High-quality content runs the digital world. So if you want people to subscribe to your services and pay for a membership, you need to create outstanding content on a regular basis.
The good news is that you don’t need to hold a degree in marketing or creative writing to successfully complete this task. All you need to do is to learn basic content writing principles.
Let’s discuss these principles in detail.
Know your audience
Before you start building a content marketing strategy, you should research your target audience and learn more about its content preferences. It will help you understand what specific content you should create and what writing style you should use to maximize your efforts.
Let’s say your product is an online grammar checker. You need to ask yourself the following questions:
· Who exactly will use my product?
· Who is my “ideal subscriber”? Is he a student, an office manager, or maybe an English learner?
Imagine that your “ideal subscriber” is a student. What type of content should you create to grab his attention? You should write about the impact of bad/good grammar on academic success and discuss other topics that resonate with the student audience.
And what if your “ideal subscriber” is an office manager? You should create content that explains the importance of effective writing communication skills for work.
Focus on adding value
You can’t create content just for the sake of it. You should strive to add value to your target audience.
Every article you publish and every newsletter you send should include some relevant, useful, and interesting-to-read information. Otherwise, your content strategy will be doomed to failure.
We live in the age of information overload, where users are getting pickier. If your content does not provide any value – it will go unnoticed.
The best thing you can do to boost your content marketing efforts and maximize the positive effects of social media is to focus on your target audience’s needs, preferences, and concerns. Basically, you should aim to provide your subscribers with the information they struggle to find online.
How can you find out what topics/issues are worth being covered?
· Look through emails and messages you receive and identify the most frequently asked questions.
· Check popular topics on forums and blogs in your niche.
· Run a survey – ask your subscribers what type of content they would like you to provide.
· Use a keyword research tool to find question-based queries that contain your seed keyword.
Think like a subscriber
Do you want to convince people that offered membership or subscription is worth its price?
Don’t talk about the features of your product. Write content that aims to draw users’ attention to the benefits they can get. And try to personalize your message using the words “you” and “your”.
For instance, if you provide a digital streaming service, don’t describe your offering this way:
“We offer 529 movies and 180 TV shows at the lowest rate – $5 per month.”
To grab users’ attention, put it this way:
“Get a chance to binge-watch your favorite TV shows and the newest movies without breaking your bank account.”
Assure new subscribers that they can unsubscribe anytime
Most people tend to forget to unsubscribe from the services they no longer need or want to use. As a consequence, they have to deal with unexpected billing charges.
So if you want to make your subscription-based business a success, you should understand one simple truth:
No matter how good your offering is, people will think twice before clicking the “subscribe” button. Modern users do not opt for a new service if they are:
1) They are not sure whether they will be using it on a regular basis
2) They are not sure whether they will be able to unsubscribe whenever they want it.
Your task is to assure your prospective subscribers that they will not face any difficulties with canceling unwanted bills. You can promise to send them a reminder a few days before the billing date. Or, you can recommend them to use TrackMySubs.com, a tool for subscription management.
Improve content quality
You should never compromise on content quality.
Whatever you write – whether it’s a copy for your home page, an article for your blog, or an Instagram caption– you should always try to deliver the best results. You need to keep your writing straight, clear, organized, and focused.
And it goes without saying that all your copies must be perfect in terms of grammar. You should proofread every sentence and use editing services like GetGoodGrade, if necessary.
People do not trust content of poor quality. So if you want to increase the number of service subscribers, you should strive for excellence in writing.
Create a sense of belonging
Do you want to attract more users and increase sales? Build a community and create a sense of belonging. For instance, if you offer an email marketing subscription service, you need to build a community for digital marketing specialists and then use it to your advantage.
Let’s consider a simple example. Imagine you’ve built a community in the marketing niche. You can add such a phrase to your landing page:
“70% of digital marketers worldwide are using our subscription service. Join our global community and benefit from the use of the most advanced marketing solutions.”
Humans are social animals who have a “need to belong”. If you present your service like shown in the example above, you will tap into users’ sense of belonging. Marketing specialists will start using your subscription service not because they need it but because they want to become a part of the “big marketing tribe”.
Wrapping it up
Start producing high-quality content that adds value to your target audience, and you will quickly grow your subscription-based or membership-based business. You will attract more new customers, increase sales, and achieve the goals set.
Content writing is an easy art that everyone can master. Practice daily, and you will create content that will take your company to the next level.
Jessica Fender is a copywriter and blogger with a background in marketing and sales. She enjoys sharing her experience with like-minded professionals who aim to provide customers with high-quality services.