JUNE 4, 2021
CRM or Email Database for Your Content Business?
We hope your subscriber base is. Growing your audience goes hand in hand with growing your content business. And email addresses are the valuable compensation paid by some in your audience.
Why are email addresses important?
Email addresses enable you to have direct contact with your audience. They also are so much more when you treat them as the digital identity “code” for your subscribers. Then, you can connect the dots between their touchpoints with your content brand.
How does that work?
You achieve that understanding of connections and behavior through CRM – customer relationship management – software.
Isn’t CRM software designed for bigger businesses?
Yes, but a CRM can offer significant advantages for content entrepreneurs.
What are the benefits for a content entrepreneur?
CRM software can help you have quality data. You can better nurture your relationship with your subscribers when you know who they are and how they interact with your brand.
And all that data – and the resulting knowledge – can be invaluable to positioning your content business as a good investment for brand partnerships.
What’s about upgrading to marketing automation?
Don’t run too quickly in adopting helpful tech solutions. After an email database, the next step is to implement a CRM and then marketing automation tools.
The Tilt Talk and Advice
When should you go from an email database to a CRM?
You don’t need to rush into acquiring a CRM. Get hold of your basic audience data first. But at some point, your email database will be too big to accurately assess and interpret the group’s behavior as a whole. That’s when a CRM becomes a better option.
What’s another reason to add a CRM?
When you expand your content product line, a CRM can be a good option to see how it all connects.
Why is it good to understand the audience’s behavior?
You can better identify which channels or opportunities motivate them to take their commitment to the next stage. That can be invaluable as you chart the growth path for your content business.
How do you find the right CRM for your needs?
Don’t go for the software with all the bells and whistles. You won’t need them. Outline your basic requirements and leave a little room for expansion.
What if you’re not ready for a CRM?
That’s OK. Look at the subscriber data you do have access to and spot-check it to see behavioral trends. Taking that data-first approach to your audience base will help you be better informed and more comfortable when you do need a CRM.
– Ann Gynn
To learn more about how a CRM can work for your content business, read the longer story.
Food Blogger Nosh and Nurture Lands Streaming Show on Amazon Prime
Entrepreneur: Mandi Pimental
Biz: Nosh and Nurture
Tilt: Recipes for allergen-sensitive eaters
First revenue: $50 banner ads on her blog
Primary revenue source: Sponsorships
Our Favorite Actionable Advice
- You never know who can help: Though her content is food-centered, her connections in fashion helped Mandi land a streaming deal at Amazon Prime.
- Develop a media kit: Outline the opportunities for brands to work with you, including audience numbers, channels, and more. Detail what they get and how much those packages cost.
- Talk in real life: Content creators must work beyond the screen. In-person events are a great way to make connections and to showcase your expertise.
Some of the Story:
What started as a little collection of allergen-sensitive recipes for friends has transformed Mandi Pimental into a full-fledged content entrepreneur. Not only has she monetized her blog Nosh and Nurture, but she has also created an on-demand show called The Clean Plate with Mandi that features her favorite recipes and her sous chef son.
“I went two years eating chicken and carrots because it’s the only thing I wasn’t allergic to,” Mandi says. “I want to make people feel safe with food because that’s where I started,” she says.
Mandi’s first revenue came from banner ads on her blog. “I was literally making my own little banner graphic and sold them for $50 a pop for a month,” she says.
Over time she transitioned to sponsorships as her primary source of income. She attributes her success to the quality of her pitches. Her primary tool? Her media kit. “It’s a package I’ve created that has all of our numbers and what we offer. It includes video packages, social media packages, and photography,” she says, noting it also includes pricing and benefits.
She grew her blog audience through Pinterest. Now, she has found going offline and meeting people in person is critical to her content business’ growth. Conferences relevant to natural foods have netted her many blog readers and newsletter subscribers.
Mandi’s best advice for content entrepreneurs is to stay true to who they are. “Be yourself. Don’t try to do what other people are doing,” she says.
– Kimmy Gustafson
All the Story: To learn more about Mandi Pimental, the content entrepreneur, and Nosh and Nurture, the content business, check out the longer story.
Know a content creator who’s going full tilt? DM us or email [email protected].
Caught on … Skyword
things to know
shout-out in the tilt
Shout out to Filo, the virtual event, meeting, & workspace platform. Zoom-integrated, flexible, and collaborative. Thanks Filo!
Now, you can send the next shout-outs. Spend your $TILT coin to create your shout-out and we’ll publish it in an upcoming issue. See here for details.
we’re a stan for Skint Dad
Skint Dad is the blog where “every penny counts.” Started in 2013, British couple Ricky and Naomi Willis wanted to help others who, like them, were “fed up of being skint and struggling to make ends meet.”
They turned the Skint Dad into one of the largest money-focused blogs in the United Kingdom, with over 300K readers monthly. (Skint is British slang for “penniless.”) The Headline Money Awards recognized it as the financial blog of the year.
In a twist of success, the penniless-focused blog turned into a revenue generator that sustains their family. ProMarketing reports Skint Dad earns revenue through advertising on their site as well as affiliate income.
Their origins story is helpful for aspiring blog content entrepreneurs. As ProMarketing explains: “It is much easier to succeed as a blogging influencer and make money blogging if you have a narrative, that is a story that people can relate to and buy into.”
Why we’re a Stan: We love that the Willises share their core values – trustworthy and approachable, helpful and responsive, informative and engaging, jargon-free and light-hearted, community-focused, and inclusive. (Content tilt, anyone?)
Yes, that’s a lot of words, but they all connect to its content mission “to provide relevant and useful guides, tips, and resources, to make sure everyone has access to fun and original ways to save and make more money.”
the business of content
This week on Content Inc podcast is the first of a series of interviews with case studies from the Content Inc. book. Michael Stelzner talks about how he used a content-first model to build a multi-million-dollar business.
In the latest This Old Marketing, Robert comments on John Oliver’s latest on sponsored content, while Joe passes on the sad news of another social media platform killing.
the tilt team
Your team for this issue: Joe Pulizzi, Ann Gynn, Laura Kozak, and Dave Anthony, with an assist from Kimmy Gustafson and Don Borger.