Reducing subscription cancellations through content strategy
 
Context

Velocity, a subscription platform for entrepreneurs and business professionals offered video series, podcasts, webinars, and courses. The priority was to retain subscribers and understand what drove them to stay.

 
Work
 
I led content strategy and production across all four formats for three years. I also designed and conducted customer research using the Jobs-to-be-Done methodology.
 
The research identified two main gaps: content separated entrepreneurship from marketing, and case studies rarely reflected the realities of small and medium-sized businesses.
 
I used these findings to restructure the editorial strategy, introduce real-business case studies as a recurring content pillar, and inform platform UX copy, feature prioritisation, and positioning.

 
Results
 

• 38% reduction in monthly cancellation revenue over the 12 months following the changes.

• Churn stayed at stable 2% over the following 18 months.

• Content strategy, platform messaging, and product design were aligned around subscriber needs.
   

The changes were based on customer research rather than internal assumptions about what subscribers wanted.