When it comes to developing an effective Digital Marketing strategy for your app, Content Marketing is definitely one of the most important aspects to keep in mind. As Bill Gates said back in 1996, “Content is king” – and this phrase not only remains relevant up to this day, but is also more relevant than ever before. For this reason, in today’s article, we will see some of the most essential tips that will contribute to a successful content marketing for apps.
Nowadays people consume an incredible amount of content on their electronic devices – from articles and videos to infographics, whitepapers, or engaging social media posts that show up on their feed. This makes content marketing for apps one of the most effective strategies that businesses can focus on to increase their performance and boost their conversion rates.
Content marketing generates over three times as many leads as outbound marketing and costs 62% less.
Having said all this, it is clear that having a good content marketing strategy for your app will be key to generating more traffic to your business, and improving your overall performance. This is especially easy to do with progressive web apps because they allow you to actually index content on search engines, just like regular websites.
In comparison, you can’t do this with native mobile apps, meaning that you can’t really publish articles on native apps and expect that they will show up on search engines. Only progressive web apps can be optimized for SEO – the reason why is because they are practically websites with the look and feel of a native app.
What exactly is Content Marketing?
Before we move on to the exact steps of implementing content marketing for mobile apps, first we need to clarify what exactly is meant by content marketing on the Internet.
The answer is very straightforward – it has to do with…well, content. It revolves around the creation and sharing of online material such as videos, blog articles, social media posts, infographics, ebooks and whitepapers, and so much more. The idea behind it is to deliver valuable content that creates value for users, so that they can gradually start gaining trust in your business, and coming back for more.
Content is, in fact, the key behind Inbound Marketing – which is a long-term strategy designed to drive people to your business instead of you reaching out to them directly (which is Outbound Marketing). You generate content, create value, deliver essential, information and insights, and gradually increase your visibility so that people can find you and want to learn more about you.
Now that we cleared out what are the key aspects to this approach, let’s dive right into our step by step guide to success when it comes to content marketing for apps:
Step 1: Define your audience and goals
Every content strategy should be designed with two basic parameters in mind – the scope of your target audience, and the goals that you have set for your business. In other words, what are you trying to achieve with this strategy? What is the expected outcome that you will be working for?
Without a clear goal in mind, and an even more clear target audience, you might get lost with your content, just publishing random things that aren’t really getting the results you expected.
The best way to get started with this step is by organizing one or even few brainstorming sessions with your team, including everyone that could bring value to the design and implementation of your content marketing strategy. Write down all of your ideas, and make sure that you are all aligned with the target audience that you are trying to reach.
Are you aiming at business professionals or financial directors with a lot of experience? Defining such a specific target can help you find the right channel – in this case, this could be LinkedIn. With these ideas in mind, you can start refining your goals and how are you planning to get there.
If you have Google Analytics, this is the right step to take a look at your data and see what you can leverage from it. For better defining your target, we also highly recommend using the tool Make My Persona by Hubspot, which actually helps you create real buyer personas, give them faces, and just imagine how they will look and behave like. The tool is free, and really helpful to visualize your target audience so you can do better content marketing for apps.
Step 2: SEO or ASO
The second step is to optimize the visibility of your app so you can get in front of the right people.
App Store Optimization (ASO)
If you have a native mobile app, it is probably sitting around together with millions of other apps. Your first and most important goal should be increasing its visibility – after all, it doesn’t matter if you have a great app if nobody can actually find it. And this is where ASO, or App Store Optimization, comes in handy.
App Store Optimization is all about improving the visibility of your app in the app stores, and it works in a similar manner to Search Engine Optimization (SEO). By adding keywords in an app’s metadata, you can get the app store keyword ranking algorithms rank this app higher than others, giving you visibility for these keywords so you can show up when somebody is typing them.
But what does this all have to do with content marketing for apps? Well, content is absolutely key for this process. Although, as we already mentioned, the use of content within the app store itself is very limited compared to progressive web apps, for example.
However, you can still leverage content from other online assets such as your website or blog, and send people to your app from there. This will gradually improve your ratings, impressions, app installs, and comments. And help you get more visibility!
Search Engine Optimization
As we mentioned previously, if you have a progressive web app, you can actually improve your content marketing for apps through SEO. Yes, ASO is great for gaining visibility in app stores, but there is only a limited number of users that you can reach – only those who are typing certain keywords. And only those who are actively browsing through the app store in search of an app. In other words, you can’t stumble across a native mobile app on search engines like Google.
In this sense, Search Engine Optimization is much more powerful in terms of visibility. According to Kenshoo, Google handles 3.8 million searches per minute on average across the globe. 3.8 million searches every minute! This means that you can reach so many people with a well-indexed PWA. Because progressive web apps don’t have to be installed from the app store, and can be shared with a single link or a QR, you can develop a great content marketing strategy for your app.
