Bonus Material: Evergreen Content Swipe File
If you’re trying to do marketing for a Shopify app, you probably…
Today I’m going to show you how to create and promote content that will bring in thousands of people to your app store listing. Without relying on organic app store traffic.
I used the same process to write an article for one of my clients: Oberlo. This article got more than 200,000 social media engagement and more than 2,900 blog comments.
Now, grab my Evergreen Content Swipe File below and see content that gets more than 10,000,000 organic visitors every year (+ how you can model it).
Or hand this swipe file out to your marketing team so they get you more organic traffic.
Let’s run some numbers.
If your app costs $19.90 per month, you make $238.8 in revenue per user and year.
Assuming you have a 70% profit margin (which is low for software), you end up with making $167.16 profit.
Now, if you invest $3,000 per month in content marketing for 6 months (which is a good timeframe to set up a great evergreen distribution system), you only need to get 108 paying merchants to be break-even.
That’s a conversion rate of just 2.15% – which is more than doable.
According to baremetrics this is not even considered a good conversion rate. Good SaaS conversion rates are between three to eight+ percent.
Calculating with the low conversion rate of 2.15%, you only need to get 5,000 people (lifetime, NOT per month) on your article to get back your investment.
The best part? The content lives on your blog forever and can bring in a constant amount of new MRR.
You might wonder: “does this also work for brand new Shopify apps?”
This is exactly what we did for a small Shopify app that had no blog, no email list, no traffic. And we achieved it in just one month.
^ 1 month, 5,037 pageviews.
The traffic came just from pro-active content distribution strategies (no ads, no SEO, no email). The same as you will learn in this article.
Imagine what you can achieve with 3-5 blog posts and 6 months of marketing.
The problem? You need…
…and this is exactly what you will learn today.
(if you want to calculate your content ROI, you can use our free content-roi-calculator)
There are many ways to discover content topics to grow your Shopify app.
In the end, it all comes down to a topic that is…
Finding a good topic is a process. You start with a vague idea and end up with something completely different.
To demonstrate you how the full process looks like, we’re going through this together now.
We assume we want to grow an SEO Shopify app (the process works for any kind of app, though).
Ready? Let’s find a great topic!
Join app-relevant subreddits and sort the posts in a useful way.
To discover the topics that people like the most, sort all posts by “Top” and “All Time” and look through the posts.
Now sort the comments by “Best” and see if you can find a comment that includes a question, a story or anything else that could be turned into content.
Let’s take a closer look at the comment from the screenshot above.
Some golden nuggets you can take away from it:
That’s a good start. On to the next step.
Thousands of merchants ask their most burning questions there. All you need to do is to search for your topic and read.
For our SEO app example, we can’t use broad terms like “SEO”. Those OG terms don’t count. SEO is not just a topic, it’s a whole industry. You need to dig deeper with more narrow terms like “SEO woocommerce”.
Look, people who use the terms “SEO” and “WooCommerce” in a Shopify forum are very likely interested in an in-depth blog post about the migration from WooCommerce to Shopify without losing their earned Google ranks.
Needless to say you can put that topic on your list.
It’s time to back it up with some data.
I use the Google Chrome Extension “Keywords Everywhere” here.
The term “SEO for Shopify” is searched 9,900 times per month.
But what about WooCommerce?
1,900 monthly search requests.
The total amount of search requests is not that important here. Key is the overlapping audience: Ecommerce entrepreneurs who plan to switch from WooCommerce to Shopify.
In that case, I’d do another quick google search.
Not bad. 18,100 people search every month for a comparison of Shopify and WooCommerce.
This doesn’t mean that 18k+ people are interested in my content. But it is a good indicator that there is demand for my topic.
Backed by that data, I’d now know my content target audience:
Ecommerce entrepreneurs who want to migrate from WooCommerce to Shopify without losing their search traffic.
Now that’s specific! Exactly what we need.
Remember, in the game of content you’re not competing with your fellow app developers. You’re competing with content creators.
Taking a look at competitors can either give you a complete new idea or things you want to consider building into your content.
To spy on my competitor’s best pages and traffic, I use SEMRush.
Plug in your competitor’s URL > Competitive Research > Organic Research > Pages.
I’d now browse through their top 20 pages to see if I can find some golden nuggets that I can incorporate into my article.
Like an SEO checklist.
With all the gathered information, it’s now time to put it all together and find a format that the audience will love.
