Originally published August 1, 2022 , updated on January 16, 2023

Getting new customers is every company’s main goal. However, business growth is more nuanced than simply progressing to achieve this goal. The primary goal can be broken up into several smaller goals that fuel progress. Digital marketing is all about achieving those smaller goals.

Businesses in the subscription economy operate similarly, but their overarching objective is to grow their business and keep it thriving in a competitive market. Professional content marketing services can set you on the path to do it.

Working with a digital content marketing agency is not just relevant in the current market. It’s a necessity if you want to keep your business top-line trending.

What Are the Business Objectives for the Subscription Economy Specifically?

Your business will have smaller goals that lead to bigger goals.

Examples could be:

1) Increasing email subscriptions

2) Boosting product trial requests

3) Nurturing your subscribers

4) Setting your brand apart

Let’s tap into how professional content marketing services can help your business reach the smaller goals that contribute to the primary goal of company growth.

Get Everyone on Board

A content marketing agency can help get your team get on board with your messaging. It can also ensure your content is aligned with your business objectives. If everyone in your team knows what your objectives are, you are in a better position to create impactful copy with the reader in mind. This is beneficial because it leads to smoother team collaboration.

Now let’s look at business objectives for the subscription economy specifically. We’ll also look at how a digital content marketing agency can help drive them.

Shifting Consumer Culture

The subscription economy is growing because it works. It taps into cultural trends and rapidly-evolving consumer behaviour. These include a shift towards the experience economy and services over ownership.

Subscription services offer an affordable service rather than a single once-off product (or sale) that could be unaffordable. As a result, they tap into the markets’ need for offers with optimal value.

What’s more, the subscription economy is based on long-term purchases. You can equate a subscription to a long-term relationship. This means that your business needs a content strategy that nurtures the relationship with your customers in the long run. But if this were easy, client retention and churn rates wouldn’t be the most significant issue SaaS businesses face today. However, they are – and professional content marketing services can help solve it.

The Churn Concern

Client retention and high churn rates are a SaaS business’s number one concern. But professional content marketing company can help you lower your churn rates.

Churn rates refer to subscriber retention. A good digital content marketing agency helps retain your current customer base for longer periods, thereby decreasing your churn rate and increasing your users’ life cycle. A retained customer base that’s set to grow makes your business thrive. And a digital content marketing agency will help you do so by attracting interest and keeping your subscribers connected to your brand.

Promoting Online Interest Effectively

A professional content marketing company uses digital media to drive interest. They do this using strategic content. This involves using various media forms to garner traction, increase interest, and drive engagement. Examples are social media posts, video adverts, emailers, and blog posts.

Content Marketing Explained 

Rather than directly sell your product (which screams spam and will be tucked away by ad blockers), a professional content marketing company aims to attract and retain your customers’ attention instead. This is perfect for maintaining long-term customers – after all, they already invested in your product.

Any hefty sales pitches would be irrelevant and considered spam. So, professional content marketing services aim to keep your subscribers in touch and connected with your brand by sharing valuable content. It’s how they keep subscribers subscribing.

Customer Connection Is Crucial

Promoting interest keeps your customers connected to your brand. This, in turn, promotes client longevity. So, a content marketing agency will use a human-centric approach to drive this online connection. They do this by creating engaging posts and collecting valuable data. This is how professional content marketing services use online engagement strategically. They use this feedback to personalise your product and its messaging. The result is a high-calibre online profile.

Quality content gets your brand seen, and it bolsters brand awareness. But quality content, most importantly, also boosts engagement. Let’s tap into why an engaging online profile is imperative.

Enter the Experiential Economy

People engage with copy that provides value. Valuable copy is interactive. And interactive copy is experiential. Strategic digital marketing is experiential and aims to elicit interaction, be it in the form of comments, likes, or shares. This means that professional content marketing services facilitate a great online experience by offering real value to your client. The information you share needs to be as valuable as your services, which is why investing in it is such a good idea.

Note that engaging posts are proof that they’re hitting all the right buttons (excuse the pun). On top of that, your team is equipped with live data feedback loops. This live data is then slotted into your overall business plan. A digital content marketing agency uses this data to improve your marketing efforts. This valuable feedback can even be used to inform and improve your product.

Engagement Is Worth the Effort

Professional content marketing services drive online engagement to see who your audience is and what works for them. This can be filtered into your targeting campaigns. It can even be used to identify current consumer needs and what they’re looking for. As a result, your product stays relevant and your company on top of its game.

Now, of course, an engaging online presence also attracts leads. 

