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The Content Strategist's Guide to Mobile Apps | RVA Content

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We spend tons of time on mobile apps. But most of the time, we're only using our 4 favorite apps. If you're building an app, how can you make sure it gets discovered, downloaded, and used again and again? Content strategy, that's how!

(Fun fact: the elephant is the unofficial mascot of content strategy.)

Veröffentlicht in: Mobil
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The Content Strategist's Guide to Mobile Apps | RVA Content

  1. 1. The Content Strategist’s Guide to Mobile 
 Apps
  2. 2. 2 By Amy Sly
  3. 3. 3
  4. 4. 4 I look like this. My name is Melanie.
  5. 5. 5 Content audits Content matrices Style guides
  6. 6. 6 Makes apps
  7. 7. 7 David Murray Director, Product Design 
 (my boss) Push notifications?
  8. 8. 8 ??? Me
  9. 9. 9 David Murray Director, Product Design 
 (my boss) App store?
  10. 10. 10 ??? Me
  11. 11. 11 How about you?
  12. 12. 12 Apps are different from web.
  13. 13. 13 How do you do content strategy for a mobile app?
  14. 14. 14 Mobile apps need you.
  15. 15. 15 Mobile apps need content strategy.
  16. 16. 16 Why?
  17. 17. 17 Push Notifications & In-App Messaging04 Re-engage users. The Golden Age of Apps?
  18. 18. The Golden Age of Apps?01 Total Time Spent in Digital Media (U.S.) Mobile devices (phone, tablet) Desktop Source: comScore 40% 60% 18
  19. 19. 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.) 19
  20. 20. 20 “Wow! 
 Apps must be taking over.”
  21. 21. 21 Not so fast.
  22. 22. The Golden Age of Apps? 22 01 Source: comScore
  23. 23. The Golden Age of Apps? 23 01
  24. 24. The Golden Age of Apps? 24 01 #1 Source: comScore
  25. 25. The Golden Age of Apps? 25 01 Source: comScore
  26. 26. 26 Facebook, Google, Apple, Yahoo, Amazon and eBay develop 9 of the top 10 most-used apps. Source: comScore
  27. 27. 27 Enter your app…
  28. 28. 28 How can you: • Get users engaged? • Keep them coming back?
  29. 29. 29 Content Strategy! By Kevin Cornell
  30. 30. 30 Use content strategy to create an app people love.
  31. 31. 31 Push Notifications02 4 Essential Components of Mobile App Content Strategy
  32. 32. 32
  33. 33. 33 APPS
  34. 34. 34 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
  35. 35. 35 App Indexing01 Get found in Google.
  36. 36. App Indexing 36 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
  37. 37. 37 Push Notifications02 Example with app installed
  38. 38. 38 App Indexing01
  39. 39. 39 Push Notifications02 Example without app installed
  40. 40. 40 App Indexing01
  41. 41. 41 Push Notifications02 Constraint: You must have a website with content that matches the app.
  42. 42. 42 App Indexing01 Source: Search Engine Land 30% App Indexing Usage for Android
  43. 43. 43 App Indexing01 Source: Search Engine Land 30% App Indexing Usage for iOS 19%
  44. 44. 44 Push Notifications02 Next step? Talk to your developers.
  45. 45. 45 Push Notifications02 Re-engage users.
  46. 46. 46 Push Notifications02
  47. 47. 47 Push Notifications02 Source: @EricBlattberg | Twitter
  48. 48. 48 Push Notifications02 Source: @Babylonian | Twitter
  49. 49. Push Notifications 49 02 “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
  50. 50. Push Notifications 50 02 Push notifications can boost retention as much as 10x. Why Send Push Notifications? Source: Urban Airship
  51. 51. 51 Push Notifications02 Send the good kind.
  52. 52. 52 Push Notifications02 It starts with collaboration.
  53. 53. 53 Push Notifications02 Promotional messages: 
 talk to your business stakeholders.
  54. 54. 54 Push Notifications02 Personalize! • By user type (customer, prospect, loyalty member) • By location • By purchase
  55. 55. 55 Push Notifications02 Source: Andrew Chen
  56. 56. 56 Push Notifications02 Source: Andrew Chen
  57. 57. 57 Push Notifications02 Source: Sellbrite
  58. 58. 58 Push Notifications02 Informational messages: talk to your design team.
  59. 59. 59 Push Notifications02 Source: Andrew Chen
  60. 60. 60 Push Notifications02 Integrate with your product map (aka, sitemap).
  61. 61. 61 Push Notifications02 All message types: consult your brand voice and tone guidelines.
  62. 62. 62 Push Notifications02 Source: Ben Bloodworth
  63. 63. 63 Push Notifications02 Respect the user.
  64. 64. 64 Push Notifications02 Provide the ability to turn off push from inside the app.
  65. 65. 65 Push Notifications02
  66. 66. 66 Product Content03 In-app messaging and omnichannel content.
  67. 67. 67 Push Notifications & In-App Messaging04 Re-engage users. In-App Messages
  68. 68. 68 In-App Messages02 What are they? • Notifications that 
 appear inside the app • Can be a banner or interstitial page
  69. 69. 69 In-App Messages02 Source: Urban Airship
  70. 70. 70 In-App Messages02
  71. 71. 71 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)
  72. 72. 72 In-App Messages02 Like push notifications, in-app messages should be: • Thoughtful • Personalized • Written according to your 
