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The Content Strategist’s Guide to Mobile Apps
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I look like this.
My name is Melanie.
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Content audits Content matrices
Style guides
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Makes apps
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David Murray
Director, Product Design (my boss)
Push notifications?
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???Me
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David Murray
Director, Product Design (my boss)
App store?
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???Me
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How about you?
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Apps are different from web.
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How do you do content strategy for a mobile app?
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Mobile apps need you.
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Mobile apps need content
strategy.
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Why?
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Push Notifications & In-App Messaging04Re-engage users.
The Golden Age of Apps?
The Golden Age of Apps?01
Total Time Spent in Digital Media (U.S.)
Mobile devices (phone, tablet)
Desktop
Source: comScore
40% 60%
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The Golden Age of Apps?01
Mobile devices (phone, tablet)
Desktop
Source: comScore
40% 60%52% apps
Total Time Spent in Digital Media (U.S.)
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“Wow! Apps must be taking over.”
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Not so fast.
The Golden Age of Apps?
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01
Source: comScore
The Golden Age of Apps?
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01
The Golden Age of Apps?
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01
#1
Source: comScore
The Golden Age of Apps?
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01
Source: comScore
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Facebook, Google, Apple, Yahoo, Amazon and eBay develop 9 of the top 10
most-used apps.
Source: comScore
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Enter your app…
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How can you: • Get users engaged? • Keep them coming back?
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Use content strategy to create an app
people love.
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Push Notifications02
4 Essential Components of Mobile App Content Strategy
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APPS
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4. Essential Components of Mobile App Content Strategy02
App Indexing Get found in Google.
Push Notifications Re-engage users.
Product Content Keep your users informed and happy.
Store Optimization Get your app downloaded.
APPS
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App Indexing01Get found in Google.
App Indexing
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01
“App Indexing lets Google index apps just like websites, so deep links to your app appear in search results. This allows users to find exactly the right content within your app.”
What is App Indexing?
Source: Google
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Push Notifications02
Example with app installed
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App Indexing01
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Push Notifications02
Example without app
installed
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App Indexing01
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Push Notifications02
Constraint: You must have a website with content that
matches the app.
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App Indexing01
Source: Search Engine Land
30%
App Indexing Usage for Android
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App Indexing01
Source: Search Engine Land
30%
App Indexing Usage for iOS
19%
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Push Notifications02
Next step? Talk to your developers.
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Push Notifications02Re-engage users.
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Push Notifications02
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Push Notifications02
Source: @EricBlattberg | Twitter
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Push Notifications02
Source: @Babylonian | Twitter
Push Notifications
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“If they don’t receive messages, only 5% will continue to use the app 90 days after first app open…”
Why Send Push Notifications?
Source: Urban Airship
Push Notifications
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Push notifications can boost retention as much as 10x.
Why Send Push Notifications?
Source: Urban Airship
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Push Notifications02
Send the good kind.
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Push Notifications02
It starts with collaboration.
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Push Notifications02
Promotional messages: talk to your business
stakeholders.
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Push Notifications02
Personalize! • By user type (customer,
prospect, loyalty member)
• By location • By purchase
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Push Notifications02
Source: Andrew Chen
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Push Notifications02
Source: Andrew Chen
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Push Notifications02
Source: Sellbrite
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Push Notifications02
Informational messages: talk to your design team.
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Push Notifications02
Source: Andrew Chen
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Push Notifications02
Integrate with your product map
(aka, sitemap).
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Push Notifications02
All message types: consult your brand voice
and tone guidelines.
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Push Notifications02
Source: Ben Bloodworth
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Push Notifications02
Respect the user.
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Push Notifications02
Provide the ability to turn off push from inside the app.
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Push Notifications02
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Product Content03In-app messaging and omnichannel content.
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Push Notifications & In-App Messaging04Re-engage users.In-App Messages
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In-App Messages02
What are they? • Notifications that
appear inside the app • Can be a banner or
interstitial page
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In-App Messages02
Source: Urban Airship
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In-App Messages02
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In-App Messages02
Source: Urban Airship
Your order has been shipped. Would you like us to send you shipping alerts via push notifications? Opt-in Decline
Source: Urban Airship (image and text)
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In-App Messages02
Like push notifications, in-app messages should be: • Thoughtful • Personalized • Written according to your
brand voice and tone guidelines
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In-App Messages02
Use in-app messages in conjunction with push
notifications to provide users with a rich experience.
