DTC POD - #233 - Lee Joselowitz, The Quality Edit: Affiliate & Performance Editorial For Brands

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1️⃣ One Sentence Summary

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"Lee Joselowitz discusses diversifying acquisition channels and growing DTC brands."

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Lee Joselowitz 00:03:20 00:03:38

"Embracing Innovative Partnership Strategies: And what we really found most successful and what ultimately changed the trajectory for Ritual was a few bespoke content partnerships with a handful of top tier publishers like Buzfeed was one of the standout ones."

Lee Joselowitz 00:07:33 00:07:58

"Effective Digital Marketing Strategy: 'Google is really a strong place to be. There's really strong search intent people are very specifically looking for, whether it's a prenatal vitamin or a multivitamin or post menopause or whatever it may be, people are searching for what they need. So it was almost like crazy to not be showing up there and became very quickly a really big channel for Ritual.'"

Lee Joselowitz 00:14:14 00:14:29

"Influencer Affiliate Marketing Strategy: And so again, it came back to this influencer affiliate strategy of when you go and Google best multivitamins, if you did it now, you would probably see Ritual on a lot of those lists."

Lee Joselowitz 00:19:35 00:19:51

"Effective Affiliate Marketing Strategy: I would rather give $10 to an affiliate than pay $30 to acquire a customer on Facebook ads. So really think about what your customer acquisition cost is and go directly to them and make them a really good offer."

Lee Joselowitz 00:22:53 00:23:11

"Modern Marketing Strategies: And it seemed almost silly to me that a lot of publications are looking for new and modernized ways to monetize, but then on the other hand are not actually listening to the modern growth marketers really."

Lee Joselowitz 00:30:41 00:31:12

"Performance Marketing Agency Model: So it's pretty much a performance agency out of a publication that really does everything. Like some brands want to be very hands off and they kind of say like, hi, chat to you in a month if things are looking good and we share back a report that's automated and live for them to check in on performance. And it can really be a pretty hands off and really effective performance model and sometimes we're more hands on."

Lee Joselowitz 00:33:15 00:33:28

"Efficiency in Brand Initiatives: What really excites us most is when a brand sees that our initiatives are more efficient than their internal initiatives and just sort of let us run with that. We're able to scale and pretty much increase the quality at an initiative budget."

Lee Joselowitz 00:36:40 00:36:57

"Publishing Industry Insights: We really build a publication that we would actually want to read, that we would be interested in and that we would want to come back to. And so 90% of our content is based on what is getting the most engagement and what people are coming back to look for."

Lee Joselowitz 00:40:00 00:40:16

"Leadership in Entrepreneurship: I'm very passionate about building teams. It's always been something that I've loved doing throughout my career, and so I think that that's really the most necessary, maybe, skill for a founder."

Lee Joselowitz 00:42:31 00:42:53

"Successful Teamwork and Leadership: I think that the partnership between the three of us has really been a big moat for us where I believe Lauren is the best at what she does. I believe I'm the best at what I do...And Scott is the best at what he does...So yeah, I think that that moat of a leadership team and each of us really being able to grow our functions and work really well together, but still allow one another to kind of take the lead on what they do best, has really been the mote and differentiator for us and has helped us grow quickly."

🔑 7 Key Themes

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1. Diversifying Acquisition Channels 2. Influencer Marketing Challenges 3. Importance of Search Engine Optimization 4. Affiliate Tracking Program 5. Creation of The Quality Edit 6. Emphasis on First-party Data 7. The Role of Storytelling and Content

💬 Keywords

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Lee Joselowitz, Quality Edit, Ritual, DTC brand, acquisition channels, Google for vitamins, partnerships, influencer marketing, podcasts, high LTV customers, Facebook ads, paid ads, organic SEO, editorial writer, SEO research, relevant searches, affiliates, publications, blogs, influencer sites, Google search results, brand impressions, affiliate tracking program, affiliate platforms, commission rates, subscription businesses, lifetime value (LTV), The Quality Edit, UGC ad creative, first-party data.

