Setting Up Subscriptions to Your Content

As the number of video streaming services, online publications, and podcasts increases, more media outlets are competing for advertising dollars. Instead of relying exclusively on advertising revenue, many outlets have responded to this competition by increasing their focus on subscription content. Individual creators have been inspired to do the same, whether they’re creating videos, newsletters, blog posts, or podcasts. Many online tools have appeared in the past few years to help creators set up subscription websites, including Squarespace’s Member Sites. 

If you are interested in selling subscriptions, one primary benefit for creators is that they provide a steady stream of income for your online content. Subscribers in turn benefit from receiving fresh content on a regular basis. Both creators and followers often find that the subscription also builds a deeper sense of connection to each other.  

If you’re interested in setting up a subscription-based website or publication, read on to learn about a few things you should consider before you begin. 

Getting started with content subscriptions

As you think through how to package your writing, videos, podcasts, or product sales as a subscription, consider these questions: 

• How often can I commit to delivering new content or products?

• How much time would this require?  

• How would I describe the theme or the value of my subscription to potential subscribers? 

Answering these questions can help you determine what your subscription service should include, as well as help you estimate your revenue targets. 

Next, decide whether to charge subscribers monthly or annually. Many creators offer both options, with a discount for longer-term subscriptions. Some creators also offer subscription tiers: People who subscribe at the higher level receive exclusive benefits, such as additional episodes or the chance to schedule a one-on-one meeting with you.  

Finally, you’ll want to set up payment. Squarespace offers the ability to process ongoing content subscriptions through Member Sites, automatically calculating taxes and payment-processing fees as they may apply. 

Posting new material on a regular basis

If you promise your paid subscribers that they’re buying access to a regular stream of new videos, stories, emails, or podcast episodes, make sure you deliver on that promise. Set clear expectations for when and how often new content will appear, and try to hit your deadlines. You may find that breaking your work down into shorter, more frequent segments helps you maintain that steady rate.

In addition, consider ways to continue to draw non-paying members of the public to your content. People who like what they find through web searches or social media may eventually become paid subscribers. If you plan on posting all of your podcast episodes or videos to a public platform, you may want to give paid subscribers advance access to each episode so they benefit from their subscription. In addition, you may want to occasionally check YouTube to make sure no one has reposted your paid content.

Build into your subscription model a way to notify subscribers when you release new content. If you produce videos or podcasts, consider setting up an email newsletter or a social media group. With either of those tools, you can alert the people who most want to see any new work that you’ve created. A bonus to adding a new channel of communication with followers is that you’ll be increasing your opportunities for monetizing your content. 

Engaging your community of subscribers

There’s something more intimate about subscribing to a content creator’s work rather than purchasing a one-off piece of content. Perhaps it’s the fact that your followers see your name in their email inbox on a weekly basis. Or that, by making small monthly payments to an artist, they feel a sense of pride in being your patrons. 

Here are a few suggestions for how to nurture that relationship: 

• Set up a membership section of your website. With Squarespace Member Sites, subscribers can access past issues of your newsletter, and you can address them directly by writing articles or blog posts meant for them and them alone. 

• Create private groups on social media platforms. Linking to these groups from your Member Sites allows subscribers to communicate with you and with each other. After all, if you’re interested in the same things, a deeper sense of community may emerge. 

• Offer subscribers additional perks. You can create live online events exclusive to followers and offer them sneak peeks at upcoming projects. Your subscribers are the people most likely to market your work through word of mouth to their network of friends and colleagues. Nurturing your relationship with subscribers is key to growing your audience—and network—as well. 

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