the content strategist's guide to mobile apps
Post on 21-Apr-2017
101 Views
Preview:
TRANSCRIPT
The Content Strategist’s Guide to Mobile Apps
3
4
I look like this.
My name is Melanie.
5
Content audits Content matrices
Style guides
6
Makes apps
7
David Murray
Director, Product Design (my boss)
Push notifications?
8
???Me
9
David Murray
Director, Product Design (my boss)
App store?
10
???Me
11
How about you?
12
Apps are different from web.
13
How do you do content strategy for a mobile app?
14
Mobile apps need you.
15
Mobile apps need content
strategy.
16
Why?
17
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%
18
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
“Wow! Apps must be taking over.”
21
Not so fast.
The Golden Age of Apps?
22
01
Source: comScore
The Golden Age of Apps?
23
01
The Golden Age of Apps?
24
01
#1
Source: comScore
The Golden Age of Apps?
25
01
Source: comScore
26
Facebook, Google, Apple, Yahoo, Amazon and eBay develop 9 of the top 10
most-used apps.
Source: comScore
27
Enter your app…
28
How can you: • Get users engaged? • Keep them coming back?
30
Use content strategy to create an app
people love.
31
Push Notifications02
4 Essential Components of Mobile App Content Strategy
32
33
APPS
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
App Indexing01Get found in Google.
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
Push Notifications02
Example with app installed
38
App Indexing01
39
Push Notifications02
Example without app
installed
40
App Indexing01
41
Push Notifications02
Constraint: You must have a website with content that
matches the app.
42
App Indexing01
Source: Search Engine Land
30%
App Indexing Usage for Android
43
App Indexing01
Source: Search Engine Land
30%
App Indexing Usage for iOS
19%
44
Push Notifications02
Next step? Talk to your developers.
45
Push Notifications02Re-engage users.
46
Push Notifications02
47
Push Notifications02
Source: @EricBlattberg | Twitter
48
Push Notifications02
Source: @Babylonian | Twitter
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
Push Notifications
50
02
Push notifications can boost retention as much as 10x.
Why Send Push Notifications?
Source: Urban Airship
51
Push Notifications02
Send the good kind.
52
Push Notifications02
It starts with collaboration.
53
Push Notifications02
Promotional messages: talk to your business
stakeholders.
54
Push Notifications02
Personalize! • By user type (customer,
prospect, loyalty member)
• By location • By purchase
55
Push Notifications02
Source: Andrew Chen
56
Push Notifications02
Source: Andrew Chen
57
Push Notifications02
Source: Sellbrite
58
Push Notifications02
Informational messages: talk to your design team.
59
Push Notifications02
Source: Andrew Chen
60
Push Notifications02
Integrate with your product map
(aka, sitemap).
61
Push Notifications02
All message types: consult your brand voice
and tone guidelines.
62
Push Notifications02
Source: Ben Bloodworth
63
Push Notifications02
Respect the user.
64
Push Notifications02
Provide the ability to turn off push from inside the app.
65
Push Notifications02
66
Product Content03In-app messaging and omnichannel content.
67
Push Notifications & In-App Messaging04Re-engage users.In-App Messages
68
In-App Messages02
What are they? • Notifications that
appear inside the app • Can be a banner or
interstitial page
69
In-App Messages02
Source: Urban Airship
70
In-App Messages02
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
In-App Messages02
Like push notifications, in-app messages should be: • Thoughtful • Personalized • Written according to your
brand voice and tone guidelines
73
In-App Messages02
Use in-app messages in conjunction with push
notifications to provide users with a rich experience.
74
Push Notifications & In-App Messaging04Re-engage users.
Omnichannel Content
Form field labels Error messages Product descriptions
Articles Terms & Conditions And more…
79
Product Content03
By Kevin Cornell
Content Modelling
80
Push Notifications02
Example
81
Product Content03
Source: Lidl UK
Monolithic “blob”
82
Product Content03
Here’s how we might model the recipe content.
83
Product Content03
So, what does this get us?
84
Product Content03
Desktop website
Source: Yummly
85
Product Content03
Mobile web
Source: Yummly
86
Product Content03
Mobile web
Source: Yummly
87
Product Content03
Mobile app
Source: Yummly
88
Product Content03
Mobile app
Source: Yummly
Product Content
89
03
Mobile app (shopping list)
Source: Yummly
90
Product Content03
Amazon: Content Everywhere (affiliate link)
Recommendation:
91
Product Content03
Read it in UXPA Magazine.
Mike Atherton Carrie Hane
Recommendation:
92
Store Optimization04Get your app downloaded.
93
Store Optimization04
App Store OptimizationLike SEO, but for the app stores.
(search engine optimization)
94
Store Optimization04
Why is it important?
95
Store Optimization04
Why is it important?
47%Source: TechCrunch
96
Store Optimization04
Why is it important?
Source: TechCrunch
53%
97
Store Optimization04
How do we do it?
98
Push Notifications & In-App Messaging04Re-engage users.1. Keyword research
99
Store Optimization04
Keyword Tools:
100
Store Optimization04
101
Store Optimization04
102
Store Optimization04
103
Store Optimization04
time zone converter UTC pilot (pikot,ilot) Zulu GMT timezone
104
Store Optimization04
Make sure your keywords are
relevant to your app.
105
Push Notifications & In-App Messaging04Re-engage users.
2. App Store keywords
106
Store Optimization04
time,zone,converter,UTC,pilot,pikot,ilot,Zulu,timezone,GMT
107
Push Notifications & In-App Messaging04Re-engage users.3. App name
108
Store Optimization04
App Store: 50 characters maxGoogle Play: 30 characters max
109
Store Optimization04
Make sure the app name is unique, descriptive, and relevant.
110
Store Optimization04
No keyword stuffing.
111
Push Notifications & In-App Messaging04Re-engage users.4. Description
112
Store Optimization04
App Store: 4,000 charactersGoogle Play: 4,000 characters
Store Optimization
113
04
Bonus! Google Play short description: 80 characters.
114
Store Optimization04
Warning: You may write 4,000 characters…
115
Store Optimization04
But beware the dreaded “more” link.
116
Store Optimization04
So really, to get their attention… • App Store: 255 characters • Google Play: 255 characters
117
Store Optimization04
Be ruthless in your copy. No filler in the first 255 characters.
118
Store Optimization04
Incorporate keywords. But no keyword stuffing.
119
Store Optimization04
“The ideal description is a concise, attention-grabbing paragraph followed by a short list of main features.”
— App Store Guidelines
120
Store Optimization04
121
Store Optimization04
122
Store Optimization04
123
Store Optimization04
Use your brand’s messaging architecture.
124
Store Optimization04
“Communicate in the tone of your brand, and use terminology your target audience will appreciate
and understand.” — App Store Guidelines
125
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!
126
Store Optimization04
Q&A
Mobile apps need you. Mobile apps need content strategy.
128
Use content strategy to create an app
people love.
129
Push Notifications02
130
Push Notifications02
Thanks!
131
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
132
Push Notifications & In-App Messaging04Re-engage users.
Downloads • App Store Optimization Checklist
• Push Notification Strategy Template
• Resources for Further Reading
top related