Content marketing gets results, and that is the reason 70% of B2B marketers are creating more content than they did one year ago, according to a Content Marketing Institute (CMI) research.
But, there’s always a question mark when it comes to B2C products, or more specifically B2C mobile apps when creating a content marketing strategy. It seems challenging at the outset, but once you understand the nuances, executing a content marketing strategy for B2C apps is simpler than you think.
In fact, according to CMI’s latest report, 77% of overall B2C companies use content marketing as a strategic marketing approach to attract and retain an audience.
If you are marketing to consumers directly either through your blog, corporate site or online store, this article will get you started in using content strategy effectively for your mobile app.
#1 Research the content your audience wants to read
A travel app for booking tickets discovers their customers worry about choosing the right type of hotels, wonder about price cuts, and want to avoid the hassle of last-minute travel plans. The reason is simple, a leisure travel is always associated with finding the right hotel, making local travel arrangements, etc.
So, the content strategy this app focuses on are topics such as tips for choosing between budget hotels and luxury hotels, predicting the next price cut based on previous trends, or a readymade packing list for last-minute travel planners.
The insight here is that when a consumer is thinking of holiday, not only are they thinking about the tickets, but the destination, hotels, sightseeing, etc. This helps capture the attention of potential buyers while they are researching on any of these topics as part of their overall holiday planning.
But how do you know what your users want?
Here’s where to look for cues.
These are still popular. People here share news, ask questions, answer questions, and more. Look for forums where people are discussing about your product-related topics. For instance, forums for Fashion or Makeup are a good channel for lifestyle and beauty apps to get some direction with content. Questions such as: How do I remove dark circles? Should I opt for heels or boots while going for a casual lunch? are great content ideas.
A trending topic on twitter can be your cue for your next blog. Research across social media channels where you would find your target audience and observe hashtags, trending topics, and what most people are sharing. Social media groups or communities can be useful to listen for comments/questions to get insipired for content ideas.
You can get ideas from the comment sections of other blogs or publications, similar to your app’s category. Readers usually share their opinions, suggestions and feedback with the author through comments.
#2 Content doesn’t always have to mean a blog article
Have you ever thought about creating a podcast, an infographic, a meme or an entertaining video as a part of your content strategy?
The Home Depot, a retailer of home improvement and construction products provides an excellent example of how the social network Vine can be used to create engaging visual content. Their Vine profile includes dozens of creative and interactive visual examples of content marketing like this one.
For some more inspiration, take a look at this video which went viral that showcased how content involving employees can work very effectively.
Architecture & Design is another great example of this.
#3 Exploit the emotional quotient
The biggest difference between content marketing strategies for B2B and B2C is the emotional quotient involved.
In the B2B businesses, company’s try to sell stuff to companies that serve other companies or consumers. However, in the case of B2C the purchase is personal and thus emotions are involved.
Content that evokes positive or negative emotions is more viral than content without emotion. People connect with content which has emotions such as happiness, fear, anger, or nostalgia. Emotional content is capable of transforming an absolute no into almost yes and sometimes into a for sure.
Mint Life Blog is a good example of emotional writing. They are adept at writing headlines that drive emotions, solve problems and answer questions such as ‘6 steps to a new career’ or ‘5 tips to kickstart your life in 2015’.
It gets better.
Emotional content drives the number of shares your content will get.
People like sharing practically useful content that helps their family and friends. MyFitnessPal, a fitness and health application, does this best. They have created 42 unconventional boards on their Pinterest account that provide actionable tips for being healthy.
#4 Customer segmentation
Segmenting your customers and targetting specific communication at them makes your content marketing efforts worthwhile with better returns in terms of engagement and clickthroughs.
For some inspiration on customer segmentation, you can turn to the website of Whole Foods Market, a supermarket chain specializing in organic food.
Though it’s a store selling goods, their website looks like a publication. The brand is a great example of customer segmentation on the basis of geography.
They segmented their messaging to respond better to their audience’s needs across different locations. They also have multiple Twitter accounts for different locations of their stores.
The localization of content helps them get more traction and attention from the relevant target audience, rather than addressing the same communication across geographies and cultures.
Creating a B2C content marketing strategy for your mobile app is easier than you think. Just follow your intuition and create content that you feel will appeal to the emotional senses of your friends and family and your prospective customers.