The content marketing of large companies is the same. Small companies are forced to look for their schemes. Especially if they are built around a mobile application.

It is not clear whether two months of work is a lot or a little. But the brain is already bursting with thoughts, conclusions, and insights. So, I share.

Information about mobile app content marketing is scarce and monotonous. If you look at competitors, they use a standard set: blogs, social networks, instant messengers.

Does it work for them? How to say. Then I will go through each of the channels and you will see what's what.

Input data

For two months I have been engaged in content marketing of the Zen-Mani personal finance application.

 I was faced with a difficult task: to organize the work on external content marketing. That is, look for sites where you can post articles with a link to the application or at least to the site. Of course, articles also had to be written.

When I started, it was not clear to me why all this should be done, if there are already a large number of articles about the application on the Internet. True, they are all the same types:

• most are collections of applications for personal finance;

• the best - advice on how to plan a budget and keep track of finances.

At first glance, it seems that external marketing is not needed because the application promotes itself. Everyone who is not lazy writes about him. Of course, this happens infrequently and uncontrollably. You can't track the recoil. But also no investments.

Competitors are not engaged in external marketing. They are satisfied with what is already on the network. Therefore, on their sites in the section "They write about us", they post links to articles in which the Zen-money application is mentioned first. This makes me happy.

The attitude of competitors to external marketing is understandable: if you do it purposefully, it will be costly both in terms of money and time. And the result cannot be predicted, except to assume that the frequent mention of the application will play its role and will work to attract the target audience.

Concerning the target audience. Working with it is complicated by the fact that there are several segments:

• regular users of the application;

• installed but not using the application;

• people who know about the app but haven't installed it;

• people who don't know about the app.

External content marketing for whom? The answer is obvious: to attract those who know nothing about the application. For the rest of the segments, our content on other sites will simply remind you of the application's existence and, perhaps, will encourage further use.

I am not sharing the results in this area yet. Not much time has passed, there are few statistics, it is too early to conclude.