With over 12,000 downloads to date the new Irish Red Cross First Aid app is a great example of an approach to content marketing,
The app links perfectly to what the Red Cross believes – ie that everybody can learn basic first aid – and the App aims to get that message out there and make first aid more accessible to the general public.
When it comes to its inbound marketing benefits, this newest a
ddition to their content marketing family is really working. From a lead generation perspective they have already received inquries about first aid training courses – increasing their reach in terms of those who know that they provide this service.
The Analytics tool within the app is allowing the Red Cross learn more about the demographics and behaviour of their users. Analytics information is also used to tailor Social Media posts with content related to content that is popular on the app. Therefore offering consumers more of the content they want to see.
The same information from Analytics was used to optimize Adwords and Facebook ad copy. Initially the ads had the general sound of ‘download your app’. But soon the ad copy was optimized to reflect why the user should download the app-‘Would you know what to do if someone was bleeding?’
It’s been only a few weeks and the app is already sitting at the head of the table of content marketing at the Irish Red Cross. People don’t get all their news from the TV or radio anymore, but increasingly rely on their phone to instantly deliver them important information. The Red Cross, along side its role in disaster relief, is an active player in preparedness matters, eg notifying the public of various emergencies. The push notifications functionality of the app allows just that –deliver useful content to those who need it and also in a real-time fashion, thus bringing the organisation much closer to its audience.
The biggest take-away from this project was how useful app Analytics can be for the marketing and communications teams if thoroughly checked and compared with other stats from Email or social media campaigns. Even more, being able to track which campaigns or traffic sources triggered the app is pure gold and it allows for proper analysis of referral sources and also budget changes so as to suit the better working referral channels.