Laura Modi: evaluation

Transcript context

…Commerce, content and community. So commerce, content and community. But most D2C businesses have put commerce at the top of their list. We flipped it. It's now content, community and commerce, and building good content that is really smart SEO, that has the ability to drive people back to your site to be able to build you as a thought leader. That's really hard and it takes a lot of work. As an example, five years ago we started a platform called Milk Drunk, separate to Bobbie. Milk Drunk Blog. And the reason why we started it is because we realize that there was a dearth of education in the world of formula out there. And what people were really looking for was good recommendations, usability charts, how to make formula, how long does formula last? So we wanted to become the content leaders in that, with the hypothesis, and it's holding true five years later, with the hypothesis that if we win on content and as a thought leader, that will drive back to Bobbie. And today I'm going to give you a totally random example. If you do a cursory Google search for something like "How long does formula last?" Milk Drunk is showing up between the CDC and the bum on the first page of Google? That SEO work and that content building and thought leadership and credibility does take a lot of work. And in the meantime, I've had to squat away requests to put another 100,000, another 300,000 every month into paid marketing because the moment that drug starts, it's very easy to keep it going. I think Airbnb is a great example of that. During COVID, they shut down paid growth and I think they've turned it on, but it's a tiny component, which is really unusual and really rare, where you have paid growth, you're sending tons of money, Facebook, and then you stop. It's so hard to stop because growth slows and no one ever wants to do that. And it's interesting, coming back to using a crisis as an opportunity, Airbnb use that as an opportunity to get off that drug.…

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