Every mobile app developer faces the same dilemma: should you write your own marketing content or hire someone else to do it? It's a question that keeps coming up time and time again, and there's no simple answer. The reality is that most app creators are brilliant at building features and solving technical problems, but when it comes to explaining why their app matters to potential users, things get a bit trickier.
Content outsourcing has become incredibly popular in recent years, with agencies and freelancers offering everything from app store descriptions to social media campaigns. At the same time, DIY marketing tools have made it easier than ever for developers to create their own content. But which approach actually works better for your mobile app?
The best marketing content comes from understanding your users deeply, not from having perfect grammar or fancy words
The truth is, both approaches have their place. I've seen solo developers create compelling content that converts brilliantly, and I've also seen professional writers transform an app's marketing performance overnight. The key is understanding what your mobile app needs right now—and what you're capable of delivering yourself. This guide will help you work through that decision step by step.
Understanding the Content Challenge for Mobile Apps
Creating content for mobile apps isn't the same as writing a blog post or designing a website—it's a different beast altogether. I've watched countless app developers struggle with this, thinking they can just throw together some screenshots and call it marketing. The reality is much more complex than that.
Your app store listing needs to grab attention in seconds; your social media posts must work on tiny screens; your email campaigns have to be mobile-optimised. Then there's the technical side—app store optimisation requires specific keyword strategies, character limits change between platforms, and what works on Google Play might flop on the App Store.
The Multi-Platform Content Puzzle
Here's what really catches people off guard: you're not just creating content for one place. You need app store descriptions, social media posts, email sequences, push notifications, in-app messaging, website copy, and probably some PR materials too. Each platform has its own rules, audience behaviour, and best practices.
Technical Requirements You Can't Ignore
App store algorithms are constantly changing, and keeping up with ASO requirements is practically a full-time job. You need to understand keyword density, localisation, seasonal trends, and how user reviews impact your visibility. Miss these technical elements and your beautifully crafted content might never be seen by your target audience.
The Case for DIY Marketing Content
Creating your own marketing content for your mobile app isn't just about saving money—though that's certainly a nice bonus. When you write your own content, you're the person who knows your app inside and out; you understand every feature, every quirk, and most importantly, why you built it in the first place. Nobody else will have that same passion or depth of knowledge.
I've worked with countless app developers over the years, and the ones who handle their own content in the early stages often have a real advantage. They can pivot quickly, test different messages, and respond to user feedback without waiting for lengthy briefings or revisions. Plus, there's something authentic about content that comes directly from the creator—users can sense that genuine enthusiasm.
When DIY Marketing Makes Perfect Sense
DIY marketing works best when you're just starting out or when your budget is tight. Here are the key situations where creating your own content is the smart choice:
- You're bootstrapping your mobile app and every pound counts
- Your app is still evolving and messaging needs to change frequently
- You have a technical background and can explain complex features clearly
- You're testing different market segments and need to experiment quickly
- Your target audience values authenticity over polished marketing speak
Start with simple content formats like blog posts and social media updates before tackling more complex pieces like video scripts or email campaigns—you'll build confidence while learning what resonates with your audience.
The beauty of DIY content is that you can start small and scale up. You don't need to become a professional copywriter overnight, but you do need to understand your users and speak their language.
When to Consider Content Outsourcing
I've worked with hundreds of app developers over the years, and there's a pattern I see time and time again. The most successful ones know when to admit they're out of their depth—and content creation is often that moment. If you're spending more time wrestling with blog posts than coding features, it might be time to call in the professionals.
The writing's on the wall (no pun intended) when your app downloads start plateauing despite your best marketing efforts. Maybe your social media posts aren't getting the engagement they used to, or your app store description feels flat compared to your competitors. These are clear signs that professional content could make a real difference.
Red Flags That Signal It's Time to Outsource
- You're taking weeks to write what should be a simple blog post
- Your content isn't ranking well in search results
- User feedback suggests your messaging is confusing
- You're missing content deadlines regularly
- Writing feels like pulling teeth rather than communicating your vision
Content outsourcing isn't giving up—it's strategic thinking. When you're bootstrapping a startup, every hour counts. If writing drains your energy and takes you away from what you do best, that's a problem worth solving with your wallet, not your time.
Budget Planning for App Marketing Content
Money talks, and when it comes to your mobile app marketing content, you need to listen carefully. I've watched countless app developers blow their entire marketing budget on flashy campaigns whilst completely forgetting about the content that actually converts users. The numbers don't lie—content marketing costs 62% less than traditional advertising and generates three times more leads.
Let's break this down properly. If you're going the DIY marketing route, you're looking at your time (which has a value, even if you're not paying yourself directly) plus any tools or software subscriptions. Content creation tools can range from free options like Canva to premium suites costing £50-200 monthly. For content outsourcing, expect to pay anywhere from £25-150 per blog post, £300-1500 for video content, and £15-75 for social media posts.
