Why Quantity is Key to Unlocking Content & Marketing Success l With Steven & Eric from Anthros

The video is about the importance of quantity in content and marketing success, with a focus on the experiences of the founders of Anthros and their fundraising journey.

The video features a conversation between Steven and Eric from Anthros, discussing the importance of quantity in content and marketing success. They emphasize that while quality is subjective, output is not, and that consistently producing content is a cost of entry in building a successful brand. They also discuss their own journey in fundraising and pre-selling their product, which targets people with back and shoulder pain. They have allocated a budget for marketing and are working to ensure that they are not wasting their money. They also discuss the practicality of different health and wellness practices, such as standing desks and fasting.

• Quantity is important in content and marketing success, leading to more opportunities for quality.
• Anthros raised $3 million at a $30 million valuation in July 2019 and an additional $2.8 million at the same valuation.
• Anthros has pre-sold 370 chairs through social tests and word of mouth.
• Steven and Eric from Anthros have personal experiences with pain relief and the practicality of their chairs.
• The mattress industry has been successful in educating consumers about investing in high-quality products.
• Soft tissue work and pain relief education have huge potential, and the chair industry can act as a platform for education and content creation.
• Creating a lot of content is important for marketing success, and collaboration with other companies can help.
• Customization and differentiation are important in creating a unique product, and expanding topics and ideas can attract a wider audience.
• Posting once a week is not enough to build a successful marketing strategy, and output is not subjective and can be measured.

Why Quantity is Key to Unlocking Content & Marketing Success l With Steven & Eric from Anthros - YouTube

Importance of Quantity

• Quality is subjective, but output is not.
• Posting once a week is not enough.
• At-bats are a cost of entry.
• People get caught up in not having ideas.
• Quantity leads to more opportunities for quality.

Fundraising Journey

• Anthros raised $3 million at a $30 million valuation in July 2019.
• Tooling costs increased unexpectedly due to the pandemic.
• Anthros raised an additional $2.8 million at the same valuation.
• Half of the investors were the same people putting in more money.
• Anthros changed to a priority distribution model for investors.

Pre-Selling and Marketing

• Anthros has pre-sold 370 chairs through social tests and word of mouth.
• The company has a budget of $50-60k per month for social spend and $100k per month for marketing.
• Anthros is meeting with Sasha to dial in metrics and tests to avoid wasting money.
• The target market is people in pain, particularly those with back and shoulder pain.
• Soft tissue and being more thoughtful about sitting can help alleviate pain.

Why Quantity is Key to Unlocking Content & Marketing Success l With Steven & Eric from Anthros - YouTube

Personal Experiences

• Steven had a bad back and used soft tissue and thoughtful sitting to alleviate pain.
• Standing desks are not practical for everyone.
• Working out, fasting, and working long hours are not practical for everyone.
• Anthros' chairs are practical for people in pain.
• Eric's wife is an influencer and has helped with pre-selling through social media.

The Importance of Quantity in Content and Marketing Success

• The importance of quantity in content and marketing success.
• The experiences of the founders of Anthros and their fundraising journey.
• The practicality of perfecting a chair for a small group of people.
• The benefits of clean living, clean eating, exercise, and mocktails.
• The potential of the chair to help people and make a big impact.

The Mattress Industry and Convenience

• The success of the mattress industry in educating consumers about investing in a high-quality mattress.
• The convenience of the mattress in a box trend.
• The inconvenience of the chair industry.
• The need for content to educate and entertain consumers.
• The potential of the chair industry to capture the Zeitgeist.

The Importance of Soft Tissue Work and Pain Relief Education

• The potential of soft tissue work as a category with huge potential.
• The need for education about soft tissue work and its benefits.
• The potential for the chair industry to play as a brand in overall pain relief education.
• The importance of teaming up with influencers and acting as a health and wellness company.
• The potential for the chair industry to put out 800 pieces of content around soft tissue work.

The Benefits of Broadening Out Creative Possibilities

• The benefits of broadening out creative possibilities beyond just the chair industry.
• The potential for the chair industry to find a lot of Pay Dirt in the health and wellness space.
• The potential for the chair industry to act as a platform for pain relief education.
• The potential for the chair industry to create 800 pieces of content around soft tissue work.
• The potential for the chair industry to broaden out its creative possibilities and reach a wider audience.

