NOVEMBER 24, 2023

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

5 things not to do

As the holiday season begins and the calendar winds down, we took a moment to reflect on The Tilt and CEX community’s list of mistakes for content entrepreneurs to avoid in 2023. Not surprisingly, all of them are good things to dodge in 2024. So, here are five things NOT to do in 2024.

1. Think too big: Anthony Fasano, founder of The Engineering Management Institute, says creators mistakenly think if they create content for a broad audience, they will get more views. “The opposite is true,” he says.

“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.”

2. Go all in for AI: Ashley Cummings, co-host of the Freelance Bitters podcast, cautioned creators against abusing AI to generate content. (And a lot didn’t heed her advice. In September, the impact of generative AI led Amazon to restrict authors on its self-publishing platform to publishing no more than three books a day.)

Here’s why Ashley says all-in on AI isn’t smart: “AI can generate content incredibly fast, but it’s not generating unique or interesting new ideas. Not to mention, with Google’s helpful content update, generic AI content won’t fly. It will be extremely tempting to output content non-stop, but it will be essential – if creators want to continue to stand out – to use it to generate ideas and not take over creation.”’

3. Forget the strategy: Maliha Khan, principal of Khanect the Dots, sees content entrepreneurs failing to realize the importance of a strategy and consistency to their business and audience. “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,” she says.

4. Expect a quick, big bank account: Justin Moore, founder of Creator Wizard, says many creators think a content business is a fast-money idea. “The people who are going to win at the end are the people who have this long-term mindset,” he says. “It’s (about) having the resilience to be able to withstand the ups and downs that come from being a content entrepreneur.”

5. Work for the landlord: No list of mistakes published by The Tilt would be complete without this one from Katie Brinkley, social media expert and consultant. Don’t build your audiences on rented land. “Make this the year that you focus on building that email list, that podcast, or YouTube channel,” she says, and we agree.

For 13 more mistakes to continue avoiding in 2024, read the original story.

– Ann Gynn

Learn from expert speakers at Content Entrepreneur Expo (May 5-7, 2024). Registration is now open!

5 things from the tilt

5 things to know

  • X out: Big brands like IBM, Apple, Paramount, and others suspended their advertising on X after Media Matters for America reported their ads have appeared next to tweets pro-Nazi posts. (The Washington Post)
    Tilt Take: A good (and sad) reminder that you can’t guarantee where your ads appear on other sites, so pay attention closely to the site’s content to see if it fits with your business.
  • Write me: Meta confirmed it’s adding the notes feature to Facebook Messenger. You can post text-based prompts for all your contacts to see and consider answering. (Social Media Today)
    Tilt Take: Already available in Instagram’s inbox, the feature lets creators proactively engage directly with their audiences.
  • Get the word out: To promote your newsletter, post on social and send direct messages to your followers, according to David McIlroy, who operates three successful ones. He sent a DM to each new follower, thanking them for their interest and encouraging them to join his newsletter. (David McIlroy; h/t Newsletter Alchemy)
    Tilt Take: Don’t fear a no (or silence). Make the ask.
Tech and Tools
  • AI Ready: Amazon launched eight free courses about generative artificial intelligence for non-tech audiences. Courses range from an overview of generative AI and prompt engineering to its role in business. (Amazon)
    Tilt Take: Though we haven’t taken the courses yet, they could present a great opportunity to expand your generative AI knowledge and skills – a must-have in 2024.
And Finally
  • Idea fulfillment: YouTube did a tiny experiment called Dream Track. It let a group of creators prompt Google DeepMind’s Lyria with an idea and a participating artist. In return, it created 30 seconds of lyrics and music for YouTube Shorts. (YouTube Blog)
    Tilt Take: Expect YouTube to go full throttle into combining the power of creators and generative AI.

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