With the advent of digitalization, businesses need rigorous marketing to enhance their growth for customers. However, with so much to cover and competition increasing in the domain, other means of driving traffic must be explored.
Google’s Hummingbird update made sure of viewing mobile channels as inclusive of one’s brand identity. Previously, people would not pay heed to make the mobile experience user-friendly. However, the Hummingbird update made it necessary, and it gave birth to mobile content.
Mobile app content is the content that we see on our cellphones and smart devices. While making websites, businesses should ensure that users get an exclusive mobile-based experience with proper content alignment.
What Is Mobile Content?
There’s a rapid growth in cell phones, and marketers must ensure that they’re aligning mobile experience with web-based experiences. In other words, adjusting content marketing according to the needs of mobile phones can be termed mobile content marketing.
Almost 50% of advertising is being done via mobile phones. Apart from that, more than 59% of the users have been reported to be comfortable browsing digital media on their mobile phones. Furthermore, marketers and advertisers have reported more than 50% of their marketing budget on advertising on mobile phones.
All these stats illustrate the importance of a mobile-first content strategy. In addition, mobile app content marketing has been found to drive traffic and sales from multiple channels. This adds to the brand’s performance, enriching their results with enhanced inbound traffic by 63%.
Moreover, mobile content marketing has also been found to enhance quick online actions and make follow-ups easier. It has also been seen to strengthen offline actions more than web-based content. In other words, focusing on content marketing is an essential part of digital presence and the acquisition of customers.
Pre-Launch Content
Before launching your app, you should seek where your users are and introduce yourself with strong content. You need to begin researching your target customer and be active where they are as much as possible. Among pre-launch content strategies, we can count;
How to Use Content Marketing In Your Website to Drive Organic App Installs?
Now that we know how mobile content marketing is essential, we must understand how to use content marketing in our website for driving organic app installs. Application or app installs is directing customers through content for downloading the brand’s application on their cellphones. Here are some ways that this can be done:
Blogging
Blogging is an excellent way of interacting with your customers. Not only blogs are easier to manage, but people also engage with blogs. You can use several elements in your blog, including images, infographics, stats, videos, etc.
All these would work well once you have a catchy topic that you’re blogging about. When all this is done, your blog can become famous for the readers to be engaged. Since they would prefer reading your blog now and then, you can give a mobile application, increasing ease of interaction for the customers with your blog.
Your blog should cover the topics that are trending amongst your targeted audience. Whether you want to focus on lifestyle, tech, fashion, or any channel, you should make sure that the content writing for mobile apps you’re providing is trending, well-written, and optimized.
In addition, it should offer value in terms of information. The reader should engage with the content so that he finds what he’s looking for, whether it’s data, information to a topic, DIY technique, etc. Furthermore, you can offer discounts or free guest posting on signups or subscriptions. This will attract the readers to connect and promote your blog. You can also ask them to share and comment to know their thoughts. Responding to comments is an excellentthey align way to keep your blog lively.
Social Media
Getting the right content on your social media platforms is highly important. With more than 3.8 billion people currently using social media, there’s a high need for engaging customers with content via your social media links.
However, the first thing for you to do is to engage users with your website. If you have a website, then you should be engaging customers through social media towards your website. This will help improve your website’s domain authority, creating a credible profile that people would engage with more often.
The better the domain authority, the better are the chances for your website to gain visibility on searches. It gets optimized for Google’s results, and you’re able to obtain an effective audience that would be happy to download a mobile app for your website or your brand.
This is highly important for brands that are running something related to selling products online. The more they are socially intact with the customers, the better they can pull customers towards their website.
Here, content holds the major priority since it’s the content that engages customers with the website. This would include images, descriptions, product details, blogs, on-site and off-site blogs, etc. All of these elements would help make content more engaging.
In addition, posting engaging content regularly will help attract users to your page. However, add something that triggers a reading curiosity among the users. News, DIY ways, facts, puns, etc. are a great way to start. Plus, keep it SEO-friendly when it comes to social media touchpoints. Ensure the posts you share have featured images, working links, caption, etc.
New York Times, YouTube, Facebook, etc., each have their mobile apps based on the engaging content they provide, which the users now prefer viewing on mobile phones.
