3 Ways Content Marketing Can Drive App Downloads

So you’ve built an awesome app and need users to sustain monetization, increase profit margins, and scale growth efforts. How do you get more app downloads you may ask? There are many resources offering tips and tricks to acquire more users. This helpful guide is intended to enlighten you of the positive benefits Content Marketing can do to drive app downloads.

What is Content Marketing? It is a methodology of using content in various mediums to organically market a product or service with effective long-term success. It may include highly SEO-juiced articles or blog posts, social media, lead generating landing pages, and even video to convey a creative messaging paradigm to a targeted audience.

That was a mouthful, let’s dissect it…

The infographic above is a visual representation of research and data we have compiled about the user acquisition lifecycle of mobile games. When most app developers build a game they need a small pool of beta testers to give honest feedback for improving the game. Once the app is launched, there is a great marketing effort to build upon an audience to scale it. Unfortunately, with any lifecycle, there is a drop-off point. Our goal in this guide is to extend the “harvested users” tail as long as possible.

Here’s is where most developers find themselves spending a lot of money acquiring users and realizing their profit margins shrinking. In some cases, research shows less than 20 percent profit margins after spending nearly half on user acquisition and another 30 percent split to app store platforms.

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Effective Content Marketing can allow for higher profit margins, less paid acquisition spending, and an organic long-tail of acquired users.

Paid acquisitions should be apart of your marketing strategy, however, the goal is to not rely heavily on it to feed your user base. An organic strategy should be the crux of your marketing spend. Here’s how Content Marketing can help:

Builds More Surface Area In Search

The search engine surface area concept is similar to the rising tides of boats hypothesis. Rising tides raise all boats… The more high-quality content you have indexed on a subject series, the more you increase your search engine surface area.

Take a recent client case study in which we used Content Marketing tactics to overtake their competition’s position in search. We created content across several mediums which ultimately funneled back to the client’s brand. The accumulation of written articles, YouTube videos, and social media posts expanded the client’s surface area for the keywords we were targeting.

Hence why we go beyond optimizing a webpage. We take a multifaceted approach across multiple media to ensure organic longterm results.

Builds High-Quality Content Prime For Search

The saying, “Content is King” holds absolutely true with this tactic. Our content strategy goals aim to publish the highest quality content based on in-depth personal knowledge, key tips, and deep research.

For example, let’s examine a recent client case study for a casino gaming app client. The end goal was to increase user acquisition with a targeted group of players. This group garners a longer LTV and spend higher amounts on in-app purchases as they have time and more disposable income while gaming. We developed a content strategy that included highly optimized articles debunking common misconceptions about the ilk- this created comfort when discussing the topic. We even sought ghost authored articles, expanding reach, and engagement directly with the audience we were seeking. Lastly, we published data-driven research in the form of infographics content.

If you think about a click funnel, it starts with a high source of traffic as it filters down. These articles collectively are primed for search, bringing in tons of leads. At the bottom of that funnel, we were left with our target users.

Builds Organic Leads Generation

One of the greatest benefits using Content Marketing tactics to drive app downloads is the natural lead generation tail it provides. As long as your intended market is searching for the keyword phrase you are targeting, that criteria determines how long you can receive leads. Furthermore, this can offer long-term savings as you are not spending to acquire users each time. You spend a considerable amount on the initial setup. Yet it’s worth the investment.

Take, for example, this page you are reading. We practice what we teach to our clients. This guide is just one piece to the puzzle in our lead generation tactical toolset. We offer high-value and insightful knowledge from our expert team of search marketing specialists with hopes that we offer help while guiding leads to our form below to inquire for more information. Crafting the setup for this plan was lengthy and multi-faceted, however, the return on upfront investment pays off as we build a trust relationship with our potential client base.

Key Takeaways How To Drive App Downloads With Content Marketing

1. Expanding surface area in search results casts a wider net to capture potential users. Our strategies do not focus on one medium, but several.
2. Search is currently the highest pool of traffic, followed by social media, then video… optimizing high-quality content across multiple media for search results fills the top of the funnel with genuine leads to filter.
3. Effective Content Marketing can allow for higher profit margins, less paid acquisition spending, and an organic longtail of acquired users.

Are you looking to naturally drive app downloads rather than paying for users each time? We can help with Content Marketing services. Contact us today to set up a free consultation: