DECEMBER 3, 2021

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Welcome to The Tilt, a twice-weekly newsletter for content entrepreneurs. Each edition is packed with the latest news, strategies, and tactics, plus inspiring creator stories and exclusive education, all to help you create, grow, and monetize better.

Features in this issue (view online):

• Full Tilt: Behind the Mic on 300th Episode of This Old Marketing​
• Entrepreneur: Financial Advice Platform To Ease Your Stress​
• Stan: Intersection of Femininity and Race Content Niche​

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On Nov. 20, 2013, Joe Pulizzi and Robert Rose started a conversation that has stretched over 18,000 minutes. Today, the dynamic duo celebrate their 300th episode of This Old Marketing podcast.

Let’s go behind the scenes with the guys who have been behind the mic.

You mostly talk about newsy items, so why call it This Old Marketing?

The classic PBS show This Old House was the inspiration. The original hosts, Bob Vila and Norm Abram, had a playful banter and really seemed to enjoy geeking out on the details of building a house. That was kind of what we were going for – just two guys who loved what they did and would gossip and talk about trends in the industry. Even though marketing was changing, it’s just the same old stuff we’ve been doing for years.

It’s always been the two of you. Are there any pros and cons to a host-only format?

The blessing is that it makes it much easier to schedule. As a news show, we record the last possible day (Thursday prior to Friday release), so that we don’t miss anything that’s breaking. Adding guests into that mix would be quite difficult. It also allows us a certain level of control over the audio quality, which you don’t have with guests.

On the con side, you lose a bit of the “networking” aspect of having guests on which can help you find new audiences. I suppose it can also be a bit of an inhibitor to our recurring audience who may get tired of “just Joe and Robert.” But, honestly, in today’s world, with the number of podcasts focused on guest interviews, I think we’ve made the right choice.

For many creators, the need for that much content every week could be a struggle, but you never seem at a loss for topics.

There are many times when it’s a slow news week and we are digging deep to find the news that we think is interesting, but we could literally riff on one topic for the entire hour.

It’s always been just an audio podcast. And yet, neither of you is shy in front of a camera. Why not add video?

Honestly, because it’s two different mediums, we believe that to have a good show, you should focus on producing a good audio show and/or a good video show. Most podcasts with video are simply just recordings of the hosts interviewing other guests. And, these days, it’s often just two Zoom windows. We don’t think that’s compelling video.

Now, that’s not to say it can’t be done. Howard Stern has managed to really make his podcast good in both audio and video formats. But both are produced as such. He’s got a studio, lighting, multi-camera formats, etc. So we felt that unless we could produce a truly great video show, that we’d stick with what the show was always meant as.

– Ann Gynn

PNR Image courtesy of Joseph "JK" Kalinowski

​Read the full story to find out the topics in their first episode, favorite moments from the 300, if they have any regrets, and if they’ll get to 400.

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Entrepreneur: Gabi Slemer

Biz: Finasana​

Tilt: Easy-to-understand advice to reduce stress around financial investing

Primary Channel: Website and app​

Other Channels: Instagram (562), Facebook (100)

Time to First Dollar: Six months

Rev Streams: Individual and business subscriptions

Our Favorite Actionable Advice:

• Hone your writing: It can be easier for creators to write lengthy explanations and prose. Work harder, though, to craft content that’s easier for your audience to consume.
• Don’t do overwrought development: Creators often overdo getting their content product ready for the marketplace. Don’t wait until it’s perfect; release it as quickly as feasibly possible, Gabi says.
• Talk to your subscribers: One-on-one calls and emails with customers led Gabi to create a new feature where subscribers could pose their personal questions to a financial expert.

– Kimmy Gustafson

All the Story: To learn why Gabi Slemer launched Finasana and how her business operates, check out the full story.

Know a content creator who’s going full tilt? DM us or reply to this email.

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Caught on ... Twitter​

“Great curators are as powerful as creators in a world clouded by noise.”

– Alex Lieberman

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Before uploading videos to The Feminine Fancy YouTube channel, blogger Felicia Stiles taught dance at The Salvation Army and opened an after-school program geared towards uplifting girls in middle school. She later took this passion for motivating young girls to become the best version of themselves and poured it into her online community.

Her 171K YouTube subscribers can browse through an archive filled with day-in-the-life vlogs, motivational chats, femininity talks, and financial planning content. The California native also pens TheFeminineFancy.com blog.

Felicia has garnered a lot of attention from acknowledging the lack of Black women in the femininity community online.

Why we’re a Stan: Felicia’s candid discussions on femininity-adjacent topics have helped her cultivate her online community. She is addressing a niche that isn’t addressed by many other YouTube creators - the intersection of femininity and race.

– Shameyka McCalman

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• ​Creating Your Content Training & Education Program (Content Inc. podcast)
• ​Special Episode 300: From Apple to Disney and Why We Still Hate Facebook (This Old Marketing podcast)
• ​Startup vs. Small Business: What’s the Real Difference? (Nerd Wallet)
• ​The Top 12 Small Business Startup Costs to Budget For (Fora Financial)
• ​How to Name a Business (Truic)

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Your team for this issue: Joe Pulizzi, Ann Gynn, Laura Kozak, Marc Maxhimer, and Dave Anthony, with an assist from Kimmy Gustafson and Shameyka McCalman.

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