An Engaging Online Profile Is Attractive 

Engagement marketing involves using convincing copy to drive engagement. This, in turn, creates interactions over a long period that offer value. Bear in mind people are seeing about 3,000 online messages each day. Each person only remembers approximately four. Are your brand messages memorable?

This is where your social profile does more than acquire and direct new leads and turn them into conversions. It decreases conversion rates by staying on top of what your customers are looking for. It also fine-tunes your customer’s interests and clarifies what messaging style resonates the most.

These could include colours, designs, or trends. It’ll also be adapted according to the latest technological developments and economic changes.

We’ve Got to Prioritise Agility 

We’ve got this clear: a content marketing agency aids in client acquisition and decreases churn rates. So, let’s talk about how a professional content marketing company uses experiential content to enhance the online user experience.

With shifting values and a shifting market – agility is critical. An excellent digital content marketing agency knows that the economy has digitised and consumer values have changed. 

Nowadays, customers are happy to have services rather than products. In fact, product sales have decreased. But subscription sales have increased. They’re convenient, flexible, and versatile. But this means they need to be personalised and forward-thinking to stay ahead.

Staying ahead requires a simple formula: decrease churn rates while attracting customers to grow. 

Opts Outs Are Over 

A content marketing agency reminds your subscribers of your service value. This can be in follow-up emails, newsletters, or by building up a solid social media presence.

Tracking live data, using feedback forms, and monitoring engagement are all ways to keep your product relevant and tailored to meet your client’s needs.

A digital content marketing agency understands that maintaining a happy clientele boosts your online profile. This increases word of mouth. 

Strategic Targeting Makes Sense

When it comes to client acquisition: content marketing is a foolproof way to target specific buyers on the right platform, at the right time, using the right media form.

A content marketing agency can increase trial sign-ups. Data shows that people need to engage with your product to see its value. From then, they’re more likely to sign up and subscribe.

Professional content marketing services pull customers to your target site using clever CTAs.

Content marketing drives engagement. This collects data and boosts your online profile, strengthening brand visibility, SEO, reputation, and, of course, trust.

The Modern Market Is Fluid

Since consumer patterns change, a content marketing agency will use a versatile approach that offers agility to your online campaign. It is continuously updated using online data that is sure to bring you success and reach your business goals.

Professional content marketing services adopt a multifaceted approach that targets your prospective buyer and existing client base for growth. This means that the copy they read relates to them and drives engagement. This engagement collects important data that is fed into your overall plan to update it. And like we said, it can even be used to boost your product, keeping it relevant while offering the utmost value.

Adapting to Cultural Change

Overall, a professional content marketing company will consider consumer cultural change. These are the need for convenience, the switch from product to service-based mindsets, the importance of quality in a market rife with information, and a way to create a human voice in a space that would otherwise be flat and technical.

Sounds like a lot, right? It’s more than a social media post and a functional website. It’s an attraction for interest – and a generation of value. On top of that, value needs to be regenerated all the time through consistent engagement. This is the only way to keep you relevant in a growing market.

Working with a digital content marketing agency is a surefire to ensure your brand reaches and connects to your audience. And it’s certainly much easier than taking a shot in the dark with content that lacks a strategy. 

It’s More Than Just a Product 

A digital content marketing agency understands that a subscription is more than just a product – it’s an ongoing relationship that must provide value.

So, the professional content marketing company can help:

• Encourage customer feedback 
• Create clear training videos and manuals
•  Streamline your communications and your approach to content
•  Build trust and loyalty by providing valuable information to your audience. 
•  Ensure your business efforts are directed to a clear goal and communicated effectively
• Track where prospects fall off the buying cycle

These result in a subscription service that is valuable and relevant – exceeding your customers’ expectations every time.

A Content Marketing Agency That Targets All Your Touchpoints

Overall, a content marketing agency helps your business achieve its number one objective: growth. They ensure your business is guaranteed an ROI on its marketing efforts. They also generate and use valuable data. The result is a product that stays on top of its game. 

It also streamlines your messaging and smooths out your business goals. In turn, your staff are informed. They can then play their role more effectively according to where they are in the buying cycle.

It’s clear that client acquisition and retention are the main goals when it comes to a thriving subscription business. It’s why professional content marketing services use a multifaceted approach. This is what guarantees your business reaches its growth goals.

Ready to Hire a Team to Help You Deliver Valuable Content?

At Goodman Lantern, we offer a science-backed approach with brand-aligned strategies that’ll get your business achieving its objectives in no time.

Have a look at our different content services, or read over our case studies to get an idea of what we have to offer. We’d be happy to help your business step up its content game. Our team helps you streamline your brand voice and content delivery, ensuring your services stay top-of-mind all the time.

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