The Tilt - Rethink Your Framing

Existing ecosystems can be a helpful start for your business growth.  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

JANUARY 13, 2023

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


5 things to do

Build an Ecosystem of Partners

Pamela Slim, business coach and author of The Wider Net, turns business models on their heads – and it’s a framework that can work particularly well for a content-first business. She says finding your business model starts with a community approach.

Here are five steps on how to do that, just some of the advice she shared with the entrepreneurs at Creator Economy Expo in 2022.

1. Do this audience audit method: Describe your audience as a problem to be solved or an aspiration to be attained. So don’t say, “I work with speakers in the financial services industry between the ages of 45 and 55.” Instead, say, “I help business owners become prosperous.”

2. Define the solution: By defining your audience by the problem or aspiration, you can better define your offer. Think about what the audience needs in their transformational journey. Complete the phrase: “Going from ______ to ______.” Then think about the solution that solves the problem AND zeroes in on your unique skills and strengths.

Knowing your audience and offering lets you begin to see the natural connections that exist in the ecosystem, those potential partners – organizations, brands, individuals, etc.

3. Put your ideal customer in the center of the ecosystem: Where is your audience? Pam refers to these as their “watering holes” – strategic places where a great number of your ideal customers have already been gathered together by someone or something else. It could be podcasts, newsletters, software services, events, etc.

Narrow the options by creating your Justice League – the service providers, thought leaders/influencers, complementary product providers, etc., with whom you would be best to connect to.

4. Pick partners for a reason. Know what each ecosystem partnership could bring to your business. Pam shared a formula created by Charlie Gilkey. Is it cash flow? (How much, and by which means?) Is it opportunities? (What kind of opportunities are you looking for?) Is it visibility? (Where do you want to be seen? What action do you want them to take once they see you?)

With that information, you can better explore specific opportunities.

5. Find partners in your ideal customer’s ecosystem: Break down your list of potential partners into three levels – strong partners you know right now (start), good partner candidates you don’t know well (cultivate), and moonshot partners you dream of working with (big dreams).

Pam concludes with this advice: “Building a business through the lens of community and ecosystem means you do the work of strategy, obsess about problem-solving, and seed with patience regularly.”

And my favorite piece of advice from Pam: For 15 minutes or less every day, complete tiny marketing activities, and over time you’ll build your brand, business, and bank account.

- Ann Gynn

Learn more from Pam by watching her Creator Economy Expo presentation – free access. She also tells about her business’ “viral” moment thanks to Guy Kawasaki.

Get more takeaways and expert advice this May at Creator Economy Expo 2023. Register today! (Prices go up on Jan. 27.)


Sponsored Content

The future of marketing is community. Mark Schaefer explains why in his sizzling new book "Belonging to the Brand." This is an essential book for today's creator economy!

Buy now!


5 things at the tilt

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


5 things to know

Money
  • Apply there: Brands are looking to TikTok creators to help with recruiting. The sponsored content centers on what the company is about and why someone would want to work there. (CNBC; h/t Future Social)
    Tilt Take: Creators who also have full-time jobs should think about talking to HR/marketing at their company to see if they want to partner up.
  • Out of business: 10% of the newsletters analyzed by InboxReads were gone by the end of 2022. But that’s better than the previous year when 12.5% had stopped production. (InboxReads)
    Tilt Take: Another interesting stat – over 55% of those newsletters monetized through ads, the most popular revenue stream by far.
Audiences
  • Most popular: Instagram, TikTok, Facebook, What’s App, and Snapchat led the top five most downloaded apps worldwide in 2022. (Social Media Today)
    Tilt Take: In the US, TikTok was tops. Given the government's interest in banning the app, we wonder how the 2023 rankings will change.
Tech and Tools
  • Meta move: Instagram will change user navigation next month. The Instagram Shop tab will disappear, and shortcuts to create content and Reels will be added to the bar at the bottom. (Meta)
    Tilt Take: If you do affiliate marketing and use the shopping tab on Instagram, reassess your 2023 budget because the change may mean fewer purchases.
And Finally
  • RIP reminder: Next Wednesday (Jan. 18) will be the end of Revue, the newsletter arm of Twitter. (Revue)
    Tilt Take: Procrastinators using Revue should move their audiences now or lose them forever.


5 things to read, watch, or hear


Have you made any referrals lately? It's a brand new year, so why not share your favorite newsletter (this one!) with all your friends, family, coworkers, and other creators? Help everyone you know grow their business in 2023 with The Tilt.

Your unique link: https://www.thetilt.com?rh_ref=1c5f8ff0

Track your referrals here.

Or share via Twitter, LinkedIn, Facebook, or email.


the tilt team

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

Key phrases

Older messages

Togetherness Over Content

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

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