How to Grow Your App through Content Marketing

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8

Sandra Wu (Paid Content Marketing Lead at Blinkist - Book Reviews in 15min - and founder of the copywriting course The Art of Content Marketing) shares how Blinkist used content marketing to scale up Outbrain and Taboola as one of its most important acquisition channels.

Source:
How to Grow Your App through Content Marketing
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Presentation
Publication date:
June 17, 2020
Added to the Vault on:
June 18, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

For a lot of apps that are trying to scale, using content marketing in app promotion (sending ads to an article) is replacing the app store flow. 

02:30
💎 #
2

Taboola and Outbrain are the two biggest native advertising channels and once they merge they will become the 3rd biggest ad network. 

03:04
💎 #
3

Apps found that the articles made for Outbrain and Taboola also work really well on social media channels, especially during times like Christmas where costs increase. 

05:24
💎 #
4

You might lose people with the extra step in the funnel. But the visitors will have read 800 words about your app and will be a lot more convinced about it, which reflects in the metrics: -10% signup rate, +20% purchase rate, +10% LTV. 

07:33
💎 #
5

You should never pursue content marketing ads before you have fully scaled/exhausted app install ads on Facebook.  

10:40
💎 #
6

Outbrain and Taboola are only worth it if you have resources on your UA team. If everyone is maxed out, go with an existing channel. Run a campaign for a week then pause and look at your numbers to fix bottlenecks. Cf. recommendations. 

15:22
💎 #
7

If signup rate is what you're struggling with then think about adding more value: more details, screenshots of the app, play around with the layouts and call to actions. Do not have more than 3 CTAs/buttons. 

16:38
💎 #
8

In terms of ad tech maturity (algorithm, ad sets, etc.), Taboola and Outbrain are maybe 5 years behind Facebook. Outbrain has introduced a lot of features and as they merge they might progress even faster. 

21:45
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💎 #
1

For a lot of apps that are trying to scale, using content marketing in app promotion (sending ads to an article) is replacing the app store flow. 

02:30
💎 #
2

Taboola and Outbrain are the two biggest native advertising channels and once they merge they will become the 3rd biggest ad network. 

03:04
💎 #
3

Apps found that the articles made for Outbrain and Taboola also work really well on social media channels, especially during times like Christmas where costs increase. 

05:24
💎 #
4

You might lose people with the extra step in the funnel. But the visitors will have read 800 words about your app and will be a lot more convinced about it, which reflects in the metrics: -10% signup rate, +20% purchase rate, +10% LTV. 

07:33
💎 #
5

You should never pursue content marketing ads before you have fully scaled/exhausted app install ads on Facebook.  

10:40
💎 #
6

Outbrain and Taboola are only worth it if you have resources on your UA team. If everyone is maxed out, go with an existing channel. Run a campaign for a week then pause and look at your numbers to fix bottlenecks. Cf. recommendations. 

15:22
💎 #
7

If signup rate is what you're struggling with then think about adding more value: more details, screenshots of the app, play around with the layouts and call to actions. Do not have more than 3 CTAs/buttons. 

16:38
💎 #
8

In terms of ad tech maturity (algorithm, ad sets, etc.), Taboola and Outbrain are maybe 5 years behind Facebook. Outbrain has introduced a lot of features and as they merge they might progress even faster. 

21:45
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💎 #
1

For a lot of apps that are trying to scale, using content marketing in app promotion (sending ads to an article) is replacing the app store flow. 

02:30
💎 #
2

Taboola and Outbrain are the two biggest native advertising channels and once they merge they will become the 3rd biggest ad network. 

03:04
💎 #
3

Apps found that the articles made for Outbrain and Taboola also work really well on social media channels, especially during times like Christmas where costs increase. 

05:24
💎 #
4

You might lose people with the extra step in the funnel. But the visitors will have read 800 words about your app and will be a lot more convinced about it, which reflects in the metrics: -10% signup rate, +20% purchase rate, +10% LTV. 

07:33
💎 #
5

You should never pursue content marketing ads before you have fully scaled/exhausted app install ads on Facebook.  

10:40
💎 #
6

Outbrain and Taboola are only worth it if you have resources on your UA team. If everyone is maxed out, go with an existing channel. Run a campaign for a week then pause and look at your numbers to fix bottlenecks. Cf. recommendations. 

15:22
💎 #
7

If signup rate is what you're struggling with then think about adding more value: more details, screenshots of the app, play around with the layouts and call to actions. Do not have more than 3 CTAs/buttons. 

16:38
💎 #
8

In terms of ad tech maturity (algorithm, ad sets, etc.), Taboola and Outbrain are maybe 5 years behind Facebook. Outbrain has introduced a lot of features and as they merge they might progress even faster. 

21:45
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Notes for this resource are currently being transferred and will be available soon.

[💎@02:30] For a lot of apps that are trying to scale, using content marketing in app promotion (sending ads to an article) is replacing the app store flow.


[💎@03:04] Taboola and Outbrain are the two biggest native advertising channels and once they merge they will become the 3rd biggest ad network.


[💎@05:24] Apps found that the articles made for Outbrain and Taboola also work really well on social media channels, especially during times like Christmas where costs increase.


It's been trending up for Blinkist.


[💎@07:33] You might lose people with the extra step in the funnel. But the visitors will have read 800 words about your app and will be a lot more convinced about it, which reflects in the metrics: -10% signup rate, +20% purchase rate, +10% LTV.


