Content Marketing for Apps
The Psychology of Content Marketing
Classic vs. Evergreen – By Robert Rose
The history of content marketing has always been a topic ripe for debate. Some lunatics claim it began with cave paintings. But we’re more inclined to think it really started kicking off – at least the digital kind of content marketing – after the first blog was published in 1994.
Since then, content marketing has gone from strength to strength, with 78% of CMOs claiming that “custom content is the future of marketing”. But what happens when this ‘perfect’ tool in your marketing arsenal doesn’t go to plan? Should you give up? Or is it more about learning from your mistakes to deliver amazing results?
There’s a reason the average Joe doesn’t perform surgery. They don’t have the training nor the expertise to do a quality job. Content marketing is the same, and so many brands fail because of it. That’s why there’s a whole career trajectory for content marketing these days.
If you’ve tried content marketing in the past but come up short, see if any of these ring true:
Ready to get back on the horse and give content marketing another go? If you’re unsure where to begin – or even what is wrong with your current content – ask yourself a few questions:
There are plenty more questions to ask, but this is a good jumping-off point. And it’ll hopefully get your strategy better aligned.
If it helps to see what the masters are doing, here are three companies doing content marketing really well.
Evernote is a simple note-taking app, but the team behind it are connecting with audiences through storytelling. This personalises their offering, making them appear less like a soulless entity and more like a knowledgeable friend.
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Grow and Convert cuts through the noise of a polluted content world by offering readers relevant, actionable content which you can read here
John Deere, one of the most recognisable business names in the world, is actually a content marketing master. For more than 120 years they’ve stayed true to their roots with their The Furrow publication. And consistency here is what makes new and existing customers convert time and time again.
Need a bit of help troubleshooting your content marketing? Contact us today to find out how we can get you on the road to success.
And if you’re keen for more content marketing tips, check out The Beat.