Root and Nutella: when and how to use each

Raiz and nutella are terms created by Erico Rocha, a reference in infoproduct launches, and are not memes or foods. Basically, they are types of publication in digital media. Therefore, to understand these names, refer to content marketing.

The strategy presupposes the creation of a relationship with your audience in preparation for sales (of a digital product, for example).

So when you produce content that is superficial, easy to ‘digest’ and focused on attracting, the material can be seen as nutella. In fact, nutella content, like root content, is usually in video format.

Root content, on the other hand, deepens the bond with your audience, it’s denser and also straight to the point.

So, follow along in the following article and find out when and how to use each of the types of content!

Root and Nutella x Sales Funnel

Making a parallel with the sales funnel, it is as if all nutella were funnel top, but not every funnel top is nutella. After all, a post on social media, for example, will not always be derived from some other more complex material.

Unlike the top/middle/bottom funnel division, in which the materials do not necessarily have a connection with each other, Rocha states that the nutella content must come from the root content.

In this way, the biggest difference in having a larger and continuous content, rather than an isolated one with a beginning, middle and end, is that the audience will understand that the nutella came from a root — from something more complete. This is more likely to lure her into the more elaborate material.

When to use root and nutella

As a general rule, when the sale does not require as much persuasion, as is the case with low-ticket products, nutella content can be used. For those that involve a higher price or a subscription, the root is more suitable, as it works with more information and breaking objections.

Furthermore, nutella content not only serves to leverage a product but is also a great attraction for the root (over a wide audience). Erico Rocha, for example, even publishes nutellas for a year before launching root — 9-hour broadcasts of in-depth content, with a paid subscription.

By the way, it is estimated that with a root file (1h long, for example) you can make several nutellas, by chopping the video in editing software. From the expert’s experience, it is believed that this number is 10 to 15 nutellas. That’s quite a time optimization and efficient content production strategy.

After all, what content format can be considered root and, as a result, nutella? Check out some examples:

  • lectures and classes;
  • consultancies;
  • excerpts from projects and meetings;
  • interviews with clients;
  • Lives on social media (Instagram, YouTube, Facebook or TikTok).

Virtually almost all long-lasting content can become root content to help you with your digital strategy. Added to that, within each of these formats, you can address the following contents:

  • FAQ videos (at least 3);
  • videos of just the mistakes you made on your journey;
  • video-response of an Instagram story you made or even as a comment on some news or speech/technique from another digital entrepreneur;
  • personal content, entirely about your professional trajectory;
  • a practical guide to getting something (adapt a written content, for example);
  • Top x lists (best tools, biggest mistakes, most common myths, etc.);
  • An ‘understand how’ content, in which you will explain some niche process in detail. Just to illustrate: you are from the pet niche and want to teach how training works, from the beginning to the end of the intervention.

How to use root content

As already mentioned, the root content will help you explore deeper and more specific questions and objections. Some types of recommended content or ‘big ideas’ to root are case studies and storytelling.

In the first one, you structure and present the problems that one of your customers had and the results you obtained with your business, and in the second, you tell the story behind your product, a challenge that appeared in your trajectory, etc.

The move here is to try to exhaust a certain subject and delve into it as much as possible to resolve all possible doubts.

How to use nutella content

Now that you know where to extract your nutella content and what to use it for, know that a format option for publishing it is called a video nugget.

Nuggets have their own structure (title, square video, subtitles and progressive bar). Below, you’ll check out some of the best copies to use in titles:

  • “This/this” is for anyone experiencing problem A (think of some problem your audience is likely to face);
  • If you want B, follow this simple step by step (where B is a common desire of your audience);
  • Watch this video if you want to achieve C (where C is a common goal of your audience);
  • This is what happens when you do D (where D is a very common mistake in your audience).

Now let’s go to an example?

Imagine that you teach English and you have a young audience, who want to learn the language for exchanges. See what some copy ideas would look like:

  • This is for those who memorize but cannot learn vocabulary;
  • If you want to pass the proficiency test, follow this simple step by step;
  • Watch this video if you want to master speaking;
  • This is what happens when you only study English with abstracts.

Convert your knowledge into a format that highlights your audience’s problems, desires and goals.

We hope that this explanation about root content and nutella has been made clear. The strategy promises great drawing power, so be sure to give it a try!