With the mobile app development process out of the way, you need to turn your mind towards marketing. After all, without a strong campaign to back your app, you’ll find that very few people find it, no matter how good it is.
Content marketing has always been an effective way of advertising digital content, but you can’t apply the same strategies that you use for your website to your mobile app. You need to take the needs of mobile users into account.
With that in mind, we’re going to offer up a few pointers to ensure you have a great content marketing plan in place for your mobile app.
Always Plan Ahead of Time
It may seem like such a simple tip, but so many people completely fail to consider their marketing strategies before they’ve built their apps. They focus so intently on the mobile app development process that they can’t think about anything else.
Don’t fall into this trap. Instead, start coming up with ideas for content during the planning and development phases. If you can end the development phase with a timeline of intended content releases, you’ll be in an advantageous position.
Always Think About Timing
It’s great to have a content plan ready ahead of time, but you must never forget about the importance of timing. Events get reported so much more quickly than they used to in the digital age, which means failure to pay attention to what’s going on around you could lead to disaster.
In the run-up to any sort of content release, you should always pay attention to what’s going on around you. For example, if you’re using a Twitter hashtag as part of your content marketing strategy, you need to check that it isn’t used for another purpose. This is something that DiGiorno, a well-known pizza brand in the United States, failed to do with their #WhyIStayed campaign. They ended up associating their pizza with domestic abuse, which is a situation that you definitely want to avoid.
Think About the Needs of Mobile Users
You cannot treat mobile users in the same way as you treat desktop users. Somebody at a desktop is more willing to sit and read thousands of words of content, whereas a person using a mobile device is often more likely to skim through to try and find the most important points.
With a mobile app, you have to focus your content towards the latter. Keep things short and simple, while still delivering the message that you want your app’s users to receive.
Change Up Your Content Types
Writing about something is always an effective strategy, but it’s not the only one you should consider.
YouTube and similar services offer you the chance to get video content out there, so you should take advantage of them. Host webinars to tackle your users’ questions, and interact with people on social media. All of these different types of content make up your content strategy, so think about ways to vary the delivery of your message so you can capture the widest audience possible.