3. Focus on quality instead of quantity
Now that you have completed the first steps towards developing your content marketing for apps, what you need to do next is start generating great content for your audience.
You will probably ask: But what kind of content? This is a very generic term – as we explained previously, it could be a blog post, an infographic, or an e-book. Also, what does it mean to create great content? What makes one piece of content great, and another not so much?
Let’s try to answer these questions.
What kind of content should I create?
Of course, there are multiple ways you can go around that. However, there are two of them that are almost a must for practically any sector and type of business: blogs and social media posts.
When it comes to successful content marketing for apps, blogs are probably the most powerful way to deliver valuable information and insights. And also to gain a huge amount of visibility in front of your target audience. Blog posts, especially long-form ones (over 1500 words), can help you rank higher on search engines for very specific, highly-targeted keywords. Again, if you have a progressive web app, you can publish blog posts directly on it – and then share them on social media.
If you have a native mobile app, you can publish blog posts on your website with a link to your app so that people can download it if they want. Later, you can publish this blog article as a post on social media for boosting your visibility even more.
You can even take your blog posts and convert them into infographics, banners, and other awesome ways of presenting your content that get more shared on social media. Infographics, for example, are the most shared content on channels such as Facebook and Instagram.
What does it mean to create great content?
When it comes to successful content marketing for apps, you will the term “great content” tossed around a lot on the Internet. But what does that really mean? Great content can be very subjective, right?
Yes, and…no. Great content usually means that:
- You provide a well-researched, detailed information on the topic that you are talking about (long-form content is better);
- You cite the right sources so people can consult them if they need to;
- Your blog post manages to answer the question that the user is asking (usually through keywords on search engines);
- You include a lot of practical examples, graphics, and images if needed.
The key point is to be helpful, and to be practical. For example, if the user is typing “best mobile apps for learning English”, and you show up with an article that explains the importance of learning English without showing a single app, you are not really answering the users’ query. And Google will not rank you as high either.
Step 4: Distribute your content
The next step of our successful plan to implement content marketing for apps is to distribute the content so it can get in front of the right target audience.
These are some of the channels that you should be using:
- Social media – as we mentioned beforehand, social media is one of the most important channels that you should be using if you want to gain visibility for your content. Networks such as Facebook, Instagram, and LinkedIn are ¨home¨to millions and even billions of users – just Facebook alone has 2.7 billion monthly active users! This means that social networks should play a key role in your content marketing channel, because most of your audience will have at least one social media account.
- Search engines – by publishing blog articles optimized for search engines, you can match the keyword of your content with the users’ search query, and gain a lot of traffic. This will happen either directly towards your progressive web app, or through blog posts with links pointing to your native mobile app. In both ways, you can show the right piece of content to the right user at the right time, and gain constant traffic in the long run.
- Digital advertising – on top of your organic and social media efforts, you can also promote your content through digital advertising. Ads can be a very powerful way to build great content marketing for apps, because you can get on top of the rankings without having to wait for months in order to position on organic. Of course, depending on the channel that you use, it may require more or less budget. In any case, it can be just as effective as other channels, or even more.
5. Measure and analyze your data
The last step of our plan to build a strategy on content marketing for apps is to make a good use of our existing data. Depending on the channel that you use to distribute your content, you will have access to different metrics, graphics, and analysis – some of the more detailed, and others a little bit less. But they will all provide enough data to work with.
In any case, having a Google Analytics account is absolutely essential for measuring your performance across all channels. So, if you don’t have one, you should create it as soon as possible – don’t worry, it’s completely free! It will also be your main source of data for your blog or progressive web app.
If you publish a lot of content on social media, you will also have a lot of data to analyze and understand your performance as well. Each channel has its own Analytics section so you can see how well each piece of content performed, and what kind of content your audience interacts with the most. For example, you might find that links pointing to articles work better than infographics, or maybe people prefer a video in front of a blog post.
The important part is to establish Key Performance Indicators (KPI) so you can really go in-depth and understand the performance of your activity. This could be impressions, likes, shares, comments, reactions, or even Company page follows – you should be looking at all these metrics to understand how well your content is doing. And do not forget to use Google Analytics to ensure that you get a good overview of all your channels (including blog) – this is key when it comes to content marketing for apps.
Progressive Web Apps
If you don’t have an app yet, now is the right time to create one. And no, you don’t need to spend thousands of dollars or months of your time – you can create a progressive web app and have it launched today from just 15 dollars per month with Beezer’s Drag & Drop Web app builder.
Thanks for taking the time to read our article on content marketing for apps! We hope to see you in the next one!