JUNE 11, 2024
full tilt
Have you ever thought about renting your content?
You retain ownership of the content but get paid for its time-specific use.
It’s called content licensing.
“It’s such an incredible way to create a new revenue stream while creating a larger impact with your content,” says Alexandria Agresta, thought leadership expert, facilitator, and trainer.
She opted for licensing when more clients wanted to adopt her frameworks, processes, and even the exact phrases and terms she uses. Her licensing clients range from a mental health SaaS platform to a roofing company and a mobile app to a health care business. In addition to her consulting clients, she also finds licensing clients through personal connections, warm referrals, and networking events.
Alexandria is also exploring licensing her content to publishers, allowing big publications and corporations to post it on their sites for a specified time. She searches for these publishers using LinkedIn, X, and lead lists.
Chloe Sappern, founder of Chloe Sappern Creative, is a social media strategist who works with celebrities, influencers, and other creators, some of whom do licensing deals.
Brands often incorporate content licensing as part of larger partnership deals. “Sometimes, the brand partners will reach out to a creator with a creative brief and help curate the original content,” Chloe says. “But there are also instances where a creator makes an organic video that goes viral, and the brand reaches out retroactively to license that video.”
The latter happened to TikTok creator HalleyKate, who posted a video with an organic recommendation of a Farmacy Beauty product. As the video gained traction, Farmacy Beauty reached out to HalleyKate and licensed the content.
“Brands benefit from having organic-looking content that is more engaging for their audience. Creators benefit by reaching a larger and potentially new audience through (the brand’s) paid targeting, as well as (adding a new) revenue stream,” Chloe says.
However, before doing a deal, creators should be certain they fit with not only the brand’s mission but its plans for the content.
“Since the brand is managing your content, make sure you align on what is happening with your name, such as what language they intend to use in the caption or who the target audience is,” Chloe says.
Alexandria says an attorney can help you get the right licensing contract in place. Among the terms, the agreement should spell out:
- Length of the license (i.e., three months, six months, one year)
- Content included in the license and what is not
- Ownership rights
- What happens after the license expires
Also, if you think someone may steal your content, get copyrights, trademarks, and patents before you license it.
“Licensing is a great way to maintain ownership over your brilliance while making it more accessible to see a much greater impact than when it’s solely in your hands,” Alexandria says.
-Ann Gynn
Later this summer, we’ll talk about platforms that organize content licensing. If you’ve used one, reply to this email to let us know.
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content entrepreneur spotlight
Entrepreneur: Adam Schaeuble
Biz: Podcasting Business School
Tilt: Teaching how to use podcasting to build an online business and get more clients
Primary Channel: Podcast (16K to 20K downloads per month)
Other Channels: Blog, newsletter (3K), Instagram (2.6K),
Time to First Dollar: 1 month; 3 years to make over $100
Rev Streams: Coaching, consulting, courses
Our Favorite Actionable Advice
- Be the expert: Adam’s first podcast earned $37 in ad revenue in the first three years. He then realized he shouldn’t be interviewing other experts but showcasing his expertise.
- Invest the time: In 2019, Adam sold his gym business to be a full-time content entrepreneur and operate two content tilts (fitness and podcasting schools).
- Expand your revenue streams: Adam started with a $79-a-month membership program for Podcasting Business School. In response to audience requests, he’s added higher-priced online courses, short-term consulting programs, and more.
-Marc Maxhimer
Read the Adam Schaeuble story, including his take on “underwear money.”
Watch and learn from fellow serious content creators (including Adam Schaeuble) at the Content Entrepreneur Expo. Purchase your digital pass today!
things to know
Money
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Not annoying: An Ad Nauseam survey finds only 1% of podcast listeners say ads are “intolerable,” and 8% say they’re barely tolerable. [Sounds Profitable]
Tilt Take: Audiences will tolerate ads when they enjoy the content that comes before and after them. -
Stars shine: At the networks and streaming services upfronts, YouTube has been touting how the online stars on its platform are as big as the top showrunners and actors on traditional TV. [The Information]
Tilt Take: Yep, those online stars should propel YouTube to bigger revenue.
Audiences
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Drop down: Creator media company CEO says Google’s delivery of AI summaries on search pages has led to “substantially fewer clicks” for his agency’s creators. [Axios]
Tilt Take: Creators relying primarily on search to get found better start thinking of alternative promotion avenues. -
DIY publishing: Direct-to-consumer sales are one of the top five trends in book publishing this year. More creators want to take ownership of their books’ profitability and build trust directly with their audience. [Good E Reader]
Tilt Take: We couldn’t have said it better ourselves.
Tech and Tools
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Preview review: Instagram’s letting creators share some Reels before they go public to get their friends’ feedback. [Social Media Today]
Tilt Take: Cool feature creators could promote for their super fans or VIP members. -
What’s up: Meta’s upgrading its WhatsApp for businesses, including training AI to respond to customers’ most popular questions and integrating ad creation for Facebook and Instagram for customer reminders. [Meta]
Tilt Take: Delivering answers quickly to your audience is important, whether it’s an AI assist on WhatsApp or a good ol’ fashion reply to their email.
And Finally
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Streaker time: TikTok is following in Snapchat’s footsteps and testing a streaks feature. Users who DM someone for more than three days in a row earn a streak badge on their chat display. [Tech Crunch]
Tilt Take: Rewards for ongoing engagement usually work well. We don’t expect TikTokers to be different. -
Link, link, and link: Over 96% of websites ranking in the top 10 of Google had over 1K backlinks from unique domains. [Search Engine Land]
Tilt Take: Linking to well-established sites in your content is smart. Just make sure they’re relevant to the content, or you’ll annoy your audience.
the business of content
- How I Started and Sold The Tilt with Simon Owens (Content Inc.)
- Is Twitter/X Dead or Making a Comeback? (This Old Marketing)
- In the Studio with Author Nation’s Joe Solari (Publish & Prosper)
- Are you a nonfiction business author? Take this survey from business writing expert Josh Bernoff by June 21. Participants get a free copy of the results.
- Join Tilt Your Business for the rescheduled conversation on celebrating the wins in your content business. Starts at 12 p.m. EDT Tuesday.
Get more of the Full Tilt stories on TheTilt.com.
Know a content creator who’s going full tilt? DM us or email [email protected].
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