APRIL 23, 2024

View in Browser

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

Death of Followers; Rise of Direct Model

The colossal shift in social media algorithms could lead to the death of the follower for creators, says Jack Conte, CEO and founder of Patreon, in his keynote, Death of the Follower and the Future of Creativity on the Web, at SXSW ’24.

The next decade is about direct-to-fan content businesses. “We’ll still need social platforms … for discovery, for reach … but those companies will be one component of the many tools that we have as creative people to help us run our communities,” Jack says.

Jack points to a concept introduced 16 years ago by Kevin Kelly, the founding editor of Wired Magazine – 1,000 True Fans. If that group spends $100 on the creator’s offerings, that’s $100K annually in revenue.

The hallmark of these businesses is focusing on deeper connections, not just more connections. Five percent of the audience drives 90% of the community and industry. “This is about depth of connection. This is about maximizing attention. This is about deeper fans,” Jack says.

Entrepreneurs who focus on true fans must develop revenue streams that work best with that strategy. You are less likely to sell access to your audience. You are more likely to sell to your audience.

A true fan model should be built around direct-purchase revenue streams. Think subscriptions, memberships, online courses, etc. But before they will buy – and continue to buy – they must have an authentic connection and interest in your content brand.

Here are some ways to do that:

1. Acknowledge the audience: People like to know their actions don’t happen in a void – that a real person is behind the email, social accounts, etc. When someone engages with your content, respond. You could welcome all your new members by mentioning their handles in a weekly post. Like and reply to every comment.

Opt to send a personalized thank-you email instead of a boilerplate note when someone subscribes to your newsletter. (A handwritten note can go a long way if you get their mailing address.)

2. Ask them to get more involved. When you proactively reach out to an audience member, they are more likely to do what you ask and value their connection to you and your brand. If you see someone with an interesting insight or innovative idea, ask them to write an article for your blog or guest on your podcast.

See if an active member of your digital community would be willing to serve as a moderator – or at least give you a heads-up if a posting requires immediate attention. Ask active members for a one-on-one conversation so you can learn more about them, why they’re interested in your brand, etc. Not only does it enhance your direct relationship, but it also provides valuable market research for your business development.

3. Invite them into the buying process: Continue the ask process by inviting them to buy from you. It may seem odd, especially if you’re not experienced in sales. After all, these true fans already know you sell stuff; you don’t need to become the stereotypical used-car salesperson who just pushes, pushes, and pushes until they buy. But you can connect the dots to help them understand which products might be best for their needs.

Offer an entry-level or lower-priced product to accommodate all budgets, an affordable test to see if they want to invest more in your business. Package a content product with value-added benefits. For example, sell an e-book accompanied by templates the customer can use to do it themselves. Or let graduates of an online course know about the next-level course that will help them on their path.

4. Involve them in content creation: Your content tilt may lend itself well to involving your audience in your content, such as quoting or profiling them. If so, do that. Or ask them to create content, such as guest blogs or hosting. If not, look for other opportunities. You could ask for article or podcast episode ideas and give them a shout-out when you use it.

5. Celebrate with the community: When you involve your audience, they see themselves as part of your business. They are not merely observers of what’s happening; they’re contributing to it. Given that, celebrate your successes with them. If you hit a milestone podcast episode or newsletter edition, thank them for making it happen. Send a virtual (or physical) gift – or at least a note – on the fan’s anniversary with your business.

Building a direct content business model means you don’t have to fret about surviving what Jack Conte calls “the death of the follower.” You’re all about the true fans – those super audience members – not the masses who may glance at your content.

- Ann Gynn

​Learn about all the business models open to content entrepreneurs at CEX from May 5-7.​

​

Supported by Ecamm:

I Save Hours On Editing With This Content Workflow

Hi everyone, Phil Pallen here, and today, I’m sharing how a single decision changed the game for me as a brand strategist and small business owner.

I save over 30% in time and resources by streamlining my workflow. It’s a relief knowing I can focus more on the content, less on process, making it possible to post 1-2 times weekly.

For someone with a plate as full as mine—running a branding agency, keynoting, and creating content—ease is non-negotiable. I love recording my videos in one take (usually), with graphics and assets planned and loaded up front.

I can record without the pressure of getting things perfect because my editor can always do a final fix before the content goes live, but most of the time, it’s not needed.​
​

Entrepreneur: Molly Mahoney

Biz: The Prepared Performer​

Tilt: Teaching how to create content that gets clients

Primary Channel: Facebook (individual, 14K) (business, 21K)

Other Channels: Newsletter (17K), blog, Facebook group (10.2K), Instagram (23.3K), X (1.1K), YouTube (5.99K), LinkedIn (2.6K), Pinterest (1.9K)

Time to First Dollar: 6 months

Rev Streams: Communities/groups, mini-courses, business coaching, digital product, affiliate marketing

Our Favorite Actionable Advice

• Realize your “Quesadilla of Awesomeness:” Make a list of 20 things that make you a uniquely awesome human being to understand your strengths and authenticity. Molly was prompted to realize hers after an audition where she was told she couldn’t access the restroom unless she had her Actors’ Equity card.
• Be OK with a pivot: Molly launched her business to help performers learn to run a business, but the launch of Facebook Live prompted her to change and help business owners learn how to perform.
• Do your homework before asking for partnerships: Molly partners with brands that sell products she uses and loves. She also participates in their communities and writes about their products before she pitches them a partnership program.

– Marc Maxhimer

​Read Molly Mahoney’s story.​

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

• Come meet the authors of The Content Entrepreneur next month at CEX in Cleveland.
• FREE WEBINAR today – Find Your Content Niche​​​​​​​​​ and Prime Your Business for Success. Guests include Joe Pulizzi, Dave Hertig, Claire Bartholic, and HubSpot's Ben Harmanus.
• ​We Need More Focus on Words as Creators (Content Inc.)
• ​Are Corporate Social Media Handles Dead? (This Old Marketing)
• ​Cover to Cover: Getting Your Book Design Right (Publish & Prosper)
• Join Michelle Peterson Clark and Ann Gynn at 12 p.m. US EDT Tuesday for Tilt Your Business: A Weekly Mastermind for Content Entrepreneurs.

​