February 1, 2022

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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.

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Features in this issue (view online):

• Full Tilt: Content Strategy Informed by Data​
• Entrepreneur: Nonsense & Nostalgia Pivot
• Stan: The Ruslan KD Experience​

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Whether you’re just starting a content business or are deep into it, knowing what is working with your content and what isn’t is critical in order to know where to put your efforts. Data can help you find those insights to ensure that your time is being used most effectively.

The endgame with your data is to track metrics that let you know how your content is performing against your strategic objectives.

Where do I start? Sometimes referred to as “vanity metrics,” the obvious elements are the easiest places to start. In Google Analytics, these include page views, time on site, bounce rate, etc. In social media, these are followers, impressions, likes, etc. In newsletters, it’s open rates, click rates, etc. It’s really all the easy-to-find metrics on the platform where your content lives.

However, it’s not enough to just look at those metrics. You need to document them. Start a spreadsheet and add those metrics each week. If you have historical data in your analytics accounts, add the data from a few weeks or months earlier.

Where do I find insights in my data? Your data-informed insights will come from looking for trends and anomalies. Look for patterns or extreme highs or lows. Scrutinize potentially related metrics or delve deeper into the causes of the anomaly.

How do I start a deep dive into my analytics? Once you start tracking and analyzing your data, you’ll see other pieces of information that would be helpful. The exact data that lead to your biggest insights will depend on your goals, your channels, and your ability to look at several factors at once. You may need to use other analytics tools to track the metrics you want.

What analytics do I track in Web3? The Web3 landscape is developing and evolving every day. As creators looking to grow the creator economy, we need to track growth and performance across our content channels. We also need to track community growth since our community is the key to our success. You need to know what actions create a larger community, which channels drive converts a visitor to a community member, and which conversations create the most engagement.

Whether you’re blogging, tweeting, podcasting, or building a community, consistently looking at your data will help you figure out the best place to spend your time to ensure the greatest results from your efforts.

– Brian Piper

To get examples and more advice, read the longer story.​

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Entrepreneur: Loren Raye

Biz: Nonsense & Nostalgia podcast and Loren Raye​

Tilt: Unfiltered motherhood

Primary Channel: Podcast (thousands of downloads per episode) and Instagram (15.2K)

Other Channels: Twitter (25.4K)

Time to First Dollar: Few months

Rev Streams: Voiceovers, sponsored podcast content, sponsored Instagram content, IG Reels bonus program

Our Favorite Actionable Advice:

• Do what you know: By drawing on her strengths gained from her radio work, Loren is building a content career with a podcast and a social media account sharing her life.
• Have a hosting plan: Podcasts or videos with two (or more) hosts can be problematic if one person isn’t in control. Loren and her podcast partner assign hosting duties for each episode.
• Implement a friends-and-family sponsor plan: Finding sponsors can be challenging. Start with people who are familiar with you and/or what you are creating.

– Bonnie Azoulay Elmann

All the Story: To hear more from Loren and her content evolution, check out the longer story.

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

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Caught on … Twitter​

"Small steps taken daily, lead to incredible results over time.” – Pranav

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"Spoken-word expert," "debt-free entrepreneur," and "hip-hop artist" are all words used to describe creator Ruslan Karaoglanov. The CEO of Kings Dream Entertainment uses his platform on YouTube to empower content creators to grow their craft and improve their lives.

Ruslan incorporates a lot of faith-based ideology onto his YouTube channel (119K) and podcast, The Ruslan KD Experience. The creator also made a content expansion, uploading clips of him detailing the path to financial freedom, and YouTube subscriber growth for younger men.

​Why we’re a Stan: Ruslan has a clearly identified content tilt – speaking to men on how they can improve their lives from a Christian lens. That clear vision helps his target audience see how his content is relevant to them.

– Shameyka McCalman

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• ​5 Mistakes Businesses Make with Content (Content Inc.)
• ​Influencer or Content Creator? Survey Says ... (This Old Marketing)
• ​SBA Partners to Launch Small Business Digital Alliance (Small Business Trends)
• ​Ways to Negotiate the First Stage of Small Business Growth (Forbes)
• ​Google Cloud Is Making Changes to Help Startups Grow (Tech Radar)

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Your team for this issue: Joe Pulizzi, Ann Gynn, Laura Kozak, Marc Maxhimer, and Dave Anthony, with an assist from Angelina Kaminski, Brian Piper, Bonnie Azoulay Elmann, Shameyka McCalman, and Don Borger.

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