Wednesday, April 13, 2022

4 Steps for Improving Content App Engagement

Content marketers spend an average of 33 hours per week creating content, according to Casted’s Content Marketing Report 2022. We’re spending a ton of time and resources creating great content; however, the issue lies in getting our audience to engage with it. 

Building an app provides an exclusive way for an audience to engage with your content. Let’s break down how to showcase your brand’s content with these four steps.  

Step 1: Determine Content Type

Think about what story you want to tell and the purpose of your digital experience in the app. We’re all for moving fast and delivering results, but crafting an engaging narrative for the audience begins with establishing the experience the content will deliver. 

  • Awareness – At the top of the funnel, your aim is to educate the audience, whether about a new offering or brand awareness.  
  • Consideration – If the audience is farther down the customer journey, this narrative focuses on addressing the needs. 
  • Decision – Here is where you move a prospect forward in the buying process and ensure they’re confident in their decision.

Step 2: Identify the Audience

Establishing the audience goes beyond a person’s title, seniority, and industry. To curate personalized content, identifying where the audience is in their journey and what they are looking for is critical. 

First, hone in on where your audience is physically located. Are they at a crowded tradeshow? Are they in a physical store trying to make a quick buying decision? Or are they in the comfort of their homes? Next, reflect on where emotionally your audience is. If we go back to our location examples, what might they be feeling at the tradeshow or store? Recognizing these attributes determine how they will engage with your content. 

Step 3: Form Content Strategy 

Odds are you have an arsenal of evergreen eBooks, podcast episodes, or videos your audience will find beneficial. Before drafting new assets, run an audit of existing content. Afterward, you’ll have a good idea of where the gaps are.

Say your customer experience team tends to hear the same types of questions. This is an opportunity for your brand to be proactive and develop content around those topics. Or other times it’s as simple as creating a graphic with Canva to visually tell a story or using the artificial intelligence platform, Jasper, to write a quick blog post. 

Step 4: Organize Your App’s Flow 

As a marketer, Google Analytics is probably one of the most frequent tabs open on your web browser; you likely have a pulse check of the best-performing content. Take note of what these assets are to help dictate your app’s hierarchy. You’ll want to put the most important content on the homepage. 

Consider what actions you want the audience to take. If you want people to fill out a form, make it clear this is the action they should perform. Don’t bury the lead as they say – count the clicks it would take a user to reach this step. If it takes more than four clicks, consider reorganizing the flow.

Step 5: Start Building

You’ve heard the expression, “Brand drives demand”…well it also drives the first step of the app-building process. We recommend setting your brand’s colors, font, footer, and navigation under the Branding section in the Lumavate Studio. If you’ve identified multiple pages to highlight within the app, you can build a flyout menu within Branding too.

Now, you’re ready to start compiling the content into your app. Any form, document, or image will be stored under Content. This enables you to link to any file.

For content such as FAQs, expandable cards allow the user to see the question and expand it to get more details. Finally, you can showcase the pages you’ve identified as the most important using the Avatar Component.

Be sure to watch the full session where Vice President of Customer Experience, Leigh Hamer, demonstrates how to build a content app in  30 minutes.