of work to do, and a lot of features, improvements and updates to get to.
What’s Important this week in AI?
What I did want to show you was two things.
You can now turn a sketch, into working software. This is in its infancy, but a clear preview into the future of coding. The tool is called Make it Real by TLDRAW. You do need an OpenAI API key to use it, but that’s very easy to get. Let me know if you need help.
This section includes things I have found interesting and helpful this week.
‣ Brett talks to Hunter Hammonds who explains how he is creating a dozen million-dollar agencies by partnering with creators. Creator makes content as usual, Hunter operates the agency.
‣ George writes a fascinating thread on why most people die at 25, and how to fix it.
‣ Nick builds a GPT Coding Wizard, showing off the power of GPTs (which I covered in last weeks episode)
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Have a great week y’all.