Step 2: Nurture Your Audience
This step is essential and the good news is that creators usually have a direct relationship with their audience. This is the result of growing and nurturing these relationships through specific social media channels, including email. Here are the three essential ingredients that combine to deliver successful, long term micropayment strategies for online content:
1. REGULAR DELIVERY OF HIGH-QUALITY CONTENT
Delivering great content regularly is habit-forming. This is key to ensuring that you become a part of peoples’ busy lives. If you are starting out, the volume of content you publish each week, fortnight or month is less important than the tempo which with you deliver it. This rule compounds as the size of audience grows, particularly for more experienced content creators with large existing audiences.
The competing priorities in life can make it difficult to maintain a regular publishing tempo. In these situations we recommend committing to a minimum publishing schedule that can be consistently maintained.
2. NEW CONTENT DISCOVERY HAPPENS THROUGH CHANNELS WHERE A RELATIONSHIP ALREADY EXISTS
Help your audience discover your new content where they expect to hear from you. This means focusing on the distribution channel(s) where you have created relationships.
Here’s an example. If you have an engaged Twitter following this means tweeting two or three times the same day a new content is published about that piece of content. It also means;
- Adding a thoughtful call to action about the content in the body of the tweet; and
- Tagging people who might like and further influence the reach of the post; and
- Adding two hashtags which will associate the tweet with related topics on twitter.
3. EXCHANGE OF VALUE IS WORTHWHILE, SEAMLESS AND EASILY REPEATABLE
Experience from growing inkl and inklPay tells us that readers find paying 10c per article to be a very worthwhile exchange of value. In fact over 460,000 articles have been purchased through inkl to date. And if you currently use advertising on your WordPress website, 10c represents 20-25x more money per reader per article than online advertising can deliver.
We’ve built the inklPay plugin to facilitate a seamless and easily repeatable exchange of value between you and your audience for individual articles.