DECEMBER 20, 2022

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

Today's click: One last clue for today's Creator Economy Expo Keynote announcement!

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“What do you do?”

I bet that question pops up more than once in your end-of-the-year festivities.

Are you ready with an answer?

Simplest version: I operate a small media company.

Pre-revenue stage: I help (target audience) by creating and sharing content about (your content tilt).

Revenue stage: I’m an entrepreneur who sells (choose one or two offerings) and partners with brands (share a name or two) interested in reaching my audience.

If they listened to what you said, they might follow up. Here are a couple of the most common questions.

Are you an influencer? Well, not in the sense most people think. Yes, I’m building an audience and using some of the same monetization techniques, but I’m not a personality-based business. I’m focused on (helping, educating, entertaining) my audience to grow a sustainable, long-term business.

Can you make money doing that? Yes, but it isn’t a quick buck. I have to invest my time in building an audience. Then, either they will be willing to pay for some of my content, and/or brands will be willing to pay me to access that audience.

Tell me more. More specifically, I’m a content entrepreneur. So like a media company, I deliver information consistently to a group of people. I am building a loyal audience that I can monetize over time. Currently, I’m focused on (primary platform), but I eventually will diversify in both how my content gets distributed as well as how I generate revenue. That’s my long-term business plan.

Other fun facts to have in mind:

• Only 14% of creators in the creator economy are influencers.
• The average content entrepreneur takes about 17 months to make enough money to support themselves.
• Just 1% say they regret their decision to become a content entrepreneur.

Want more help?

​Get 23+ stats on the creator economy.

Expect people to think you’re part of the gig economy? Glance at The Tilt’s new comparison between the gig and creator economies.

– Ann Gynn

The 2023 Creator Economy Expo Closing Keynote is …

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None other than Jesse Cole, founder of Fans First Entertainment and the owner of the Savannah Bananas.

Come join us next May at Creator Economy Expo 2023 as Jesse outlines his wildly successful fans-first approach.

Congrats to all who played along and guessed the correct answer!

And special kudos goes to Tilt community member and CEX NET holder Brian Piper for winning a copy of Jesse's latest book, Fans First.

​Register for Creator Economy Expo today!​

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Entrepreneur: Jeanelle Castro

Biz: Jeanelleats

Tilt: Globally inspired hidden food and travel, emphasizing her Filipino heritage

Scene: Website, YouTube (996K), Instagram (108K), TikTok (286K), Facebook (217.8K)

Snack Bites:

• Jeanelle left her job as a product marketing manager at a tech company to do YouTube full time. She went through her savings and two years later, was working other jobs to make ends meet.
• In 2021, she pivoted from long-form videos to YouTube Shorts, growing to 600K subscribers and just under 1M views a month.
• She also has done content partnerships with brands like Butcher Box, Kettle & Fire, and GEICO.

Why We Stan: Jeanelle is realistic and didn’t expect overnight success on YouTube, saving money to quit her full-time job and picking up odd jobs when that ran out. She also listened to other creators and pivoted to YouTube Shorts. Plus, she is building an email list, so she isn’t reliant on rented land.

– Ann Gynn

All the Story: Read more about Jeanelle Castro.

Know a content creator who’s going full tilt? DM us. Or email tilt@thetilt.com.

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• Joe gives out one more bit of 2022 homework: Find Your Spiky Point of View. (Content Inc. podcast)
• Joe and Robert believe TikTok's days are numbered in the US. (This Old Marketing podcast)
• Get five pieces of tough love for your business. (Entrepreneur)
• Ready to manage your cash and stay out of debt? (CNBC)
• Are you looking for the perfect software to run your creator business? Check out Secret — they help entrepreneurs save money on software.*

*The Tilt receives a small commission if readers (at no additional cost) make a purchase using this link.

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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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