{"id":1700,"date":"2017-09-17T06:00:00","date_gmt":"2017-09-17T13:00:00","guid":{"rendered":"https:\/\/membermouse.com\/?p=1700"},"modified":"2026-06-16T14:05:41","modified_gmt":"2026-06-16T18:05:41","slug":"criar-conteudo-exclusivo-que-realmente-atraia-novos-membros-3","status":"publish","type":"post","link":"https:\/\/membermouse.com\/pt\/membership\/creating-exclusive-content-that-actually-attracts-new-members\/","title":{"rendered":"Cria\u00e7\u00e3o de conte\u00fado exclusivo que realmente atrai novos membros"},"content":{"rendered":"Memberships are exclusive by nature, which makes them uniquely desirable for many reasons. Being a member means you\u2019re on the \u201cinside\u201d of what\u2019s happening \u2013 you\u2019re in the know.\r\n\r\nAnd one of the many benefits of memberships is access to additionally exclusive things, like privileged information, savings and deals, special offers, and much more depending on the membership itself. While exclusivity has the power to keep members happy, it also has the ability to attract a lot of new business, too.\r\n\r\nIn fact, exclusivity can a great marketing tool for turning non-members into members as well as keeping paying members around a lot longer. But how does the power of exclusivity work, exactly?\r\n\r\n\n\r\n\r\n

Como funciona a exclusividade?<\/h2>\r\nO poder da exclusividade funciona de duas maneiras, dependendo de como voc\u00ea o utiliza:\r\n
    \r\n \t
  1. Escassez - Nem todos t\u00eam acesso aos produtos<\/li>\r\n \t
  2. Acesso limitado - Todos podem ter acesso, mas somente se atenderem a determinados requisitos<\/li>\r\n<\/ol>\r\n\r\nAs we mentioned, membership in and of itself already uses a level of exclusivity, namely the latter: your members get access to your site\/product\/whatever, but they have to be able to pay the fees. Once they pay, they get everything you have to offer, and anyone who can pay gets in.\r\n\r\nBut you can also use scarcity to drum up hype around limited time offers, specific content offerings, or one-time events. A escassez joga com o FOMO das pessoas<\/a>: Fear of Missing Out. They don\u2019t want to be left on the outside should anything cool happen, so they\u2019ll do whatever they can (in this case, become a member, sign up for your list, etc.) to avoid any disappointment.\r\n\r\nOf course, both methods work when it comes to marketing, but they don\u2019t always work the same way for the same content.\r\n

    Que tipo de exclusividade funciona para qual conte\u00fado?<\/h2>\r\nAo escolher um m\u00e9todo de exclusividade, primeiro voc\u00ea precisa descobrir qual \u00e9 o seu objetivo final. Voc\u00ea est\u00e1 procurando gerar novas inscri\u00e7\u00f5es de membros? Est\u00e1 procurando manter os membros atuais satisfeitos? Voc\u00ea quer estimular compras adicionais de membros atuais e n\u00e3o membros? Depois de saber o que deseja alcan\u00e7ar com o marketing de conte\u00fado exclusivo, voc\u00ea poder\u00e1 descobrir com bastante facilidade qual \u00e9 o m\u00e9todo mais adequado \u00e0s suas necessidades.\r\n\r\n\r\n

    Use a escassez se...<\/h3>\r\nA escassez funciona melhor para conte\u00fado que est\u00e1 em demanda:\r\n
      \r\n \t
    • Produtos ou ofertas especiais (\"Compre antes que acabe!\")<\/li>\r\n \t
    • Pr\u00e9vias de novos recursos\/novo conte\u00fado<\/li>\r\n \t
    • Ofertas \u00fanicas, como webinars ou v\u00eddeos<\/li>\r\n \t
    • Eventos especiais com disponibilidade limitada (\"Dispon\u00edvel apenas para assinantes\")<\/li>\r\n<\/ul>\r\nPara determinar se o m\u00e9todo de escassez \u00e9 o mais adequado para o seu conte\u00fado, voc\u00ea deve analisar:\r\n
        \r\n \t
      1. Se as pessoas realmente querem ou n\u00e3o<\/strong> - There has to be a certain level of demand for what you\u2019re offering. If you have an exclusive offer, like a really great discount on a product or service, it needs to be something that your members (or non-members) frequently clamber for. If nobody wants it, it\u2019s not exclusive, no matter how you sell it.<\/li>\r\n \t
      2. Se as pessoas sabem sobre isso<\/strong> - In order to market something as exclusive, people have to know about it. Make announcements. Send emails. Post to social media. Let people know that they need to strike while the iron is hot. Of course, you could go the ultra-exclusive method and contact only certain members or prospects about the deal, too. Whichever way you go, just make sure you\u2019re talking about your special offer to algu\u00e9m<\/em>.<\/li>\r\n \t
      3. Se \u00e9 realmente escasso ou n\u00e3o<\/strong> - Is this something you do every year, or is it really a one-time event? You may want to consider organizing an event or developing a piece of content (e-book, webinar, etc.) that truly is only available once-in-a-lifetime. Even if you end up doing it again, you\u2019ll still drive engagement because people will believe it won\u2019t be here for long. In fact, the more you can stress that something won\u2019t come around again \u2013 even if you do plan on having it around again \u2013 the better your marketing efforts will be.<\/li>\r\n<\/ol>\r\n\r\n