Interview Breakdown

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Join us on this episode as we interview Lee Joselowitz, one of the co-founders of The Quality Edit, as he shares invaluable insights on affiliate and performance editorial marketing strategies for brands. This conversation is a deep dive into acquisition channels, influencer marketing, affiliate tracking, and building a modern-day publishing outlet for D2C businesses. Today, we'll cover: - How Lee transitioned from diversifying acquisition channels at Ritual to co-founding The Quality Edit - The importance of SEO and paid ads in ensuring visibility on Google’s first search results pages - Intricacies of setting up an affiliate tracking program and exploiting the benefits of subscription businesses - The thought process behind The Quality Edit creation, and how it caters to the specific needs of D2C brands - The role of first-party data and curated influencers in building a brand and how The Quality Edit is incorporating these elements into their strategy.

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📚 Timestamped overview

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02:42 Virtual growth, content partnerships changed Ritual's trajectory.

07:33 Google, podcasts, partnerships grew Ritual's customer base.

11:33 Right customer, right intent: key to success.

13:38 Relevant searches, leveraging affiliates and influencers.

16:19 SEO crucial for acquisition. Building affiliate program.

18:52 Reach out to relevant websites for partnerships.

22:53 Publications seek new ways to monetize, but neglect growth marketers. We decided to create our own. Building a legitimate publication is crucial. Editorial and business teams must work separately. High-quality editorial is essential for success.

26:08 PR firms fail to meet customer needs, costly.

30:11 Align with brand's KPIs and goals. Utilize UGC and editorial assets. Performance agency does everything for brands.

34:51 Multiple ways to engage with content. Whitelisting explained. Diverse avenues for brand growth.

36:20 90% engagement-based content, 10% brands partnership. Excited to cater to specific consumer lifestyle.

41:32 Successful partnership and skilled team drive growth.

43:25 First party data is increasingly valuable.

46:31 Neglected newsletter; focused on growth; site redesign.

💼 LinkedIN - 6 Reasons Post

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❇️ Key topics and bullets

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1. Introduction to the Guest and Ritual - Co-founding of Quality Edit - Growth of Ritual - Lee's role at Ritual - Focus on diversifying acquisition channels - The effectiveness of influencer marketing and need for resources 2. Strategies for Improving Visibility on Google - Utilization of paid ads and organic SEO - Ramp-up of SEO efforts - Use of affiliate sites and partners - Aim to appear on the first page of Google search results 3. Affiliate Tracking and Commission Rates - Set-up of affiliate tracking program - Offering attractive commission rates - Benefits of offering higher rates based on LTV rather than first-order value 4. Building the Quality Edit - Frustrations with traditional publications - Decision to create an innovative publication - Avoidance of common pitfalls of traditional agencies - Lee's experience with a costly yet ineffective Vogue article 5. Operations of The Quality Edit - Developing a 360-degree media management capacity - Working with brands on their KPIs and goals - Providing automated performance reports - Repurposing content for various uses 6. Emphasis on First-Party Data and Growing the Company - The importance of first-party data - Aim to gather customer preference data - Value of a network of vetted creators/influencers - Plans for company growth and audience engagement 7. Expanding The Quality Edit Audience and Content - Site redesign and efforts to acquire newsletter subscribers - Using storytelling and content initiatives - Efficiency efforts and quality control - Influencer whitelisting and generation of UGC ads 8. The Quality Edit's Vision and Future Plans - Long-term vision as a modern-day publishing house - Expansion of content to cater to lifestyle needs - Success in decreasing CPAs and increasing ROAS - Importance of building a strong team.

🎬 Reel script

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In this week's episode of the DTC POD, I had an intense chat with the co-founder of The Quality Edit, Lee Joselowitz. We dissected his growth strategies at Ritual that bloomed them into a nine-figure business and his brilliant diversification of acquisition channels. Lee has broken boundaries with influencer marketing, and we talked about performance tracking plus his unique work with affiliates. We also dived deep into the thought process of building The Quality Edit - an evolved platform catered to the needs of D2C brands. Lee emphasized the value of first-party data and vetted creators. It has been a content-packed episode that promises to revolutionize your approach to marketing strategies. Tune in to grab these nuggets!

