- Content Inc. podcast host Joe Pulizzi and Creator Science founder Jay Clouse dissect the anatomy of what makes creators and influencers tick.
- Pulizzi and Clouse say content creators need to treat their business like a real business, not a freelance gig, and plan accordingly.
- The keys to success are discussed in the Content Inc. podcast series, including planning a budget, and focusing on a niche audience and one core platform to start.
- Don’t spray your audience with content, Pulizzi and Clouse say. It’s better to be consistent and to focus on quality.
The average content “entrepreneur” expects to gross $100,000 in revenue in 2023 and $60,000 in net revenue or profits, provided they turn themselves into a small media business.
In his podcasts for creators, Joe Pulizzi dissects the anatomy of what makes creators and influencers tick.
He breaks down the findings from the 2023 Creator Economy Benchmark Research from The Tilt, and talks with Jay Clouse, the founder of Creator Science.
Everyone agrees that content entrepreneur is a more apt term for what successful creators do.
Even though 40 to 45% of creators’ time is spent on content creation, a lot of distribution, marketing, sales and promotion, business administration and operations goes on in the background.
From launch it takes about five months to earn the first dollar, per The Tilt’s research, and about 12-18 months before revenue exceeds expenses in some way.
Clouse shares some advice for budding content entrepreneurs. One of them is that successful content creation does not necessarily involve the amount you publish — provided that what you publish is consistent.
“If you set a schedule you want to follow through on that because when you follow through, that’s consistent with the promise that you’re making. You want to consistently be delivering a good experience,” he says.
“If you are publishing too frequently to create a consistently good experience, then that’s a negative overall. We’re living in a noisier and noisier world… you have to earn the right to keep people’s attention.
“But when you have people’s attention, it’s more important that you honor it and value it and give them a good experience than it is to show up every single day.”
Clouse advocates focusing energies on one or two platforms at the beginning of your creator career and to resist the pressure to be across more.
The Tilt confirms this, finding that leading content entrepreneurs focus on being amazing at one core place that they call home, before diversifying.
READ MORE: How to Build a Business in the Creator Economy (NAB Amplify)
Email, though, is recommended as one means of contacting followers — not least because it is a constant when other platforms are at risk of change or extinction
“I would have email as part of my strategy because to me, email is like this valuable asset that really de-risked your business across third-party discovery platforms, changing their rules or getting bought by a billionaire and going to zero,” Clouse says. “I would I would build an email list and I would focus on one discovery platform or one discovery style.”
Clouse himself has grown his business sufficiently to be able to employ other people to take on specialist jobs, such as video editing. However, this operations side of the business remains hugely important for his overall business growth.
“I have a basically full time video editor and a research assistant part time, mostly on the YouTube side,” he says. “I have two contract thumbnail designers have a contract audio engineer, and I outsource accounting, outsource any legal work that I have.”