Content marketing is one of the most multifunctional forms of marketing. It promotes not only the content itself but also the products or services mentioned. This is one of the most common ways to promote software. Good content marketing for SaaS is essential, especially when developing a mobile app.
You might be pouring all of your resources and attention into development, and while it’s true that it’s vital to your success to create a well-rounded and functional app, you also must consider how you’re going to push it out to the masses once it drops.
That’s where content marketing comes into play.
But why is content marketing so great for mobile apps? And how can it help your next rollout? We’re answering all of these questions in this informative guide.
Why is content marketing great for mobile apps?
Most marketing professionals will tell you that a killer content marketing strategy uses many tools and can help to bolster your product, whether that’s a consumer item, a professional service, or a mobile app.
People respond to content, including blogs, images, and a cohesive visual identity that remains consistent across platforms. That visual identity, coupled with all of your content and multimedia, is a valuable part of your brand assets, which can be incorporated into the business value if you decide to sell the company in the future.
People respond to content. They want to be told a story, whether that’s through articles, images, videos, podcasts, or any other form of easily digestible content. That’s why you need to arm yourself with several tools that will help you build that story around your app.
This can include copy-based tools. A blog generator lets you publish new content regularly, enhancing your presence on popular search engines like Google. A paragraph rewriter allows you to match your copy’s quality with your app’s quality. A tool like this can help create microcopy that improves the user experience by cutting down on long or overly wordy paragraphs.
But written copy isn’t the only aspect of a well-rounded content marketing strategy that will engage your audience and take your app to the next level. You’re also going to need visual elements, which means investing in photo software, video editing tools, and a project management platform to keep your content marketing tasks moving.
How can content marketing help your mobile app development?
Attract new users
The first benefit of content marketing to a mobile app development and rollout strategy is attracting new users. Obviously, you always want to bring new people in, and creating content around your app and its specific functions is a great way to do just that.
You can create videos, tutorials, blog posts, e-books, etc., share them with your audience, and let them know all about your app.
For instance, this post by Tailor Brands is a clear example of how you can present your app to readers in a way that doesn’t look salesy. This company made a list of the best logo maker apps and included its AI-powered logo maker at the top. It also used this opportunity to include links to its app for those interested in downloading it.
Visuals are also a vital piece of the user engagement puzzle. That’s why creating tons of images and videos as part of your app content marketing campaign is important. These visuals should show off your app in action so that new users can get an idea of what it does and whether they want to use it.
Try using an online collage maker to showcase multiple aspects of your app, or make a very short instructional video tutorial that can boost engagement levels.
Engage your existing users
Content marketing can also create value for your existing users.
You can use your content to provide them with various perks, like exclusive videos or helpful articles explaining how they can get even more out of your platform.
That will help you retain users, which is the backbone of customer retention. Retention is hugely valuable for a business, as it costs far more to market content to new users than it does to ensure that existing users continue.
The main way to ensure that you’ll retain your app users is to deliver on their needs. Take Samsara as a prime example. It has rolled out multiple apps to meet the needs of its customers, from government fleet management to driver operations and compliance.
By understanding those needs, you’ll be able to determine what your audience is looking for, how you can deliver it to them, and what the best form of content will be for those purposes.
Win back former users
Eventually, all businesses lose some customers. That’s why it’s important to reach out to those who have come and gone and attempt to win them back through content marketing.
This can include:
- Email surveys to discover why they left
- Special blog articles designed to showcase new features
- Video testimonials from satisfied customers
- Images showing off recent redesigns that make the app more attractive
- And more
App development and rollout is a long and involved process, but by incorporating content marketing elements into your strategy, you’ll be able to reach more people and cover your bases with three major audience segments.
- New customers who have never used your app before
- Existing customers who are currently using the app
- Churned customers who once used the app but then deleted it
By developing content aimed at these key areas, you’ll be able to improve your apps visibility, your brand’s reputation, and your profit margin for years to come.
Joanne Camarce grows and strategizes B2B marketing and PR efforts. She loves slaying outreach campaigns and connecting with brands like G2, Wordstream, Process Street, and others. When she’s not wearing her marketing hat, you’ll find Joanne admiring Japanese music and art or just being a dog mom.