MAY 3, 2024

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

Every Friday, we share what you should do to grow your content business. We’re mixing that up this week with 5 Things Not To Do. And since the Content Entrepreneur Expo starts Sunday, these things have come from CEX presenters in previous years.

1. Don’t think big: Too many creators go for a broad audience. They think if they put their content in front of a large audience, they will get more views. But the opposite is true, says Anthony Fasano, founder of the Engineering Management Institute.

“If you find small niches and create content very specific to them, you will build a loyal following. I also recommend selecting a niche that has the money to buy products and services from you,” he says.

2. Don’t forget the strategy: Maliha Khan, principal of Khanect the Dots, says creators too often fail to tie their content ideas back to their strategy.

Oh, and don’t stop publishing. “The last thing you want to do is promise users new content but then fall behind or post content that completely misses the mark because it wasn’t well thought out,” Maliha says.

3. Don’t use limiting labels: Creators who label themselves by their format – blogger, podcaster, YouTuber, etc. – sell themselves short, says Bernie Borges, producer and host of Midlife Fulfilled podcast.

Instead, think of yourself as a content business that’s a destination for a topic.

“Even if the creator is solely publishing content on one channel, for example, podcasting as in my case, the mindset shift to being a content destination greatly influences how I think about and run my content business with a long-term view,” Bernie says.

4. Don’t reuse everything: Making the most of the content you create is one thing. Reusing it everywhere is another, says Wave Wyld of Wave Wyld Media. Though she is talking about video, it’s really true for any format.

“I understand that everyone wants to repurpose one video to five different platforms … However, we are seeing that different content works on different platforms. What might work for you on TikTok isn’t going to necessarily perform on Reels, and so on. You have to tweak your content to the culture and audience of each platform for optimal visibility.”

5. Don’t expect quick money: Content businesses take time to develop. The Tilt research finds the average entrepreneur took about 12 months before revenue exceeded expenses.

​Justin Moore, founder of Creative Wizard, says it’s a mistake to think content entrepreneurship is a fast-money idea. “(At) times … you have to really love creating content and serving your community to be able to push through when it seems like everyone else is giving up and going back to 9 to 5s,” he says.

“You need to be somewhat scrappy sometimes to be a content entrepreneur and make an income doing this … The people who are going to win in the end are the people who have this long-term mindset. It’s (about) having the resilience to be able to withstand the ups and downs that come from being a content entrepreneur.”

What mistakes have you or your content entrepreneur friends made? Reply to this email or tag us on social.

Looking for other content business advice? Check out The Content Entrepreneur, written by Joe Pulizzi and friends.

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Check out the newest podcast from Tilt friend Jay Acunzo.

Every episode of the show dissects stories and drafts with incredible storytellers to understand how they found their ideas, how they developed their work, and how they’re using their stories to build their business and leave their legacy. First episode is with CEX opening keynote Andrew Davis.

• Last chance to purchase an in-person pass for CEX. The fun starts this Sunday in Cleveland and you won't want to miss!
• In this episode, Joe talks about the TikTok ban and what you, as a content creator, need to do about it. (Content Inc.)
• Joe and Robert talk about Instagram's dirty little secret. (This Old Marketing)
• Matt and Lauren share their favorite survival tips for attending author and creator conferences. (Publish & Prosper)
• Our dedicated team at Tilt Publishing is here to take the hassle out of publishing so you can keep creating the content you’re passionate about. Whether you’re a blogger, a podcaster, or a vlogger, we tailor our services to fit your unique needs. Find out more here.