Photo Source: Essential App Marketing
Entrepreneurs need to market their App startups. When it comes to marketing an App offering online, content marketing through blog writing is one of the most effective methods to spread the word about your App and position yourself as an industry expert. But an effective blog post is not the same as churning out written content.
Effective content marketing is about telling really great stories that connect with your target audience. To write a great blog that attracts clicks, reads and shares from your target market, there are key elements that need to be incorporated.
As part of my blog writing practices for Launchpad App Development and our clients, I have researched the methodology applied by Online Marketing expert Neil Patel and formatted the key app marketing elements to accomplish the writing goals of successful App Entrepreneurs.
So, without further ado, here are the four key elements of a successful blog posts when marketing your app.
The headline is vitally important to a blog post’s success, as it is the first piece of content your audience will read. You may have put a substantial amount of time and effort into writing the blog, but if no one clicks it because the headline is boring, you might as well have not written anything to promote your app.
Research from Copyblogger found that, on average, 8 out of 10 people will read the headline, while approximately only 2 out of 10 will continue on to read the blog post.
So how do you create a title that has the power to draw eyes and clicks?
Use the following practices to create your blog headline:
Give yourself at least 30 minutes to generate a great headline
Do not rush the key element to grabbing the initial attention of your target market. Instead, apply a different kind of R&R once you have written the blog content: Research & Review.
Research articles that cover similar topics to your app product, as well as the titles of those that received a high-volume of shares and comments from readers. How were the headlines effective in getting the online audience to read the article?
Review the content you have prepared for your blog. More specifically, assess the keywords you have applied throughout your writing. This will help to understand the point you want to communicate in the headline and the keywords that will advance your audience to be engaged, read on and, in turn, download your app.
Include numbers to catch the eye of readers
Research has shown that including numbers in a title directly leads to more clicks and shares of the written content. Along with a subtitle of how long a blog will take to read (E.g. Read in 5 minutes), this technique helps the reader to know exactly what to expect, timewise. If a title includes that the blog is comprised of ‘5 tips’, no more and no less, than the audience can instantaneously make a decision on whether they have the time to read on.
Example: The title for Launchpad’s ‘Naming Your App’ Blog
✗ How to Name An App – Overused phrase in ‘How to’ with no keywords that express the blog’s benefits or prompt action from the reader.
✓ A 3 Step Guide to Naming Your App – Clearly states what to expect from reading on (‘3 Step Guide’) and engages the reader to do so (‘Your App’).
So your title has persuaded people to click on your blog post. Now your content needs to sell your app.
Here’s some proof why content sells: In one study, 71% of B2B marketers used content marketing to generate leads, and content marketing generated three times as many leads as traditional outbound marketing, but cost 62% less.
If you want potential customers to read on and engage with the content, you need to organise the layout of your blog. Organising the flow of the blog into easily digestible content will determine whether readers leave your page without care or stick around to get the most out of your app offering.
Here’s the model you should follow to engage readers with your blog content:
Introduction – Set the stage for your discussion
After the title, this is the next step to hooking the interest of your audience. Therefore, you’ve got to have a hook within your introduction. The hook of your introduction is where you truly grab the attention of the reader and is preferably achieved by presenting a problem that your reader desperately wants solved.
So what constitutes a hook?
A question is one of the most effective techniques to draw people in. Once a question is posed, our natural response is to look for an answer. Another technique is to tell a story. Depending on your particular audience, a story that readers can relate to is quickest way to grab the attention of your target audience.
Example: The hook in ‘How To Make Your App A Money Maker’
- How can you be sure that you are moving forward with the best monetisation strategy for your app concept? We examine the ideal business models available to help you generate the most revenue.
✓ Presents a premise that any App Entepreneur can relate to.
✓ Poses a question to prompt the action to read on and find out the answer.
Body – Make your points and explain them
Your planned blog is made up of any number of tips, steps, ideas or any other particular way to itemise your written content. Each of these points make up the body of your blog post. Therefore, each point must be something that your readers can latch onto by solving the problem you have presented to them in the premise.
Be sure to outline each point and explain them in a succinct manner with the use of subheadings, paragraph breaks and bullet points. Do this for each point you want to communicate to the reader. Solving your reader’s problem in this organised and clear manner will ultimately decides whether they respond to the call to action at the end of your blog or not.
The Visual Appeal
Reading text on a screen is a lot different than reading it on paper. Whereas a magazine article can feature long paragraphs and complex sentences, blogs need to be visually broken up in some way to help readers understand the content. Therefore, how you present your blog in terms of format, imagery and length is what will make the written content look professional and approachable to the reader.
Focus on the following details to improve the visual appeal of your blog:
Format – Use headings, subheadings and dot points
When reading online content, research has shown that Internet users gravitate towards shorter blocks of text that are broken up with space around and between lines. The reason for this is that many users often skim through online content in comparison to printed publications.
Therefore, you must format your blog in a way that allows the reader to easily speed-read through it, while still digesting the content and being prompted to your call to action. The best way to accomplish this is shorter sentences and paragraphs, subheadings for each point you are making, and dot points to communicate a concept in an efficient and effect manner.
Images – Use them to enhance the written content
First things first: The written content of your blog is the most important thing for search engine optimisation and to spread the word about your App. However, your blog will be more aesthetically appealing if it includes images that are complimentary to your written content. Therefore, you should have a goal to include 1 to 3 strategic images that help your readers and enhance your content.
Content-relevant images enhance the aesthetic appeal of your Blog. Source: News Cred
Length – As long as it takes to say what you need to say
The ideal length for a blog post is a matter that remains under continuous debate. However, all the market research and data point to long-form content performing better in social sharing, search indexing, organic traffic and conversions.
Your aim should be to regularly create content that is in the 1,000 to 1,500-word range. As long as this written content is broken up into manageable blocks with strategically placed images, your blog will attract people based on visual appeal.
The Call to Action
The call to action is the way to achieve results from your blog post. The blog content has an eye-catching title, a clear structure and is visually appealing. Now that the reader is ready to respond, do, click and/or engage, you need a call to action.
What do you want the readers of your blog to do? Whether it’s capturing an email address, visiting another page or downloading an App, the call to action is the key to accomplishing this.
Truly effective calls to action begin and end with a strong, compelling conclusion to your blog post. The conclusion needs to feature an appeal – the reader should be invited to take the next step or do the next logical thing.
Example: The conclusion and call to action for this very blog!
Blog writing is one of the most effective content marketing methods for App Entrepreneurs to connect with their target audience.
In my experience, you need to carefully consider the Title, Structure, Visual Appeal and Call to Action of your blog to ensure that your potential app consumers engage with your content.
If you have an approach to app marketing that includes this blog writing methodology, you’ll start generate more traffic, build your startup and, most importantly, increase app downloads and user loyalty.
What other tips do you have for writing an app blog? Please share your thoughts and let other readers know!
✓ Strong and compelling in summarising the blog’s main points.
✓ Invites and guides the reader towards the next logical step.