✏️ Custom Newsletter

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Subject: 🔥 New DTC POD Episode Alert! Unpacking Affiliate & Performance Editorial Success with Lee Joselowitz Hey DTC Fam, We've got a brand new episode on deck for you - Episode #233 features an enlightening conversation with Lee Joselowitz, co-founder of The Quality Edit, and it's a must-listen! Here's a little taster of the priceless insights you'll discover in this episode: 1️⃣ **Learn the secret sauce to Ritual's massive transformation** - From being a small DTC brand to becoming a nine-figure player. And yes, it's got a lot to do with diversifying acquisition channels and maximizing the potential of affiliate networks. 2️⃣ **How to leverage Google for visibility** - Lee spills the beans on two major initiatives targeting improved visibility on the tech giant's search results - paid ads and organic SEO. If you've ever wondered how to get your brand in those coveted top spots, you're in for a treat! 3️⃣ **The art and science of Influencer Education** - Dive into a rich discussion on the importance of educating influencers about your brand to maximize your marketing efforts. 4️⃣ **Shape the future of the affiliate tracking program** - Understand how tracking performance and identifying new opportunities becomes crucial when running an affiliate program for a brand. 5️⃣ **Experience the inception of The Quality Edit** - How the frustrations of a growth marketer served as a catalyst for building a platform that caters proficiently to the needs of D2C brands. 🎉 Fun Fact: Did you know that despite the high cost and the reputable name, a Vogue article can be a disaster for a brand if it doesn't fulfill specific needs? Lee has personal experience! Company affiliations and partnerships can be tricky, and this episode provides illuminating insights into utilizing these channels effectively. You don't want to miss this one! You'll have to listen to the full episode to get the inside scoop. So, what are you waiting for? 🎧 Listen to Episode #233 now, available wherever you get your podcasts. Afterward, we would absolutely love to hear your thoughts. Feel free to hit us up on social media or drop us an email at dtcpod@feedback.com. Be sure to share this episode around. As the saying goes, everyone needs a good podcast in their life. 😉 Until next time, Blaine Bolus and the DTC POD Team P.S. Make sure to subscribe to DTC POD to stay up-to-date with all our latest content and episodes. You won't want to miss what's coming next!

🐦 Business Lesson Tweet Thread

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1/18: Want to scale your DTC brand beyond 9 figures? Here's how Lee Joselowitz, co-founder of The Quality Edit, did it. 2/18: Start with diversifying acquisition channels. Google for vitamins was a hit for them. Yes, Google but not for searches. For vitamins. 3/18: No goal was too ambitious. They aimed for the first page on Google Search. SEO and paid ads were their tools. Hard to crack. But the payoff = enormous. 4/18: Use influencers, but educate them. They should know your product. Truth speaks volumes. Authenticity matters. 5/18: SEO isn't just about keywords. It's about relevance. They used editorial writers and each blog post was a step towards visibility. 6/18: Work with other sites. Affiliates, blogs, all of them. Make your presence felt wherever your potential customers are. 7/18: The product shadows everything else. Visibility without value is overrated. Quality products + strategic promotion = Win. 8/18: There's no shortcut to tracking performance. They used affiliate platforms & data resources. Keep an eye on the ball. 9/18: Innovative? Yes. Difficult? Maybe. Worth it? Absolutely. Why not own the publication? That’s why The Quality Edit was born. 10/18: They left no stone unturned. UGC ad creative, landing page testing, media management. All tools, their playground. 11/18: Treat each brand individually. KPI's, targets, goals. All unique. One size doesn’t fit all. 12/18: Use results wisely. Performance reports can guide the way. Ignorance isn't bliss in business. 13/18: Harness the power of repurposing. Content can be recycled. Keep the wheels turning. New does not always mean better. 14/18: Data is the new oil. First-party data to be specific. Collect, analyze, strategize. 15/18: Lean on your team. Vetted creators, influencers. They're not just names. They're resources. 16/18: Evolve. Learn from your history but don't dwell in it. They reinvented newsletters. Readership engaged. 17/18: Tailor your content. Make what people want to read. Engagement = Quality = Success. 18/18: Aim high. They see themselves as a modern publishing house. Brands and consumers invest in value. So bring it. This is the story of Lee Joselowitz’s The Quality Edit. Be focused, innovative, and resilient. Success will follow. Keep scaling.

