Content Strategy For Mobile Apps

Why content? Let’s assume you’ve recognized that the brands you admire, or maybe even your competitors (hopefully not) are killing it with content. You can see by the quality and quantity of online content that it’s a key strategy in their marketing. Before you invest the time, it’s good to know the “why” behind the “what.”

Google / A Book Apart

Content should be one of the pieces in your mobile application marketing strategy focused on generating organic interest. Success with mobile apps and content marketing also requires more listening and less talking. Quality trumps quantity. It’s better to have 1,000 online mobile users who read, share and talk about your content with their own audiences than 10,000 connections who disappear after connecting with you the first time.

If you publish amazing, quality content and work to build your online audience of quality followers, they’ll share it with their own audiences on Twitter, Facebook, LinkedIn, their own blogs and more. This sharing and discussing of your content opens new entry points for search engines like Google to find it in keyword searches. Those entry points could grow to hundreds or thousands of more potential ways for people to find you online.

Spending the time finding the online influencers in your market who have quality audiences and are likely to be interested in your products, services and business. Connect with those people and work to build relationships with them. If you get on their radar as an authoritative, interesting source of useful information, they might share your content with their own followers, which could put you and your business in front of a huge new audience.

If you spend all your time on the social Web directly promoting your products and services, people will stop listening. You must add value to the conversation. Focus less on conversions and more on creating amazing content and developing relationships with online influencers. In time, those people will become a powerful catalyst for word-of-mouth marketing for your business.

It’s better to specialize than to be a jack-of-all-trades. Don’t publish your content and then disappear. Be available to your audience. That means we need to consistently publish content and participate in conversations. Followers online can be fickle and they won’t hesitate to replace you if you disappear for weeks or months. A highly-focused social media and content marketing strategy intended to build a strong brand has a better chance for success than a broad strategy that attempts to be all things to all people.