All app developers generally know that it plays a major role in the marketplace. In 2018, there are almost two million apps in App Stores. The app owners were competing hard for the shares in the market. This means they are really competing to achieve the mind of the audience. If we develop an app? In such a case we need to spend more resources. This is for trying to capture the time as well as the attention of potential users.
Exactly here content marketing comes into the role. Now, we are going to see the research of the Institute of Content Marketing. It costs less than 62% of outbound marketing. Also, it brings 3X times more leads. If everything is ok? Then content marketing definitely works. This is the reason 86% of the B2C marketers generally use content marketing.
Content Marketing Strategy for Mobile Apps:
Defining our audience as well as goals:
All the content strategy is mainly based on 2 key parameters. They are,
- Targeting the audience.
- Goals of the business.
All we need is to start brainstorming. This will be the best way of starting the content. After that, we need to proceed to the best answer. The following are some of the questions for kicking the process. They are
- Who will be the base users of our app?
- What is the age of the groups?
- Where are they located?
- What about the other interests?
- Why should users use our app?
- How are users able to use our app?
- What is our aimed retention rate?
- What is our download rate target in the first 3 months?
Generally, the answers to questions will be the foundation plan of our content marketing. Also, it helps us to measure the performance of our content marketing further.
App stores optimization (ASO):
Now let’s imagine that our app is patiently sitting on the virtual shelf of the app store. This is along with the two millions of other apps. The only fact is we must want to make our app stand out. The ASO is optimizing our app’s visibility. Especially in the app store. This may be in terms of the following. They are,
- Impressions.
- Ranking.
- Shares.
- Reviews.
- Ratings.
- Downloads.
Finally, content marketing plays a major role.
Just like the SEO drive engagement with our website, the ASO drives also install our app. The main key to this process is the content. Even the use of the content is restricted within the app store. We can leverage the content from our other assets online. This is just like the following. They are,
- Our website.
- Landing pages.
- Blog.
- For building awareness of our app.
- Drive traffic for the downloading page of our app store.
Create very great content:
After getting our plan for the content marketing place, all we need is content itself.
‘Content’ is a very good broad term. It covers everything from the blog posts. This is to post in social media posts. It is for landing pages, white papers, ebooks, case studies. Also, for the customer testimonials, emails, newsletters & video.
Based on the data from the Institute of Content Marketing, the following are the types of content. Especially, used by the B2C marketer. They are,
- Blogs.
- Content in social media.
It is a very strong term in the plan of the content marketing of our app. But we should not limit ourselves to this. We should feel free for creativity as well as trying different tactics. The following are a few tips that help us to create the best content.
Our content performs must be better. The study of the one million articles online proved that the content with more than 1000 words is getting more likes. Also, it gets shared on social media. This is compared with the content which is very short. But it is not a matter of word count.
Long content performs well. So, it is very relevant, valuable & good insights of the reader. While creating the content for marketing our app, we should make sure that it is relevant. Also, it should be very useful for our app. So, the user can naturally flow from consuming our content to click in the CTA.
Consistency is the best key. Blogging is just not a hobby. For our success, blogging is a must. It should be consistent as well as regular. It is not at all an easy treat. This means to stay at the top of the latest trends & hot topics in our app. Also, providing very high quality and authoritative content that people like to share.
The interactive content generally performs well. This is because it involves & entertains users in static text. There is a big reason for the survival of the content marketers more than 80%. The reason is that interactive content is very good at the attention of grabbing readers.
Also, it was reusable as well as encouraged many repeat visits. This is not only for boosting the app downloads. It is a worthwhile tactic. Especially for keeping our user’s engagement with our app after downloading. So, we should consider using the following. They are,
- Quizzes.
- Surveys.
- Infographics.
- Games.
- Calculators for engaging our target audience.
Distributing our content:
Now we have got our content. Now we need to get the target audience. While coming to the content marketing of our app, generally we have 3 key channels for use. They are,
- Native advertising:
Finally, it will happen by this year. The native ads exceed display in terms of advertising spending. Most of the internet users like to click the sponsored content. It is rather than displaying the ads. Without any doubt, the native ads are a must. Especially in all the strategies of content marketing. We are able to use native ad platforms. This is for promoting our app especially with the content which has high performance targeted. This is according to the specific audiences as well as the channels.
- Social media:
This platform is the best choice for customer interactions with the brands. The following are some of these platforms. They are,
- Facebook.
- Instagram.
- Snapchat.
95% of adult users follow any of the social media. 2.56 billion social media users are on mobile worldwide. It is one of the top priorities of content distribution. It is one of the greatest platforms to boost organic as well as paid reach. We can do this just by posting as well as promoting our content. This is possible with our accounts on social media. We need to include powerful calls for action. This may be either downloading our app/clicking via the landing page.
- Content discovery:
It is one of the effective ways of distributing content. This is with the views of the higher pages & rate of lower bounce. Especially for the search / social platforms. It is because of the user’s intent. When the customer searches on Google, they will be hyper-focused. Especially in the specific product/item which they search for. When they browse social news, customers are able to check what is happening on the network. When a customer is in the ‘discovery mode’, then they are primed with discover content. This is very relevant, entertaining/helpful to the needs & interests. This platform supports the targeted interest which lets us target the right piece. Also, to the right users at the right time. This makes it more likely to engage with our content as well as download our app.
Measuring the performance:
We need to remember the way at the start. This is when we define our goal of content marketing. After we run the campaign of content marketing for the periods of time. Now we are able to analyze metrics as well as compare them with our KPIs. Then, we are able to optimize content. This is possible by making small/large adjustments. Also, achieving better results.
There are many sophisticated tools that we can use for getting deep insights. Especially to the performance of our campaigns of app marketing. For example, the Mobile Attribution enables us to record as well as to measure. This is especially for every app install & attribute. This helps us to optimize our campaigns.
Conclusion:
Content marketing is a very complex business. Also, this is a logical and measurable process that we can take by each and every step. This is exactly knowing our target audience as well as creating very focused content. Also, developing the right mix of the distribution channels & analyzing metrics for seeing our works. Then we optimize as well as start again.
Content marketing for the apps is a feat of the trial as well as error. Using the advanced tools as well as commitment for following methodical and approach of fine-tuning. We are able to play the field as well as give our app the best chances of success.
