The ubiquity of app marketing as a topic of interest shows the demand there is to learn and master app promotion. Companies these days spend a lot of time and energy on attracting new people to their apps.
The rush towards app marketing comes partly from the simplification of app development. Tools like AppMySite now make it possible to create Android and iOS mobile app for WooCommerce and WordPress websites.
These tools enable many companies to build an app. This especially includes companies that otherwise don’t get involved in app development because of its high costs and various complexities.
With an increase in the number of companies making an app, there is bound to be a spike in the attention given to app marketing. If making an Android app is now easy thanks to the use of any reliable free Android app maker, the next frontier is naturally app marketing. The same is true for making an iOS app as well.
Also read: How to build an app in ten simple steps?
The importance of shareable app content
There are a number of channels companies try to leverage to promote their app. They also try to improve their mobile app design and optimize in-app user paths.
All these efforts are geared towards one eventual goal - expanding the user base. Some techniques directly help acquire new users while others help retain the existing ones.
The one factor that goes under the radar is app content. So many of our modern digital platforms and channels are rooted in providing quality content. Streaming platforms such as Netflix and Disney+ are obvious examples. Even Facebook, Twitter, and Instagram to a great extent thrive because they cater to the content preferences of each user.
One primary quality of good content in the online world is its shareability. The best content you find online is often something you immediately want to share with your friends and family. Whether it’s a simple tweet or a news article, the inherent shareability of any given content is a great way of measuring its quality.
App marketing doesn’t have a very pronounced section related to creating shareable content. This is a key reason companies discount the importance of putting out highly shareable app content. The natural advantages are obvious. More people get to know about the app which causes a direct effect on app downloads, retention, visits, session duration, and so on.
How to write shareable app content?
Writing shareable content is not a cakewalk. If it was, anyone could do it. There are many factors which make a given piece of content shareable. There is no quantifiable way to measure the shareability of a content before it goes live. Writers have to rely on their instincts and remember some key guidelines.
The sections below discuss these guidelines and provide insights on writing shareable app content.
#1 - Stay with the times
App users are all about the present. They want to remain updated and expect the app content they consume to match these expectations.
How would you feel upon opening a pharma app and finding blog posts telling people how to avoid swine flu? You’d naturally feel shortchanged as this information is not relevant to a reader in 2020.
Your app content strategy must be shaped by the prevailing trends of your niche. An app discussing fashion for instance would be better served discussing prevailing trends. After all, fashion by its very nature is all about the ‘current’ preference of people and the market.
This simple tip helps in three ways.
First, it ensures writers are always bringing something new to the conversation. Staying with the times means avoiding topics and subjects which have already been covered.
Second, it brings a sense of urgency amongst app users to always check the app for latest updates.
Lastly, content covering the latest topics of a niche is also more likely to be shared.
#2 - Use clickbait with caution
Clickbait is a bad word in the marketing world. And yet, it is a common reality. A ten second scroll through a YouTube feed would show you two or three videos with clickbait thumbnails to lure you in.
There is no point in denouncing clickbait practices. There are far too many voices in the digital sphere and clickbait is a useful weapon to accumulate attention, albeit temporarily.
The problem with clickbait comes when it doesn’t deliver on its promise.
Using clickbait titles and images to hide shoddy content is a bad practice. Many websites and apps tend to do the same. This is partly the reason why clickbaits are looked down upon.
How should writers leverage clickbait cautiously? The first thing they should do is write good content to back up clickbait titles. This atleast holds up the value a given piece of content (and the app by extension) brings to a user.
Secondly, clickbait titles should be used judiciously. Incessant use of clickbaits simply turns off readers & users and doesn’t help companies achieve their goal of creating shareable content.
#3 - Invest time in creating truly original content
Writers are always under pressure to deliver on key content guidelines. They are expected to churn out quality content in a short span of time. This is largely because regular content updates are the fastest way for a modern brand to grow. Both websites and apps are bound to grow in terms of traffic if they put out more quality content.
This constant push to roll out blog posts, videos, and various other forms of content reduces the frequency of truly original content.
Original content here doesn’t simply mean unplagiarized content. A lot of writers create derivative content. This is a practical reality and neither writers nor companies can be faulted for indulging in the same.
Derivative content is not exactly shareable. Writers should try to allocate some of their time writing original content that brings new points and insights to the fore. Original points and insights are much more likely to be shared.
#4 - Master content vernacular
Every audience has its own vernacular. People write tweets and emails using different vernaculars. These differences in colloquialisms and styles should be reflected in the type of content put out on an app.
There are two main factors which should shape your app content - your brand tone and the vernacular of your audience.
Your brand tone comes from the overall narrative surrounding your brand. For example, the brand tone of Apple differs from the tone of Zomato.
Brand tone should naturally play a role in the nature of your content. After all, your app content represents your brand as well.
However, the vernacular of your audience should also play a role in shaping your content. For instance, an app development company would naturally use technical terms in its official content. This is because its audience expects a certain level of technical proficiency in its work.
However, a pet store app doesn’t have to be technical or formal. Its audience is primarily animal lovers who look for much more informal and engaging content.
Understanding different audience vernacular helps shape the engagement level of any given piece of content. Right languages choices eventually contribute to higher shareability as well.
App development has been simplified with DIY app making solutions. AppMySite for instance can help users build an iOS and Android app for a Wordpress website.
App marketing however remains a challenge. It is still tedious to make the right people visit an app store and download an app.
Writing shareable app content can raise awareness about an app and grow its overall downloads and visits. This piece provides insights on how writers can write truly shareable app content.