Grow Your Audience in Less-Expected Ways
Audiences sit in the heart and wallet of any successful content business.
They let you know that your content has worth, that your tilt resonates with them. They provide monetary value, too, as customers, prospects, referrals, and a collective that sponsors and advertisers will pay to reach.
So, your audience strategy is the key to everything. Let’s look at 10 ideas from the content entrepreneurs who are doing it well. (Each name links to their spotlight on The Tilt.)
1. Add value for subscribers
Simon Owens, who runs Simon Owens’s Tech and Media Newsletter, created a simple but effective hook: a free 30-minute call with new paid subscribers.
2. Experiment with business models
Scott Martin of Groundswell Origins shifted his community from a free-and-paid model to a paid-only structure. By tightening the focus, he positioned the community as more valuable — and gave members a reason to invest.
3. Offer entry-level products
Author Jen Mann (People I Want to Punch in the Throat) introduced a low-cost product to attract new buyers. This entry point builds trust and makes it easier for customers to say “yes” to higher-value offers later.
4. Tap into established marketplaces
Becky Powell sells her Sight Words Activities through Teachers Pay Teachers. By using a third-party platform with an existing customer base, she reaches audiences she couldn’t have attracted on her own.
5. Think like a retailer
Jeff Gargas applied a “Toys ‘R’ Us” model to his Teach Better brand. Kids desire toys, but adults do the buying. So, Jeff provided teachers with valuable resources with the goal of having them influence the schools to buy his products.
6. Build relationships one by one
Ryan Sneddon, creator of Naptown Scoop, makes a point of answering every email he receives. With some of the positive ones, he asks about their favorite restaurant and sends a gift card.
7. Reward loyalty creatively
We’ve done this at The Tilt, but incentivizing your fans to promote your brand works well. Creators are experimenting with digital badges, merch, referral rewards, and public shoutouts. These tools not only recognize these champions, but they also encourage them to continue acting as ambassadors for your brand.
8. Guest to grow
Austin L. Church, author of Free Money and creator of Freelance Cake, grows his audience by guesting on podcasts and platforms that align with his niche. Each appearance introduces him to fresh audiences. Think guest blogging and social media takeovers, too.
9. Cross-promote with peers
Tim Huelskamp of the 1440 Newsletter leans on swaps — cross-promotion between creators with overlapping audiences. It’s a low-cost, high-trust way to expand reach.
10. Seek strategic partnerships
Anthony and Marlie Love grew Traveling While Black by partnering with Converge and Fox Soul. They repackaged their video content into a series for the channel. Season two debuts this fall. They also adjusted their ratings guides so they resonated better with the audience and potential partners.
Whether you’re rewarding champions, experimenting with your business model, guesting on the right platforms, or building sponsor-ready assets, the key is alignment: Make sure every behind-the-scenes decision connects your goals with your audience’s next step.
Which idea will you add to your to-do list?
– Ann Gynn
