Did you know that 90% of mobile apps fail within their first year? That's a staggering number when you think about it—but here's the thing, it's not always because the app is rubbish. Sometimes brilliant apps with solid functionality and sleek design still struggle to find their audience. The problem isn't what they've built; it's how they're talking about what they've built.
Content marketing for mobile apps isn't just about writing a few blog posts and hoping for the best. It's about creating a conversation around your app that makes people want to download it, use it, and tell their mates about it. Think of it as the bridge between your amazing app and the people who would love it—if only they knew it existed.
The best mobile apps in the world are worthless if nobody knows they exist
This beginner guide will walk you through everything you need to know about content marketing for your mobile app. We'll cover what it actually means, why it matters more than you might think, and most importantly, how to do it properly without wasting time or money. Whether you're launching your first app or looking to boost downloads for an existing one, this guide will give you the tools to create content that actually works in today's crowded digital marketing landscape.
What Is Content Marketing For Mobile Apps
Content marketing for mobile apps is simply creating and sharing helpful, interesting, or entertaining content to attract people to your app. Think of it as telling stories, sharing tips, or providing value that makes people want to download and use your app—without directly asking them to do it.
Instead of saying "download our fitness app now!", you might write a blog post about "5 Quick Exercises You Can Do at Your Desk" or create a video showing someone's transformation journey. The content connects with people first, then naturally leads them to discover your app.
Types of Content That Work Well
Blog posts work brilliantly for explaining problems your app solves. Videos can show your app in action or provide tutorials. Social media posts keep people engaged with quick tips and updates. Email newsletters help you stay connected with existing users whilst attracting new ones.
The Key Difference
What makes app content marketing different from other types? Speed and mobile-first thinking. People discover, decide, and download apps much faster than they buy other products. Your content needs to work perfectly on phones and tablets—after all, that's where your app lives too. The whole journey from seeing your content to installing your app often happens in minutes, not days or weeks.
Why Content Marketing Matters For Your App's Success
I've watched countless brilliant apps disappear into the digital abyss over the years, and it's not because they were rubbish—it's because nobody knew they existed. You could build the most amazing mobile app in the world, but if people don't know about it, you're in trouble. That's where content marketing comes in, and honestly, it's one of the most powerful tools you can use to get your app noticed.
Content marketing works because it builds trust before people even download your app. When you share helpful tips, behind-the-scenes stories, or solve problems through your content, you're showing potential users that you understand their needs. This isn't just some marketing fluff—apps with strong content marketing strategies see significantly higher download rates and better user retention.
Start creating content about your app's topic months before launch. This builds an audience who'll be excited to download when you're ready.
The Real Benefits You Can Expect
Content marketing delivers results that paid advertising alone simply can't match. Here's what happens when you get it right:
- People discover your app through search engines when they're looking for solutions
- Users arrive already understanding what your app does and why they need it
- You build a community around your app that generates word-of-mouth recommendations
- App store algorithms favour apps with external traffic and engagement
- You create lasting relationships with users who become loyal advocates
The beauty of content marketing is that it keeps working long after you've published it. One blog post or video can drive downloads for months, making it incredibly cost-effective compared to traditional advertising methods.
Understanding Your App's Target Audience
When I'm working with new clients, I always ask them to describe their target audience—and you'd be amazed how many times I get the response "everyone will want to use this app!" I hate to break it to you, but that's never true. Building an app for everyone is like building an app for no one.
The apps that succeed are the ones that solve specific problems for specific people. A meditation app might target busy professionals who struggle with stress; a recipe app might focus on university students learning to cook on a budget. Getting this right affects every decision you make—from the colours you choose to the words you use in your content.
Start with the basics
Begin by asking yourself some straightforward questions: How old are your users? What problems keep them up at night? Where do they spend time online? What other apps do they already use? Don't just guess—actually talk to potential users if you can.
Think about their content preferences
A gaming app targeting teenagers will need completely different content than a finance app for retirees. Young users might prefer quick videos and memes, while older users might appreciate detailed blog posts and email newsletters. Understanding these preferences will save you countless hours creating content that nobody wants to read.
Creating Content That Gets People Talking About Your App
Right, so you know who your audience is—now comes the fun part: making content that actually gets people excited about your mobile app. This is where many developers get stuck, thinking they need to be marketing geniuses overnight. Trust me, you don't need a degree in digital marketing to create content that works.
The secret is simple: solve problems your audience actually has. When I work with clients, I always tell them to think about the questions people ask before they download their app. What keeps them up? What frustrates them? Your content should answer these questions whilst naturally showing how your app helps.
Show, Don't Just Tell
Instead of saying "our app is amazing," show people using it in real situations. Screen recordings work brilliantly for this—people love seeing exactly how something works. Behind-the-scenes content about your development process can be surprisingly engaging too; people are naturally curious about how things are made.
