Joe Pulizzi, founder of The Tilt and the Content Entrepreneur Expo (CEX), doesn’t sugarcoat the reality facing aspiring content entrepreneurs: beneath the surface of viral success stories, many content businesses fail, not because of poor content but because creators lack business acumen.

“Many people get very excited. They’re like, ‘I can share my content on TikTok, Instagram, or Reddit,’ but they don’t understand that patience is the most important algorithm you’re going to find. You have to set yourself up to know that it’s going to take 18 to 24 months minimum in most cases to really drive a significant amount of revenue.”

The common pitfalls Joe lists include unrealistic timelines for success, spreading efforts across too many platforms instead of focusing on one or two channels, and failing to develop a unique market position or “tilt.”

To combat this, Joe founded The Tilt in 2021, specifically targeting creators seeking to transform their content skills into sustainable businesses.

With over two decades as a creator, Joe brings considerable experience to his role. He founded the Content Marketing Institute in 2011, which he successfully exited in 2016. “I’ve been a creator now for over 25 years, believe it or not,” Joe reflects. “So we know what we’re doing and we really want to share that expertise with those that are just getting ready for it.”

The Tilt Approach

The Tilt’s offering centers on addressing the three main challenges Joe listed. Through its twice-weekly newsletter, the company delivers actionable strategies for narrowing focus, building consistent content habits, and developing unique market positions. “We’re really focusing on helping content creators really learn how to be content entrepreneurs,” Joe explains.

Unlike general creator conferences that emphasize content production techniques or platform-specific tactics, The Tilt’s Content Entrepreneur Expo concentrates exclusively on business essentials. Scheduled for August 24-26, 2025, in Cleveland, Ohio, the event features tracks on audience building, revenue generation, and operations. Speakers include established content entrepreneurs like Ann Handley, Wil Reynolds, Mark Schaefer, and Robert Rose—professionals who have successfully managed the business side of content creation for 5-15 years.

“There are a lot of creator conferences, as you know, out there, but not a lot that figure, you know, help you with. How do all these revenue options work? How do I focus on which ones work? How do I really focus on the audience that’s going to be the most profitable for me? How do I run my business?” Joe says.

At the core of The Tilt’s business philosophy is what Joe calls “don’t build your content house on rented land.” This principle directly shapes both the company’s own revenue model and the strategies it teaches creators.

“You don’t want to leave it all up to some of these other algorithms. We call it, don’t build your content house on rented land. And all that rented land means that’s TikTok, Instagram, Facebook, and so on. It’s all those places where you don’t have a direct connection,” Joe explains. 

According to him, the risks of platform dependency have become increasingly apparent with recent TikTok controversies, although Joe notes that this pattern has repeated throughout digital media history.

Therefore, Joe expanded The Tilt’s offerings by launching Tilt Publishing in 2023. This service helps content creators publish books while maintaining control of their most valuable asset: direct audience relationships. “When you sell a book on Amazon, you don’t know who bought that; you will never get that data. Amazon will never give that to you,” Joe explains. “We offer a different path.”

Tilt Publishing helps authors take their manuscripts through design, editorial, and distribution setup, but with a crucial difference from traditional publishing: it prioritizes direct sales through the creator’s own website before expanding to platforms like Amazon or Barnes & Noble. This approach ensures creators capture customer data and build direct relationships with their audience.

“Would I trade those hundred thousand copies in sales for 10,000 people that I know? Maybe,” Joe says about his own bestselling book, Content Inc. “I might want to have that database of 10,000.” Unlike traditional publishers, Tilt Publishing doesn’t take royalties; instead, it operates as a service provider that helps creators maximize their direct revenue and audience relationships.

Success Stories and Results

The impact of The Tilt’s approach is evident in the cases of creators like Justin Moore, who published his book Sponsor Magnet through Tilt Publishing. “Justin’s doing great work, but we were honored to be able to publish Justin’s book. He’s made money, he’s sold thousands of books directly, and he’s gotten all that data and all that’s great,” Joe shares.

The book has become a gateway to Moore’s broader business ecosystem. “He’s been able to land so many more people through his other paid programs, his membership program, his subscription, his brand deals that he’s working on. And that’s the goal. As a content creator, we don’t just want to have the revenue from the book itself. We want that to help all of our other revenue channels.”

Nine months in from its launch, Tilt Publishing had worked with 22 authors, highlighting the demand for creator-centric publishing models that prioritize direct audience relationships.

Mental Strength and Genuine Connection

Joe reveals he is working on a new book titled Burn the Playbook, which focuses on the mental and physical aspects of content entrepreneurship success—elements he feels were missing from his previous works.

“Where we see most people failing is in their expectations and in their mental status, in their support networks, in the things that are around us that we don’t set up,” he explains. “How do you build a good board of life? How do you focus on a belief strategy and a daily strategy to make sure that you go the distance?”

He adds that this psychological dimension has become increasingly important as the creator economy matures. “It gets very lonely as a content creator,” Joe acknowledges, underscoring the need for support systems and mental resilience strategies that extend beyond business tactics.

By 2028, Joe hopes The Tilt will have helped numerous content entrepreneurs achieve financial freedom and build meaningful businesses. “I want to believe that part of this thing is, yes, you can. Easier than ever before. Never easy, but easier than ever before. You can build a financially free future and build something that matters.”

At a time when AI and platform changes create new challenges and opportunities for creators, Joe sees a particular advantage for those who establish trusted relationships with audiences. “If that’s the case, there is a huge opportunity right now for individuals who can build trusted relationships,” he notes.

For aspiring content entrepreneurs, Joe’s advice cuts through the noise with refreshing clarity: “You’re never going to be ready. No matter what, there is never a good time, so you might as well do the thing now. So, whatever’s holding you back, don’t let it hold you back.”