Possible formats for our SEO app example:
During your topic research you will discover some articles, questions and posts that resonate to people more than others (more likes, shares, upvotes). Find common patterns and make a decision for your format based on these patterns.
Always look for a format that is already working. Don’t try to reinvent the wheel.
Time to show ‘em what you got!
Now that we have found a topic, we can finally create content.
But not just a random piece of content that no one wants to read…
I’m gonna show you how to write evergreen content that people will still love in years from now.
Want to dig even deeper? You should read this.
Before you write a single word, you need to know your target audience.
The more you can write in the language of your audience, the more likely your content will convert.
According to HubSpot, the best way to define a target audience is by creating a customer profile and buyer persona.
The customer profile describes the customer on a company level. The buyer persona describes the customer on a personal level (aka. the decision maker within the customer profile company).
If you’re starting from scratch, there will be a lot of assumptions. That’s why I like to add anecdotes and stories from my target audience to the customer profile and buyer persona.
Luckily, the internet is the best place to discover these little stories.
Here are a few places to find them:
Search for your app’s main purpose on these sites and read through the comments.
I found this one on Reddit:
Seems those SEOs are somewhat funny and love bad jokes.
I’d add that information to my buyer persona and break up my article with such jokes.
A few hours of solid research will get you a very good idea about your target audience.
Just like your app store tagline, the headline of your article is what will make people click on your post.
A good way to do this is by using the “How-TRFF”-structure:
How + [TOPIC] + [RESULT] + [FUN FACT]
How This Dude Switched From WooCommerce to Shopify And Got FREE Search Traffic! (52 SEOs Told Him It’s Impossible)
According to Sharethrough’s Headline Analyzer, the headline from above scores 79/100 points.
If you want to know more about writing and testing headlines of performance, read this article.
The AIDA formula is a framework to structure content.
Attention, interest, desire, action.
Here’s a real-life example of the AIDA formula:
In the blog post about creating engaging content, I used the AIDA formula to structure my intro section.
Let’s go through each point with examples.
If you can’t catch your reader’s attention within the first seconds, you lose them. Maybe forever.
Start your content with a question, an interesting fact, a graphic, proving you’re “one of them”, or anything else that makes your readers want to read the next sentence.
SEO app example:
(The headline from above):
Now that you have your reader’s attention it’s time to get their actual interest.
Show some interesting facts about the topic, the result they can expect after reading your post, or an interesting story.
Using Bullet points is a good way to present the “Interest”-section.
Here’s the SEO app example:
The goal is to make people absolutely want what you have to offer.
Show your readers why their life will be better with X (whatever it is that you have to offer).
SEO app example:
What is it that you want your readers to do? Time to ask for it.
Whether you want them to sign up for a newsletter, leave a comment, subscribe to a YouTube channel, listen to a podcast or directly install your app, you need to tell them how to do it.
SEO app example:
No one wants to see random stock images. Get rid of them.
Don’t worry, you don’t need to be a designer (or hire one).
You’re not aiming to win a design award.
Your goal is to transfer your information to your reader’s brain. That’s it.
Take the first image of this article as an example.
Just two screenshots and a purchase from Shutterstock. But it supports what I want to say in the first paragraphs.
A random stock image will never get that job done.
In a perfect world, people will read your post and install your app right away.
But that’s not how content works.
Asking for a direct app install is just too much.
Maybe your readers read on a mobile device where installing a Shopify app is a pain….
Maybe your readers read on the weekend and don’t work….
Or maybe they need to convince their boss first.
Whatever it is – you need to give them time.
That’s why we, at Corefront, work with a lead-generation & conversion approach.
Simply put: we collect leads with our content, throw them into a 90-day+ education email funnel and turn them into paying app users.
Take the article you’re reading right now as an example. We included one button and three click-trigger popups.
If you click here, a popup will appear that will offer you an evergreen content swipe file.
This is called a “contextual content upgrade” because it’s not just a random white-paper, ebook or webinar. It’s DIRECTLY related to the article.
Let’s say you love this article and want to dig deeper into content marketing for Shopify apps. So you enter your email in the popup.
After that, you will get your swipe file. Then, in the following days, you will receive educational emails about things that we truly believe will help you grow your Shopify app.
And if you believe the emails we send you are useless, you can unsubscribe anytime.
But if you love them and think content marketing can actually help your app, you might want to consider our creation and distribution services (call me, maybe).
It’s a fair deal for everyone.
And with all that said, ALWAYS make sure to collect leads from your content with contextual content upgrades.