The biggest mistake I see is treating content as an afterthought rather than a core component of the marketing strategy
Setting Realistic Expectations
Your budget planning needs to account for consistency—one brilliant piece of content won't move the needle for your mobile app. Plan for at least 3-6 months of sustained content creation, whether that's your own efforts or outsourced work. Factor in revision costs, design elements, and don't forget about content distribution platforms that might require additional spend.
Quality Control and Brand Consistency
When you're deciding between hiring a content writer or creating app marketing content yourself, quality control becomes a massive factor. I've worked with countless app developers over the years, and I can tell you that inconsistent messaging kills conversions faster than a broken download link.
If you choose to write your own content, you'll have complete control over your brand voice—but that doesn't guarantee quality. You might know your app inside out, but can you write compelling copy that converts? On the flip side, hiring a professional writer means you get expertise, but you'll need to invest time in briefing them properly about your brand guidelines and target audience.
Key Quality Considerations
- Brand voice consistency across all marketing channels
- Grammar and spelling accuracy (more important than you'd think)
- Technical accuracy when describing app features
- Tone that matches your target user demographic
- Regular content audits and updates
Here's what I've learned from experience: if you're going the DIY route, create a simple brand style guide first. Nothing fancy—just document your preferred tone, key messaging points, and any technical terms you use. If you're hiring someone, this same document becomes your briefing tool. Either way, you'll need a review process to catch inconsistencies before they reach your audience.
Time Management and Resource Allocation
Time is the one thing you can't get back once it's gone—and when you're managing a mobile app, every hour counts. Creating marketing content takes longer than most people think. A single blog post might seem simple, but research, writing, editing, and optimising can easily eat up half a day. Multiply that by social media posts, app store descriptions, email campaigns, and suddenly you're spending more time on content than on your actual app development.
This is where the DIY marketing versus content outsourcing debate gets really interesting. If you're handling content creation yourself, you need to block out dedicated time slots. Not just the writing bit—the planning, researching keywords, creating graphics, and promoting the content too. Many app developers underestimate this time commitment and end up with inconsistent posting schedules or rushed content that doesn't perform well.
The Real Cost of DIY Content Creation
Let's be honest about what DIY marketing actually requires. You'll need time to learn content marketing best practices, understand your audience, and keep up with platform changes. That's before you even write a single word. For a mobile app competing in today's market, this learning curve can be steep and expensive in terms of opportunity cost.
Track your content creation time for two weeks to understand the real commitment. Include research, writing, editing, and promotion—you might be surprised by the total hours involved.
When Outsourcing Makes Sense
Content outsourcing becomes attractive when your time is better spent on core app development activities. Professional content writers already know the ropes; they understand SEO, audience engagement, and platform-specific requirements. This means faster turnaround times and often better results from day one.
Making the Right Choice for Your Mobile App
After working with hundreds of app developers over the years, I've noticed that the most successful ones share something in common—they make decisions based on their specific situation, not what worked for someone else. When it comes to content creation, there's no universal right answer.
Start by being honest about your strengths and weaknesses. Are you naturally good at writing? Do you understand your target audience better than anyone else could? If yes, creating content yourself might work well, at least initially. But if writing feels like pulling teeth or you're already stretched thin with development tasks, it's probably time to bring in professional help.
Your app's complexity matters too
A simple productivity app might need straightforward content that you can handle yourself. But if you're launching a fintech app or something in a regulated industry, you'll likely need someone who understands compliance and technical writing.
Budget isn't everything
Yes, hiring a content writer costs money upfront, but poor content can cost you much more in the long run through failed launches or weak user adoption. I've seen brilliant apps struggle because their messaging was confusing or their app store descriptions were poorly written.
The best approach? Start with what you can do well yourself, then gradually outsource the parts that aren't your strength as your app grows.
Conclusion
After eight years of working with mobile app developers and watching countless projects succeed (and some fail), I can tell you there's no one-size-fits-all answer to whether you should handle your marketing content yourself or outsource it. The decision really comes down to what stage your app is at and what resources you have available.
If you're just starting out with a tight budget, DIY marketing makes perfect sense—you know your app better than anyone else and can create authentic content that resonates with your target audience. But as your mobile app grows and the demands increase, content outsourcing becomes more attractive because it frees up your time to focus on what you do best: developing great apps.
The key is being honest about your strengths and limitations. Some developers are natural writers who can create compelling content quickly; others struggle to write a simple blog post. Neither approach is wrong—it's about finding what works for your specific situation.
Whatever you choose, remember that good marketing content is what helps users discover and understand your app. Whether you write it yourself or hire someone else to do it, don't treat it as an afterthought. Your mobile app deserves content that does it justice.
