If you think content marketing is not for the app world, you couldn’t be more wrong. Most probably, you are confused with the wrong variables.
With a little calculation, strategic planning and sensible analysis, apps can exploit content marketing to deliver staggering acquisition figures.
To do content marketing for an app, the first thing you need is responsive website for the same. There are three relevant factors that need to be evaluated then:
#1 Will content marketing hamper product development?
For most marketers or app developers who are starting out with launch operations, this involuntarily becomes a major issue.
The product should be your first concern. If you don’t have anything to offer then don’t start with any kind of fancy strategy. Product development and testing should be complete before any kind of campaigns start.
Also, you have to check the availability of resources. You may be great at content marketing as well as app development but it is important not to divert focus from the core objective.
If you are ready to begin marketing, it will be good that you hire the human resource you need and not use existing resources, as product maintenance and support are equally important.
#2 Now that you want content marketing, do you have a plan?
There are certain variables that you need to pre-define before starting out with any campaign. Otherwise, it is all an incessant cash burning adventure that ends well for no body.
Certain questions need answering like:
- Who is your target audience?
- Where is your target audience located?
- What is the potential size of the market you are looking to target?
- Is your plan unique or just copy and paste?
- Is your blog ideally set up?
- Are your social media handles ready to take the plunge?
- Which feedback metrics need to be evaluated?
The answers to these questions largely depend on the nature and niche of your app. Brainstorming key variables not only helps you to formulate a stellar plan but also fish out any roadblocks that you may have ignored.
#3 Correlate the entire thing with your long-term/short-term goals
Consider what is the ultimate end game. How are you looking at monetizing your app? Do you want to start selling it right away or wait for organic traction?
You have to see it as a marathon and not a 100-meter dash. Content Marketing may not be required so much if you are looking first for traffic. However, it may be essential in order to boost scales.
Solve every equation before you proceed!
5 Apps that NAILED Content Marketing
Now, I will share these 5 stellar examples where apps nailed their content marketing and the results were extremely satisfying!
#1 Lumosity – Unique Channel Authoritative Content
Google+ is a hidden gem for untapped marketing opportunities. Apart from some SEO value there is not much to gain because of different restrictions.
Lumosity on the other hand are using it t project a completely respectful and authoritative image by posting awesome images and interesting posts about the app and related brain training.
That is the ideal way to go. Post stellar content on a regular basis and allow the audience to come to you. Become the genuine information provider and not the quack that keeps promoting stuff!
#2 Fitbit – Breaking the stereotype
The usual picture with fitness and health advertising is that of sultry and perfect bodies laced with minimum spandex to give you just the brainwashing you need.
Fitbit, the mainstream fitness wearable maker is taking a different road altogether and yes it is the high road.
The Fitbit blog is extremely impressive with almost no promotional content and only all the relevant health tips, workout advice, health studies and more.
Modern day customers are not going to follow the pied piper kind of ad models. You have to facilitate them with relevant and actionable information that can really be used in making decisions (which later convert to purchase decisions).
This way, Fitbit creates an authority like no other. An authoritative and genuine provider will ultimately be the first choice as it has a permanent brand recall in your head.
#3 Minecraft – Leveraging Video
Talk about human-connect and the Minecraft guys got it bang on. Content marketing success largely revolves around connecting personally to the audience.
The parent YouTube channel Mojang posts videos of its live events. However, these clippings also contain footage from the game. What they lay stress on, is the engagement, which happens when gamers and players ask all kinds of questions about upcoming features.
The feeling of getting behind the scenes makes the experience enhanced.
Another important hack is keeping the entire content under one company name. By not creating a channel for each game, all the games benefit from the combined traffic!
Also, maintaining multiple channels can be extremely exhausting!
Content marketing helps when it is informational and not promotional. See this list of apps from Quytech that’s redefining the app industry with unique propositions. It generates results when it is based on engagement and not pushing sales on a short notice.