🎓 Lessons Learned

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1. "Redefining Acquisition Channels" Editing acquisition strategies by reducing dependence on Facebook ads and diversifying channels can stimulate significant growth. 2. "Harnessing Power of Influencers" Influencer marketing, when scaled and managed correctly, can substantially yield high LTV customers for your brand. 3. "Mastering Google Visibility" Employ paid ads, organic SEO, and affiliate sites to ensure maximum visibility on Google's first two search result pages. 4. "Boosting SEO Techniques" Ensuring frequent blog posts and conducting SEO research can substantially ramp up your brand's SEO strategy. 5. "Maximizing Affiliate Marketing" Use affiliate platforms and in-house data to track performance, and offer compelling partnerships for an effective affiliate marketing strategy. 6. "Branding via Quality Edit" Building a resource like the Quality Edit provides brands an all-around media management capacity, with flexibility and optimization. 7. "Brand Authenticity Matters" Avoid sacrificing brand authenticity for conversions, instead curate high-quality editorials while valuing user-generated content. 8. "Value of First-Party Data" Gather first-party data by building an audience and conducting surveys to understand customer preferences for targeted marketing. 9. "Engaging Audience Effectively" Engage readership through fresh content, compelling storytelling, and newsletters while expanding to cater to specific consumer needs. 10. "Building a Strong Team" A team committed to brand growth is key to managing media spends and offering an efficient, quality-oriented publication.

💎 Maxims

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1. Diversify Customer Acquisition Channels: Don't rely solely on one marketing platform (like Facebook ads), but explore a mix of channels for customer acquisition. 2. Invest in SEO: Focusing on improving your Google search ranking, through paid ads and organic SEO methods, can boost your brand visibility. 3. Leverage Influencer Marketing: Collaborate with influencers and affiliates who understand your brand and product well. This can result in high LTV customers who make more informed purchasing decisions. 4. Optimize valuable partnerships: Reach out directly to websites displayed in relevant search results and offer meaningful partnerships via attractive commission rates based on lifetime value (LTV). 5. Prioritize First-Party Data: Pay attention to gathering and utilizing first-party data to understand your audience and tailor your strategies accordingly. 6. High Quality Content: High quality editorial and user-generated content goes a long way in influencing potential consumers and also in creating value for repurposing by brands. 7. Learning and Adapting: It's essential to learn from past marketing disasters and avoid repeating those mistakes. Always look for new ways to innovate and optimize. 8. Customized Services: Make it a goal to cater to your client's specific needs, aligning their KPIs, targets, and goals with your strategies. 9. Value of 360-degree media management: A comprehensive media management strategy, involving testing, reviewing, creating UGC ad assets, and optimizing landing pages, is crucial for conversions. 10. Build a Vetted Network: Create an authentic network of creators and influencers that your brand can leverage. 11. Be a Consumer-Centric Brand: Focus on creating the kind of content that you would like to read yourself. Cater to the specific lifestyle needs of consumers. 12. Engage Your Community: Regularly engage your customers through new content and newsletters. This not only fosters loyalty but also provides a channel for feedback. 13. Increase ROAS, Decrease CPA: Constantly review and refactor your strategies to decrease the cost per acquisition (CPA) and increase the return on advertising spend (ROAS). 14. Invest in a Good Team: A robust team can be a game-changer in achieving your brand's growth ambitions. 15. Personal Connection: Make use of platforms like LinkedIn to establish personal connections. This brings in a level of trust and transparency between you and your audience. 16. Storytelling: Utilize the power of storytelling to convey your message effectively. This can drive customer engagement and loyalty. 17. Test and Measure: Always monitor the results of your initiatives. Constant testing and reporting can reveal opportunities for optimization. 18. Focus on High Engagement: Prioritize creating the content that generates high reader engagement and meets the audience demands.

🌟 3 Fun Facts

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1. Lee Joselowitz co-founded the Quality Edit after experiencing frustrations as a growth marketer with traditional publications. The aim was to build a resource with high-quality editorial and user generated content that was more in tune with the needs of DTC brands. 2. The Quality Edit's unique approach has seen them scale up a brands' media spends by ten times within a month. Their unique 360-degree media management capacity includes testing and reviewing products from brands, and creating UGC ad assets. 3. Despite the high costs, Joselowitz's experience with a Vogue article turned out to be a disaster. This gave him practical insights into what not to do, and provided valuable learning for his current venture, The Quality Edit.

