The 8-Step Content Marketing Strategy for Mobile Apps

What’s so nice about content material advertising and marketing?  Each app does set up advertisements. Social media posts are a dime a dozen. Paid promotions bombard client eyes for a median of 1.5 hours a day. Shoppers are fed up with in-your-face promoting. The times of shopping for their consideration are over — you must earn it.


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Enter content material advertising and marketing. Creating content material that’s helpful, academic, and precious to your customers makes your viewers need to spend time with you.

And holy smokes does it work.

Content material advertising and marketing prices 62% lower than outbound advertising and marketing, brings in 3x extra leads, and converts these leads at a price 6x greater than different advertising and marketing strategies.

Able to construct a cell app content material technique? Preserve studying for blueprints and greatest practices on the nuts and bolts of making profitable content material for cell apps.

Blueprint for a Profitable Cell Content material Advertising and marketing Technique

Step 1. Prepared, Set, Aim

With no clear plan, it’s straightforward to spin your wheels creating cool content material that doesn’t really accomplish something past web page views. So take the time to create outlined objectives on your content material that immediately relate to particular enterprise KPIs.

In case your objective is model consciousness, give attention to high web optimization key phrases to assist potential customers discover your app and find out about its worth.

In case your objective is to enhance person retention or upsell present customers, then spotlight new options and merchandise, write sensible how-to guides, or create contests and giveaways for present customers.

Sarah Golinger’s article over on the Content material Advertising and marketing Institute weblog is a good useful resource for mapping your content material advertising and marketing plan to your key enterprise objectives.

Step 2. Totally different Clients, Totally different Content material 

Step 1 of constructing an app is to have a transparent thought of who your viewers is, so it needs to be a provided that you have already got purchaser personas mapped out. Not all your content material will enchantment to each persona — nor ought to it.

Goal area of interest or longtail key phrases that immediately relate to your purchaser personas at every stage of their person journey, from discovering your app to downloading it or making a purchase order.

A journey app may create a video displaying essentially the most environment friendly packing suggestions and folding methods to enchantment to a large viewers simply beginning to study concerning the app or enterprise. Then additionally create native vacation spot guides with insider suggestions or lesser-known sights for customers who’re nearer to really reserving a visit by way of the app.

In that very same vein, not all content material needs to be geared toward buying new customers. High quality content material is a good way to retain or upsell customers and show that you just proceed to supply worth.

Evernote is a good instance: their weblog recurrently options high-profile customers to indicate how they use the app, which is fascinating and helpful for long-term, new, and potential customers.


Spotlight your current content material in e mail newsletters, in your social media channels, and even in push notifications to indicate present customers how you retain elevating the bar.

Step 3. Good web optimization

The web is an enormous place. Writing essentially the most wonderful content material on this planet gained’t provide help to if the correct folks can’t discover it.

Instruments like Moz or SEMRush can assist you uncover which key phrases to focus on and the key phrases your opponents are rating for. However in terms of cell, incorporating voice search key phrases into your web optimization technique is essential. By subsequent 12 months, 50% of all searches might be voice searches.* That’s 1 billion voice searches each month.

To optimize for voice search, develop content material round Google’s “Folks Additionally Ask” on your prospects’ principal questions. Construction some content material in a Q&A format. Function solutions to frequent buyer help queries. Embrace phrases like “close to me” when relevant.

Native key phrases are additionally much less aggressive than international key phrases. And with roughly 80% of cell search queries changing into gross sales, optimizing your cell content material advertising and marketing technique for native queries isn’t an possibility — it’s a necessity.

Step 4. Have Enjoyable!

Join with readers as a human, not a marketer. How will you make your content material shocking, humorous, or entertaining? Strive interactive content material, which is healthier at grabbing (and protecting) cell customers’ consideration — to not point out encouraging social shares and repeat visits. Suppose quizzes, video games, surveys, calculators, interactive graphics, and many others.

Step 5. Take into account Podcasts

76.8% of individuals now hearken to podcasts for greater than 7 hours every week.

A podcast that covers the matters and developments your viewers cares about is an efficient and cheap strategy to set up your model as an authority and construct belief together with your customers. To not point out attain new audiences and broaden consciousness on your app.