Importance of Content Creation

• Creating content is important for marketing success.
• Content should be created with the goal of improving people's lives.
• Creating content about a variety of topics can attract a wider audience.
• Collaborating with other companies can help create more content.
• Content creation should be a holistic experience.

Quantity vs Quality

• Quantity is important in content creation.
• Quality is subjective and varies from person to person.
• Output is not subjective and can be measured.
• Posting once a week is not enough to build a successful marketing strategy.
• Creating a lot of content requires a lot of practice and experience.

Customization and Differentiation

• Customization is important in creating a unique product.
• Creating a new category of product can help differentiate from competitors.
• Creating a family affair can help attract a wider audience.
• LinkedIn can be a useful platform for B2B marketing.
• Small companies that value their employees can be a fruitful market.

Expanding Topics and Ideas

• Expanding topics and ideas can help attract a wider audience.
• Creating content about a variety of topics can help differentiate from competitors.
• Creating content about emotional pain can attract a wider audience.
• Creating content about a variety of topics can help create a holistic experience.
• Creating content about a variety of topics requires a lot of practice and experience.

The Importance of Transparency in Marketing

• Compromising on transparency can lead to a shitstorm.
• Properly hedge your statements and hypotheses.
• Be over communicative about where your ideas come from.
• Don't compromise on transparency, even when stress starts to pile up.
• Research shows that sitting with good posture increases productivity.

Personalizing the Pitch

• When pitching to someone, make it personal.
• Explain how the product can benefit them specifically.
• For example, if they have pre-existing back pain, explain how the product can help.
• Use personal anecdotes to explain how the product has helped you.
• Make sure to differentiate between why someone should buy one versus a thousand.

The Importance of Quantity in Health and Fitness

• Soft tissue work, stretching, and building muscle can help alleviate back pain.
• It takes 18 to 24 months of consistent work to see results.
• Complimenting weight work with stretching and soft tissue work is crucial.
• Sitting for long periods of time can undo progress made through exercise.
• Personal anecdotes can help explain the importance of quantity in health and fitness.

The Importance of Posture in Productivity

• Research shows that sitting with good posture increases productivity.
• Proper posture can help alleviate back pain and prevent further damage.
• Soft tissue work, stretching, and building muscle can help alleviate back pain caused by poor posture.
• Complimenting weight work with stretching and soft tissue work is crucial for maintaining good posture.
• Sitting for long periods of time can undo progress made through exercise and good posture.

Importance of Quantity in Content and Marketing Success

• Quantity is key to unlocking content and marketing success.
• Consistency in producing content is important.
• Quantity allows for experimentation and finding what works.
• Quantity helps build a loyal audience.
• Quantity can lead to increased visibility and reach.

The Fundraising Journey of Anthros

• Anthros is a company that creates ergonomic chairs to help with back pain.
• They started with a Kickstarter campaign and raised $1.5 million.
• They then raised $2.5 million in a seed round.
• Anthros is now in the process of raising a Series A round.
• The founders of Anthros emphasize the importance of having a compelling story when fundraising.

The Problem of Back Pain and the Ergonomic Chair Industry

• Back pain is a quantifiable problem that affects a large portion of the population.
• The ergonomic chair industry is dominated by legacy companies like Herman Miller and Steelcase.
• X Chair is a newer company that has found success by going direct to consumer and marketing differently.
• All33 is another company that has been successful in marketing their ergonomic chair as good for back pain.
• The founders of Anthros believe that their chair is unique and can make a difference in the industry.

The Importance of Communication and Marketing in the Ergonomic Chair Industry

• Communication and marketing are important in the ergonomic chair industry.
• All33 has been the most aggressive in communicating that their chair is good for back pain.
• Anthros believes that their chair is unique and can stand out in the industry.
• The founders of Anthros emphasize the importance of having a compelling story and communicating it effectively.
• Marketing and communication can help build a loyal audience and increase visibility and reach.

The Importance of Quantity in Content and Marketing Success

• Positioning is key in marketing success.
• Quantity is important in content creation and marketing.
• Math and art are both important in marketing.
• Intent-based marketing is effective but can be expensive.
• Consumer behavior is changing, and brand affirmation is becoming more important.

