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Content Strategy for Mobile Apps | #ConfabCentral 2017

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UDPATE: Evernote had professional note-takers at this talk—read their notes here: https://www.evernote.com/pub/evernote_examples/confabcentral2017#st=p&n=67344f5e-434f-4f48-96d3-034f9ebfb881

We all love clever app interfaces—but what about the complex content ecosystem in which every mobile app lives? In this talk, you’ll learn about the multiple areas of an iOS or Android app that require a content strategist’s touch, from push notifications to app store listings.

When you understand the content strategy connections between app touchpoints, you’ll have the power to help shape a stellar user experience that will make any app shine.

Published in: Mobile
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Content Strategy for Mobile Apps | #ConfabCentral 2017

  1. 1. Content Strategy for Mobile Apps
  2. 2. 2 The Golden Age of Apps?
  3. 3. The Golden Age of Apps?Introduction Total Time Spent in Digital Media (U.S.) Mobile devices (phone, tablet) Desktop Source: comScore 40% 60% 3
  4. 4. The Golden Age of Apps?Introduction Mobile devices (phone, tablet) Desktop 40% 60%52% apps Total Time Spent in Digital Media (U.S.) 4Source: comScore
  5. 5. 5 “Wow! 
 Apps must be taking over.”
  6. 6. 6 Not so fast.
  7. 7. The Golden Age of Apps? 7 01 Source: comScore
  8. 8. The Golden Age of Apps? 8 01
  9. 9. The Golden Age of Apps?Introduction 9 #1 Source: comScore
  10. 10. The Golden Age of Apps? 10 01 Source: comScore
  11. 11. 11 Facebook, Google, Apple, Yahoo, Amazon and eBay develop 9 of the top 10 most-used apps. Source: comScore
  12. 12. 12 Enter your app…
  13. 13. 13 How can you: • Stand out? • Get users engaged? • Keep them coming back?
  14. 14. 14 Use content strategy to create an app people love.
  15. 15. 15
  16. 16. Retention Use push notifications & in-app messages to retain and engage users. 16 Discovery Get your app downloaded using 
 App Store Optimization and App Indexing. Use Use product content whose substance and structure provide good UX. 01 02 03
  17. 17. 17 Push Notifications & In-App Messaging04 Re-engage users. App Store Optimization
  18. 18. 18 Discovery01 App Store Optimization Like SEO, but for the app stores. (search engine optimization)
  19. 19. 19 Discovery01 Why is it important?
  20. 20. 20 Discovery01 Why is it important? 47% Source: TechCrunch
  21. 21. 21 Discovery01 Why is it important? Source: TechCrunch 53%
  22. 22. 22 Discovery01 How do we do it?
  23. 23. 23 Discovery01 Lots to consider! • App Name • Category • Release Notes • Description • Screenshots • Preview Video • Localization • App Icon • Ratings & Reviews
  24. 24. 24 Push Notifications & In-App Messaging04 Re-engage users. Keyword research
  25. 25. 25 Store Optimization04
  26. 26. 26 Store Optimization04 Keyword Tool:
  27. 27. 27 Discovery01
  28. 28. 28 Discovery01
  29. 29. 29 Discovery01 time zone converter UTC pilot (pikot,ilot) Zulu GMT clock
  30. 30. 30 Discovery01 Make sure your keywords are relevant to your app.
  31. 31. 31 Discovery01 time,zone,converter,UTC,
 pilot,pikot,ilot,Zulu,
 timezone,GMT,clock App Store only: 
 100 characters
  32. 32. 32 Push Notifications & In-App Messaging04 Re-engage users. App name
  33. 33. 33 Discovery01 App Store: 50 characters max
 Google Play: 30 characters max
  34. 34. 34 Discovery01 Make sure the app name is unique, descriptive, and relevant.
  35. 35. 35 Discovery01 No keyword stuffing.
  36. 36. 36 Push Notifications & In-App Messaging04 Re-engage users. Description
  37. 37. 37 Discovery01 App Store: 4,000 characters
 Google Play: 4,000 characters
  38. 38. 38 Discovery01 Warning: You may write 4,000 characters…
  39. 39. 39 Discovery01 But beware the dreaded “more” link.
  40. 40. 40 Discovery01 So really, to get their attention… • App Store: 255 characters • Google Play: 255 characters
