Using Content Marketing Trends to Promote Your App

4 Tried & tested techniques to improve product visibility

When you’ve developed a great app you are convinced is going to revolutionise a given industry, the next step is how to get it in front of your target audience.

Whether you’re after buy-in from influential publications and journalists, or you simply want to appeal directly to your chosen demographic, listed below are some proven content marketing strategies for SMEs that will help get you seen and heard.

1) Engaging video content

Particularly vital if your digital solution is aimed at teens and young adults, it’s hard to ignore the wave of content creation and subsequent engagement when it comes to visual-led social media - think Tik Tok, Instagram and Snapchat.

Promotional content aimed at younger audiences will therefore need to involve creative ways of making your presence on these platforms stand out.

From custom gifs to augmented reality (AR) filters, video editing software is becoming more in tune with the need for business to be able to stamp their branding on visual content.

2) Customer-first content

Creating a content calendar for promoting your app is the easy part. The hard part? Making it targeted and relevant enough that they will research, and hopefully, download your app.

Less a trend and more of a must-do when it comes to winning over your intended audience and being seen by search engines as an authority within your field, creating content that finds solutions to user queries is the golden ticket towards app success.

3) Building your authority with related websites and trusted industry figures

A good content marketing strategy will positively impact your brand’s visibility online in the same way that word of mouth used to work before the internet arrived. Ultimately, you don’t just want people talking about your app - you also want the right people talking about it.

Depending on your product and target customer, this could involve crafting blog and PR-worthy content clearly outlining the reasons you exist, why people need you to exist, and how downloading your app can make their lives easier/better.

4) Show potential customers (and Google) what your app can do

Long-form content on your website as part of your news/blog site area can help you target specific keywords that users interested in your app solution are searching for.

By creating core pillar pages that talk generally about your platform, you can then create spin-off cluster pages that go into depth about each individual app function.

In doing this, you can widen the net for generalised search terms relating to your industry and product, while going into more detail for users moving through the ‘download journey’ towards converting. Infographics and images breaking up this content keeps things engaging for the reader.