Simon Owens's Tech and Media - 8 creators reveal their #1 growth hack
8 creators reveal their #1 growth hack"Content is really just showing up every day and producing something valuable.”Welcome! I'm Simon Owens and this is my media industry newsletter. If you've received it, then you either subscribed or someone forwarded it to you. If you fit into the latter camp and want to subscribe, then you can click on this handy little button: Let’s jump into it… 8 creators reveal their #1 growth hackI’m not a big fan of the phrase “growth hacking.” To me, it’s a buzzy term that promises a non-existent shortcut to business success. While there are certainly case studies in which entrepreneurs used clever strategies to achieve exponential growth, these cases are largely anecdotal and difficult to replicate. In reality, most success is attributed to a steady grind that generates slow, linear growth. This is certainly true for media businesses. As Industry Dive founder Sean Griffey put it to me recently, “there is no single magic bullet when it comes to content. I can talk about things that helped us scale, go to market, etc. But content is really just showing up every day and producing something valuable.” That all being said, I think most content entrepreneurs can look back at the history of their businesses and identify strategic decisions that had an outsized impact. In my podcast interviews with hundreds of media operators, they often described key turning points that propelled them to the next level. In some cases, it involved changes to their content production, whereas others cited the introduction of new revenue streams. For lack of a better term, we can refer to these strategic decisions as “growth hacks.” This week, I decided to reach out to several successful content entrepreneurs and ask them all variations of the same question:
The responses I got to this prompt were amazing — so amazing, in fact, that I decided to break them up into two separate newsletters. Let’s jump into the first batch. We’ll start with Patrick Trousdale, founder of The Daily Upside, a finance-focused newsletter that grew to over 800,000 subscribers:
Jane Friedman, founder of The Hot Sheet, an incredibly influential newsletter within the book publishing industry:
Pat Walls, founder of Starter Story, a startup-focused website that generates 1.4 million views per month:
Jim Jacob, founder of Kids Short Stories, a podcast that generates over 1 million monthly downloads:
Josh Spector, founder of For the Interested, a creativity-focused newsletter that has over 25,000 subscribers:
Emmanuel Saint-Martin, founder of French Morning, a news site geared toward French expats who live in the US:
Ryan Johnston, co-founder of 6AM City, which has launched local newsletters in 25 cities:
6AM City also uses what it calls “engagement modules,” which are “an interactive portion of the product that gives readers the opportunity to respond + react to the content they’re reading.”
Per Grankvist, founder of Vad Vi Vet, one of the most influential explainer journalism companies in Sweden:
Ok, that’s all I have for you today. Tune in next week for the next batch of creator growth hacks! What do you think?As I mentioned, I’ll be publishing a second batch of creator growth hacks next week, but I want to hear about yours as well. Tell me about the best strategic decision you made to grow your business, and I’ll include the best answers in next week’s newsletter. Leave your answers in the comments section: Want to see who's advertising on your competitors' newsletters?[Sponsored] Who Sponsors Stuff: Sales Pro gives you and your team the tools to quickly find and reach out to relevant sponsors for your newsletter. Find out how Sales Pro can supercharge your ad sales operation today. Reach out here. Let's talk about building a successful local news outletOver the last few years we’ve seen a veritable boom in local news startups, with media entrepreneurs launching incredibly lean news operations in regions that lost coverage from legacy newspapers. This Thursday, I’m hosting a live Zoom call where we’ll discuss the best ways to build and monetize a local newsletter, podcast, or blog. You can find the log-in details over here. Quick hitsA good profile of The American Prospect, a small-but-influential magazine that focuses on progressive policy. [CJR] I was interviewed on a podcast! I went on to make the case for how Twitter should start sharing revenue with its content creators. [The Addition] The Ankler is a good example of how a newsletter built around a single writer can then be expanded into a more traditional media company. [Press Gazette] From the article: "Ankler Media now has more than 30,000 newsletter subscribers. With a staff of four, she says the business is profitable and expects it to generate millions of dollars of revenue this year." I think Paramount (formerly Viacom) is one of the most underrated media companies. It has monster back catalogue from its TV properties — Comedy Central, Nickelodeon, MTV, Vh1, BET, CBS, Showtime — as well as a huge movie studio. [Bloomberg] Have you tried out Substack’s new chat feature yet?I think it has a lot of potential, but I’m holding out until there’s a web version I can access through my browser. Right now it’s only available in the iOS app. In the meantime, my main water cooler I hang out in is my private Facebook group. I only promote it at the bottom of my newsletter in order to ensure that the only people who join are media operators like myself. You can join here: [Facebook] You’re a free subscriber to Simon Owens's Media Newsletter. For the full experience, become a paid subscriber. |
Key phrases
Older messages
Twitter has never understood the Creator Economy
Wednesday, November 2, 2022
The real incentive that keeps creators glued to any particular platform is its ability to help them make money.
What is the exact optimal time to publish?
Friday, October 28, 2022
By giving yourself a weekly publication deadline, you're less likely to fall off that bandwagon.
You should be surveying your audience more
Wednesday, October 26, 2022
You basically have your own homegrown focus group just waiting to be unleashed.
How to solve the podcast discovery problem
Friday, October 21, 2022
Let's face it: podcast discovery is hard.
Why Patreon is struggling
Wednesday, October 19, 2022
Patreon's “valuation has decreased substantially — by 70% — over the past year."
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