Therefore, take key insights from some simple yet stellar strategies that these apps have used and develop unique campaigns for your app.
Blog Content or Promotion?
I just scanned a tweet. Someone noted how a well-read blog stressed promotion over creating content, going so far to say that blog traffic does not come from publishing great content. 100% of the time, this statement is not true. Why? If you do not publish valuable, helpful, great content, you could promote it in 1 billion places and nobody will care. Nobody will read it. You will not get traffic. Nobody will buy your stuff. You will not boost profits. I know top bloggers mean well, but sometimes they get so analytical that they blind themselves from truths, and advise bloggers inaccurately.
Blog content needs to rock, for people to share it, and for people to buy what you offer, or for people to hire you. But blog promotion needs to be top shelf too, or else you blog in a cyber cave. Nobody will know who you are or what you offer unless you promote your blog effectively through guest posting, through genuine blog commenting and by building your blogger friend network. No way around that one. Like I say in my course for getting featured on top blogs, you want to write your butt off and bond with niche leaders. This means plenty of creating, and plenty of connecting. Or, content and promotion.
But never get promotion twisted, guys. I received a few common emails this morning; strangers asked me if they could submit a guest post to me. I have no idea who they are, what they offer or heck, anything about them. But strangers who never earned my trust want to promote themselves and their blogs on my blog? Nope. I ignore these emails or alert them to buying my eBook so they can learn how to guest post on popular blogs. Promoting your blog is not about promoting YOUR blog. Promoting your blog is about building friendships with bloggers by helping them and asking for nothing. Allow friendships to form. As bonds form, blogging buddies promote your blog freely, expanding your reach and increasing your traffic and profits.
Of course, you need to practice your writing regularly to create skillful content showing off your expertise. Readers only gobble up and enjoy content created by skilled writers. Skilled writers practice writing daily, either online or offline. Nobody becomes skilled unless they write a bunch. But skilled writers do lay the foundation for a prolific, successful blogging campaign because folks freely share good content published by experienced, expert bloggers.
Both Content and Promotion
Focus both on creating helpful content and building bonds leading to cross-promotion. Think of promotion being an indirect thing. You will not promote your blog in 1000 places daily by copying and pasting links. But you will make friends with top bloggers by helping them and asking for nothing. These friends promote your blog in many spots; indirect but powerful, and effective, in spreading your blogging word around the clock.
Keep helping people through your content and through assisting other bloggers freely, asking for nothing. Content, and promotion, both create a dazzling blogging campaign. Beware about getting caught up in either/or; focus too much on content and you lose your blogger friend network, along with massive indirect promotion. Focus too much on promotion by building your network, and you have no quality content for them to share. Easy does it. Balance between each aspect of blogging and you will become a successful blogger.
Does Blog Content Make You Money?
starts off with a Bali Bang. I slammed into the ground during a wicked motorbike accident. Pain followed. Big time pain. Excruciating pain. What was my life and blogging lesson? Never take your eyes off of the road. I looked at a dog for a split second who’d been hit by a car or motorbike. Shaking my head at his injured paw, I missed the oil slick ahead. Ouch. 2 seconds later, I felt like 40,000 monkeys stabbed me in the back and lungs, after hitting pavement, Superman-style.
Blogging is similar. You will be punished if you take your eyes off of the proven, straight and narrow road of blogging fundamentals. One such fundamental is knowing YOU, not your blog, and not your content, makes money. Sometimes, we say blogs or content makes money because we speak in casual terms to help people see importance in creating and connecting. But getting clear, and helping you understand this simple concept, behooves me to stress how your generous practice, your creations and your connections make you money through your blog. Never, ever is it the other way around because blogs are inanimate objects. Content is an inanimate object too; it cannot do anything, or be anything,
You are the one, the blogger, the being, that puts everything into motion. This involves your generous effort, your willingness to learn a skill and your daily practice, creating and connecting for years, to make your content pop. Sure I sell stuff THROUGH my content but it was me, and my generous effort, and not the content itself, that did the selling. The content is not anything. Content cannot do anything. Content is worthless unless bloggers inject worth into it; see what I mean? The blogger makes it pop, or, makes content a dud, and that pop-dud outcome bases itself solely on a blogger’s generous effort and full commitment to learning their craft, day after day, for years of their lives.