        Use o acesso limitado se...<\/h3>\r\nO acesso limitado, por outro lado, funciona melhor para o conte\u00fado que gera engajamento a longo prazo:\r\n
          \r\n \t
        • Associa\u00e7\u00f5es pagas<\/li>\r\n \t
        • Eventos especiais dispon\u00edveis apenas para membros (\"Solicite um convite\")<\/li>\r\n \t
        • Conte\u00fado especial e downloads\/recursos dispon\u00edveis apenas para membros<\/li>\r\n<\/ul>\r\nPara determinar se o m\u00e9todo de acesso limitado \u00e9 o mais adequado para o seu conte\u00fado, voc\u00ea deve analisar:\r\n
            \r\n \t
          1. Se o conte\u00fado est\u00e1 realmente dispon\u00edvel para um p\u00fablico limitado<\/strong> - There\u2019s nothing worse than paying for an exclusive benefit only to find out that the general public has access to the same or similar benefits for free. The whole reason they\u2019re coming to your website is for something truly unique for them, so make sure what you\u2019re offering is actually members-only. If you have a tiered membership, you could also consider offering special content to different member levels. Something that only 50 members have access to, even if there are 1,000 members, will immediately drive sales.<\/li>\r\n \t
          2. Se o seu conte\u00fado realmente tem valor<\/strong> - Just because you put something behind a paywall doesn\u2019t mean that it\u2019s worth the money being spent on it. Consider going above and beyond with your content, whether it\u2019s getting experts to attend an event or give insider tips on your blog, make sure what you\u2019re offering has inherent value.<\/li>\r\n<\/ol>\r\n

            Que conte\u00fado pode ser \"exclusivo\"?<\/h2>\r\nAgora que voc\u00ea tem uma boa ideia dos pr\u00f3s e contras da exclusividade, provavelmente vai querer saber exatamente que tipo de conte\u00fado pode ser exclusivo. Embora j\u00e1 tenhamos abordado algumas ideias, aqui est\u00e3o alguns exemplos para aumentar sua inspira\u00e7\u00e3o.\r\n

            Multim\u00eddia<\/h3>\r\nIsso pode incluir conte\u00fado como v\u00eddeos, e-books, webinars, boletins informativos ou blogs. O conte\u00fado que pode ser compartilhado ou acessado a qualquer momento deve ser inclu\u00eddo em uma estrat\u00e9gia de marketing de acesso limitado, mas voc\u00ea sempre pode limitar a disponibilidade de determinado conte\u00fado (especialmente webinars ou v\u00eddeos) para implementar uma t\u00e1tica de escassez.\r\n

            Ofertas e descontos<\/h3>\r\nQuer voc\u00ea venda um produto espec\u00edfico ou preste um servi\u00e7o, mais cedo ou mais tarde voc\u00ea oferecer\u00e1 um desconto. Seus descontos podem se aplicar \u00e0s taxas de associa\u00e7\u00e3o ou ao pr\u00f3prio produto ou servi\u00e7o, mas, de qualquer forma, essas ofertas s\u00e3o o principal recurso para a exclusividade. Fa\u00e7a com que esses descontos sejam por tempo limitado ou estejam dispon\u00edveis apenas para determinados assinantes para realmente impulsionar as vendas.\r\n

            Informa\u00e7\u00f5es privilegiadas<\/h3>\r\nSe voc\u00ea estiver fazendo grandes mudan\u00e7as em sua empresa, se houver eventos especiais acontecendo ou se tiver um especialista \u00e0 disposi\u00e7\u00e3o que possa fornecer dicas internas do setor, marque essas informa\u00e7\u00f5es como exclusivas e disponibilize-as apenas para os membros. Esse tipo de conte\u00fado \u00e9 \u00f3timo para exclusividade de acesso limitado.\r\n

            Eventos especiais<\/h3>\r\nOs eventos s\u00e3o perfeitos para se tornarem exclusivos. Se estiver oferecendo um curso on-line ou uma confer\u00eancia presencial, torne-o exclusivo. Isso pode significar que todo o evento est\u00e1 dispon\u00edvel apenas para determinados membros ou assinantes, ou que partes do evento ou pre\u00e7os especiais est\u00e3o dispon\u00edveis apenas para determinados tipos de membros.\r\n

            Listas de espera<\/h3>\r\nMesmo que voc\u00ea tenha uma associa\u00e7\u00e3o muito popular, considere limitar o n\u00famero de pessoas que t\u00eam acesso a ela a cada ano e coloque as pessoas em uma lista de espera. As listas de espera tamb\u00e9m funcionam bem para eventos especiais ou inscri\u00e7\u00f5es em cursos on-line. O Curso de Marketing de Conte\u00fado Certificado do Copyblogger \u00e9 um \u00f3timo exemplo do poder das listas de espera.\r\n

            M\u00eddia social<\/h3>\r\nFinally, while access to your social media isn\u2019t strictly exclusive, you can market exclusive content to social media users. Facebook, for example, offers the \"visible-to-connection\" tag that allows you to show completely different code to those who have liked your page versus those who haven\u2019t. It\u2019s a great way to market your content without offending any of your followers who aren\u2019t on the inside.\r\n\r\nYou can use any or all of the content types above to market exclusively to different member types, just make sure that what you\u2019re offering has value and that people actually want it first.","protected":false},"excerpt":{"rendered":"

            O poder do conte\u00fado exclusivo pode ter um grande impacto em sua associa\u00e7\u00e3o. Aqui est\u00e1 o que voc\u00ea deve saber...<\/p>","protected":false},"author":10821,"featured_media":3169,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[64],"tags":[76,60,50],"class_list":["post-1700","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-membership","tag-exclusive-content","tag-membership-businesses","tag-membership-site"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/posts\/1700","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/users\/10821"}],"replies":[{"embeddable":true,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/comments?post=1700"}],"version-history":[{"count":1,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/posts\/1700\/revisions"}],"predecessor-version":[{"id":22148,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/posts\/1700\/revisions\/22148"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/media\/3169"}],"wp:attachment":[{"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/media?parent=1700"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/categories?post=1700"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/tags?post=1700"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}