FEBRUARY 3, 2023

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

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We need your help for our annual creator economy study.

When you do, you’ll get a chance at a $250 gift card or some AirPod Pros (and our eternal thanks).

5 things to do

Daphne Gomez knows the value of a “cross” approach.

The founder of Teacher Career Coach cross-promotes and cross-purposes all things around her content-first business for teachers exploring other careers. At Creator Economy Expo 2022, she detailed her cross strategy for her Instagram and podcast, but the advice works for every content creator.

1. Let one platform inform another: What can you learn from your audience in one place that could strengthen the content you have on another channel? Daphne uses the comments, Q&A box, and follow-up questions in direct messages on Instagram to inform her podcast content.

For example, she might ask her audience the biggest questions they have on a topic and create her podcast outline from that. Or if a DM comes in that requires a lengthy response, such as “I am five years away from retiring. What should I do?” it can lead to a podcast episode.

2. Cross-promote on your platforms: I love this thing to do. Too many creators forget they have a built-in marketing system. Daphne uses her channels to promote her other channels. (The strategy also works for specific content product promotion, too.)

For example, she answers frequently asked questions on Instagram by referring them to her related podcast episodes. On her podcast, she reminds listeners about the unique insight on the topic they’ll find in her Stories. She includes a direct link to Instagram in the podcast show notes.

3. Think in batches: Daphne focuses her content on the same topics, no matter the platform. She tailors the delivery to the format. On Instagram, she might post three brief tips on how to stand out in a competitive job market. On her podcast, she would devote an episode to dive deeper into all three tips or even dedicate one episode to each tip.

4. Repeat as needed: Too many creators think everything they publish must be “new.” But that’s not necessary (nor feasible in my mind if you’re the sole content creator and run the business too). Daphne says it’s OK to repost old content or repurpose it with updates, new stories, or insight.

“If it’s a very important topic that your audience should understand, repeat it often as not everyone will be on both platforms, and new followers should learn the information somewhat quickly,” she says.

5. Get organized: A “cross” strategy demands documentation for it to succeed. Among my favorite spreadsheets of theirs is the master referral resource. They detail their CTAs by topics so they can easily pull a (consistent) message based on the content’s need. They also list their podcast episodes by specific topics so that when someone asks a question on another platform, they can easily pull the most helpful link and share it.

By doing what Daphne does and adopting a “cross” strategy, you can improve your marketing and make your production operations more efficient.

– Ann Gynn

Learn more from Daphne about how she combines platforms in the free, full-length on-demand presentation from Creator Economy Expo 2022.

And join Daphne in person this May as she talks more about her successful content business at Creator Economy Expo 2023.

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5 things from the tilt

  • Do you want to generate revenue? Of course you do! Join the SparkLoop partner program. Refer your audience to other worthwhile newsletters and get paid at the same time! Sign-up today and start generating another stream of revenue.*
  • Joe breaks down how he uses two AI tools from OpenAI – ChatGPT and DALLE-2. [Content Inc. podcast]
  • Pulizzi and Rose talk an AI buffet with a side helping of search. [This Old Marketing podcast]
  • We just love the new New York Magazine cover. They answered 194 frequently asked questions about tipping, texting, ghosting, hosting, and politely dealing with strangers. And they didn’t limit the content to the magazine. Here’s the Twitter thread.
  • Do you podcast or need high-quality audio, but maybe haven’t found that recording solution that really works for you? If you do, give Riverside.FM a try. Just go to Riverside.FM and use code JOE30 for a 30% discount on any Riverside membership plan.*

*The Tilt receives a small commission if readers (at no additional cost) make a purchase using this link.

5 things to know

  • Better than a groundhog: February signals the start of admitting YouTube Shorts creators into the partner program (i.e., its revenue-sharing model). You need at least 1K subscribers and 4K public watch hours in 12 months or 10M public views in the last 90 days. (YouTube)
    Tilt Take: Sign up if you’re eligible, but don’t expect to get rich any time soon. Since the ads don’t appear inside your video as they do in longer videos, the revenue-sharing model isn’t as powerful.
  • One-on-one: Instagram adds Europe and Japan to its Notes rollout. Notes are short posts displayed at the top of an IG user’s inbox for 24 hours. The idea is to spark conversation and engagement inside the app. (Social Media Today; h/t LookSocialMedia)
    Tilt Take: Cool feature to make a personal connection with your audience. Just make sure if you pose a question to engage, that you actually follow up if they respond.
  • Podcast popularity: Spotify saw 20% year-over-year growth in active monthly users, reaching 489M by the end of 2022, with premium subscribers and ad-supported revenue jumping 14% in that same time. (Fast Company)
    Tilt Take: Audiences and brands still see big value in the audio format. That’s good news if you have or are considering adding a podcast to your business.
Tech and Tools
  • Linked SEO: LinkedIn now lets users create custom SEO titles and descriptions for their articles. (Search Engine Land)
    Tilt Take: Take time to go back and add the titles and descriptions to your old LinkedIn content (and make sure to do it every time you publish new content).
And Finally
  • Journalism next era: City University of New York’s journalism school has a new online certificate program for entrepreneurial journalism creators. (CUNY)
    Tilt Take: Despite the massive cuts at mass media outlets, professional journalism doesn’t have to die. Pro journalists can reinvent themselves as content entrepreneurs.

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the tilt team

Your team for this issue: Joe Pulizzi, Pam Pulizzi, Ann Gynn, Laura Kozak, Marc Maxhimer, and Dave Anthony.