How to Develop a Successful Content Strategy

So you’ve officially launched your channel on Playbook? Woo hoo, congratulations! Now it’s time to roll up your sleeves and put in the real work. Creating and growing a successful subscription business requires more than just having an app; you have to sell your app, consistently update the content, and make sure you’re always coming up with new ideas to promote. Creating a content strategy is key for succeeding on Playbook’s platform. What, when, and how you post all matter and correlate directly to increasing your income and growing your subscriber based. But how do I create a content strategy? you ask; don’t worry, that’s where we come in. Here is exactly what you need to know to develop a successful content strategy.

Creating value is the key

In order for people to give you their hard-earned money, they need to believe they are getting something valuable in return. Playbook’s annual subscription is $99.99. The psychology behind buying anything that is $100 is to think about the purchase and whether or you need it. Assist your potential subscribers by telling them exactly what they will find on your app and make them know how valuable it is.

For example, you could do what XXXX did here on Instagram:

**embed instagram post**

As you can see they told you that if you subscribe you’ll get A, B, C AND X, Y, and Z all for the low price of $99.99. That’s how you get people to buy subscriptions.

Build your workout library

Your only criteria to go live is five workouts. And when you think about it, $100 for five workouts isn’t a lot — you’d do better off with a gym membership. You need to quickly build out your channel and increase the value of it. This way, when consumers see all you have to offer they think “Not only am I going to subscribe for the year but I’m going to tell my friends about this too!”

You should post a variety of feed workouts, programs, and challenges (psst! You can refresh your memory on what all those are here). As your audience grows and gives you feedback you’ll be able to develop a rhythm for posting. Maybe you have a very active audience who wants new feed workouts once a week and new programs every quarter. Maybe you have an audience that’s okay with new workouts just once a month. The important thing to know before you find that cadence is just to post everything and anything so your consumers see value in the app and come back for more.

Know your audience

You don’t want to be posting 30 minute workouts and 6-week challenges for mom’s who have zero time on their hands. Similarly, you don’t want to post short exercises with no true instructions for people who are serious about losing weight on a regimented schedule. You must know who you’re creating content for. This is super important and will definitely become more clear over time once you interact with your audience more on the app and also through social channels.

In our experience, there are two main types of customers:

  1. “Never Does a Program” Nancy

Nancy doesn’t have time every day to workout. She needs time-based workouts that are straightforward and easy to complete so she can maximize her time when she does have it. The Nancys of Playbook turn to workouts on the feed for quick, effective moves.

  1. “Programs Are Life” Peter

Peter can’t seem to workout unless he has a structured regimen to follow every day. Programs and challenges that give him specific instructions and workouts for the rest of the week are his jam. The Peters of Playbook need programs and challenges to thrive and keep them coming back for more.

Craft content for both types of customer. Satisfy the Nancys and the Peters and you’ll be better off for it because more people will subscribe to your channel.

Create a game plan

How much time should I invest in my channel? That’s a question we get often and the answer is: you get out what you put in. If you are committed to growing your subscription business, you also need to be committed to working hard and producing lots of awesome content. The key to building and retaining a subscription business is novelty. Think about it: If Netflix only had the same 10 movies, you would cancel your subscription. You should aim to post new content to your channel regularly to keep people engaged:

  • At least one new workout or flow to your Feed per week

  • Run a contest/challenge once per quarter (every 3 months)

  • Post a new program to your channel once around once a month

  • Use the 'Motivate' feature weekly

  • Post new insights to your channel every couple months