📓 Blog Post

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# Performance Editorial & Affiliate Marketing: The Future of DTC Brands ## A Discussion with Lee Joselowitz, Co-founder of The Quality Edit ### Evolution of DTC Marketing Lee Joselowitz, the co-founder of The Quality Edit, a performance editorial resource catering to the specific needs of Direct-to-Consumer (DTC) brands, reveals the secrets behind the massive growth of Ritual, a DTC brand he previously worked with. From diversifying acquisition channels, starting with Google for vitamins, to investing significantly in influencer marketing, and notably, podcasts, it's clear that thinking outside the box is crucial in today's DTC world. #### Adapting to the Shift in Focus Channels Expanding beyond Facebook ads and investigating new avenues like influencer marketing, partnerships, and SEO, gave birth to a myriad of high LTV customers; individuals who were well educated, and conscious of the decisions they made. This shift in strategy helped Ritual establish itself as a nine-figure business. ### Exploring Affiliate Marketing & Performance Editorial Shifting gears to the topic of increasing visibility on Google, Joselowitz points out of the two key methods to achieve this - paid ads and organic SEO. By increasing the frequency of blog posts and conducting SEO research, Ritual was able to satisfy relevant searches. They also utilized websites, affiliates, publications, blogs and influencer sites to ensure sustained visibility. Joselowitz explains the process of setting up an attractive affiliate tracking program for brands. This method involves direct outreach to relevant websites, offering partnerships with enticing commission rates and relying on both affiliate platforms and in-house resources to track performance. ### Enter, The Quality Edit Drawing from his own experiences and frustrations as a growth marketer, Joselowitz discusses the birth of The Quality Edit. His aim was to create a publication which offered services that catered to the unique needs of DTC brands rather than sacrificing brand authenticity for conversions. #### A New Approach to DTC Marketing The Quality Edit utilizes a 360-degree media management strategy fueled by high-quality editorial content, UGC ad creative, conversion rate optimization, and landing page testing, along with whitelisting for success. This innovative approach servesto drive brands towards their KPIs, goals, and targets. 90% of the content generated by The Quality Edit is created according to engagement metrics and audience demand, thus ensuring its effectiveness. ### The Importance of First-Party Data & Vetted Creators Joselowitz conveys the significance of first-party data, especially in today's marketing landscape. Building an audience and collecting first-party data is crucial, hence The Quality Edit's focus on assembling email addresses and conducting surveys to understand customer preferences. ### Future Plans for The Quality Edit Looking forward, the company aims to continue expanding its client base and engaging its readership through the delivery of high-quality content and interactive newsletters. Capitalizing on its recently launched site redesign, The Quality Edit looks to convert more audience members into newsletter subscribers, grow its roster of vetted creators and influencers, and maintain its focus on creating content that resonates with people. Ensuring its initiatives are efficient and cost-effective for brands is a priority for The Quality Edit. The team prides itself in having been able to decrease CPAs while increasing ROAS compared to brands' internal accounts. Lee Joselowitz and his team have big plans - they envision The Quality Edit as a modern-day publishing house tailored to cater to brands and consumers who prioritize investing in meaningful engagement. With their approach, they believe that the future is indeed promising for DTC brands.

🎤 Voiceover Script

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In episode #233, Lee Joselowitz of The Quality Edit shares key insights from his experience at Ritual and his current initiatives. He emphasizes the importance of diversifying acquisition channels, utilizing SEO to gain visibility, and leveraging affiliate platforms. Lee also underscores the value of authentic partnerships and high-quality editorial content. His approach at The Quality Edit, where they prioritize first-party data and customer engagement, is reshaping how brands connect with their consumers. Tune in to explore the potential of modern-day publishing and affiliate marketing in enhancing brand value and consumer experience.

🔘 Best Practices Guide

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Diversify acquisition channels to spurn growth, pairing SEO with paid Google ads for visibility and influencers and affiliates for product promotion. Aim for strong brand impressions on either the first or second pages of search results. Affiliates can track program performance and identify opportunities using affiliate platforms and in-house data resources. Subscription businesses benefit as high commission rates are based on lifetime value (LTV) over first order value. Establish quality editorial, user-generated content (UGC), conversion rate optimization, landing page testing, media management strategy, and whitelisting. Regularly collect first-party data, such as email addresses and survey results, to understand customer preferences. Prioritize creating engaging content that can be repurposed by brands across their marketing efforts. Maintain a roster of vetted creators and influencers, ensuring your brand resonates with the targeted audience.