The Future of Google and AI in Marketing

• Google's dominance in advertising may be challenged by AI.
• AI may change search behavior and make referral and affiliate marketing more valuable.
• Microsoft is investing in AI to compete with Google.
• Art-based marketing may become more important in the future.
• Referral and affiliate marketing may become more valuable in the future.

The Challenges of Inbound Marketing

• Inbound marketing is based on art and is uncomfortable for some marketers.
• Math and art are both important in marketing.
• Intent-based marketing can be expensive.
• Consumer behavior is changing, and brand affirmation is becoming more important.
• Positioning is key in marketing success.

The Importance of Positioning in Marketing Success

• Positioning is key in marketing success.
• Quantity is important in content creation and marketing.
• Intent-based marketing is effective but can be expensive.
• Consumer behavior is changing, and brand affirmation is becoming more important.
• Referral and affiliate marketing may become more valuable in the future.

Importance of Brand Content at Scale

• Creative conversation is important for brand formants.
• Brand content needs to be done at scale.
• When content hits over indexing, it turns into performance ads.
• Algorithms are strong on consumer interest.
• Breaking down consumers into different segmentations is important.

Niching Down for Targeted Marketing

• Segmentations need to be specific.
• Targeting specific niches is important for effective marketing.
• Creating content for specific niches is more effective than creating vanilla content.
• Targeting specific cities or regions can be effective.
• Creating a closer connection to customers is important.

Creating Value through Content

• Creating content is important for marketing.
• Creating content can be leveraged for customer acquisition.
• Creating content can be used as a point of differentiation.
• Creating content can be used to create urgency and close deals.
• Creating content can be used to create an asset that can be used repeatedly.

Cost-Effective Marketing through Content

• Creating content is cost-effective compared to other marketing methods.
• Creating content can be used for overall marketing plans.
• Creating content can be positioned as high value.
• Creating content can be used to create institutional value.
• Creating content can be used to create urgency and close deals.

Creating Value without Assigning Value

• Offering free add-ons to a product without assigning a monetary value to them can increase their perceived value in the emotional graph of consumers.
• Anthros offers a free video series and a back product with their chair purchase, without assigning a value to them.
• By not assigning a value, the add-ons become unlimited social creative to build awareness.
• Valuing the add-ons too much can decrease their perceived value in the emotional graph of consumers.
• Anthros' strategy is to create one to seven videos a week to keep consumers engaged.

Using Social Media to Create Content

• Hiring an intern or low-cost employee who loves social media can help find people making content across the entire social web.
• By constantly sending content creators to the team, they can pick the best ones and reach out to them to collaborate.
• Exposing oneself to all different platforms can be a complete macro business hedge.
• Creating a content business can be a massive genre that nobody is doing in the space.
• Empathy wines could have been a subscription service that included Wine Library TV, which would have crushed.

Unlocking Success through Quantity

• Quantity is key to unlocking content and marketing success.
• Creating a lot of content gives one ammo and can become unlimited social creative to build awareness.
• Anthros' strategy is to create one to seven videos a week to keep consumers engaged.
• Creating a lot of content sets oneself up for opportunity in a meaningful way.
• There is a substantial chance that creating a content business can be a massive genre.

Creating Value without Heavy Lifting

• Creating value without heavy lifting can be emotionally and strategically beneficial.
• Offering free add-ons to a product without assigning a monetary value to them can increase their perceived value in the emotional graph of consumers.
• Anthros offers a free video series and a back product with their chair purchase, without assigning a value to them.
• By not assigning a value, the add-ons become unlimited social creative to build awareness.
• Creating a product that is an added value to buy can increase its perceived value in the emotional graph of consumers.

The Importance of Quantity in Content and Marketing Success

• Quantity is key to unlocking content and marketing success.
• It is important to present the main course of content, but also offer additional options.
• Offering different pricing options can be effective in customer acquisition and conversion.
• Urgency is a powerful tool in marketing, such as creating a Black Friday sale for the entire year.
• Collaborations through content can be leveraged to influencers and create an asset for the company.
• Having a large customer base can lead to future opportunities for partnerships and collaborations.

Watch the video on YouTube:
Why Quantity is Key to Unlocking Content & Marketing Success l With Steven & Eric from Anthros - YouTube