Unlocking the Power of Content Discovery: The Story of Matter

Unlocking the Power of Content Discovery: The Story of Matter

In today's digital age, where content consumption is at an all-time high, finding valuable and engaging material can be a daunting task. With an abundance of information available at our fingertips, it's easy to become overwhelmed and lost in the noise. However, two individuals, Ben Springwater and Robert Mackenzie, saw an opportunity to change the game and revolutionize the way we discover and consume content.

Their journey began during their time at Nextdoor, where they both shared a passion for reading and a deep frustration with the limitations of our current reading stack. They believed that indie authors deserved a larger audience and set out to create Tiny Bookstore, a project aimed at improving their visibility. Although Tiny Bookstore never materialized, the ethos behind it lived on in their new venture, Matter.

Matter was born out of casual conversations and a shared vision for a better content consumption and discovery experience. One of the key insights they had was that the previous generation of content consumption apps focused too much on the "where" rather than the "who." These apps were centered around RSS feeds, which didn't provide the social context and personalized recommendations that readers craved.

Recognizing the limitations of traditional content discovery methods, Ben and Rob set out to answer two fundamental questions: how we read and what we read. They understood that the "what" was inconsequential at the moment but had a massive impact on aggregate. This realization led them to build a network of readers who could curate content and provide social context around their recommendations.

To validate their hypothesis, they conducted a roundup newsletter featuring content recommendations from public thinkers on Twitter. This test proved that 99.99% of the best stuff on the internet was not written recently, highlighting the need for a platform that could surface valuable content from a variety of sources.

Trust and recommendations played a pivotal role in improving content filters and information diets. People save more content than they can consume, making highly-curated recommendations a valuable feature for users. This concept of an "interest graph" allowed Matter to deliver personalized feeds based on users' specific interests and challenges.

To find their early adopters, Ben and Rob sought out power readers who were actively engaged in the world of ideas, online, and community-oriented. They found these users within three large online communities: the Interintellect, Progress Studies, and The Long Now Foundation. By collaborating with the leaders of these communities, Matter was able to introduce their product to members who were already primed for a better content discovery experience.

The benefit for these community leaders was twofold: early access to valuable content and the opportunity to shape the product's design and recommendations engine. By curating a feed of authors rather than publications, Matter allowed users to follow individuals whose insights and interests aligned with their own. This shift from following websites to following people added a social element to the discovery process, creating a vibrant social graph of highlights.

Measuring the quality of content is a complex task, but Matter aimed to surface insightful pieces that users wouldn't have otherwise discovered. Their focus was on surfacing content from obscure sources that challenged users' worldviews and expanded their horizons. Insights, information density, and the reputation of the author became proxies for determining the quality of a piece.

In a world where metrics and numbers often overshadow the true value of a product, Matter took a different approach. They believed that the only metric that truly mattered was the engagement and satisfaction of their users. It wasn't about total page views or logged-in accounts; it was about whether users were using the product in the way it was intended and whether they were coming back for more.

As we navigate the ever-expanding landscape of content, there are valuable lessons we can learn from the journey of Matter. Here are three actionable pieces of advice to improve your own content discovery experience:

1. Embrace the power of recommendations: Seek out platforms or communities where trusted individuals curate and recommend content. Their insights can lead you to valuable material that you may have otherwise overlooked.

2. Follow people, not just publications: Shift your focus from following websites to following individuals who share your interests and challenge your perspectives. This social element adds depth and context to the content you discover.

3. Step outside your comfort zone: Don't be afraid to explore content from obscure sources or on topics that are tangential to your core interests. Challenging your worldview can lead to personal growth and a more well-rounded understanding of the world.

In conclusion, Matter's journey is a testament to the power of disrupting traditional content discovery methods. By focusing on people, trust, and personalized recommendations, they aimed to create a platform that truly enhanced our reading experience. As we continue to consume and seek out valuable content, let us remember the lessons learned from Matter and strive for a more enriching and meaningful content discovery journey.