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Tortuga’s Content Playbook: How To Use Content To Make Your First Million

bySteve Hutt
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Finding the kind of content that resonates with your audience takes a lot of trial and error.

…and isn’t necessarily intuitive.

So when Fred Perrotta, Co-founder & CEO of Tortuga Backpacks, a brand geared toward millennial travelers, started a blog for the brand, he wasn’t sure exactly what he should be writing about.

So he just started to try a bunch of things.

And eventually struck gold with a topic he never would have expected: packing guides for specific destinations.

And if you take one look at their blog, you’ll see a ton of examples. Packing guides for Mexico, Morocco, Portland, if you’re going, they probably have a list for you.

So we asked Fred to share some of his content secrets to help you get to that first million and beyond.

You can tune in above👆 on Apple Podcasts, Spotify, Stitcher, or anywhere you get your podcasts.

Get our best content on ecommerce marketing in your inbox 2 times a week

On this episode, you’ll learn:

  • The book that inspired their business.
  • How their content strategy drives traffic and purchases.
  • How you can use products that aren’t selling as part of a welcome offer.
  • Why you need to focus on 1-2 channels.

What to listen for:

  • [2:27] Lessons from The 4-Hour Workweek.
  • [9:31] What moved the needle for more repeatable sales.
  • [11:23] Why they publish who their ideal customer is.
  • [15:15] How their marketing team has changed over time.
  • [17:03] Driving repeat purchases for a product that’s built to last.
  • [24:41] What their content and email strategy looks like.
  • [26:44] How to plug your product in content.
  • [29:58] Advice for scaling to your first million in sales.

Links to love👇👇

Topics:
Ecommerce Brands
Ecommerce Marketing
Podcast

This article originally appeared in the Privy blog and has been published here with permission.

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Author

Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of VisionPros.com, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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