Designing a Better Reading Experience with Matter: The Power of Why in Modular Marketing

Designing a Better Reading Experience with Matter: The Power of Why in Modular Marketing

In today's digital age, reading online has become a multi-faceted experience. From deciding what to read, to the act of reading itself, and what we do with the knowledge afterwards, each step plays a crucial role. As someone who was a top 1% Pocket user for nearly a decade, I understand the importance of read-it-later apps. However, the first generation of these apps lacked the intelligence needed to enhance the reading experience. They failed to assist with prioritization, resurfacing, or decay, leaving users overwhelmed with a flood of unorganized content.

This is where Matter comes in. When my co-founder Rob Mackenzie and I started Matter, we wanted to create a platform that would elevate writers as first-class citizens. We understood the value of good curation and the ability to find hidden gems that are often overlooked by engagement-based algorithms. Trust plays a vital role in deciding what to read, and we wanted to build a system that people could trust.

However, we also recognized the need to challenge the bias towards new content. While staying up-to-date is important, the majority of the best content ever produced was not written in the past week. We wanted to create a counterweight to this bias and deliver relevant and manageable content to our users. The design space for achieving this is vast, but it's an exciting problem to work on.

One aspect we focused on was creating a better reading experience for newsletters. While newsletters have seen a resurgence in popularity, traditional email inboxes are not ideal for reading. Most people aim to quickly clear their inbox, rather than spend more time in it. Additionally, the inability to highlight or annotate content further hampers the reading experience. To address this, we incorporated highly reliable parsing techniques, including NLP and computer vision, to enhance the user experience.

Another trend we took into account is the rise of audio consumption. With the convenience of hardware, more people are engaging in "ear time." We introduced an innovative feature called "audio highlights," allowing users to highlight content as they listen without ever opening their phone. This seamless integration of audio and reading enhances the overall experience.

Additionally, we incorporated the concept of "minimaps" into our platform. Users can now two-finger tap an article to view a miniaturized version, enabling them to quickly scan headers and navigate through the content. Inspired by video games and code editors, this feature is particularly effective on mobile and promises to be even more impressive on desktop web.

At the heart of our user base are what we call "active" readers. These individuals are intentional about their reading choices, curating their information diets proactively. They have favorite writers, subscribe to newsletters, and seek out obscure blogs. Our goal with Matter is to increase the return on investment (ROI) of reading. We want to help people gain more insight, knowledge, and even thrill from the time they invest in reading.

Now, let's shift our focus to the power of why in modular marketing. Doug Kessler, from Velocity Partners, coined the term "the content marketing deluge" to describe the overwhelming amount of content flooding the digital space. He argues that most of this content is simply not valuable. To stand out in this deluge, it is crucial to understand your values and mission as an organization. Asking why in the right way can lead to meaningful answers.

One powerful aspect of why is the ability to create a single question that drives to the core of a problem. Sakichi Toyoda, the founder of Toyota, utilized the technique of the "5 Whys" to uncover the root cause of complex issues and find effective solutions. This approach has contributed to Toyota's reputation for reliability.

When we talk about why, we are referring to an organization's purpose, cause, belief, and reason for existing. It is not simply about what you do, but why you do it. Simon Sinek famously stated that people don't buy what you do; they buy why you do it. This core belief forms the foundation for how an organization fulfills its purpose and what actions it takes to achieve its goals.

A prime example of a company that embodies the power of why is Patagonia. The outdoor clothing brand's website prominently features sentiments such as passion, accomplishment, vision, culture, and environmental protection. By taking action and donating, customers can align themselves with Patagonia's values and mission. The key to capturing the attention of like-minded individuals is to be clear, sincere, and consistent in communicating your organization's values over time.

To apply the power of why in your own organization, start by understanding your audience and what drives them. Identify their why and find ways to connect it with your own why. Incorporate this understanding into your communication strategies to create a strong resonance with your target market.

In conclusion, designing a better reading experience with Matter and leveraging the power of why in modular marketing are both essential elements for success in the digital world. To make the most of these concepts, here are three actionable pieces of advice:

1. Prioritize curation and trust: Elevate writers as first-class citizens in your platform to ensure quality content and build trust with your users.

2. Embrace the power of audio: Incorporate audio highlights and seamless integration with listening devices to enhance the reading experience and cater to the rising trend of audio consumption.

3. Focus on why: Understand your organization's purpose, cause, and beliefs. Communicate them consistently and sincerely to attract like-minded individuals who share your values.

By implementing these strategies, you can create a more engaging and meaningful reading experience, while also building a loyal audience that aligns with your organization's values.