The best content doesn't feel like marketing at all—it feels like getting helpful advice from a friend who happens to know about apps
User-generated content is absolute gold for mobile apps. When someone shares a screenshot of your app or talks about how it helped them, that's worth more than any fancy advert. Encourage this by making sharing easy and rewarding people when they do talk about your app online.
Where To Share Your App Content Online
Right, so you've created brilliant content for your app—now what? Well, creating the content is only half the battle; getting it in front of the right people is where the magic happens. And trust me, there are loads of places online where your app content can find its audience.
Social Media Platforms
Let's start with the obvious ones. Facebook, Instagram, Twitter, and LinkedIn aren't just for sharing photos of your lunch—they're powerful tools for app marketing. Each platform has its own personality though. Instagram loves visual content, so screenshots and short videos work brilliantly there. Twitter is perfect for quick tips and engaging with your community. LinkedIn? That's your go-to for more professional, business-focused content about your app.
Content Sharing Platforms
YouTube is massive for app demos and tutorials—people love seeing apps in action before they download them. Medium and other blogging platforms are great for longer-form content about your app's development journey or industry insights. Don't forget Reddit either; find the right subreddits and you'll discover engaged communities who might love what you're building.
The key is not to spam every platform at once. Pick two or three that make sense for your audience and do them well rather than spreading yourself too thin across dozens of platforms.
Measuring Whether Your Content Marketing Is Working
Right, so you've been creating content for your mobile app for a few weeks or months now. You're posting regularly, engaging with your audience, and feeling pretty good about it all. But here's the big question—is it actually working? Are people downloading your app because of your content efforts?
The truth is, measuring content marketing success isn't as straightforward as checking your bank balance. There are loads of different metrics you could track, but focusing on the wrong ones will just leave you confused and frustrated. From my experience working with app developers, I've seen too many people get caught up in vanity metrics that look impressive but don't actually move the needle.
Key Metrics That Actually Matter
Let's start with the metrics that genuinely tell you whether your content marketing is driving results for your app:
- App downloads from content links
- Website traffic from your content posts
- Email sign-ups from content readers
- Social media engagement rates (not just followers)
- Time spent reading your content
- Comments and shares on your posts
These numbers tell a story about whether people are actually interested in what you're saying and, more importantly, whether they're taking action afterwards. A thousand likes on a post means nothing if nobody downloads your app—and I've seen this happen more times than I care to count.
Set up Google Analytics or a similar tool to track which content pieces are driving the most app downloads. This data will show you what type of content resonates best with your audience.
Tools To Track Your Progress
You don't need expensive software to measure your content marketing success. Most social media platforms have built-in analytics that show you engagement rates, reach, and click-through rates. Google Analytics can track website visitors from your content, whilst app store analytics will show you where downloads are coming from.
The key is checking these numbers regularly—not obsessively, but consistently. I recommend doing a proper review once a week to see what's working and what isn't. This way, you can adjust your content strategy based on real data rather than gut feelings.
Common Content Marketing Mistakes App Developers Make
After working with countless app developers over the years, I've noticed the same mistakes cropping up time and time again. The biggest one? Talking about features instead of benefits. Most developers get so excited about what their app can do that they forget to explain why users should care. Nobody wants to read about your "advanced geo-location functionality"—they want to know how it makes their life easier.
Another classic mistake is posting the same content everywhere without tailoring it for each platform. What works on LinkedIn won't work on TikTok, and what performs well on Instagram might flop on Twitter. Each platform has its own culture and expectations.
The Most Common Content Marketing Blunders
- Writing only about app features instead of user benefits
- Posting identical content across all social media platforms
- Creating content without understanding who will read it
- Publishing sporadically instead of maintaining a consistent schedule
- Ignoring user comments and feedback on posts
- Making every post a sales pitch rather than providing value
- Forgetting to include clear calls-to-action
The good news is that these mistakes are easy to fix once you know what to look for. Focus on your users' problems, adapt your content for each platform, and remember that building relationships takes time—you can't rush authentic engagement.
Conclusion
Content marketing for your mobile app doesn't have to be complicated—it just needs to be consistent and genuine. Throughout this beginner guide, we've covered the basics of understanding your audience, creating content that resonates, and sharing it in the right places. The key is to start small and build momentum over time.
I've worked with countless app developers over the years, and the ones who succeed with content marketing are those who treat it as a long-term strategy rather than a quick fix. They understand that building an audience takes time, but the results are worth the effort. Your app might be brilliant, but if nobody knows about it, it won't matter how amazing your features are.
The beauty of digital marketing for apps is that you can start with whatever budget you have—even if that's zero pounds. Focus on creating valuable content that helps your potential users solve problems or entertains them. Share your expertise, tell stories about your development journey, and always keep your audience's needs at the centre of what you do.
Remember, every successful app started somewhere. Take what you've learned from this guide and begin implementing one strategy at a time. Your future users are out there waiting to discover what you've built.
