Apps Are No Substitute for a Solid Content Strategy
Posted by Christine Parizo on Fri, Jul 15, 2011
Do you need a content strategy? With the proliferation of the iPad and tablet computers, it’s very easy to say, no, you don’t. Just wrap up a shiny new app in Adobe, sell it on the iPad, and throw together something that kind of resembles content, and you’ll make a bundle, right?
Wrong! Without the content to back it up, your app is worthless. Even more so, charging more for your content when the print version costs less is going to be a hard sell. Audio and video clips are nice, but your readers need more than just a supplement to what’s already available in print – or even worse, free from other sites.
This is where your content strategy takes the stage. By developing a solid content strategy, you’ll be able to provide better, richer content. Think about apps that deliver a full experience, like the app from National Public Radio. It works because not only does it provide audio clips, it also doesn’t force the user to remain in the app to access other content. It may seem counterintuitive, but giving your subscribers freedom will keep them using your app.
Merely having your print content available in an app may generate some revenue. After all, your subscribers may find that it’s easier to read your publication on their iPad or other tablet. But that should not be the cornerstone of your revenue model or content strategy.
As part of your content strategy, think about how you can provide interactive content – truly interactive content, not just a video clip. What will draw in your readers? Some successful apps have extra photo content; others have a rich grid-style view, which allows readers to swipe through content easily. Still others include games that unlock more content than can be found on the website or in the print publication.
These are things you need to include in your content strategy: interactivity, how your app will function, and how your app will drive subscriptions. Without those, your app is doomed to fail, and your revenue stream will become a trickle.