PRIORITIZE EVERGREEN CONTENT FOR YOUR APP PROMOTION STRATEGY

Your app promotion strategy will no doubt include tactics that generate quick wins – such as pay per click ads which can appear instantly at the top of search results and a PR or blog post announcing your new app launch. But, in addition to those quick wins, it’s important to also factor in some long term assets and that’s where evergreen content comes in.

This is the term given to content that remains relevant no matter how much time has passed since the original date of publication.

Here’s an example:

As we are currently navigating the corona-virus pandemic, a blog post focused on how many people are now working remotely would be relevant today but of little interest this time next year. An article on 10 ways to thrive while working at home would still be relevant in 365 days time as the tips are timeless, making that piece of content evergreen.

When setting out your content strategy to support your app launch, your most prominent goal will of course be to drive app downloads.

Your new app will fulfill a need or solve a problem – you will have already identified what the purpose of your app is and why users will download when mapping out your app concept. That is the start of creating evergreen content.

Now, research related keywords to identify ones which maintain a regular stream of traffic over time. Those are the keywords which your new content will need to be built around.

The reason you want to pinpoint search terms with a steady stream of traffic is to be sure you’ll still be attracting readers (and downloads) in the future. News style pieces or content written around trending or emerging search terms often aren’t sustainable as they are very topical for today but then old news tomorrow.

An example

You are just about to launch a new video conferencing app. You need to attract a business audience and you want to create content that highlights the usefulness of your app and fulfills a need for information. That information needs to be useful in the future too.

A blog post announcing your new app is a must. But that isn’t evergreen. So you’ll need something else.

An article which shares 7 ways to keep video conference calls on track and productive is evergreen. People taking part in conference calls always need to ensure their time is being spent efficiently and not wasted on conference calls that continually go off on tangents. If you can provide 7 actionable, hard hitting tactics, you can be sure that piece of content will remain relevant for a long time. That is evergreen as the article will continue to work hard for you and encourage users to download your app well into the future. Mission accomplished!