when and how to do it – WAU

What Content Marketing works, you already know. But a lot of people ask me, Diego, how to use content marketing for mobile apps? This question makes a lot of sense, after all this is not a strategy widely adopted by app developers. So today I’m going to talk a little bit about what I learned about content integrated in a strategy […]

What Content Marketing works, you already know. But a lot of people ask me, Diego, how to use content marketing for mobile apps?

This question makes a lot of sense, after all this is not a strategy widely adopted by app developers. Therefore, today I will talk a little about what I learned about content integrated in a mobile app strategy.

If you have an app and are investing in digital marketing, you probably already have:

  • A website for your app with links to the app stores;
  • Profiles on the most important social networks;
  • A metrics tool to monitor your app’s installations, recipes and uninstallations;
  • You may already have a paid media campaign and know the cost per install of your app.

Yeah. In some cases, just that is enough, but there are situations where more than that can be the path to your growth.

It all starts like this …

You hear about Content Marketing. You find that it works. You want to try this for your own app. But will it work for you?

And before I recommend something to you, I will ask you to mentally answer the following questions:

  • Do you have the resources (time and money) needed to start investing in content marketing? Do you know how much it costs?
  • Is your app launched yet?
  • Will investing in content marketing distract you from app development?
  • Will investing in content marketing distract you from the retention of your users?

These are crucial factors to be evaluated, after all, content marketing is a long-term commitment that costs time and money. So, I recommend that you follow some tips:

  • Don’t invest in content marketing if you don’t have a long-term commitment to the strategy. Unlike traditional ad networks, where you pay for installations, content marketing can take months to bring in the first installations. The gains come in the long run, never in the short, so know how much you are willing to take the strategy seriously and how long you need results.
  • Do not invest in content marketing if your app is not yet launched. Wait. Do not be distracted by the launch of the app and understand that content marketing can push app installs, but just blogging and launching videos without having something to show can be just an additional cost for your company.
  • Do not invest in content marketing without a plan. Yes, like any content strategy, you need personas, a clear plan and follow-up KPIs.
  • If you are thinking of selling your app to another company or it is temporary, forget the content. Content is a long-term effort and you need your app to be, too. Don’t expect results early.
  • If your company has web and mobile businesses, content can be a great bridge between the two. Think for example of Websites Are Us. Our business is mostly “web based”, and our blog has about 500 thousand readers per month. Almost 30% of those consume our content on their mobile devices. If we launch a mobile app, we will have an audience of 150,000 people per month to promote our app, in the native environment where it lives, the cell phone and the tablet.
  • Unlike traditional strategies, content can and should leave your site. In most content marketing strategies, the important thing is to bring the visitor to the company’s website. However, when we talk about mobile apps, the biggest acquisition channels after paid media, usually come from media mentions. If you can project yourself on content channels where your personas are, invest in it. It will certainly bring you a good volume of installations. If you are a marketing application, for example, blogging on channels like Mundo do Marketing, Digital Results and on this blog, it can be a great idea to introduce you to new audiences.
  • Content marketing can help retain and engage your users. If your app has retention issues and users don’t always come back to it, more content can mean more push notifications and thus more engagement with your app, reducing the number of uninstalls.
  • In many markets, most search for solutions starts on the Desktop and you can generate demand for your app there. Especially in b2b, most of the traffic starts on the desktop. Capturing this demand, and then turning these users to mobile, can be a great idea.

Okay, Diego, I want to try, where to start?

Start with the basics. Choose a primary channel. I would recommend 2: Blogs or Youtube. Regardless of the choice, the rules are almost always the same as conventional strategies.

Constant content. Editorial calendar and personas. Promotion of content on social networks. Engage with influencers. Monitor visits and installs coming from the content. As you grow, become more sophisticated. Study what worked for other mobile apps. Copy strategies from foreign apps that are mostly distributed through content.

Most of the time, you will not need ebooks or complex email flows, just inviting your visitors to install the app will already give good results.

But I found your tips very basic, Diego!

If you wanted more content, just ask, my friend. In the past few months I have been studying a lot about it to help push an app that I’ll be launching soon. Here are the most advanced techniques I found in my mobile distribution research through content. For each of them, I link to a nice reference article.

Guest Posting / PR: One of the secrets to climbing the App Store rankings is getting coverage on major portals and blogging on major sites in your niche. Invest in it and watch your rankings rise. Read more about it here.

Deep Linking: If your app has relevant internal content, I suggest that you open this content for indexing by Google and other search engines. Through deep linking, anyone looking for things on Google and other search engines can find hidden content within your app. Nice, isn’t it?

Turn mobile visitors into your app installations. Do you have a blog? Now place a pop-up / notification for mobile visitors to install your app. This is probably the simplest tip with the highest return on this list. Better understand why to use pop-ups here!

App Store Optimization (ASO) must be integrated with SEO. Do you want to SEO your app? Find the words that are leading to it in the app stores and create content on your blog about them. Has your blog been getting traffic from good keywords? Think about how to incorporate these keywords into the app’s description to see if your rankings improve.

Segment your email base between Android & iPhone users. This helps to ensure that you send images, links, news and much more personalized content to your users.

Retargeting of blog visitors: If people are visiting your site, retarget these visitors to install your app. The cost is much less than a traditional campaign and the results tend to be much better.

Bonus: 5 companies that make mobile apps and have good content strategies

Guiabolso: The guys have a huge blog that talks perfectly with their target audience. Take a look at their organic results:

content marketing for apps

Animal, isn’t it? 63 thousand indexed words, at an estimated cost (if they were buying this traffic on google Adwords) at an incredible U $ 121 thousand saved per month. I am curious to know how many installations of the application originate on the blog today.

AppProva & Construct: These companies have a legal peculiarity. They sell to companies (b2b) and the application is a way of generating data / leads for both.

In the case of AppProva, the app is an engagement channel with students, who later take the app to their schools. At Construct, the application is the product sold and at the same time a lead generation tool.

In both cases, the blog attracts B2B leads to sales and a sales team converts those leads into customers.

Best Exchange & Beauty Date: Unlike the previous two, they have a customer-oriented blog (b2c). Both blogs are big and are constantly growing with a strategy that talks directly to your audience.

Best exchange makes a daily blog post about the most varied travel tips. In less than 12 months there are already more than 20,000 monthly visits. In addition, the blog already has over a thousand subscribers who receive tips by email too!

Beauty Date follows a similar formula aimed at beauty tips. And the blog is not only aimed at the female audience, but also covers several posts directed to men.

To learn more about using Content Marketing and a strategy to achieve results with those of these companies? Talk to one of our consultants!

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