MAY 10, 2022

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

In this issue:

full tilt

Know When To Outsource and How To Hire Freelancers

On average, content creators outsource some tasks around 18 months after launch, according to The Tilt’s 2021 Content Entrepreneur Benchmark Survey.

Regardless of the specific timing, creators often hire freelancers to offload mundane tasks or get help with a skill they don’t possess. But outsourcing even a few inches of the reins of a growing content empire can require a mind shift. Here are some tips and tricks for outsourcing and finding the right freelancers.

How do creators know it’s time? For Ev Chapman, it was the realization that her weekends were spent on administrative tasks – not the substantive projects that she enjoyed and would push her platform forward. For marketer and creator Philip VanDusen, he added up the time he spent repurposing content – reposting videos to Twitter, LinkedIn, and Facebook groups.

“That’s when you say, ‘To really leverage the work and intellectual property that I’m producing, how do I get this engine moving where it’s not me having to do everything?’” Philip says. “And that’s where you say, ‘I need some help.’”

How do you budget for a freelancer? Do you hire somebody now and hope their work will generate more revenue to cover that expense? Or do you wait until you’re overwhelmed and have the money in hand?

It depends on your level of risk and projections for success. Either way, you must have the money available to pay the freelancer even if the outsourced work doesn’t lead you to create more revenue.

Sometimes it’s best to start small, Ev recommends. Maybe it’s just 30 minutes a week. “Even just breaking off one task that’s pretty process-driven could actually be the start of getting somebody on board,” she says.

TIP: Make a pro-and-con list of tasks you love and hate to see what you might outsource.

How do you find freelancers? You might already know them — a mod on your Twitch stream who has been an essential part of your team or a fan eager to help you grow your platform.

As Philip grew overwhelmed with the success of his business, a follower of his YouTube channel reached out with a barter request: She offered her virtual assistance services at half her usual rate in exchange for some free coaching time with him. “It was an even trade,” he says.

But not every creator can find a candidate with the skills and interest in their audience. Here are some other ideas for finding freelancers:

  • Ask other creators who they work with.
  • Engage in LinkedIn, Facebook, or other social media groups designed for people with the skills you seek.
  • Consider freelance marketplaces like Upwork and Fiverr.

– Sarah Lindenfeld Hall

Get more tips on how to create successful partnerships with your freelancers.

content entrepreneur spotlight

Entrepreneur: Kat Norton

Biz: Miss Excel

Tilt: Making Microsoft Excel fun

Primary Channels: TikTok (793.2K), Instagram (594K), courses

Other Channels: LinkedIn (17.9K)

Time to First Dollar: About a week. After her sixth TikTok, an IT company exec asked her to create courses about G Suite products.

Rev Streams: Course sales, corporate training, motivational speaking, occasional sponsored posts

Our Favorite Actionable Advice:

  • Take messy action: Kat Norton was anxious about being in front of people, but she took the leap to create her first TikTok from her childhood bedroom. It wasn’t perfect, but within a year, she had a seven-figure business.
  • Consider microlearning: Don’t create hours-long video covers. Short lessons are easier for people to digest.
  • Do some inner work: Whether it’s yoga, meditation, or time in nature, do the work to understand yourself. “Find a practice that you can do on yourself every single day to make yourself better,” Kat says. “Get yourself to a place where trolls on the internet won’t affect you.”

– Sarah Lindenfeld Hall

Read the story about Kat Norton aka Miss Excel.

Know a content creator who’s going full tilt? DM us. Or email [email protected]

quick talk

Caught on … Twitter

“Creators, you don’t need to be an expert. You just need to be useful.” – Alejandro Castanon

things to know

  • Dipping down: The digital subscription boom appears to be cresting. Publishers are evaluating their paywalls or getting rid of them. Digital advertising, though, has seen a windfall. (Medialyte; h/t Simon Owens)
    Tilt Take: Think of opportunities to incorporate advertising or sponsorships into your business model. You have the audiences that brands want to reach.
  • Bucks without transparency: A check-in with 23 influencers on money-making platforms found they may get some dollars, but they don’t know the exact formula used by TikTok, Instagram, Pinterest, etc. (DigiDay)
    Tilt Take: Creators-turning-entrepreneurs must make sure social media revenue isn’t their only stream. If you don’t know how they calculate your payments, you can’t build a business on it.
  • Musky Twitter: A pitch deck for investors reveals Elon Musk expects Twitter Blue subscriptions to be 69M by 2025 and 159M by 2028. He also forecasts users to grow from 217M last year to 600M by 2025 and 931M by 2028. (The Verge)
    Tilt Take: We’re not as confident (or as rich) as Elon.
  • Tingling takes: ASMR (autonomous sensory meridian response), also known as “brain massage” sensations, can only be experienced by between 20% and 70% of the population. (Scot Scoop)
    Tilt Take: While that’s a big range, it’s interesting to realize that not everyone can consume your ASMR content. It’s a lesson for all content creators – narrow your audience to those who are most likely to want it.
Tech and Tools
  • Meta’s mortem: Facebook will stop its podcast support and display options less than a year after its launch. (Social Media Today)
    Tilt Take: The failure of its Clubhouse alternative came quickly (though not as quickly as CNN+). Don’t buy the early hype for platforms mimicking popular features on other channels.
  • Go gone: YouTube Go, the Android app launched in 2016 to let users view videos offline, stops this August. Its departure likely will prompt more to pay for YouTube Premium, which allows download viewing. (Tech Crunch)
    Tilt Take: Always have a Plan B so when a third-party site changes the rule, you’re ahead of the curve.
And Finally
  • Watch now: Creators have fueled YouTube’s growth in recent years because no one really makes the distinction between “Am I watching broadcast, online video, or streaming video?” Instead, viewers watch what they care about in whatever format, says Brian Albert, Google’s managing director. (eMarketer)
    Tilt Take: Audiences want their content on-demand. That’s why evergreen content is beneficial for creators to grow their businesses.
  • NFT on Insta: Meta will let Instagram users integrate their digital content assets (NFTs) from Ethereum, Polygon, Solana, and Flow. Users also will be able to plug in their crypto wallets to prove NFT ownership and tag the creators. There will be no charge to post and share NFTs. (Coin Desk)
    Tilt Take: Another signal the Web3 world is growing in popularity.

the business of content

the tilt team

Your team for this issue: Joe Pulizzi, Ann Gynn, Laura Kozak, Marc Maxhimer, and Dave Anthony, with an assist from Angelina Kaminski, Sarah Lindenfeld Hall, and Don Borger.