 brand voice and tone guidelines
  73. 73. 73 In-App Messages02 Use in-app messages in conjunction with push notifications to provide users with a rich experience.
  74. 74. 74 Push Notifications & In-App Messaging04 Re-engage users. Omnichannel Content
  75. 75. Form field labels Error messages Product descriptions Articles Terms & Conditions And more…
  76. 76. Source: OmnichannelContentStrategy.com
  77. 77. 77 Product Content03 Source: InVision
  78. 78. 78 Product Content03 Source: InVision
  79. 79. 79 Product Content03 By Kevin Cornell Content Modelling
  80. 80. 80 Push Notifications02 Example
  81. 81. 81 Product Content03 Source: Lidl UK Monolithic “blob”
  82. 82. 82 Product Content03 Here’s how we might model the recipe content.
  83. 83. 83 Product Content03 So, what does this get us?
  84. 84. 84 Product Content03 Desktop website Source: Yummly
  85. 85. 85 Product Content03 Mobile web Source: Yummly
  86. 86. 86 Product Content03 Mobile web Source: Yummly
  87. 87. 87 Product Content03 Mobile app Source: Yummly
  88. 88. 88 Product Content03 Mobile app Source: Yummly
  89. 89. Product Content 89 03 Mobile app (shopping list) Source: Yummly
  90. 90. 90 Product Content03 Amazon: Content Everywhere (affiliate link) Recommendation:
  91. 91. 91 Product Content03 Read it in UXPA Magazine. Mike Atherton Carrie Hane Recommendation:
  92. 92. 92 Store Optimization04 Get your app downloaded.
  93. 93. 93 Store Optimization04 App Store Optimization Like SEO, but for the app stores. (search engine optimization)
  94. 94. 94 Store Optimization04 Why is it important?
  95. 95. 95 Store Optimization04 Why is it important? 47% Source: TechCrunch
  96. 96. 96 Store Optimization04 Why is it important? Source: TechCrunch 53%
  97. 97. 97 Store Optimization04 How do we do it?
  98. 98. 98 Push Notifications & In-App Messaging04 Re-engage users. 1. Keyword research
  99. 99. 99 Store Optimization04 Keyword Tools:
  100. 100. 100 Store Optimization04
  101. 101. 101 Store Optimization04
  102. 102. 102 Store Optimization04
  103. 103. 103 Store Optimization04 time zone converter UTC pilot (pikot,ilot) Zulu GMT timezone
  104. 104. 104 Store Optimization04 Make sure your keywords are relevant to your app.
  105. 105. 105 Push Notifications & In-App Messaging04 Re-engage users. 2. App Store keywords
  106. 106. 106 Store Optimization04 time,zone,converter,UTC,pilot, pikot,ilot,Zulu,timezone,GMT
  107. 107. 107 Push Notifications & In-App Messaging04 Re-engage users. 3. App name
  108. 108. 108 Store Optimization04 App Store: 50 characters max
 Google Play: 30 characters max
  109. 109. 109 Store Optimization04 Make sure the app name is unique, descriptive, and relevant.
  110. 110. 110 Store Optimization04 No keyword stuffing.
  111. 111. 111 Push Notifications & In-App Messaging04 Re-engage users. 4. Description
  112. 112. 112 Store Optimization04 App Store: 4,000 characters
 Google Play: 4,000 characters
  113. 113. Store Optimization 113 04 Bonus! Google Play short description: 80 characters.
  114. 114. 114 Store Optimization04 Warning: You may write 4,000 characters…
  115. 115. 115 Store Optimization04 But beware the dreaded “more” link.
  116. 116. 116 Store Optimization04 So really, to get their attention… • App Store: 255 characters • Google Play: 255 characters
  117. 117. 117 Store Optimization04 Be ruthless in your copy. No filler in the first 255 characters.
  118. 118. 118 Store Optimization04 Incorporate keywords. But no keyword stuffing.
  119. 119. 119 Store Optimization04 “The ideal description 
 is a concise, attention- grabbing paragraph followed by a short 
 list of main features.” — App Store Guidelines
  120. 120. 120 Store Optimization04
  121. 121. 121 Store Optimization04
  122. 122. 122 Store Optimization04
  123. 123. 123 Store Optimization04 Use your brand’s messaging architecture.
  124. 124. 124 Store Optimization04 “Communicate in the tone of your brand, and use terminology your target audience will appreciate and understand.” — App Store Guidelines
  125. 125. 125 Push Notifications & In-App Messaging04 Re-engage users. There’s so much more… • Screenshots • Preview Video • Localization • Category • App Icon • Ratings & Reviews • Release Notes Check out 
 the downloads!
  126. 126. 126 Store Optimization04 Q&A
  127. 127. Mobile apps need you. 
 Mobile apps need content strategy.
  128. 128. 128 Use content strategy to create an app people love.
  129. 129. 129 Push Notifications02
  130. 130. 130 Push Notifications02 Thanks!
  131. 131. 131 Push Notifications & In-App Messaging04 Re-engage users. Kudos to: • Jonathon Colman • Chris Stauffer • Scott Wolfson • Jeff Seibert • Kate Bennis • Hillary Pitts • Alicia Midland • Everyone at WillowTree
  132. 132. 132 Push Notifications & In-App Messaging04 Re-engage users. Downloads • App Store Optimization Checklist • Push Notification Strategy Template • Resources for Further Reading

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