Better Paid Content Marketing Copy

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4

Sandra Wu, Content Marketing Lead at Blinkist talks about how to write better app marketing copy

Source:
Better Paid Content Marketing Copy
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Podcast
Publication date:
February 9, 2020
Added to the Vault on:
March 13, 2020
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💎 #
1

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.

03:20
💎 #
4

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.

12:38
💎 #
2

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.

07:42
💎 #
3

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.

10:10
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💎 #
1

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.

03:20
💎 #
4

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.

12:38
💎 #
2

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.

07:42
💎 #
3

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.

10:10
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💎 #
1

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.

03:20
💎 #
4

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.

12:38
💎 #
2

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.

07:42
💎 #
3

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.

10:10
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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.

(Outbrain case study here)

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.


Content writing requires a sales mindset

To produce good copy, it’s similar to sales:

  • Why does your app exist?
  • What’s your target audience?
  • Why should they choose you over competition?


(Paid) content marketing allows you to make the case for your app

[💎@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.


Advices for copy

[💎@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:

  • Generic things like keeping it short, bullet points and visuals are nice to have but not what drives results
  • [💎@12:38] 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.



The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

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.

(Outbrain case study here)

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.


Content writing requires a sales mindset

To produce good copy, it’s similar to sales:

  • Why does your app exist?
  • What’s your target audience?
  • Why should they choose you over competition?


(Paid) content marketing allows you to make the case for your app

[💎@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.


Advices for copy

[💎@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:

  • Generic things like keeping it short, bullet points and visuals are nice to have but not what drives results
  • [💎@12:38] 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.



The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
GET Access

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.

(Outbrain case study here)

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.


Content writing requires a sales mindset

To produce good copy, it’s similar to sales:

  • Why does your app exist?
  • What’s your target audience?
  • Why should they choose you over competition?


(Paid) content marketing allows you to make the case for your app

[💎@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.


Advices for copy

[💎@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:

  • Generic things like keeping it short, bullet points and visuals are nice to have but not what drives results
  • [💎@12:38] 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.