JUNE 11, 2024

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

Have you ever thought about renting your content?

You retain ownership of the content but get paid for its time-specific use.

It’s called content licensing.

“It's such an incredible way to create a new revenue stream while creating a larger impact with your content,” says Alexandria Agresta, thought leadership expert, facilitator, and trainer.

She opted for licensing when more clients wanted to adopt her frameworks, processes, and even the exact phrases and terms she uses. Her licensing clients range from a mental health SaaS platform to a roofing company and a mobile app to a health care business. In addition to her consulting clients, she also finds licensing clients through personal connections, warm referrals, and networking events.

Alexandria is also exploring licensing her content to publishers, allowing big publications and corporations to post it on their sites for a specified time. She searches for these publishers using LinkedIn, X, and lead lists.

​Chloe Sappern, founder of Chloe Sappern Creative, is a social media strategist who works with celebrities, influencers, and other creators, some of whom do licensing deals.

Brands often incorporate content licensing as part of larger partnership deals. “Sometimes, the brand partners will reach out to a creator with a creative brief and help curate the original content,” Chloe says. “But there are also instances where a creator makes an organic video that goes viral, and the brand reaches out retroactively to license that video.”

The latter happened to TikTok creator HalleyKate, who posted a video with an organic recommendation of a Farmacy Beauty product. As the video gained traction, Farmacy Beauty reached out to HalleyKate and licensed the content.

“Brands benefit from having organic-looking content that is more engaging for their audience. Creators benefit by reaching a larger and potentially new audience through (the brand’s) paid targeting, as well as (adding a new) revenue stream,” Chloe says.

However, before doing a deal, creators should be certain they fit with not only the brand’s mission but its plans for the content.

“Since the brand is managing your content, make sure you align on what is happening with your name, such as what language they intend to use in the caption or who the target audience is,” Chloe says.

Alexandria says an attorney can help you get the right licensing contract in place. Among the terms, the agreement should spell out:

• Length of the license (i.e., three months, six months, one year)
• Content included in the license and what is not
• Ownership rights
• What happens after the license expires

Also, if you think someone may steal your content, get copyrights, trademarks, and patents before you license it.

“Licensing is a great way to maintain ownership over your brilliance while making it more accessible to see a much greater impact than when it's solely in your hands,” Alexandria says.

-Ann Gynn

Later this summer, we’ll talk about platforms that organize content licensing. If you’ve used one, reply to this email to let us know.

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Entrepreneur: Adam Schaeuble

Biz: Podcasting Business School​

Tilt: Teaching how to use podcasting to build an online business and get more clients

Primary Channel: Podcast (16K to 20K downloads per month)

Other Channels: Blog, newsletter (3K), Instagram (2.6K),

Time to First Dollar: 1 month; 3 years to make over $100

Rev Streams: Coaching, consulting, courses

Our Favorite Actionable Advice

• Be the expert: Adam’s first podcast earned $37 in ad revenue in the first three years. He then realized he shouldn’t be interviewing other experts but showcasing his expertise.
• Invest the time: In 2019, Adam sold his gym business to be a full-time content entrepreneur and operate two content tilts (fitness and podcasting schools).
• Expand your revenue streams: Adam started with a $79-a-month membership program for Podcasting Business School. In response to audience requests, he’s added higher-priced online courses, short-term consulting programs, and more.

-Marc Maxhimer

​Read the Adam Schaeuble story, including his take on “underwear money.”

Watch and learn from fellow serious content creators (including Adam Schaeuble) at the Content Entrepreneur Expo. Purchase your digital pass today!​

• ​How I Started and Sold The Tilt with Simon Owens (Content Inc.)
• ​Is Twitter/X Dead or Making a Comeback? (This Old Marketing)
• ​In the Studio with Author Nation’s Joe Solari (Publish & Prosper)
• Are you a nonfiction business author? Take this survey from business writing expert Josh Bernoff by June 21. Participants get a free copy of the results.
• Join Tilt Your Business for the rescheduled conversation on celebrating the wins in your content business. Starts at 12 p.m. EDT Tuesday.

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