You can and will succeed. You can do it. Really. But you need to understand how you are the center of it all. Everything moves according to your focus, practice and generosity. Content is a tool; like a hammer, if by itself, totally useless. Hammers need humans to work, and hammers need skilled carpenters to really sing. Content needs skilled, generous bloggers to make it sing, too, and the skills increase as your focus and generous practice, and service, increases.
Does blog content make you money? Nope, not at all. Put in the time and energy to helping folks for free. Improve your skills. Increase your exposure. In time, slowly add multiple streams of income to your blogging campaign. Allow cash to flow to you as people see you in all types of spots, making a serious impact where you show up, because of your blogging skills. Everything gets easier if you commit 100% to honing your skills blogging-wise because the content genuinely sings when you get the job done, with your prodigious, polished blogging skills.
Content makes zero dollars.
You, through your practice and generous service, develop the skills through which you make your content top notch. Profits follow.
Why Do You Want to Publish an eBook?
One subsection of my eBook on writing eBooks is:
Know Why You Want to Publish an eBook
Knowing why gives you clarity if you write to free yourself and to free your readers. But if you write just to make money or to be well know, clarity lessons. Fear invades your mind because you write mainly to get, not to give. Shifting from fear to fun intent-wise just takes a little decision on your part. Small potatoes really. But this shift does feel a bit uncomfortable if you are new to the eBook writing process because you need to face fears. Who wants to face fear? Nobody, really.
But facing fear is one tax to pay for being successful in blogging and life. Ditto for your self-publishing journey. I largely faced fears to be who I am today, although I keep uncovering fears along the way. Part of the journey. I am cool with that. I had to ask why I wanted to publish an eBook about 4 years ago when I went on a tear, but even before, in 2014, I asked why I published an eBook in the first place? Simple. I created a new blog and brand in Blogging From Paradise and just believed having an accompanying eBook would help me be successful. I only had one eBook in mind. I never thought beyond the single eBook. But someone told me I deserved to write another eBook so after my first, I wrote and self-published a second eBook. I caught the writing bug.
100 plus eBooks later, here I am, writing eBooks for years, and now, promoting the eBooks effectively. The why, the emotion I chose in writing eBooks, propels me forward because I do what I do to have fun, to spread love and to help you, largely. One small part of me wants to make money online too. This is OK. As long as it is a small part of what you do, eBook-wise. Moving that money aspect mostly to the side gives me the energy to keep writing and to keep promoting, should I choose to write another eBook. Now I am all about promoting those suckers.
Why did you consider writing and shipping an eBook? Be honest with yourself. Think through your driver. Money? Fame? Sweet passive income stream? Each primary driver saps your energy because money, fame and passive income flow to you years or minimum, months, after publishing your eBook. What do you do during that zero dollar time? Money drives you, but you see no money. Since you lose your motivator, you quit. This is why so many authors fade into obscurity. Poor driver. Sell 3 eBooks, get flustered because you made $4.35 over 6 months, and quit, because money drove you but you made no money. On the flip side, bloggers and authors who choose a fun, freeing intent promote and write every day for their online career because the work is the reward. All else feels like a bonus, gravy, extra, or icing on the cake….including money.
Be straight with your eBook driver. Do not bother writing an eBook if you mainly want money because you quit and fail when money does not arrive. Even in rare cases if you make money pretty fast, you lose your heart and feel bad reaching money goals because we are mainly designed to have fun and help people, not to make money.
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