AUGUST 12, 2022

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

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In Friday 5s: Analytics are more than a numbers game. LinkedIn influencers are a thing. Newsletters are dead; long live newsletters and more.
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“The companies that are going to win are the ones who are using data, not guessing,” Neil Hoyne, Google’s chief measurement strategist, has said.

To be a winning content entrepreneur, start by doing these analytics-related activities.

1. Take a breath: You’ve got this. You don’t need to decipher every number available to you. Pick the three most important metrics contributing to your business goals. (Not sure which to choose? Traffic, engagement, and conversions often are a great place to start.)

2. Document the metrics: Start a spreadsheet and add those metrics each week. If you have historical data in your analytics accounts, add the data from a few weeks or months earlier.

3. Add non-analytic elements: On your tracker, add what analytics don’t tell you. Add things such as content topic, format, connection to other content/activities, etc.

4. Take the long view: Look at the data over time to see patterns or identify extreme highs or lows. Does your audience behave as you think they do? What factors might contribute to the anomalies?

Don’t forget to connect it to your community data to identify spikes in new members and try to correlate that to posts or content that encouraged users where to find your community.

5. Set up conversion tracking: Conversion metrics are what success content entrepreneurs closely examine. These indicate what your audience does after consuming your content. Conversion metrics don’t have to be limited to actual sales. It could be how many convert to become subscribers or consume another piece of content.

​Set up goals in Google Analytics and use UTM codes in links to track conversions.

Long versions:

• ​Let Data Drive Your Content Strategy​
• ​Know What Your Audience Thinks​
• ​How To Use Google Analytics 4​

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• The Rented Land seduction for content creators. [Content Inc. podcast]
• Joe and Robert cover the big news on Disney and ponder whether you could actually sell your content marketing division. [This Old Marketing podcast]
• Looking for tech solutions? Check out what The Tilt team uses.
• Did you know The Tilt rewards its guest bloggers with $250 in $TILT coin? Follow this submission process, and make sure to read the helpful hints.
• ICYMI: Joe Pulizzi shares 10 reasons why serious creators have an edge over big brands.​

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• ​Newsletters are dead. Long live newsletters.
• Kast Media’s robust marketing for its podcast launches puts cross-promotional partnerships at the forefront.
• How I F*cked up My Entire Career as a Content Creator by Marcus Chan on Medium.
• The article YouTube vs. TikTok: Which Is Better for Content Creators? It’s a subject of conversation in The Tilt Discord community.
• ​Good content business strategies to learn from Axios’ $525M sale to Cox Enterprises.

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Your team for this issue: Joe Pulizzi, Pam Pulizzi, Ann Gynn, Laura Kozak, Marc Maxhimer, and Dave Anthony.

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