Expands the reach and more "in-depth" messaging which allows you to cast a wider net.


[💎@10:40] You should never pursue content marketing ads before you have fully scaled/exhausted app install ads on Facebook.



Getting started


[💎@15:22] Outbrain and Taboola are only worth it if you have resources on your UA team. If everyone is maxed out, go with an existing channel. Run a campaign for a week then pause and look at your numbers to fix bottlenecks. Cf. recommendations.


Recommendations to fix bottlenecks

[💎@16:38] If signup rate is what you're struggling with then think about adding more value: more details, screenshots of the app, play around with the layouts and call to actions. Do not have more than 3 CTAs/buttons.


At Blinkist they do not pitch an app for use cases where it doesn't justify paying 80 euros a year.


Results if it works


Q&A

  • Cost- 10k to start can be enough for the initial test (which gives you an account manager) and you can spend that over the amount of time you want. ut the biggest cost is the time that you are going to invest in the beginning.
  • Young ppl vs. older demos with content marketing? Blinkist targets older people and that works with Outbrain and Taboola but there are some news outlets for younger demos out of the 10k other websites. If they read the news you can target them.
  • [💎@21:45] In terms of ad tech maturity (algorithm, ad sets, etc.), Taboola and Outbrain are maybe 5 years behind Facebook. Outbrain has introduced a lot of features and as they merge they might progress even faster.



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

[💎@02:30] For a lot of apps that are trying to scale, using content marketing in app promotion (sending ads to an article) is replacing the app store flow.


[💎@03:04] Taboola and Outbrain are the two biggest native advertising channels and once they merge they will become the 3rd biggest ad network.


[💎@05:24] Apps found that the articles made for Outbrain and Taboola also work really well on social media channels, especially during times like Christmas where costs increase.


It's been trending up for Blinkist.


[💎@07:33] You might lose people with the extra step in the funnel. But the visitors will have read 800 words about your app and will be a lot more convinced about it, which reflects in the metrics: -10% signup rate, +20% purchase rate, +10% LTV.


Expands the reach and more "in-depth" messaging which allows you to cast a wider net.


[💎@10:40] You should never pursue content marketing ads before you have fully scaled/exhausted app install ads on Facebook.



Getting started


[💎@15:22] Outbrain and Taboola are only worth it if you have resources on your UA team. If everyone is maxed out, go with an existing channel. Run a campaign for a week then pause and look at your numbers to fix bottlenecks. Cf. recommendations.


Recommendations to fix bottlenecks

[💎@16:38] If signup rate is what you're struggling with then think about adding more value: more details, screenshots of the app, play around with the layouts and call to actions. Do not have more than 3 CTAs/buttons.


At Blinkist they do not pitch an app for use cases where it doesn't justify paying 80 euros a year.


Results if it works


Q&A

  • Cost- 10k to start can be enough for the initial test (which gives you an account manager) and you can spend that over the amount of time you want. ut the biggest cost is the time that you are going to invest in the beginning.
  • Young ppl vs. older demos with content marketing? Blinkist targets older people and that works with Outbrain and Taboola but there are some news outlets for younger demos out of the 10k other websites. If they read the news you can target them.
  • [💎@21:45] In terms of ad tech maturity (algorithm, ad sets, etc.), Taboola and Outbrain are maybe 5 years behind Facebook. Outbrain has introduced a lot of features and as they merge they might progress even faster.



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 ↙
Request Access

[💎@02:30] For a lot of apps that are trying to scale, using content marketing in app promotion (sending ads to an article) is replacing the app store flow.


[💎@03:04] Taboola and Outbrain are the two biggest native advertising channels and once they merge they will become the 3rd biggest ad network.


[💎@05:24] Apps found that the articles made for Outbrain and Taboola also work really well on social media channels, especially during times like Christmas where costs increase.


It's been trending up for Blinkist.


[💎@07:33] You might lose people with the extra step in the funnel. But the visitors will have read 800 words about your app and will be a lot more convinced about it, which reflects in the metrics: -10% signup rate, +20% purchase rate, +10% LTV.


Expands the reach and more "in-depth" messaging which allows you to cast a wider net.


[💎@10:40] You should never pursue content marketing ads before you have fully scaled/exhausted app install ads on Facebook.



Getting started


[💎@15:22] Outbrain and Taboola are only worth it if you have resources on your UA team. If everyone is maxed out, go with an existing channel. Run a campaign for a week then pause and look at your numbers to fix bottlenecks. Cf. recommendations.


Recommendations to fix bottlenecks

[💎@16:38] If signup rate is what you're struggling with then think about adding more value: more details, screenshots of the app, play around with the layouts and call to actions. Do not have more than 3 CTAs/buttons.


At Blinkist they do not pitch an app for use cases where it doesn't justify paying 80 euros a year.


Results if it works


Q&A

  • Cost- 10k to start can be enough for the initial test (which gives you an account manager) and you can spend that over the amount of time you want. ut the biggest cost is the time that you are going to invest in the beginning.
  • Young ppl vs. older demos with content marketing? Blinkist targets older people and that works with Outbrain and Taboola but there are some news outlets for younger demos out of the 10k other websites. If they read the news you can target them.
  • [💎@21:45] In terms of ad tech maturity (algorithm, ad sets, etc.), Taboola and Outbrain are maybe 5 years behind Facebook. Outbrain has introduced a lot of features and as they merge they might progress even faster.