9 Tips on Creating Exclusive Content for Members

I was proud… until half of them didn’t even open the emails. One even asked, “Is this the same stuff you already post on your blog?” Ouch.

That’s when it hit me: exclusive content isn’t just extra — it has to be better, more personalized, and made just for them. It’s gotta feel like a secret back room. You know, like when you’re in on something special.

So I scrapped everything, started listening more, and rebuilt my membership from the inside out. And now? Churn is way down, open rates are up, and members actually engage.

Here’s what I’ve learned — 9 real tips on creating exclusive content for members that works.

1. Ask Your Members What They Actually Want

This one seems obvious, but I skipped it at first.
I thought I knew what they needed — turns out, I was guessing. I sent out a short, casual survey and boom: goldmine. People asked for things I never thought to offer, like mini case studies and behind-the-scenes strategy breakdowns.

Now I check in quarterly. It keeps the content fresh and shows members I actually care what they think. One of the easiest ways to consistently align your content with their needs is by setting up a content calendar for members that’s driven by actual feedback.

2. Don’t Just Repurpose — Go Deeper

Look, I get it. Repurposing is efficient. But if someone’s paying to be a member, they don’t want to see the same blog post with a new header.

Instead, take an existing idea and dig deeper:

• Show how you actually applied the strategy.

• Share failures too, not just the polished wins.

• Add voice notes, raw footage, or worksheets.

The magic is in the depth, not just the topic. If you’re struggling with what kind of content works, this guide on the best content types for membership sites will give you clarity.

3. Create Content That Can’t Be Googled

If someone can find it in 2 minutes on YouTube, it’s not exclusive.

The best-performing thing I’ve ever shared was a messy walkthrough of how I build my launch calendars. Not pretty, but 100% real and behind-the-scenes. No one else had it, and that made it valuable.

Think:

• Templates from your own business

• Private podcast episodes

• Early access or beta invites

Pair this kind of content with loyalty-building strategies to increase long-term retention.

4. Use Multiple Formats (People Learn Differently)

At first, I only wrote newsletters. But then someone emailed me saying, “I love your stuff but I wish I could listen to it on walks.”

That changed everything.

Now I try to hit at least two formats for every piece:

• A written version (for readers)

• An audio or video version (for multitaskers)

• Sometimes, a short checklist or summary (for skimmers)

It’s more work, but engagement doubled. For more ways to make your content binge-worthy, try integrating drip content vs all-access membership strategies.

5. Make It Feel Like a VIP Experience

This doesn’t mean being fancy — just intentional.

I added:

• Custom welcome videos

• Monthly “members-only” Q&A calls

• A private content vault with clean navigation

And I call them members, not subscribers. That subtle shift changes the tone of everything. You can create a tighter-knit feel by building a membership community that encourages participation, not just consumption.

6. Time-Sensitive Content Works Better Than You Think

Ever binge-watch something because it’s “leaving Netflix soon”? Yeah, same psychology.

I started doing 7-day or 30-day “member exclusives” — like live trainings that disappear. It adds urgency without being salesy.

And it works. My completion rates on time-limited content are always higher.

7. Highlight Member Wins (And Make It a Feature)

People love seeing people like them succeed.

I started doing monthly shoutouts: little blurbs that feature a member’s progress, big or small. Not only does it build community — it also makes others want to engage more.

Plus, it’s free content. Wins = proof your stuff works.

8. Use Data to See What’s Working (Don’t Guess)

There were a few pieces I thought were amazing. Spent hours on them. Turns out? Barely any clicks.

Then I looked closer and saw a basic tutorial video I made in 15 minutes was my top performer. Wild.

Now I track:

• Open rates

• Clicks

• Watch time

• Survey responses

Let the numbers guide you, not just your gut.

9. Keep the Personal Touch, Even as You Scale

This is the part I fight for hardest.

Even with hundreds of members, I still:

• Respond personally to DMs

• Send voice replies when I can

• Mention people by name in content when they inspire ideas

It’s a little thing that makes a big impact. People stay when they feel seen.

Final Thoughts: Real Value Beats Volume Every Time

If I could go back, I wouldn’t have rushed to create more content — I’d focus on better content. The kind that’s thoughtful, specific, and just for your people.

Exclusive content isn’t about locking stuff behind a paywall. It’s about delivering the good stuff in a way that feels personal, intentional, and unavailable anywhere else.

So take one of these tips, try it this week, and watch how your members respond. They’ll feel the difference and they’ll stick around for it.