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Now let’s get down to the steady-win mobile app strategy. The things I write about here will work for the superstar apps I discussed in the previous post, but you should remember that creating a superstar app is usually a viral game, and you will still need luck to become excessively popular. The steady-win strategy is about good work that will always bring results for any app category.
In the past few years we’ve seen a significant move toward focused apps, in-app purchases, and increasing encroachment of the mobile advertising space. Today it is even more important that we finally take serious steps toward shifting from desktop to mobile networking and devices.
When you’re planning to enter the mobile app market, you need to remember that 90% of all existing apps lose customers’ loyalty even if they are a big success at first: open rates and customer retention come crashing down, and it seems like all hope is lost.
Let’s imagine a company that produces a good deal of content. Jane is responsible for content management, and her boss keeps asking her to add paragraphs, add new pictures and links or insert rich media after the content is published. Again and again and again. And Jane has to fix the wrongs in every single content location and on every single platform. As a result, Jane never leaves work early, and that’s very wrong. Implementing reusable content would definitely change the situation.
More structure means more freedom for your content. If you’d like to make your content both adaptive and reusable in the future, you need to divide it into meaningful parts. Publishing anything on the Internet means that this piece of content will go to a database where zillions of other articles and webpages are stored. You need to add structure to your content so you don’t lose it and can work with it later.