Video Marketing
Video marketing is the latest venture in promoting your website and content amongst users. It’s one of the main tactics being used for introducing products to the customers. “Video reviews” are the latest trends where the product owner comes live on his channel or social media page, illustrating the product’s features live. Unboxing videos are the best examples of video reviews.
Apart from that, video marketing is also a viral tactic for fashion houses that want to engage customers with their latest releases. However, all this requires effective content management that would engage customers in visiting the website and opting for app install.
Video content is as important as writing a blog or a social media caption. Moreover, it has been reported that people perceive and connect with videos approximately 90% more than text-based content, which shows how important it is for brands to have video marketing. It also points to the importance of having accuracy in the content published in the videos.
Once your content is aligned with your marketing goals, you should create video content with accuracy that would engage customers. Make sure to offer a call to action towards app installs while offering promotional offers to make the decision compelling.
Also, some users often watch videos on a mute while watching them on their smartphones. Adding text and subtitles to your videos will help keep the users engaged. You can also give a trigger warning if the sound gets too high or low in the video.
How to Create Engaging Content for Mobile-First Content Strategy?
Your content needs to be viral for engaging users. Creating virality is a way of spreading your content to numerous users through multiple channels. It can be done directly (such as YouTube) or indirectly (sharing of videos on different platforms). Here are some practices that you can use for this purpose:
Writing App’s Content Yourself
One of the best things that you can do is to create the app’s content yourself. Not only it will provide a chance for coming up with raw, amazing ideas, but you’ll get a chance to enhance the app’s experience with different content.
However, for this practice to be successful, it’s important to have a creative mind and great copywriting skills. Furthermore, know what audience to attract as well as provide relevant details in a way that engages the users.
Once this is done, map it successfully with the goals of your marketing. Remember, you want customers to opt for app install as well as stay connected with your web-based applications. You can also use apps for creating content if you’d like. This would allow you to optimize your mobile content writing for mobile devices according to your audience.
Apply Optimized Content
Another practice that you can choose is to use SEO techniques for enriching already created content. There are times when you want to add existing content to your app. However, optimize it according to the app’s requirements for making the experience exclusive.
Learn how to engage mobile users and what they are usually searching for. Make sure the design and images you’re using are optimized for the mobile experience. Here, the mobile experience is the main key to attracting your customers.
From loading speed to content, every element should be considered for ensuring a reliable mobile content development experience. Make sure you follow the latest regulations for optimizing and writing content for mobile devices, giving an exclusive experience for your users to enjoy the app.
Using Imagery For Engagement
Another important element is using images and graphics to illustrate the content. Nobody is willing to go through pages of text written unless they’re educationists and looking for length research papers.
However, nobody wants images or graphics taking a good deal of time while loading, slowing the page loading speed. In addition, using high-quality images is also necessary since it attracts users to the content.
Infographics are a great way of using imagery. Furthermore, using video tactics will also allow keeping users attract to your content. However, you should optimize the way images and videos are placed in the content.
Most companies often hire quality assurance executives for this purpose. These QAs are responsible for ensuring that the user experience is satisfied with the content of the application. Once your content is all covered with attractive images and videos that are optimized, you’ll surely get an audience opting for app install.
Influencer Campaigns
Lastly, you can opt for is influencer campaigns. Influencers are some of the important factors to consider when opting for viral marketing. One of the main benefits of opting for influencer campaigns is that you get access to their audience indirectly.
The audience pool that influencers have will know about your product and app when influencers promote it to them. Most people often go for paying these influencers since it’s fast and reaches marketing goals with agility.
However, make sure your app provides a relevant user experience for the app to be successful amongst the customers. Your app’s experience needs to be contenting for te users to continue using it.
How To Create Virality?
Now that you know which practices you can use for enriching your mobile content experience, it’s time to look at how you can generate virality with it. Here are some tactics that you can consider:
Choose A Trending Topic
This is perhaps the most important practice that you can deploy in making your content go viral. Choose a hot and trending topic that would spread like wildfire. Something happened in your neighborhood; something is happening in the entire world, some brand gave a huge discount deal, etc.
Whatever you choose, ensure that it has traffic and people looking it up in searches. Hot topics attract a lot of users and if your content is giving the correct answers to it, it can be said that most of the traffic will surely come to your place.
