JULY 5, 2022

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Welcome to The Tilt, a twice-weekly newsletter for content entrepreneurs.

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Have you done these five things to shift into entrepreneur mode? YouTuber Frankie Light finds success with a unique type of reaction video. And you should know today’s money-making news.​
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Full-time creators spend only half their time creating content, devoting the other half to operating the business, according to The Tilt’s 2022 Content Entrepreneur Benchmark Research.

And all that takes deliberate, intentional work. Here are five steps to think and act as a content entrepreneur.

Create your personal mission statement: What drives you to create content? Write it down, says Erick Byrd, associate professor at the University of North Carolina, Greensboro, involved in its new esports program.

Whatever drives you will guide you to determine what kind of business to run and how to do it. “Be conscious about your mission and be conscious about what you’re doing and the content that you’re creating,” Erick says. “You have to have a strategy for the content.”

(Note: Your personal mission statement is not the same as your content mission statement.)

Get things in order: Landing on the right legal business structure and working with an accountant are fundamental to any business.

Business structures are the legal identity of your business. The chosen structure – from a sole proprietor to a limited liability company (LLC) or C corp – can impact your tax bill and whether personal assets, such as your car or house, need to cover potential business debts. The U.S. Small Business Administration spells out your business structure options. “The LLC is usually the easiest way,” says Jason Chung, assistant professor of sport management and executive director of esports at the University of New Haven.

Make a (business) plan: Whatever happens in the busy day-to-day of a content business, a business plan can keep you on track, and force you to think deeply about what your business is and where it’s going.

The Small Business Administration details the frequent sections detailed in a business plan, including organization and management, a marketing strategy, and financial projections.

“If you don’t have that business plan and business mindset, you’re just guessing and you’re hoping,” says Christopher Scroggins, who ran a content creation organization for small Twitch streamers and is an instructor of esports at Shenandoah University.

Map your goals: When it comes to annual goals, you don’t need to go big. Two or three are enough, Erick says. They can keep you on track and inform the decisions you make about new sponsorship deals or content plans.

But just make sure they tie back to your mission in some way, Erick says.

Keep researching: Your content tilt and brand may be unique, but you don’t need to reinvent the wheel. Even traditional businesses already have solved some of the same problems you face, Erick says.

Don’t limit your research to how others do what you do. Look to the wisdom of business leaders from any industry for ideas on how to run the practical side of your operation – from finances and management to goal setting and growth planning.

Always revisit step 1: Stay mindful about your personal mission statement.

“The danger is that you shift all the way to the business side, and you forget your passion,” Erick says. “The reason that folks are watching … (and you’re) starting to make money is because of the passion (you) have for that content … You still can’t lose the passion that originally attracted people.”

– Sarah Lindenfeld Hall

​Bookmark this article to remind yourself of what’s important to a successful business operation.

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Looking for another revenue stream to add to your content business?

Look no further. Lulu.com presents Book Publishing for the Content Entrepreneur.

In this mini-course, discover the process for publishing your own content, whether it is blog posts, pictures, comics, or even a notebook for your audience to use. Join Chelsea Bennett, Brand Engagement Manager at Lulu, as she generates ideas for you as a content entrepreneur and guides you through the easy process of on-demand publishing.

Whatever content you have, you CAN publish it in just a few simple steps and begin to generate another stream of revenue.

​Register today!​
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Entrepreneur: Frankie Light

Tilt: Reactions to his polyglot talents

Scene: YouTube (280K)

Snack Bites:

• Inspired by YouTuber Moses McCormick, who speaks close to 20 languages, Frankie Light learned Mandarin and Yiddish.
• A collaboration with Arieh Smith – Black & White Guys Shock Chinese Hair Salon With Perfect Mandarin – brought over 100K new subscribers to Frankie’s fledgling channel.
• Later, he learned Yiddish and surprised New York Orthodox Jews in a conversation.
• Frankie’s first language other than English was sign language because his parents are deaf.

Why We Stan: In a world of uncomfortable reaction videos, it’s a pleasant surprise to see the delight of others when they hear Frankie communicate in a language with which they’re familiar. It’s a cool way to bridge cultural divides. Inspired by a polyglot YouTuber, Frankie now inspires others to learn other languages.

– Shameyka McCalman

​Watch and react to Frankie Light’s content story.

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• Here's a simple process to get you started with your exit strategy.
• Listen to Joe Pulizzi and Robert Rose break down what makes a successful content creator.
• Ever considered this retirement funding combo?
• Small business owner got more customers by building something they didn’t want.
• Should you really take on a business partner?

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Your team for this issue: Joe Pulizzi, Ann Gynn, Laura Kozak, Marc Maxhimer, and Dave Anthony, with an assist from Angelina Kaminski, Sarah Lindenfeld Hall, Shameyka McCalman, Leo Bonacci, and Don Borger.