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App-Tastic Growth: Content Marketing for Apps

This article explains how to start your app content marketing strategy and improve it as you go while keeping up with market trends.

Edona Shala

Content Writer

App-Tastic Growth: Content Marketing for Apps

If you’re considering developing a mobile app and want to get people interested in your product, you should know that content marketing is a great way to do this. As of 2022, there are currently 8.93 million apps available in the world, including all iOS and Android app stores.   

App developers are constantly competing for market share. If you own an app, you will spend a lot of time and money trying to get potential customers’ time and attention. This is when content marketing comes in handy. Content marketing is effective when done correctly. As a result, 86% of B2C marketers include content marketing in their overall strategy.

Getting seen among the millions of other mobile apps might be difficult, but effective marketing can give you a competitive advantage. This article explains how to start your app content marketing strategy and improve it as you go while keeping up with market trends.

How to Create Content Marketing for Apps?

The goals of your content strategy can be different. Some examples include getting more people to sign up for a mailing list, making your brand or app more well-known, getting more people to download your app, increasing sales, and keeping users engaged for longer.


The first you may wonder about is, “When should I start?” You can’t start too early if you don’t even know what your app will be about. And you can’t start too late if your app is already on the market. Before you start, you need to think about some important aspects that will later determine your content strategy.


  • Do you have enough time and money to put effort into Content Marketing? 
  • Do you know how much it will cost?
  • Will focusing on Content Marketing take away from developing your app?
  • Will focusing on Content Marketing take away from keeping your users?


These are important things to consider because Content Marketing requires a long-term commitment and costs time and money.  

Choose the goals that matter most to your business and incorporate them into your mobile app’s content strategy. When you create content, always keep these goals in mind. This will make your strategy more effective.

Define Your Target Audience and Business Goals

Knowing your audience is one of the most important things for a successful content strategy. It’s important not to see them as a group but as individuals with unique needs and interests.


Understanding your audience helps you create content that specifically addresses their needs and pain points. Knowing your audience also helps you plan your strategy. For example, if they prefer a particular social platform, you can include social sharing buttons for that platform in your app.        


  • Who are the users of your app? 
  • Where are they located? 
  • What age groups do they belong to?
  •  What are their other interests? 
  • How will they use your app? 
  • Why would they choose your app? 
  • What’s your target download rate in the first three months? 
  • What retention rate do you aim for?


The answers to these questions form the basis of your content marketing plan. They will also help you evaluate the performance of your content marketing in the future. 

Make Use of ASO and Content Marketing

The focus of ASO (App Store Optimization) is to improve your app’s visibility in the app store. ASO involves optimizing many factors, such as rankings, impressions, shares, ratings, reviews, and downloads. Content marketing plays a crucial role in this process.


ASO, similar to SEO (Search Engine Optimization), improves engagement with your website and boosts app downloads. Content plays a vital role in achieving these objectives.


Although the app store itself offers limited content options, such as the app title and description, you can and should use content from your other online platforms, such as your website, blog, or landing pages. This strategy helps create awareness about your app and drives traffic to your app store download page. 

Create Long-Form Content

A study of 1 million online articles discovered longer content, consisting of over 1000 words, receives more likes and shares on social media compared to shorter content. However, it’s not just about reaching a certain word count.


Long-form content performs well because it provides value, relevance, and insightful information for the reader. When creating content to promote your app, ensure that it directly relates to the purpose of your app in a practical and usable manner. This way, users can smoothly transition from consuming your content to taking action by clicking on your call-to-action.


Readers are willing to read long-form content on mobile apps as long as it is engaging. Longer content allows you to delve deeper into a topic and provide more detailed information, and deliver greater value. 


The key focus of your long-form content should be the value it provides. If you want your audience to stay engaged until the end, captivate them from the very beginning with a strong hook in the opening paragraphs. 


Build on that hook in the following paragraphs to convince your audience why they should continue reading. Clearly communicate the value your readers will gain from your content, and then deliver on that promise in your final piece.

Be Consistent

To be successful, you need to blog regularly and consistently. This can be challenging because you have to keep up with the latest trends and popular topics in your industry. You also need to create high-quality content that people want to share.


Interactive content is effective because it engages and entertains users in a way that static text cannot. That’s why over 80% of content marketers believe that interactive content is better at getting readers’ attention. A similar number of marketers also think that interactive content can be reused and encourages people to visit again. 


So it’s not just useful for getting more app downloads, but it’s also a valuable way to keep your users interested in your app after they’ve downloaded it. To engage your target audience, look into using quizzes, games, polls, infographics, and calculators.

Monitor and Track User’s Behaviour

One advantage of a mobile application is its extensive analytics features, allowing you to monitor and track the online behavior of your users.


While likes and shares are helpful indicators of content success, it is important to consider additional factors that indicate whether your audience is enjoying and engaging with your content.


Consider the bounce rate, which reveals how long users stay on a page before leaving. To improve your bounce rate, it is essential to present your content in a clear and easily readable format. This includes using paragraphs with only two or three sentences, adding ample white space, using clear headings and subheadings, and bulleted lists, among other techniques.


Similarly, the written content itself should be concise. By using brief sentences and eliminating unnecessary words, you can ensure that your articles are not only easy to read but also easy to comprehend.


Including visual elements such as images, videos, and infographics can help retain users’ interest and keep them engaged with the content.


It is also important to prioritize page load speed to retain your audience. Slow loading times deterred users, so it is important to minimize waiting times and optimize page load speed whenever you can.

Analyze the Results

The success of your app depends on its category. It’s important to test each step and adapt your approach based on the results you get.  By monitoring Key Performance Indicators (KPIs) like social shares, views, and generated links, you can assess the impact of your efforts. When you notice an increase in downloads or higher engagement because of your content, you’ll know your strategy is effective. 


Following a well-defined plan sets you on the path to success. Stay creative and stay updated with changes in your field. Remember to start small and grow alongside your audience. 


The Return on Investment (ROI) varies for each content marketing campaign based on its objective. The advantage is that you can explore different resources until you’re confident that your users are interested in what you offer them.

Final Thoughts

Content marketing is vital for app developers to differentiate themselves in a crowded market. By setting clear goals, understanding the target audience, and aligning business objectives, you can create an effective content strategy. 


Integrating ASO, creating valuable long-form content, being consistent in blogging, and tracking user behavior are key elements of a successful approach. You can optimize your content marketing efforts by analyzing results and adapting and achieving a favorable ROI. Content marketing is a crucial tool for app success in a competitive landscape.

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