How to increase audience engagement with content
In today's digital landscape, creating interesting content is no longer enough. External factors, such as shifting consumption habits, also play a crucial role in audience engagement.
For instance, recent trends show that people are reading less and spending more time on social media. Within these platforms, video content is becoming increasingly dominant, outpacing images and far surpassing text. So, if you’ve spent hundreds of hours creating the latest issue of your magazine, it’s worth investing additional time to make that content easily accessible to potential readers.
Using content snippets to capture attention
To attract and engage your audience, consider repurposing your content into various formats such as short videos, reels, podcasts, or slideshows. By doing so, you cater to different preferences and platforms. Once you've captured their attention and piqued their curiosity, leading them to your full content will become much easier.
How to convert readers into subscribers and get them to recommend you
Depending on your industry, it can take between 7 and 15 brand impressions before a consumer makes a purchase. With the increasing saturation of digital media and the growing emphasis on data privacy, it’s becoming more challenging to capture and retain attention.
This is why having a well-organised customer acquisition and retention plan is now more important than ever. Simply publishing a few free articles without a paywall won’t automatically turn readers into paying subscribers. You need a clear strategy that showcases the value of your offering.
Demonstrating value to drive conversions
To encourage readers to subscribe, you must show them content that’s not only engaging but exclusive enough to highlight the benefits of becoming a subscriber. The content must be both broad enough to attract a wide audience and valuable enough to justify the cost of a subscription.
Once a reader converts into a paying subscriber, it’s crucial to provide an exceptional onboarding experience. Make them feel welcome and confident in their decision to join your community. Any negative experience at this stage—or later through customer service—can undo all your efforts.
A subscriber who becomes an advocate of your brand can significantly amplify your growth. To achieve this, you must make your subscribers feel like valued members of an exclusive club. Your communication should reinforce the idea that they are part of a special community, enjoying benefits worth boasting about.
Practical example of subscriber engagement
A simple way to build this sense of exclusivity could be by offering "secret" content or locations that are only available to subscribers. This can lead to questions like, "How did you discover this?", which naturally encourages recommendations, whether directly or indirectly.
In addition, you can foster social media engagement by encouraging subscribers to post pictures of these exclusive places and tag your brand. Even without running a contest, a personal thank you or acknowledgment can be a powerful motivator—and you can even automate this process using AI.
How to manage your audience effectively
Your audience includes everyone consuming your content, whether they are paying subscribers or free content readers. Managing these segments effectively requires a clear understanding of their different needs and behaviours.
Conversion: Turning free readers into subscribers
Your first goal should be converting free content readers into paying subscribers. However, be careful not to offer too much free content, as this could reduce the perceived value of subscribing. Striking the right balance is key to driving conversions.
Upselling: Maximising value from subscribers
Among your paying subscribers, it’s important to distinguish between different tiers and payment frequencies. This will help you personalise communication and adhere to legal requirements, such as service renewal notifications.
Beyond tracking new subscriptions and churn rates, tap into the potential of your existing database to upsell additional products or services. For example, if a subscriber gifted a subscription last year, your system could send them personalised reminders and promotions ahead of key dates this year. Similarly, if a subscriber purchased a travel guide to Vienna in April, you could advertise other travel guides to them before their next trip.
Retention: Keeping subscribers engaged and loyal
When it comes to renewals, transparency is crucial. You should inform subscribers about renewal options, especially if automatic renewals are involved. In the European Union, there’s a legal requirement to notify subscribers if their last payment was more than six months ago. Even outside of the EU, it’s advisable to do this for ethical reasons and to foster goodwill.
If a subscriber doesn’t see the value in renewing, it’s better to offer them the option to downgrade to a cheaper plan, rather than risk them cancelling entirely. A lack of transparency can lead to negative reviews on social media, hurting your reputation.
Also, consider offering multiple subscription tiers with flexible payment options. Monthly payment plans have become increasingly popular thanks to platforms like Netflix and Spotify, and providing such options could boost retention.
Final thoughts
Effectively managing and engaging your audience requires a combination of smart content distribution, personalised communication, and a well-thought-out customer journey. By converting free readers, upselling existing subscribers, and fostering loyalty through transparent and engaging interactions, you can build a sustainable, long-term relationship with your audience.
Image credits: Freepik