Step 6. Give Your Viewers a Voice

If potential, incorporate person generated content material so as to add curiosity and authenticity to your personal content material. Use branded hashtags on social media and share person pictures in weblog posts, or characteristic particular customers in your content material.

Are folks utilizing your app in cool or sudden methods? By shining a lightweight in your customers you not solely deepen their relationship together with your model, however you additionally present highly effective social proof to new or potential customers.

Step 7. Promote  

Everybody runs set up advertisements. Shift a few of these {dollars} to advertise an article, video, quiz, or infographic to tell readers about your product earlier than driving them to the App Retailer.

As soon as they’ve examine your app and the issue it solves, they’ll be extra prepared to obtain and take a look at it out.

Step 8. Measure Success

Are cell customers discovering your content material by way of search? Is it precious sufficient that they stick round to learn it — or higher but, share it? What do they do subsequent?

Listed here are a couple of content material advertising and marketing metrics to gauge success:

  • SERP rankings, particularly for key phrases with excessive industrial intent
  • Variety of high-qualitybacklinks
  • Time spent on web page
  • Pageviews per session
  • Social shares
  • Conversion charges

Creating Killer Content material: Greatest Practices for Cell Apps

There’s extra to content material advertising and marketing than slapping an article or video in your weblog and calling it a day.

Content material technique for cell should transcend responsive design and adapting content material for various display sizes. It means understanding the distinctive ache factors and habits of cell customers.

Comply with these confirmed greatest practices for profitable cell content material creation:

  1. Preserve it quick.
    Succinct content material, concise headlines and subheads, transient paragraphs, bullet factors. When customers can rapidly entry and perceive helpful data they’re extra more likely to keep engaged.
  2. Function fast-loading pictures.
    A superb studying expertise means all content material ought to load immediately. Readers don’t have the persistence to attend for pictures to load, particularly whereas they’re on the go.
  3. Embrace movies.
    Visible content material is less complicated to digest and extra participating than textual content. Simply don’t autoplay movies and default to pontificate. Nothing is extra annoying than movies that begin blaring at 100% quantity whenever you’re not anticipating them to.
  4. Use subheadings for simple skimming.
    If somebody reads simply the subheads of your content material, they need to nonetheless stroll away having realized one thing precious.
  5. Present a progress bar.
    Present some sort of progress bar so readers understand how a lot of the article is left. If somebody is in search of in-depth academic content material, they may be extra drawn to a 2,000-word article or a 10-minute video. But when they simply desire a fast reply, they’re not going to scroll by way of to seek out it.
  6. Clarify complicated ideas with visuals.
    Pictures are quicker and simpler to know than phrases. Each time potential, substitute paragraphs of explanations with graphics.
  7. Ban pop-ups.
    Pop-ups and othercalls to motion are extra disruptive on cell units and may trigger folks to bounce. If you actually need pop-ups, they need to cowl not more than 25% of the display and embody a big exit button.
  8. Use one-step CTAs.
    No one desires to fill out a three-page type on a cell keyboard. Any CTAs needs to be as quick as potential: only a username or e mail deal with, for instance.
  9. Focus above the fold.
    You might have roughly -0.7 seconds to seize a brand new reader’s consideration. Use interesting visuals and quick introductions to assist readers get to the meat of your article as quick as potential.
  10. Have a dialog.
    Write such as you converse. Higher but, write like your viewers speaks. Study their lexicon: what acronyms do they use? What sort of memes do they create? How severe or sarcastic are they? Learn your content material out loud. If it doesn’t sound pure, rephrase it.

Your Blueprint for Content material Advertising and marketing Success

Content material advertising and marketing is a low-cost strategy to attain your best viewers, construct consciousness on your app, and drive site visitors to your App Retailer pages. However it might probably really feel overwhelming whenever you’re simply getting began.

Keep in mind that the central objective of content material advertising and marketing isn’t to promote your app or companies — it’s to offer worth on your viewers. It’s to show that you could improve their day by day lives. Try this properly, and also you’ll not solely earn their {dollars}, however their loyalty too.


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