  41. 41. Store Optimization 41 04 Bonus! Google Play short description: 80 characters.
  42. 42. 42 Discovery01 Be ruthless in your copy. No filler in the first 255 characters.
  43. 43. 43 Discovery01 Incorporate keywords. But no keyword stuffing.
  44. 44. 44 Discovery01 “The ideal description 
 is a concise, attention- grabbing paragraph followed by a short 
 list of main features.” — App Store Guidelines
  45. 45. 45 Discovery01
  46. 46. 46 Discovery01
  47. 47. 47 Discovery01
  48. 48. 48 Discovery01 Use your brand’s messaging architecture.
  49. 49. 49 Discovery01 “Communicate in the tone of your brand, and use terminology your target audience will appreciate and understand.” — App Store Guidelines
  50. 50. 50 Before
  51. 51. 51 Stop converting time in your head! See local, military, and UTC time (GMT and Zulu time zones) with a tap. Developed by pilots who can never remember the current UTC (GMT/Zulu) time conversion, Pilot Time instantly gives you the current time and date for your zone, plus UTC time. Pilot Time can: After
  52. 52. 52 Push Notifications & In-App Messaging04 Re-engage users. Release Notes
  53. 53. 53
  54. 54. 54
  55. 55. 55 Before Email from project manager:
  56. 56. 56 After
  57. 57. 57 04 Remember when I said there’s more? • Screenshots • Category • Preview Video • Localization • App Icon • Ratings & Reviews Check out 
 the downloads!
  58. 58. 58 Push Notifications & In-App Messaging04 Re-engage users. App Indexing
  59. 59. App Indexing 59 04 “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
  60. 60. 60 App Indexing04 Source: Search Engine Land App Indexing Usage 30% Source: Search Engine Land Android 30% 19% iOS
  61. 61. 61 Retention03 Example with app installed
  62. 62. 62 App Indexing04
  63. 63. 63 Retention03 Example without app installed
  64. 64. 64 App Indexing04
  65. 65. 65 App Indexing01 A Constraint AppWebsite
  66. 66. 66 Retention03 Next step? Talk to your developers.
  67. 67. Retention Use push notifications & in-app messages to retain and engage users. 67 Discovery Get your app downloaded using 
 App Store Optimization and App Indexing. 01 03 Use Use product content whose substance and structure provide good UX. 02
  68. 68. Form field labels Error messages Product descriptions Articles Terms & Conditions And more…
  69. 69. 69 Push Notifications & In-App Messaging04 Re-engage users. Product Content: Substance
  70. 70. Source: Google Developers YouTube
  71. 71. Surviving?: United Airlines Select leg
  72. 72. Surviving?: United Airlines Confirm selection
  73. 73. Surviving: Hopper Select leg
  74. 74. Surviving: Hopper Confirm selection
  75. 75. Surviving: Hipmunk Select leg
  76. 76. Surviving: Hipmunk Confirm selection
  77. 77. Source: Google Developers YouTube
  78. 78. Thriving?: United Airlines
  79. 79. Thriving: Hopper
  80. 80. Thriving?: Hipmunk
  81. 81. 81 Push Notifications & In-App Messaging04 Re-engage users. Product Content: Structure
  82. 82. 82 Use02 Source: InVision
  83. 83. 83 Use02 Source: InVision
  84. 84. 84 Retention03 Example
  85. 85. Structure: Hipmunk
  86. 86. Structure: Hipmunk
  87. 87. 87 Use02 What does this tell us?
  88. 88. 88 Use02 Separate content management systems App Content Web Content App Front End Web Front End
  89. 89. 89 Use02 The ideal: a single content management system Shared Content App Front End Web Front End
  90. 90. 90 Use02 By Kevin Cornell Content Modelling
  91. 91. 91 Use02 Here’s how we might model the content 
 (in part). “Basic: No overhead carry-ons allowed. Seats assigned at check-in. No changes or refunds.”
  92. 92. 92 Use02 Here’s how we might model the content 
 (in part). “Lands next day.”
  93. 93. 93 Use02 Amazon: Content Everywhere (affiliate link) I recommend:
  94. 94. Use Use product content whose substance and structure provide good UX. 02 94 Discovery Get your app downloaded using 
 App Store Optimization and App Indexing. Retention Use push notifications & in-app messages to retain and engage users. 01 03
