How to be a content creator: a guide for self-employed content creators

Unlock your creative—and earning—potential while building a sustainable business

You're dreaming of turning your YouTube channel into a full-time gig. Or you're ready to grow that TikTok following into an audience that pays you. You want to be a content creator, but not just any content creator. A self-employed one—where your content is bigger than your passion—it’s your business. Congrats, this guide is for you.

We’re breaking down everything you need to get started, from defining your niche to picking the right tools to help you stay ahead of the curve. We’ll give you tips on what it takes to actually become a full-time creator.

What is a self-employed content creator?

A self-employed content creator, i.e., an individual who generates revenue directly from their content, comes in many forms. And they’re different from standard content creators, who may be working at a marketing agency or a news station.

A self-employed content creator has more independence, control, and responsibility compared to their company-employed counterparts. To name a few ways you could be a self-employed content creator, here’s a non-exhaustive list:

• Gamer
• Blogger
• Vlogger
• Reseller
• Podcaster
• Influencer
• Meme page
• UGC creator
• Videographer
• Live streamer
• Course creator
• Audio engineer
• Social media manager
• Professional or amateur artist

Autonomy and earning potential are only two components that make running your own content business so alluring. Unlike a 9-to-5, you call the shots about the type of content you make, where you choose to publish it, and who is included in your community. But, with great power comes great responsibility. Being responsible for marketing, HR, marketing, and accounting, can be overwhelming.

But with the right starter kit and mindset, you can scale your content business and remain sane while doing so.

How to get started with content creation

The short of it is: you need to create content with a unique perspective while keeping your eyes on the big picture.

1. Find your niche: The more self-aware you are, the easier it is to create content that resonates. You need to be clear about your values, your intentions, and who you’re speaking to. For example, if you’re a stay-at-home mom who loves cooking with a cultural twist (maybe you’re highlighting recipes from your heritage), you've already nailed down your values and intentions. From there, the target audience will fall into place—people who connect with your story and your flavors.
2. Start small, think big: Lay the groundwork with your first pieces of content. They don’t have to be perfect, but they should set the tone for who you are and what you stand for. Sticking with the cooking example, let’s say you want to share your Italian heritage through delicious, comforting recipes. Your first videos might cover the basics of Italian cuisine, but infusing them with your personality and that special connection to your roots is what makes the content more appealing than the next.

In the beginning, your audience will be small—and that’s totally fine (no matter what your internal critic might say). Growing takes time, and “overnight success” is more myth than reality. You’ll be researching, creating content, checking metrics, and adjusting as you go.

And even when you’ve hit your stride, be ready if your niche evolves. The Guardian recently had an entire series titled, "The influencers who pivoted." If that happens, don’t be afraid. Experiment your way to a new niche.

Investing in your content creation business

And, of course, you’ll need to invest in the right tools. The importance of investing in tools, platforms, and education can’t be overstated. But, two things can be true at once—investing incorrectly can get you in hot water.

Avoid making bad purchases by keeping your tools and expenses to a minimum. Purchase multi-use tools, like ahrefs, which can give you insights for search keywords across Google, Bing, and YouTube, site traffic analysis, and more.

It's not about how much you spend, but how strategically you invest. Choose tools that truly enhance your workflow and align with your goals as a content creator. By approaching your business with intention, you’ll avoid unnecessary expenses while staying prepared for growth. Now, let’s explore the platforms that can help self-employed creators maximize their reach and efficiency.

Content platforms for self-employed creators

The secret to getting your content noticed? Picking the right platforms!

• TikTok: Perfect for short-form video creators aiming to hook Gen Z and Millennials with snappy, engaging content. According to EMARKETER, 44.7% of TikTok users in the U.S. are Gen Z, which is more than 10% higher than the closest demographic.
• YouTube: A solid choice for vloggers, educators, or anyone making longer videos. Bonus: Shopify storefronts and YouTube Shorts make it easier than ever to monetize. Plus, with YouTube being the second-largest search engine in the world, it’s a prime spot to get your content found.
• Substack: Writers, this one's for you. Whether you’re posting long reads or rapid-fire updates, you’re in control of how often you post and how you get paid. Substack also gives you direct access to your subscribers, so there’s no middleman between you and your audience.

Monetizing your content

Once you’re on a roll publishing content, here are some reliable ways to turn your content into cold, hard cash.

• Affiliate marketing: recommending products or services and earning a cut of the sales, transparently of course
• Sponsorships: publicly partnering with brands who pay you to feature their products
• Product sales: you can sell just about anything—merch, courses, digital downloads, you name it
• Crowdfunding or membership platforms: your fans support you directly, month after month with platforms like Patreon
• Premium content based on free content: think exclusive collabs, extended “director’s cut” videos, or behind-the-scenes footage that fans can't get enough of

Tips for staying motivated and avoiding burnout

How do you keep up the momentum?

• Have fun with it. Instead of obsessing over algorithms or being trendy, stay true to your passion and expertise. Hype breeds hype. Meaning that if you're having fun, your audience will too. The joy you bring to your work is part of what makes it irresistible.
• Experiment with different styles. People get caught up and stuck on what they thought would work. Do NOT fall into the sunken cost fallacy. Try new formats, techniques, and even platforms. Switching things up keeps the creative process fresh and helps you discover what resonates with both you and your audience.
• Connect with other creators. Engaging with others in your niche sparks new ideas and builds a support system. It’s easier to stay motivated when you feel part of a creative community.

Hopefully this helped you learn a bit more about what it takes to become a self-employed content creator.

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