🎆 Social Carousel: Do's/Don'ts

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Slide 1: "10 Maxims for Success in Performance Marketing” Slide 2: "NOT: Facebook Reliance” DO: Diversify channels. Don't over-depend on Facebook. Find new relevant platforms. Slide 3: "NOT: Underestimate SEO” DO: Utilize SEO. Hire content creators to increase visibility and attraction. Slide 4: "NOT: Invisible on Google” DO: Enhance online presence. Aim for the first two pages in Google search results. Slide 5: "NOT: Snub Affiliates" DO: Leverage affiliates and platforms to track performance and find new opportunities. Slide 6: "NOT: Be Stingy" DO: Offer attractive affiliate commission rates. Consider higher rates for subscriptions based on LTV. Slide 7: "NOT: Overlook Data" DO: Understand your audience. First-hand data made through surveys can provide valuable insights. Slide 8: "NOT: Neglect Creators" DO: Engage more influencers and creators. Vetted influencers can drive brand engagement. Slide 9: "NOT: Forgo Audience Building" DO: Prioritize public engagement. Newsletters, content, engagement determines success. Slide 10: “NOT: Ignore Quality” DO: Maintain brand authenticity. Quality and genuine engagement drive conversions.

🎠 Social Carousel

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1. **Cover Slide**: "10 Growth Tactics Every DTC Brand Needs To Know" 2. **"Diversified Channels"**: Diminish reliance on a single acquisition channel. Variety is strength. 3. **"Influencer Education"**: Don't just hire, educate influencers about your product and brand. Knowledge equals authenticity. 4. **"Leverage SEO"**: Optimize blog posts and partnership websites to raise visibility on Google. Be seen! 5. **"Use Affiliates"**: Engage websites that appear in relevant search results to become affiliates. Partnership is power. 6. **"Track Performance"**: Use affiliate platforms and internal data to identify opportunities. Measure to improve. 7. **"Create Quality"**: Build high-quality editorial content, don’t sacrifice brand for conversions. Quality equals trust. 8. **"First-Party Data"**: Prioritize collecting your own audience data to gain insight. Know your customer. 9. **"360-Media Management"**: Operate hands-on performance agencies for customized strategies & results monitoring. Control your narrative. 10. **"Engage Your Base"**: Grow your client base through genuine engagement, newsletters, & fresh content. Connection fosters loyalty. 11. **"Call-to-Action"**: Want to master these growth tactics? Listen to episode #233 of the @DTC_POD now. Your brand deserves growth. Make sure to tag the DTC_POD Instagram handle in the last slide for easy navigation.

One Off Tweets

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1. "Ritual grew from a DTC startup to a nine-figure business using strategic diversification of acquisition channels. Going against the norm always pays off." 2. "Influencer payment programs, complicated? Not when you base commission rates on lifetime value (LTV) rather than the first order value. Don't let complexity hold you back." 3. "A brand's greatness isn't just driven by the product itself but the visibility gained through effective use of influencers and affiliates. Remember, visibility matters as much as quality." 4. "Turning frustrations into innovative ideas. That's how The Quality Edit was born. Transforming the negative into positive - that's entrepreneurship." 5. "Success in business isn't about blending in. It's about standing out, as shown by The Quality Edit's approach in refusing to sacrifice brand identity for conversion." 6. "Building an audience is of paramount importance in today's data-driven world. Collecting first-party data is not a luxury, it's a necessity." 7. "The Quality Edit shows the importance of building a product you would want to use. That's how to ensure quality and engagement." 8. "Sometimes, what seems disastrous can be a springboard to something great, like the Vogue mishap was for The Quality Edit. In life's storms, look for the rainbow." 9. "Automation and performance reports, what better way to achieve efficiency and reduce costs? Never underestimate the power of an organized system." 10. "Creating content that engages and caters to lifestyle needs isn't simply 'job-done.' It's about creating value, a lesson learned from The Quality Edit. Aim for impact, not just output."

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