  95. 95. 95 Push Notifications & In-App Messaging04 Re-engage users. Push Notifications
  96. 96. Retention 96 03 “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
  97. 97. Retention 97 03 Push notifications can boost retention as much as 10x. Why Send Push Notifications? Source: Urban Airship
  98. 98. 98 Retention03 Source: @EricBlattberg | Twitter
  99. 99. 99 Retention03 Source: @Babylonian | Twitter
  100. 100. 100 Retention03
  101. 101. 101 Retention03 Source: Andrew Chen
  102. 102. 102 Retention03 Digital Banking App
  103. 103. 103 Retention03 Gives customers access to their 
 savings accounts, including: What it does • High-Yield Savings • Money Market • Individual Retirement Accounts (IRAs) • Certificates 
 of Deposit (CDs)
  104. 104. 104 Retention03 • See your balance • Deposit or transfer money to savings • Chat with a banker if you have questions As a customer, you can:
  105. 105. 105 Retention03 The Process
  106. 106. Retention03 106 Consult your product map.
  107. 107. Retention 107 03 • Deposit posted • Available balance • CD maturing • Suspicious activity • Active chat • Inspiration and learning opportunities Key events
  108. 108. 108 Retention03
  109. 109. 109 Retention03 Personalize! • By user type • Customer • Prospect • Loyalty club member • By purchase • By location
  110. 110. 110 Retention03 Source: Sellbrite
  111. 111. 111 Push Notifications & In-App Messaging04 Re-engage users. In-App Messages
  112. 112. 112 Retention03 What are they? • Notifications that appear inside the app • Can be a banner or interstitial page
  113. 113. 113 03 Source: Urban Airship Retention
  114. 114. 114 In-App Messages03 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)
  115. 115. 115 03 Use in-app messages in conjunction with push notifications to provide users with a rich experience. Retention
  116. 116. 116 03 Like push notifications, 
 in-app messages should be: • Thoughtful • Personalized • Written according to your brand voice and tone guidelines Retention
  117. 117. Retention Use push notifications & in-app messages to retain and engage users. 117 Discovery Get your app downloaded using 
 App Store Optimization and App Indexing. Use Use product content whose substance and structure provide good UX. 01 02 03
  118. 118. 118 Use content strategy to create an app people love.
  119. 119. 119 Discovery01 Q&A
  120. 120. 120 Push Notifications & In-App Messaging04 Re-engage users. Kudos to: • Jonathon Colman • Kristina Halvorson • Chris Stauffer • Bekah Russell • Margo Bulka • Will Ellis • Scott Wolfson • Kate Bennis • Hillary Pitts • Sho Modica • Alicia Midland • Ben Bloodworth • Jeremy Stern • Jeff Seibert
  121. 121. 121 Push Notifications & In-App Messaging04 Re-engage users. More Resources App Store Optimization • Easy-SMTP, “App Store Optimization: How to Get Your App Discovered.” • Gummicube, “Google Play Short Description.” • Google Developer Console, “Run A/B Tests on Your Store Listing.” • Kissmetrics, “5 Myths About App Store Optimization.” • Optimizely, “Your Guide to App Store Optimization [Infographic].” • Smashing Boxes, “How We Growth Hacked Our ’20% Time’ Project, CRNT.” • Trademob, “Extensive Guide to App Store Optimization (ASO) in 2015 – Part 1: Apple App Store.” • ibid, “Part 2: Google Play Store.” App Indexing • Branch, “How to Set Up Google App Indexing with Links.” • Firebase, “Introducing Firebase App Indexing.” • ibid, “Firebase App Indexing” (developer documentation). Push Notifications • Localytics, “The 2014 Push Awards: Best and Worst Push Messages of the Past Year.” • Urban Airship, “Benchmarks Report: How Push Notifications Impact Mobile App Retention Rates.”
  122. 122. 122 Push Notifications & In-App Messaging04 Re-engage users. Downloads • 10-step App Store Optimization Checklist to help prepare your app for the App Store and Google Play. • Push Notification Strategy Template for planning push notifications.

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