Content producers should always be looking for other avenues to engage their audiences. While content strategists often say that engagement is one of the most important measurements of successful content, sometimes it is the intangible that can produce a favorable result. How, in fact, do you measure a smile or a laugh? Often a positive feeling is not measured immediately. But the elicitation of a positive emotion from written content can actually do wonders for your brand, product or service. And sometimes, you must look beyond traditional content to get these reactions.
One example of this non-traditional content is right under your fingers. If you have a smartphone and regularly download applications, you are already engaging in that content. No, I’m not talking about the apps themselves, those are the product or service which is shared and marketed regularly already (hopefully). What I would rather focus your attention on is the fact that these apps are buggy and often need to be updated. Therein lies a non-traditional content source that often goes overlooked. If you or your developers produce perfect code, then this content source is probably not for you. However, to err is human so bugs exist, and your users must be notified. And these notifications are content. This content must be living and updated frequently to keep the attention of your audience or customers. If you create a blog, you must regularly feed it content in order for it to be effective. If you launch an application, you must regularly fix bugs and release new features to ensure that your users remain happy.
I’m not going to dive into how you should develop and release your smartphone apps. I am, however, going to make a small recommendation around the content your produce when you DO release an update or bug fix. Unfortunately, many users simply install app updates without looking at what had been changed, fixed, updated or added to the apps. (Or, there are plenty of people who simply ignore updates until they really must upgrade them.) But there are those of us, myself included, who actually take time to look at the few lines of content added to the app update, specifically, the bug fix list.