JANUARY 17, 2023

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

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Get Together Over Content

Encouraging togetherness doesn’t have to be only an altruistic way to feel good about yourself; it can be a serious strategy for any content entrepreneur.

McKinsey & Company tells brands the community flywheel is the big idea in marketing this decade. By bringing people together, you raise the levels of connection and can let members of that community feel part of something they may have never experienced.

I began You Are The Media in 2013. I realize now what matters most when building and operating a community:

• Your audience needs to know you understand them.
• They see you show up regularly (not just when you feel like it).
• Values reflect both yours and the community members.
• People see you put in the time, thought, and effort.
• Central themes bind everything together.
• Your delivery is not part of a marketing campaign but a genuine will to make something better,

As Seth Godin says, “You have everything you need to build something far bigger than yourself.” To evolve from an audience member to a community member, here are some ideas to start to frame your togetherness muscle:

Let people know they are not alone: When people know they are part of something, they feel more comfortable. If you have a gathering place for your community, this idea is easier to implement. People can look around and see it’s not just them.

If you have a relatively static content vehicle, be more intentional about togetherness. Welcome new subscribers by using their first names and first initial of their last names. Mention the total downloads of your last episode and thank all those listeners.

People see others and see themselves: It feels good when you hear the audience say, “I’m a part of this too.” It indicates they think they are in the right place with like-minded people.

Think about how to incorporate this idea into your content products. Publish stories of people who fit your target audience profile. Your community can then consume them and identify elements that are similar to them.

Think, “We made this,” not “I made this:” When everything comes from one person, the reward/feedback/attention is in one direction. When it becomes an activity with others involved, collective responsibility exists.

Encourage your community members to get involved. Ask them to help create content, such as a guest article or questions for a podcast guest.

Encourage wider/deeper connections: Meeting someone outside one’s usual group of connections can lead to meaningful relationships. Your members might end up meeting and cementing their connections to improve their efforts.

Create themes or niches and related experiences (private sub-groups, in-person or virtual events, etc.), so members can make their own introductions – encouraged by you, of course.

Fostering togetherness is about people knowing they are in the right place all the time. It could be sharing ideas, inspiration, problem-solving, having fun, and knowing others are with you. It’s where achievements are magnified, and nothing ever feels in isolation.

– Mark Masters

Mark will be leading a special workshop on togetherness for content creators. Be in the room the day after you attend Creator Economy Expo. More details to come. But for now, don’t miss the super early bird rates for CEX.​
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Entrepreneurs: Jamie and Sarah McCauley

Biz: Jamie and Sarah

Tilt: Teach people different ways to make money outside their 9-to-5

Scene: Website, newsletter, YouTube (117K), Instagram (70.4K), TikTok (468), Amazon Store​

Snack Bites:

• Jamie and Sarah started their side hustle first – flipping furniture and homes. Then, they expanded that side hustle into a content-first business based on YouTube.
• They spent 40 hours a week for a year on the YouTube side of the business before earning their first dollar through its ads program.
• In 2022, they averaged $8.5K a month from YouTube. They also sell a $25 ebook with step-by-step instructions on how to build a flipping side hustle.

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​Why We Stan: Jamie and Sarah started with a vision of what they wanted their life to be. Then, they realized how they could reap even more by teaching what they were learning and doing. They also recognize the power of public relations, sharing their lessons on CNBC and Good Morning America.

– Ann Gynn

​Read Jamie and Sarah’s longer story.

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

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• Content creators tend to complicate the model. Listen to Joe 's advice on how to simplify. (Content Inc. podcast)
• Joe and Robert peel back the curtain and talk about their business models. (This Old Marketing podcast)
• Stop staring at a blank page and produce more content. Typeshare gives you everything you need to start writing online - templates, easy publishing and more. Even better, for a limited time, get a free 30-day trial and 50% off your first three months. Produce more content now!*
• ​It’s personal if you want to be a strong business leader. (Fast Company)
• ​Get a guest gig on a podcast with this advice. (Small Business Trends)

*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, with an assist from Mark Masters.