The Tilt - Togetherness Over Content

Strengthen your community with these lessons and tips.  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

JANUARY 17, 2023

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


full tilt

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.


content entrepreneur spotlight

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.


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.


things to know

Money
  • Shorts money: YouTube readies its revenue program for Shorts creators that begins Feb. 1. Eligible creators have at least 1K subscribers and 10M views over 90 days. Revenue amounts are based on share of viewership. (tubefilter)
    Tilt Take: We’re eager to see the kind of revenue Shorts can bring to creators.
  • Potential remains: Fees on transactions can make decentralized social media good for both the platform and users, who could opt for an ad-free experience, for example, according to a startup CEO. (Cointelegraph)
    Tilt Take: Though volatility and evolution prompt conversations about Web3 problems, the upside is still strong.
Audiences
  • It’s not you: Video creators, take note: Viewers are looking to be entertained on the platform; they aren’t as concerned about who’s creating it, says an investment firm founder. (Axios)
    Tilt Take: Critical to moving your viewers off the third-party “rented” platform is developing a strong brand.
  • It’s not me: Bankrate.com’s use of AI-generated content that gets found in Google search generates headlines. Google says experience still matters, and that’s not something ChatGPT can do. (Search Engine Land)
    Tilt Take: The debate will rage on, but all creators using AI should be as transparent as Bankrate to let its audience know what’s up. It includes this disclaimer: “This article was generated using automated technology and thoroughly edited and fact-checked by an editor on our editorial staff.”
Tech and Tools
  • Get connected: Complete this wait-list form if you want to create affiliate badges through Twitter’s new program. They let you visually connect yourself and your business accounts. (Twitter)
    Tilt Take: The idea is good. Let’s see if it ever happens.
  • Ballot box: The creator economy is one of 26 categories in the Golden Kitty Awards. (Product Hunt)
    Tilt Take: It’s great to see awards recognize the importance of creator-oriented businesses nowadays.
And Finally
  • Pro: Creator commerce agency CMO says brands in 2023 need to really understand the power of creators right now – their connections and their communities. (AdWeek)
    Tilt Take: Traditional ads are transactional. Creator partnerships are sustainable relationships.
  • Con: Creator economy hype is over this year as influencer programs end, investments lessen, and economic conditions threaten creators and their infrastructure. (The Wrap)
    Tilt Take: Interestingly, the author notes the threat to the creator economy is because its middle-class hasn’t emerged. Together, we want to change that.


the business of content

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


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*Please note the rewards program is only available to US readers at this time. The Tilt reserves the right to reject referrals at their discretion.


the tilt team

Your team for this issue: Joe Pulizzi, Pam Pulizzi, Ann Gynn, Laura Kozak, Marc Maxhimer, and Dave Anthony, with an assist from Mark Masters.

Key phrases

Older messages

Joe Makes a Confession

Tuesday, January 10, 2023

The Tilt had to leave its “rented land” for $TILT coin. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Quick-to-Sell Products

Friday, January 6, 2023

Bring in revenue sooner than expected. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

What To Do in 2023

Tuesday, January 3, 2023

Effective and practical advice to help you grow your content business this year. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Most Popular

Friday, December 30, 2022

In a few minutes, discover 5 actionable tips to propel you in 2023. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Mistakes to Thwart in 2023

Tuesday, December 27, 2022

Experts in the creator economy share the mistake(s) you shouldn't make in 2023. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

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