DECEMBER 19, 2023

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

The Story That Gets an Ending

Andi Robinson embarked on the author adventure in 2021 because it was on her bucket list. In fall 2022, The Content Puzzle … And The Missing Piece debuted.

And, like many early-stage content entrepreneurs, Andi did it while holding down a traditional full-time job. We wanted to know more, so we asked, and Andi shared the story.

What goals did you have for this book? I just wanted to get it done. I had never written something that long and involved before, and I am not a writer by trade.

Often, the first time I talk to people, they ask about my book. It is a way for me to get introductions to people in the marketing space and to show that I have this area of expertise. Since this was my first time writing a book, I had no real expectations for how many I could sell or what other opportunities it might hasten.

Walk us through the process. Before I started writing, I thought about what I wanted the book to be about and how I could position it so that it wasn't just another book in the sea of content marketing books.

I also talked to several people who had written books – not just business books but also fiction books. I asked people about their process for writing, publishing, and promoting their books.

Then, I developed an outline and how I wanted to structure the book. As I was writing, things changed and evolved. I would start writing something and find that I needed to adjust something elsewhere in the book.

TOOLS: I used the voice recorder app on my phone when I had ideas. I also used Notion to organize everything. It had a mood board, a calendar, a promotion plan, saved links, a budget, interviews with other authors, and random notes.

How did you carve out the time to do it? I pulled a technique that I used in graduate school. My kids were little, and I was working full time. I would go to local restaurants to study. My ideal concentration environment involves a bit of background noise and space so I can spread out and be comfortable. I would go to local coffee shops and sit and write for a couple of hours. Sometimes, I would write in the evenings, but primarily, I wrote on the weekends.

How long did it take? I started the writing process in April 2021 and finished the bulk of it by the end of that year. It took me several more months to go through several rounds of editing and proofreading. I had to get the book cover and the interior graphics made. So that took several months, and then I launched in September 2022.

While writing it, I also led content operations for a global company and worked long hours. If I had been able to write full time, I would have been done with it sooner.

How did you market the book? I developed a marketing plan prior to launch. I started it as I was writing. Launching at Content Marketing World was one of my key tactics. I had copies of my book for sale at the event, signed copies for buyers, and posted about its availability on social media during the event. I also used my social channels – LinkedIn, Twitter, TikTok, Facebook, Instagram – to continue the promotion.

I created an unboxing video when I got my first shipment of the books. I created a video of myself reading an introduction to the book and posted that on my YouTube channel, and then I made graphics with quotes from throughout the book. I dribbled those graphics throughout several months to get people interested in the book.

I also created a landing page on my website for the book with links to the publisher's website, Amazon, Barnes & Noble, etc.

I had a spreadsheet with all the links to easily create social content for the different channels. I also had a local magazine write an article about me and the book. I did the rounds on different podcasts. It was a multi-pronged approach.

What were the outcomes both for the book and for you? Getting it done and published was my main goal, which was accomplished. I can proudly point to it and say, “I did this.” It also helped me show my expertise in content marketing and marketing psychology, which has helped in my new work as a fractional chief content officer and instructor at Butler University.

Will you publish another book? I am writing another book, but it is not a business book. I returned to my roots and continued working on the young adult novel I started 10 years ago.

– Ann Gynn

Join bloggers, podcasters, authors, newsletter writers, speakers, coaches and consultants, freelancers, and YouTubers at THE learning and networking event for content entrepreneurs.

We’ve updated this Stan profile, which received the most views in 2023.

Entrepreneur: Jenny Martinez

Biz: Happy Bellies By Jenny & Jenny’s Kitchen

Tilt: Bubbly chef cooks up Mexican food

Scene: TikTok (3.6M), YouTube (365K), Instagram (673K), cookbook (April 2024), cookware​

Snack Bites:

• Jenny shot to TikTok stardom after her daughter uploaded two clips with her birra and quesataco recipes.
• Her YouTube channel subscribers tripled in the past two years, and her Instagram audience doubled. Her TikTok followers have increased less than that.
• She produces content in Spanish and English to help her videos appeal to a wider audience.
• Major brands like Spam and Bounty have worked with Jenny on sponsor partnerships.

Why We’re a Stan: Jenny’s authentic content tilt around Mexican recipes has resonated with her audience. It’s helped her grow the business to include a cookware product line and a cookbook. Creating in both Spanish and English, she connects with audiences familiar with the cuisine and attracts newcomers who aren’t as knowledgeable about the dishes.

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

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• ​The "Why?" Exercise (Content Inc.)
• ​Short-Form Video Is the New Marketing Gateway Drug? (This Old Marketing)
• ​Tilt Your Business podcast gets into planning tips and ideas for your content business in 2024 at 12 p.m. US EST Tuesday.
• Joe talks with VividFront’s CEO, Lisa Perry Kovacs, about what creators need to focus on to build a viable business, what exactly a content entrepreneur is, a preview of CEX 2024, and the possibilities of audiobooks and AI.

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