The Tilt - 10K Lessons

It’s time to get down to business.  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

DECEMBER 2, 2022

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

In Friday 5s: Season one is done for The 10K Creator. We share just five of the lessons learned and share exciting plans for a bonus episode involving you. Plus, we share some best practices on partnerships, LinkedIn, and more.



5 things to do

Business Lessons from The 10K Creator podcast

Ten weeks ago, Daren Smith of Craftsman Creative sat behind a microphone with The Tilt founder Joe Pulizzi for the first episode of The 10K Creator podcast. The setup was simple. Daren would talk about his content business with Joe or another expert every week. He would use what he learned in his business and report back.

As the first season concludes, Daren talks about the lessons he’s learned. And this Tuesday (Dec. 13) at 1 p.m. US EST, Daren and Joe will get back together to take your questions for a live bonus episode.

1. Commit to the long term: When you make the decision to go full force in your business, realize it’s a marathon, not a sprint. You likely are going to have two to three years until you get to that “I-did-it” moment. And then years four, five, and six can be amazing. (And if that timeline or commitment doesn’t work in your life, it’s OK to do something else.)

2. Don’t go it alone: While you may be a solo entrepreneur, that doesn’t mean you have to operate in a bubble. The expert guests on the 10K Creator Podcast reassured Daren that he is on the right course. That encouragement to keep going reassured Daren.

They also reinforced the importance of having a methodology and process, so you can do more of what works and less of what doesn’t. While you may not interview experts in this industry like Daren did, you can connect with successful creators in online communities and in-person events. Heck, you can even just reach out directly to a creator you admire and see if they’d be willing to answer a question or two.

3. Make a plan from renting land to owning the audience: Daren uses Twitter as his primary content marketing channel. He optimized his profile and calls to action to direct people to his website and ultimately convert to email subscribers. In the last month, Twitter is the No. 1 referral channel for his site traffic.

4. Invest and market the business: Craftsman Creative went from 832 email subscribers to 1,851 in two months. How? Daren used Sparkloop’s referral program to gain over 300 of those new subscribers. He paid $3 for every subscriber referred by another newsletter creator in the Sparkloop system. (The value of his average subscriber is $17, so that acquisition cost was worth it to him.)

He also reached out to people who had purchased a course from him and invited them to sign up for the newsletter. Nearly half of that list of 1.1K did so. Now, he incorporates the newsletter invitation into his course registration welcome emails.

5. Think big: Through the 10K Creator Podcast conversations, Daren realized the importance of going after the big-ticket deals. His income increased from an average of $1,750 a month to $6,750 a month for October and November.

In his business, that revenue is coming in the form of sponsorships and consulting (and a little bit from affiliate marketing). For example, he says, instead of selling 1K content products at $100 a pop, sell a sponsor for that content product at $10K.

Though Daren resisted selling consulting services at first, he realized from the expert advice it was a smart choice. He could sell a higher-priced consulting package and better identify from those interactions what type of content his audience needed.

Listen to all 10 episodes of The 10K Creator podcast to give your creator business the boost it deserves.

Join Daren and Joe for the special live bonus episode at 1 p.m. US EST Tuesday, Dec. 13. Sign up here.

The 10k Creator would have never happened without the support of Streamyard, Lulu, and ConvertKit.

- Ann Gynn


5 things at the tilt


5 things to know

Money
  • Four-letter word: The No. 1 emotion of prospects in a partnership meeting is fear – that you’re not the right partner, you’ll make them look stupid, and you don’t know what you're doing. Be prepared to address those fears with case studies and testimonials. (Selfish Giving)
    Tilt Take: Metrics are important to brand partners but not as important as having confidence that you are the right person to deliver what they need.
  • Sharing some: Only six of the 14 media platforms in this list offer subscription revenue shares to creators. (James Creech)
    Tilt Take: Offering a monetization opportunity is one thing; dividing the revenue pie equitably is something else. Pay attention to the details and have a plan to drive your third-party platform subscribers to your owned channels.
Audiences
  • Wrapped up: Spotify released its 2022 Wrapped experience so listeners can see the data behind their experience on the app this year. Creators on the platform will soon get a Creator Wrapped version to see how their fans listened. (Spotify)
    Tilt Take: Personalized content like this is popular with audiences and extremely shareable.
Tech and Tools
  • Best LinkedIn: Newly released research identifies best practices on the professional platform. Publishing frequency? Four to five times a week. Best days? Tuesdays, Thursdays, and Saturdays. Engagement tip? Invite readers to comment beneath your posts. (Xavier Degraux infographic; Richard van der Blom report)
    Tilt Take: As always, remember best practices are only a place to start. Then, figure out what’s the best practice for your audience.
And Finally
  • Not following: Twitter says it will expand the “recommendation” feature so users will see more content from people they don’t follow. Yes, that probably means more sponsored content, too. (Tech Crunch)
    Tilt Take: If your target audience is on Twitter, the expansion of recommendations might be helpful if you pay to publish sponsored content.


5 things to read, watch, or hear


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the tilt team

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

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