Improve the Result of Your Churn Calculation with Curated Content

You’ve probably heard the phrase “content is king.” While it’s certainly true for blogs and social media posts, you can also apply this perspective to your subscription-based business. You keep your products and services at the core of your business model, as they should be. However, providing content to your subscriber base can pay huge dividends in the long run, especially for managing churn. “Churn” refers to the rate of customers who cancel their subscription in a given time period. Fortunately, curated content, like personalized email campaigns, can improve the results of your churn calculation. In the same way, informational content for new subscribers can boost the lifetime value for each customer. Here are a few reasons to take your subscription-based business to the next level by implementing a content strategy.

The Basics of Providing Content to Your Subscribers

Producing content for your subscribers is about more than simply having a blog on your website. While a blog can be helpful, other forms of content can become an integral part of your customer’s subscription value. The value a customer gets from being your subscriber plays an essential role when you’re looking to improve the results of your churn calculation. When you offer a higher value, subscribers feel more connected to your products or services and more committed to your brand.

What

The first step in distributing content is deciding what types of content you want to create and share with subscribers. If your business is in the fitness industry, a personalized workout guide created by surveying new members is an extremely useful and engaging piece of content. If you have a box-of-the-month business for pet toys, you can create an unboxing video to share with subscribers before they receive their first box. You can also share brand stories in a narrative format that keeps your subscribers entertained. No matter your industry, the key is to make your content easy to digest, engaging, and informative.

Where

How do subscribers see your content? Putting it on a blog that is difficult to find on your website won’t be helpful. Instead, distribute your content through more direct means. You can use methods that are pertinent to your subscription and billing platform. You can include personalized guides in an email. If you are mailing products, include physical pamphlets or cards that can catch your subscriber’s attention. Another option is to link posts and videos on your social media. It’s essential to give subscribers easy access to your new content.

When

When should you send the content you’ve created to subscribers? The best response to this question is anytime. But a more realistic answer is at times when your subscriber will be receptive to reading or viewing the content. For example, this might mean including a story in your welcome email. Or you can attach an unboxing video to the shipping confirmation email for their latest box. The important part of the timing is making the content relevant to their current stage in the subscription journey.

How the Right Subscription and Billing Platform Can Help

The best subscription management and billing platform can help you implement data-driven strategies. This is helpful when introducing curated content. Monotonous, dry confirmation emails aren’t fun to read. Instead, find a subscription management service that can help you put personal stories into the emails. Or you can craft a personalized dunning campaign with a product review or personal testimony from a current subscriber. This can help your subscribers remember to update their card information, leading to less involuntary churn. These are just some of the ways that a subscription management partner can help improve the way you implement your curated content into your existing business model.

The Benefits of Providing Content to Subscribers

Interacting with Customers

People love to interact with content they love and find engaging. They share it with friends and comment on your posts because they enjoy stories that resonate with them. This interaction can help your business stand out in their mind. You aren’t just another bill on their credit card statement. Instead, you are a brand whose content makes an impact in their lives. When subscribers want to interact with your content, you may notice a difference in your next churn calculation.

More Noticeable Value

Subscriptions are all about value. If your subscribers can’t justify the price of your subscription every month, they might cancel. Therefore, it is always important to boost their perceived value with extra bonuses and benefits. One of these bonuses can be high-quality content. Personalized advice or guides typically cost extra. Therefore, if you are sending them out to new subscribers, the perceived value of their new subscription goes up.

Increased Advertising

If you produce outstanding content, you can enjoy additional advertising and social media exposure from excited and engaged subscribers. People love to talk about an article they read or a video they watched. When they share your article or video, they are promoting your business to their friends and family. When you produce a viral piece of content, the rate of new subscriptions to your service can increase. With content that shows the value of your products and services, new potential customers might be curious to know how much they would enjoy their own subscription.

Content Can Also Improve the Results of Your Churn Calculation

As a subscription-based business, reducing churn is always your focus. Sometimes, your churn calculation shows that you are losing subscribers faster than you might like. This means you need new strategies to retain old customers and gain new ones. That’s why content can be a valuable tool for helping improve your churn rate.

Sometimes, you want an effective way to combat involuntary churn that happens as a result of failed payments or expired payment methods. This might be as simple as creating content to help remind your customers to keep their payment information up to date. Most customers see automated emails and don’t give them a second thought. It might not be clear that their card has been declined and their subscription could end as a result. If your emails are personal and contain something the customer can connect with, they can stick with the reader and help them remember to update their personal details and payment information.

In the end, content is one of the many ways you can help elevate the subscription experience for your customers. Ideally, you want the customer lifecycle to be long and full of content that keeps them coming back for more. With the right subscription management and billing platform, you can have access to the tools and data you need to provide this experience.

About Recurly

When you want to take the next step in growing your subscription-based business, choose Recurly. Subscription services have exploded in popularity over the past few years, and Recurly can help you manage every step of the recurring billing process. Their subscription management and billing platform has been a leader in the industry for over a decade. They have helped manage over 40 million subscriptions and can provide that same expertise and service for you. With Recurly, you gain access to a range of smart tools and data-driven insights that can help you scale and increase lifetime value for each customer. Whether you want to run a churn calculation or implement a new pricing model, discover how Recurly can help you achieve success in the world of subscriptions.

See how curated content can impact your subscription numbers at https://recurly.com/