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SEPTEMBER 27, 2024

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Welcome to The Tilt, the newsletter for content entrepreneurs from Tilt Publishing. Together, we're redefining what it means to be a publisher.


5 things to do

Go for Paid Subscribers

Paid subscriptions sound like a dream model for content entrepreneurs. Just like a traditional media company, your audience pays monthly or annually to engage with your content products.

But subscription models aren’t a dream to operate. You can’t just launch the program, deliver the content products, and forget about it. You must actively work the model to avoid subscription fatigue and churn.

At CEX, Simon Owens, a newsletter creator who has a successful subscription model and interviewed hundreds of media entrepreneurs who do, too, shared five things to do when launching a subscription-based revenue stream.

1. Get people through the door: Initially, you must drive awareness of yourself and your content business. Free content is the best way to advertise your paid subscription product. This free content is not promotional. It’s designed to provide value to the consumer.

Simon advises prioritizing mediums where you can deliver long-form content so the consumer can develop a deeper affinity with you and your brand. Start an ongoing relationship by offering email signups, encouraging podcast subscriptions, or sending them to your website.

Simon also advocates optimizing for “stickiness.” Send the audience on a click journey. Always publish a content piece with links to your archives so the audience can take a deeper dive.

The goal of your free content is to reinforce brand recall. If the person can’t remember your or your product, they’re unlikely to pay for a subscription.

2. Don’t sell the same: Don’t just offer extra content for paid subscribers. Adding another newsletter with similar content in the same format in a week won’t motivate people to become subscribers. They likely already have enough of that content.

Instead, cater to your super users and provide them with sustained ongoing value. Think about the actual utility of your subscription offering. To help do that, complete this sentence, “By subscribing, this person will get better at ______.”

3. Act like NPR: Plan how to encourage the free audience to become paid subscribers. Integrate paid subscriber promotion and previews into your free content. Optimize the landing page – the URL where you send prospective subscribers. Adjust the wording to see what is most likely to motivate visitors to subscribe.

Throughout the year, give the audience gentle nudges promoting your paid subscriptions. But act like NPR or PBS twice a year and give them a “shove.” Dedicate an email or podcast episode to talk about your subscription offering and give a deeper discount than usual.

Don’t underestimate the value of “guilt” messaging. Let your audience know they’re helping you – a small business owner or solo entrepreneur – run a business and provide for your family.

4. Get to the paid: Don’t launch your free and paid offerings on the same day. Simon says trying to grow an audience while simultaneously trying to grow a customer base is like tying one arm behind your back. Give yourself an adequate runway between the free and paid launch.

Don’t create a subscription offering too detailed, so it doesn’t allow for flexibility. As you speak to your customers and learn what they want, you will likely adjust what you sell. “The things you offer on day one won’t be the same on day 500,” Simon says.

5. Lower churn: Too many entrepreneurs think of their subscriber model this way: If I get 1K subscribers to pay $100 a month, the revenue will be $120K a year. But that’s not true. The very day you start selling subscriptions is the same day you start losing customers – that’s called churn.

Reducing the churn is often more important than growing paid subscribers because these buyers already have handed over their money.

Simon offers an introductory phone call for new subscribers and finds those who opt for the half-hour with him have an extremely low churn rate.

Identify and engage inactive subscribers. While this can be difficult for YouTube and podcast creators, newsletter entrepreneurs can see who has opened the email and who hasn’t. Then, spend an hour each week sending 10 emails to 10 inactive subscribers and offer to get on the phone with them or do something to reengage them.

Among the other low-churn tactics: Allow buyers to “pause” their subscriptions and offer pre- and post-cancellation discounts.

– Ann Gynn

Next Friday, we’ll dive into Simon’s great advice on paid subscriber models. If you received this issue from a friend or found online, subscribe for future issues.


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With user-friendly membership management and customizable subscription plans, you can effortlessly offer exclusive content, special membership perks, access to private community chats, and more.

Featuring built-in newsletters, membership analytics, and seamless integrations with tools like MailChimp, LearnDash, Apple Podcasts, and Discord, Memberful provides a comprehensive solution tailored to your needs.

Discover how Memberful can help you deeply connect with your audience, while earning reliable recurring revenue.


5 things from the tilt


5 things to know

Money
  • Audio connection: A year into the Patreon-Spotify integration, nearly half of podcasters earning revenue on Patreon use Spotify’s Open Access, and those creators have seen an average of 15% of their Spotify listeners who visit their Patreon page sign up for a paid membership. [Podnews]
    Tilt Take: Expanding distribution channels can be a good way to add revenue without having to add new products.
  • Verify AI: Some agencies say they see Meta’s automated tools as buggy and aren’t delivering great results. In one case, it flipped from targeting younger audiences mostly on Instagram to older audiences mostly on Facebook. [Marketing Brew]
    Tilt Take: Don’t rest on automation. Check on your campaigns regularly to make sure they’re still doing what they’re supposed to do.
Audiences
  • Creator recognition: Google now identifies content creators providing valuable content and labels them that way in the source for its knowledge panels. It’s a good sign that creators can meet the expertise, authoritativeness, and trustworthiness that Google evaluates when delivering search and generative AI results. [Search Engine Land]
    Tilt Take: Keep publishing helpful, expert, authoritative, and trustworthy content.
Tech and Tools
  • Attribution help: LinkedIn published a new guide for its year-old Revenue Attribution Report. It’s designed to help LinkedIn advertisers track more than the last touchpoint to have a holistic view of their LinkedIn marketing impact. [LinkedIn; h/t Social Media Today]
    Tilt Take: Always glad to have help in finding, understanding, and interpreting the data.
And Finally
  • Name taken: Meta has finally acquired the Threads.com domain. When it launched an alternative to X, it used Threads.net (and still does) because another startup owned the dot-com domain. Threads.com was then purchased by Shopify, and now it’s in the hands of Meta. [Tech Crunch]
    Tilt Take: Before naming a content brand or product, check to see the available domains.


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