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Push Notifications & In-App Messaging04Re-engage users.
Omnichannel Content
Form field labels Error messages Product descriptions
Articles Terms & Conditions And more…
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Product Content03
By Kevin Cornell
Content Modelling
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Push Notifications02
Example
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Product Content03
Source: Lidl UK
Monolithic “blob”
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Product Content03
Here’s how we might model the recipe content.
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Product Content03
So, what does this get us?
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Product Content03
Desktop website
Source: Yummly
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Product Content03
Mobile web
Source: Yummly
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Product Content03
Mobile web
Source: Yummly
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Product Content03
Mobile app
Source: Yummly
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Product Content03
Mobile app
Source: Yummly
Product Content
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Mobile app (shopping list)
Source: Yummly
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Product Content03
Amazon: Content Everywhere (affiliate link)
Recommendation:
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Product Content03
Read it in UXPA Magazine.
Mike Atherton Carrie Hane
Recommendation:
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Store Optimization04Get your app downloaded.
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Store Optimization04
App Store OptimizationLike SEO, but for the app stores.
(search engine optimization)
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Store Optimization04
Why is it important?
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Store Optimization04
Why is it important?
47%Source: TechCrunch
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Store Optimization04
Why is it important?
Source: TechCrunch
53%
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Store Optimization04
How do we do it?
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Push Notifications & In-App Messaging04Re-engage users.1. Keyword research
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Store Optimization04
Keyword Tools:
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Store Optimization04
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Store Optimization04
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Store Optimization04
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Store Optimization04
time zone converter UTC pilot (pikot,ilot) Zulu GMT timezone
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Store Optimization04
Make sure your keywords are
relevant to your app.
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Push Notifications & In-App Messaging04Re-engage users.
2. App Store keywords
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Store Optimization04
time,zone,converter,UTC,pilot,pikot,ilot,Zulu,timezone,GMT
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Push Notifications & In-App Messaging04Re-engage users.3. App name
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Store Optimization04
App Store: 50 characters maxGoogle Play: 30 characters max
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Store Optimization04
Make sure the app name is unique, descriptive, and relevant.
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Store Optimization04
No keyword stuffing.
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Push Notifications & In-App Messaging04Re-engage users.4. Description
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Store Optimization04
App Store: 4,000 charactersGoogle Play: 4,000 characters
Store Optimization
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Bonus! Google Play short description: 80 characters.
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Store Optimization04
Warning: You may write 4,000 characters…
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Store Optimization04
But beware the dreaded “more” link.
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Store Optimization04
So really, to get their attention… • App Store: 255 characters • Google Play: 255 characters
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Store Optimization04
Be ruthless in your copy. No filler in the first 255 characters.
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Store Optimization04
Incorporate keywords. But no keyword stuffing.
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Store Optimization04
“The ideal description is a concise, attention-grabbing paragraph followed by a short list of main features.”
— App Store Guidelines
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Store Optimization04
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Store Optimization04
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Store Optimization04
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Store Optimization04
Use your brand’s messaging architecture.
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Store Optimization04
“Communicate in the tone of your brand, and use terminology your target audience will appreciate
and understand.” — App Store Guidelines
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Push Notifications & In-App Messaging04Re-engage users.
There’s so much more… • Screenshots • Preview Video • Localization • Category • App Icon • Ratings & Reviews • Release Notes
Check out the downloads!
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Store Optimization04
Q&A
Mobile apps need you. Mobile apps need content strategy.
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Use content strategy to create an app
people love.
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Push Notifications02
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Push Notifications02
Thanks!
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Push Notifications & In-App Messaging04Re-engage users.
Kudos to: • Jonathon Colman • Chris Stauffer • Scott Wolfson • Jeff Seibert • Kate Bennis • Hillary Pitts • Alicia Midland • Everyone at WillowTree
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Push Notifications & In-App Messaging04Re-engage users.
Downloads • App Store Optimization Checklist
• Push Notification Strategy Template
• Resources for Further Reading
