Creating a great mobile app using leading-edge development tools is important for your business. In fact, it’s not really an option for businesses who want to remain competitive and stay at the forefront of their client’s minds.
“Having a mobile app for your business is becoming so important in an age where 95 percent of Americans own a mobile device,” writes one Buildfire guest blogger. Buildfire is a leading provider of tools and app development solutions.
With that being said, having a mobile app and mobile strategy extends well beyond the development phase.
As with your website and social media, you’re going to have to create a mobile content strategy in most cases, especially if you’re monetizing your app through a subscription-based model.
The following are some tips and things to keep in mind to help you develop an effective, innovative and sustainable mobile content strategy.
Rely on Analytics
Before you even start developing your mobile app or your general mobile strategy, you should be relying heavily on data and analytics. This continues to hold true as you build out your mobile content strategy.
Using analytics is going to guide how you contact app users, and what you’re providing them in terms of content.
For example, maybe your analytics show that your users aren’t enabling push notifications, so this is obviously going to have a big impact on your entire mobile strategy including your content strategy.
If you don’t use analytics, you’re going to be trying to push content on users that they don’t find relevant or engaging and that’s very likely to lead to an app uninstall.
Also, if you’re not using analytics to drive strategy, you aren’t going to be able to personalize content. It’s going to be generic, and that’s another reason people are more likely to uninstall.
Know Your Limitations
There are going to be unavoidable limitations when it comes to mobile app content. Rather than trying to ignore them or work past them, recognize them early on as you’re building your content strategy. Work them into your strategy.
When you know the limitations, you can use them to develop writing and copy rules. That can then make the content creation process more systematic, which is great from a strategy perspective.
Mobile Content Optimization
Along with thinking specifically about personalizing content to your audience, it’s going to have to be generally optimized for the mobile format. You’re not going to be able to take your web content strategy and simply move it to mobile.
You’re going to have to be providing shorter, more easily digestible content that’s going to be visually appealing on a mobile device. You’re not going to be using the long-form content you rely on for SEO purposes on the web but yet you have to retain that sense of value from the longer content.
You’re also going to have to align your content delivery with the visual elements in a very specific way. For example, how will you use buttons, fonts, and calls-to-action in a mobile-friendly way? How will you integrate images in a way that’s visually appealing and also emphasizes the overall message you want the content to convey?
Your goal with mobile content is to make it as easy as possible for the end user.
Concentrate On Usability
You don’t just want to shorten your content as much as possible—your goal needs to be usability above all else. Mobile users are on-the-go, and they’re only going to give your content a quick bit of attention. Make it highly relevant and personalized, but also extremely useful.
In line with this idea is the importance of writing as you speak. This is good on all fronts when it comes to modern, digital content strategies but especially on mobile. Go back through all of your content and see how it sounds out loud. This will let you know where you might be able to cut things out or make content more concise.
You want to always be testing out different usability factors and the ways you’re presenting content. Look at it across screens and collect and rely on data at all times to refine your content strategy as you go.
Finally, be careful of user-generated content. Users tend to like the opportunity to share and read content from other users but as part of your content strategy make sure you have parameters and checks in place for how users can add and share their own content. You have to think about this in terms of not only content left within your app, but also reviews on the App Store. You can’t do much to control this, but do use that feedback as part of your strategy to continue building and improving your content.