Sandra Wu, Content Marketing Lead at Blinkist talks about how to write better app marketing copy
Blinkist uses these channels to distribute articles from their magazine which is actually a signup funnel for the app: the article tells you a lot about the app then drives you to the app store.
Short attention span: put everything that’s important in the first third of the article. Be as straightforward as possible, and nice-to-knows in the rest of the article.
There is so much competition that content marketing produces a lot of value (vs. FB/Google or PR): on top of leads/signups people share it and remember it better, content gets picked up by news website, etc.
Main advice for copy is to judge by the numbers vs. your team's opinion: launch faster, test faster and get results faster. Judge on performance.
Blinkist uses these channels to distribute articles from their magazine which is actually a signup funnel for the app: the article tells you a lot about the app then drives you to the app store.
Short attention span: put everything that’s important in the first third of the article. Be as straightforward as possible, and nice-to-knows in the rest of the article.
There is so much competition that content marketing produces a lot of value (vs. FB/Google or PR): on top of leads/signups people share it and remember it better, content gets picked up by news website, etc.
Main advice for copy is to judge by the numbers vs. your team's opinion: launch faster, test faster and get results faster. Judge on performance.
Blinkist uses these channels to distribute articles from their magazine which is actually a signup funnel for the app: the article tells you a lot about the app then drives you to the app store.
Short attention span: put everything that’s important in the first third of the article. Be as straightforward as possible, and nice-to-knows in the rest of the article.
There is so much competition that content marketing produces a lot of value (vs. FB/Google or PR): on top of leads/signups people share it and remember it better, content gets picked up by news website, etc.
Main advice for copy is to judge by the numbers vs. your team's opinion: launch faster, test faster and get results faster. Judge on performance.
Notes for this resource are currently being transferred and will be available soon.
Sandra makes content marketing work for user acquisition through channels like Outbrain and Taboola (native advertising platforms: content ends up being advertised on the biggest news websites): give you access to everyone who is reading the news online.
[💎@03:20] Blinkist uses these channels to distribute articles from their magazine which is actually a signup funnel for the app: the article tells you a lot about the app then drives you to the app store.
Very profitable funnel for Blinkist: as successful as channels like Facebook or Google.
Some advertisers on Outbrain/Taboola send users straight to the app stores, but Blinkist adds an extra step with an article.
To produce good copy, it’s similar to sales:
[💎@07:42] There is so much competition that content marketing produces a lot of value (vs. FB/Google or PR): on top of leads/signups people share it and remember it better, content gets picked up by news website, etc.
Allows you to give context/background on your app.
[💎@10:10] Main advice for copy is to judge by the numbers vs. your team's opinion: launch faster, test faster and get results faster. Judge on performance.
For articles:
Sandra makes content marketing work for user acquisition through channels like Outbrain and Taboola (native advertising platforms: content ends up being advertised on the biggest news websites): give you access to everyone who is reading the news online.
[💎@03:20] Blinkist uses these channels to distribute articles from their magazine which is actually a signup funnel for the app: the article tells you a lot about the app then drives you to the app store.
Very profitable funnel for Blinkist: as successful as channels like Facebook or Google.
Some advertisers on Outbrain/Taboola send users straight to the app stores, but Blinkist adds an extra step with an article.
To produce good copy, it’s similar to sales:
[💎@07:42] There is so much competition that content marketing produces a lot of value (vs. FB/Google or PR): on top of leads/signups people share it and remember it better, content gets picked up by news website, etc.
Allows you to give context/background on your app.
[💎@10:10] Main advice for copy is to judge by the numbers vs. your team's opinion: launch faster, test faster and get results faster. Judge on performance.
For articles:
Sandra makes content marketing work for user acquisition through channels like Outbrain and Taboola (native advertising platforms: content ends up being advertised on the biggest news websites): give you access to everyone who is reading the news online.
[💎@03:20] Blinkist uses these channels to distribute articles from their magazine which is actually a signup funnel for the app: the article tells you a lot about the app then drives you to the app store.
Very profitable funnel for Blinkist: as successful as channels like Facebook or Google.
Some advertisers on Outbrain/Taboola send users straight to the app stores, but Blinkist adds an extra step with an article.
To produce good copy, it’s similar to sales:
[💎@07:42] There is so much competition that content marketing produces a lot of value (vs. FB/Google or PR): on top of leads/signups people share it and remember it better, content gets picked up by news website, etc.
Allows you to give context/background on your app.
[💎@10:10] Main advice for copy is to judge by the numbers vs. your team's opinion: launch faster, test faster and get results faster. Judge on performance.
For articles:
