Episode 61

Producing content for Ecom brands

With Jai Howitt Founder and CEO of Brand Boostr


Organic vs. Manufactured content
When should you invest more into content?
How he got into Ammo Marketing
Environmental consciousness; it's here to stay
Long-term content creation vs. Short-term ad spend
Authenticity and Clickbait trends
Jai is starting an ECOM brand (We're the first customer!)
How do you know if your product will be successful?
Call to Action: You can't go wrong with more content


Jai’s content marketing journey started when he was 16. Instagram was the big wave at that time. Jai enjoyed taking photos and posting them on his Instagram account too. At 17, he started creating content for other smaller businesses. He started taking a professional camera and became a freelancer for a while.

After a period of being a freelancer, Jai wanted to start an agency. There was a period of trial and error. He ended up focusing on content creation for ecommerce businesses. Brand Boostr now has twelve extraordinary members assisting in creating product content.

Jesse asked Jai about choosing clients. Jai admitted that he took on any work that came his way at the start. Most new businesses would likely do that to grow their business. Then, there will be a point where you hit “a meaningful level of growth”. You would start thinking about the people you work together. You might be able to say no to people when you think they don’t match. There might be a certain group of people you truly want to help. Jai said Brand Boostr was transitioning to that stage.

The next topic was about investing in content. Jesse asked Jai when is the best time to invest in content. Jai answered based on his client base. He found businesses with the following traits are likely ready to invest:

  • Understands their large need for content in their growth
  • Is willing to pay a certain amount for contents
  • Passes the benchmark of around seven figures a year
  • Sells a unique product

Jai then shared his thoughts on the personalised advertisements. He explained how Facebook Ads are more difficult to use now. Many people opt out of tracking, making it harder to track sales. It is also harder to get their ads to their target audience. Fortunately, it doesn’t affect Jai’s business. They still have to be creative and make engaging content.

Next, Jesse and Jai compared long-term content and short-term content. Jesse and Jai agreed that long-term organic content is more successful than short-term ad spend. It is particularly effective for businesses in the meaningful growth stage. However, paid ads can help to start your business in the early stage.

They then jumped on the topic of authenticity and clickbait. Jesse asked Jai about his thoughts on this topic. Jai answered that he thinks there is a place for both aspects in advertising. Your ad or content might be very authentic, showing people using your products. However, there needs to be something that differentiates you. Something that people can recognise and tie to your brand. That is where the clickbait aspect comes in.

Jesse then asked Jai for some content marketing tips for smaller businesses. Jai recommended starting with TikTok or Instagram Reels. He said that his partner gained 40,000 followers after a couple of months. She posted on the Reels almost every day. The popularity is there. Jai added that this shows the organic benefit available to smaller businesses. If your posts go viral, you can repurpose them for ads too. Jai also recommended starting testing posts and ads by yourself.

Next, Jai introduced his new ecommerce product. It was a rug, sturdy and yet stylish for outdoor use. Its material is 100% recycled cotton, considerate of the environment. Jai shared a bit about his pricing model too. He took ad spend and profitability into consideration for healthy business growth. Jai came up with an average order value of above $100. Jesse said that was an excellent price.

The next question was: “How do you know if your product will be successful?” Jai said you need to get feedback from people. He said it would be best to ask strangers for honest opinions. Otherwise, ask your friends if they will seriously consider buying your product.

Lastly, Jai shared his approach for his ecommerce business. He will start with a direct-to-consumer model. He will test everything online. Marketing will be based heavily on content marketing (playing within his strengths!) After all, you cannot go wrong with lots of content. Jai said there is no need to overcomplicate it by aiming overseas or retail. A tip to remember is to keep things simple at the start.

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