Choose The Right Audience
Another important element to consider is to find the right kind of audience. This is important since you’d need to know what your audience is asking for and what it’s looking for. If your content isn’t oriented towards your audience, then your content will not be getting any engagement.
Therefore, know what audience you’re engaging. When you know your audience, you’ll know what topic to create content on. This will also help make sure your content is optimized.
Make It Compelling, Textually, and Visually
Lastly, when creating content, ensure that it gives the viewers what they’re looking for. Google has made its ranking algorithms intelligent. In other words, your content will get ranked automatically for relevance to what is being searched for.
Adding images, videos, Gifs, etc., to the content will make it compelling enough for the users to keep interacting with it. Once you create a flow of visually and textually persuasive content, you’ll notice great engagement.
In addition, people often refer to the sites that are known to provide relevant content. Google also ranks these websites higher for their relevance, optimization, and attractiveness. Hence, if you want your content to go viral, you’d need to ensure that it provides engaging content for the viewers.
Viral Component
The first aim while creating content is to be shared. By adding shareable elements into your content, you can incentivize people to share it with their family, friends and help you to spread your app. Today’s most functional marketing tactic is emotion-driven elements, figures or voices.
Emotion: I mean by emotion is to evoke happiness, anger, love, compassion, any kind of emotion. If you launch a dating app, touch people’s heart by creating a video or if you have a donation app, invite people to make a donation with the help of few touchable words.
Vanity: People love sharing of any moment, any achievement, anything that makes them feel good. So, you can add an option to share their scores, workout progress, their good looks or anything resulting from the usage of your app.
Nostalgia: People always miss the past. Give them a chance to remember good old days with the help of an infographic, an image or a video.
Website or Landing Page
Before launch your app, you need to inform people how your app will be, which problems it will solve, how it will add value to their lives. On the website or landing page, you can collect subscribers.
As you know YouTube is the habitat for any kind of video and people love watching video. To convert this situation into an advantage, you can create a teaser video and add it to YouTube and also your website. Moreover, you can send an email containing this teaser video to keep pre-launch subscribers updated.
Press Releases
Press release strategies are not only needed after launching but also before launching to raise the curiosity and benefit from the power of word of mouth.
Email Marketing
In every part of your marketing, you need to create email marketing strategies. Pre-launch email marketing could be informing people how much time left for the launch or you can make it enjoyable by countdown.
Find Influencers or Niche Bloggers
It is important to be talked about your app as much as possible. So, allow time to find related bloggers or influencers. For example, reach fashion bloggers if your app is related to shopping or reach websites for book lovers if your app is related to reading. We can increase the examples. Just try to be creative while thinking on websites that your target users are active.
Retarget Interested Users
People may leave your website or app store page without taking any action. Your duty is to follow them, explore the reasons behind their action and convince them to take an action. Segmenting users simplifies your job. There are many possibilities about the last action of visitors such as visiting your website, clicking app store page, reading your content or downloading your app, but not install or not use it yet. In order to understand the reasons and their feelings, send them email and ask the reasons kindly.
Launch Content
I want to separate “launch content” from “post-launch content” because I mean producing content in the heat of the moment by “launch content”. These strategies can be;
- Send email saying the launch of app to pre-launch subscribers and your individual list
- Start a discussion on Quora about your app zone
- Add your app to Product Hunt and make it viral by increasing upvotes
- Add your app to app review websites and app directories
- Get your app reviewed by those who matter the most in the industry
- Make your app trending topic on Twitter
Post-Launch Content
Everything else belongs to post-launch content strategies. As you know, marketing has no end. Content has no end as long as it continues like that.
Authority-Building Content
This term embraces everything from blog and guest post to white papers and case studies. It is needed to form lasting relationship and trust with customers. ion interactive has published a useful resource that shows the essential content marketing stats. If you view it, you will see 82% of customers feel more positive about a company after reading their custom content. Authority-building contents are your strongest weapon to let you shine out in the crowded mobile environment.
In a Nutshell
Whether you’re looking to engage the audience on your website to elevate app installs or want to create viral mobile content, you’d need to ensure it’s customer-centric. From textual attractiveness to visually content, your mobile content has several metrics to be covered. Once you cover them all, you’ll be able to enhance app installs in no time!