It’s a true asset.
Congratulations! you just created your first piece of killer-evergreen-content. It’s time to get people’s eyes on it.
With no track record, but the desire to land a hit right away, you need to have a proven distribution strategy.
You can’t just publish the article, send an email to your 200k list and already have lots of traffic.
(If you have that – awesome!)
But today I’m gonna show you how to get traffic to your content without the luxury of having a big audience.
Fact #1: Reddit is the best place to share GREAT content:
Fact #2: Reddit is also the WORST place to share mediocre content.
Sounds weird? Great, welcome to Reddit.
There are a few things you can do to increase your chances of a successful Reddit post:
To get website visits, you can include a link into your intro section. Like this:
If you’re careful, Reddit is king.
Sharing your content piece in 12 different subreddits over the span of 12 months, can build the foundation of your whole content distribution system.
Sharing content in Facebook groups work in two ways:
Both ways work very well.
Here’s a screenshot of one of my many Facebook group posts:
If you plan to share content in other people’s groups, you have to play by their rules.
Five tips before you share content:
If you want to invest more time, you can also build your own group.
That’s what my buddy John from HeyCarson did.
They’re now in the very good position to share everything they want to their 116.6K group members. No gate-keepers for them.
I’m the moderator of a few groups from Shopify apps. In one group, we came up with the idea of asking for a “password” in order to join. To get the password, people need to watch a free webinar (which is a demo of the app).
We did this in 2017. Now, four years later, the funnel still works and we get thousands of group sign-ups.
Very similar to Facebook, LinkedIn also has groups.
Let people know about your content and ask them to leave comments on your group post. The more engagement your post has in that group, the more people will discover it.
Everyone LOVES free stuff. That’s why running a giveaway almost always brings in a very solid amount of traffic.
Here’s a screenshot of 7 giveaways over a period of a few days that we did for a Shopify app. In total, we collected 9,021 unique and NEW emails.
One email only cost us $0.51 USD.
To make a giveaway successful, you need at least the following 4 things:
To get the maximum out of the giveaway, set it up in a way that people will earn bonus entries if they take a certain action.
Together with Oberlo, I ran a giveaway where we gave away an ecommerce store (that made around $9k in 1 month) that I’ve built from scratch for a blog post. The winner received everything: the store, the social accounts, the Facebook Pixel data, the email list… People went NUTS!
Thousands of people shared it on their social media accounts.
Sharing content on social media is a no-brainer.
When Oberlo and I worked on an article together, we took some takeaways of the article and turned it into an Instagram post.
^ Try to be creative with your social media posts and not just say “hey, we just published an article, link in bio”.
If you use a CMS like WordPress, you can even automate the posting process with Zapier.
As soon as you publish content on your blog, there will be a post on social media.
And if you mentioned influencers or other brands in your article, tag their social accounts in your postings. This will increase your chance of a re-post (= free traffic).
Y Combinator’s Hacker News contains a bunch of interesting articles all around tech and business in general.
Just because Hacker News is from YC doesn’t mean there aren’t any ecommerce fans. The audience is very mixed and interested in many different things.
From my experience, Hacker News is always good for a few free clicks.
The most important part about submitting content on Hacker News is your title.
The less marketing-voice you use, the better.
As soon as your article is published, it’s time to reach out to everyone you mentioned one-by-one.
Here’s a weird fact: If you’re asking them in advance if you can link them up in your content, they are way more likely to not share your content. It triggers a negative sense of duty.
So better surprise them positively and send them a cold email after your post is published.
A subject line that I personally use very often and gets a lot of opens is:
“[EMOJI + NAME], did you know we featured you?”
This subject line scores a 104 (of 100) points on the subject line tester from Sendcheckit.
To make it easy for them to find the specific spot where you mentioned them in your article, use anchor links. No one wants to scroll through the whole post.
From now on, you have an amazing article on your blog which will live forever! Unlike ads who will only be there for you as long as you pay for them (aka. gold diggers).
Now, if you LOVE the idea of an evergreen content system that drives constant users to your app but just don’t have the time, expertise or dedicated staff to create and distribute content, we’re here for you.
We will identify topics that your target audience will love, create conversion focused content, distribute the content for you, collect leads and use a 90-day+ email funnel to turn leads into paying users.
It’s a done-for-you service.
What you need to get the best results:
^ If that’s you, we can help to grow your user base. Book a call with my team here and we will discuss a content creation and distribution strategy that meets your goals.