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October 10, 2022 Content Chat Recap: What It Takes to Be a Content Entrepreneur [Creator Economy Benchmark Research]

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More people are finding that part- or full-time content creation work gives them much-needed flexibility and independence, and many brands need this type of support. Being a content entrepreneur in any capacity can be an incredibly rewarding experience, but there are common challenges these writers face with reaching their communities and monetizing their work.

To help you assess if becoming a content entrepreneur is the right move for you and to set you up for success, in this #ContentChat recap we explain what it takes to be a content entrepreneur with Ann Gynn (@AnnGynn), a speaker, consultant, and principal at G Force Communication.

We share our own experiences and dig into The Tilt’s 2022 Creator Economy Benchmark Research, which surveyed more than 1,000 content creators to find out what motivates them and how to build a successful content business. Read the full recap below to learn:

  • The top channels for content creators to reach their communities
  • Solutions to common content creation challenges
  • The trends that will shape the future of how we work

Q1: What motivates someone to be a full-time content creator? How or why did they get into the field?

Per the research, independence and flexibility are top motivators for full-time creators. Part-time creators more commonly view content as a passion project or hobby.

The community mirrors the research, adding that freelance writing work provides financial stability and gives us the opportunity to tell authentic stories and help people in their day-to-day—something many of us love to do.

Q2: What are the top three channels content creators find to be most valuable for reaching their communities?

Social media, email newsletters, and blogs on a company website are the most valuable channels for reaching communities. Online events are fourth in popularity, but considerably far behind the top three.

Online courses are becoming more common, in part because the content can be very similar to a virtual event presentation.

Podcasts are surprisingly not on the top 10 list, possibly because podcasts take longer to monetize and create a reliable revenue stream.

Social media channels vary in popularity based on industry.

Newsletters may make the top 10 next year.

Now, let’s look at the top revenue channels for content entrepreneurs…

Q3: Which channels do content creators use to monetize content creation?

Consulting/coaching is the top revenue stream for content entrepreneurs, followed by online courses/workshops. Books, affiliate/marketing links, and speaking engagements round out the top five channels.

Erika notes that consulting is also her top revenue channel, and Michelle sees strong potential to monetize YouTube and podcasting.

The research focuses on content creators. What can businesses learn from this data?

Q4: What are the top challenges faced by content entrepreneurs?

The top challenges faced by full-time content entrepreneurs include making sure content gets found, monetizing content, and marketing their business.

Part-time entrepreneurs are also challenged by making sure content gets found and monetizing content, as well as publishing regularly.

Set realistic publishing goals to get into a better habit of content creation. If you set too aggressive of a goal and consistently fail to meet it, it can create a big mental block to overcome.

Erika agrees that it can be challenging to balance client work and business development and content creation. It can help to set aside a full day to focus solely on content for your business.

Scaling and hiring a team is difficult.

And succeeding on every new social media challenge gets daunting. Pick just one channel and drive significant value on it before moving on to another channel.

Other challenges with content creation include measuring its value and managing client expectations.

Q5: Looking toward the future of content marketing, what concept, trend, or technology do you think will make the biggest changes to how content creators work?

Web3 will give creators better control over their content and community.

Sponsorships and partnerships will be increasingly common.

AI will help with mundane tasks and accelerate your research or planning.

And authenticity will be more important than polish.

Q6: If you met someone who is starting to explore a career as a content entrepreneur, what advice would you share with them?

Build on your owned channels and get contact information from your community, like emails. Social media is rented land.

It can take almost seven months to earn your first dollar. Have enough cash saved up to navigate this.

You’re building a business—act like the owner.

Aim for consistency, and set realistic goals.

Remember that content creators in your niche are potential collaborators and friends, not enemies!

Develop as many skills within digital marketing as you can—it all ties back to content marketing.

Work with people whose writing you admire. If you’re still working on a team, find people who are willing to help you grow as a writer.

Everyone makes mistakes, and you will likely receive negative feedback. Stay resilient, learn what you can, and keep creating.

Most content entrepreneurs do not regret their decision—take the leap when you’re ready!

Q7: What are your go-to resources or communities for learning more about content creation and thriving as a content entrepreneur?

Ann recommends Josh Spector’s For the Interested and Casey Newton’s Platformer, as well as  InboxReads to find newsletters and TubeFilter to find YouTube channels.

Follow @ADHutchinson for social media news and resources, @JustinMooreTFam to learn how to find and negotiate sponsorships, and @iSocialFanz for all things about NFTs.

Erika recommends you attend the Creator Economy Expo and join The Tilt’s community.

Food Blogger Pro has a wonderful food blogger community, and ConvertKit has many helpful resources for creators.

And don’t forget to check out MarketingProfs.

Twitter can be packed with insights, too, if you follow the right people (we recommend this list of  #ContentChat community members, for starters!)

Q8: Tag a content entrepreneur you admire and tell us what you love about them.

Ann and the community recognize our favorite content entrepreneurs below. Who is a content entrepreneur that you admire? Tag them and tell us why they’re amazing using #ContentChat.

About Alek Irvin

Alek Irvin is a content marketing professional with a rich history in social media management, executive thought leadership development, and media relations. As a consultant at Erika Heald Marketing Consulting, he creates human-focused content and thought leadership platforms that help brand leaders connect and engage with their communities. Alek has worked with a range of startups and Fortune 500 companies across the B2B technology and consumer spaces, including IBM, Dell Technologies, Hitch Works, Emtrain, Integrate, and Frameable. Connect with him on Twitter @AlekIrvin.

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