Content Marketing for Indie App Devs: From Zero to Blog and Video Hero

Okay, let's be frank: as indie app developers, we often spend so much time wrestling with code, design, and deployment that marketing gets left in the dust. I get it. Tweaking that animation or optimizing a database query feels way more appealing than figuring out SEO. But here's the thing: even the coolest app in the world won't succeed if nobody knows about it.

TL;DR: Content marketing is essential for indie devs. Start with a blog, then expand to video to build your brand and attract users without breaking the bank. This post outlines how I'm doing it and what I've learned (mostly the hard way!).

The Indie Dev's Content Marketing Dilemma

We're not VC-backed startups with massive marketing budgets. We can't afford Super Bowl ads. We need something sustainable, cost-effective, and frankly, something we can do ourselves. This is where content marketing comes in. It's about creating valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, drive profitable customer action.

For years, I stubbornly avoided content marketing, convinced it was some kind of elaborate snake oil sales tactic. Boy, was I wrong. I figured, build it and they will come, right? Nope. They'll come if you tell them it exists, show them why it's awesome, and prove it solves their problems.

Starting with a Blog: The Foundation

A blog is the perfect starting point. It's relatively easy to set up (I'm using a static site generator with Markdown, hosted on Netlify), and it gives you a platform to share your expertise, document your journey, and connect with potential users.

Why a Blog?

• SEO Power: Well-written blog posts targeting specific keywords can significantly improve your search engine rankings. Think about the problems your target audience is searching for solutions to and write about them.
• Showcase Expertise: Demonstrate your deep understanding of your niche. Share your learnings, your challenges, and your solutions. People buy from those they trust.
• Cost-Effective: Compared to paid advertising, blogging is incredibly cheap. Your biggest investment is time.
• Long-Term Value: A well-written blog post can continue to generate traffic and leads for months or even years.

Content Ideas for App Developers

Stuck on what to write about? Here are some ideas to get the creative juices flowing:

• Tutorials: Step-by-step guides on how to solve specific problems using your app or related technologies.
• Case Studies: Showcase how your app has helped real users achieve their goals.
• Behind-the-Scenes: Share the story of building your app. The challenges you faced, the decisions you made, and the lessons you learned.
• Industry Insights: Offer your perspective on trends and developments in the app development world.
• Comparison Guides: Compare different tools, libraries, or approaches to solving a particular problem.
• Listicles: Everyone loves a good list! "Top 5 Ways to..." or "10 Must-Have..."

My Blogging Workflow: Imperfect Action is Key

Frankly, I used to get hung up on perfection. Every blog post had to be perfectly written, perfectly formatted, and perfectly optimized. This led to massive procrastination. Now, I aim for "good enough" and focus on consistently shipping valuable content.

Here's my workflow:

1. Idea Generation: I keep a running list of blog post ideas in a Notion database. I add to it whenever I encounter a problem, learn something new, or see a question asked in a forum.
2. Outline: Before writing, I create a rough outline with headings and subheadings. This helps me stay focused and organized.
3. Writing: I write in Markdown using VS Code. I try to write in short, clear sentences and use plenty of headings, bullet points, and visuals (where appropriate).
4. Editing: I review my drafts multiple times to improve readability, correct errors, and add more detail.
5. SEO Optimization: I use tools like Google Search Console and Ahrefs to identify relevant keywords and optimize my posts for search engines. This includes optimizing title tags, meta descriptions, and image alt text.
6. Publishing: I publish my posts on my blog and share them on social media.

Leveling Up to Video Content: The Next Frontier

Once you've established a solid blogging foundation, it's time to consider video content. Video is incredibly engaging and allows you to connect with your audience on a deeper level. It's also fantastic for demonstrating complex concepts and showcasing your app in action.

Why Video?

• Higher Engagement: Video captures attention and holds it longer than text alone.
• Visual Learning: Many people learn best by watching videos.
• Personal Connection: Video allows you to show your personality and build rapport with your audience.
• Platform Reach: YouTube is the second largest search engine in the world.
• Repurposing: Video content can be repurposed into blog posts, social media snippets, and more.

Video Ideas for App Developers

Here are some video ideas that build on your blogging topics:

• Screencasts: Record your screen and walk viewers through how to use your app or solve a specific problem.
• Tutorials: Similar to screencasts, but with more emphasis on teaching specific concepts or techniques.
• App Demos: Showcase the features and benefits of your app.
• Interviews: Interview other developers, designers, or industry experts.
• Live Coding: Stream yourself coding and interact with viewers in real time.
• Behind-the-Scenes: Give viewers a glimpse into your development process.

My Video Production Workflow: Keeping it Simple (and Cheap)

My approach to video is all about keeping it simple and affordable. I'm not aiming for Hollywood production values. I'm aiming for authentic, informative content that resonates with my audience.

Here's my setup:

• Screen Recording: I use OBS Studio (free and open-source).
• Video Editing: I use DaVinci Resolve (also free and has a surprisingly powerful free version).
• Microphone: A decent USB microphone (I use a Blue Yeti, but there are plenty of cheaper options).
• Lighting: Natural light whenever possible. Otherwise, a simple ring light.
• Hosting: YouTube.

My workflow:

1. Scripting: I write a rough script or outline before recording. This helps me stay on track and avoid rambling.
2. Recording: I record my screen and voice-over using OBS Studio.
3. Editing: I edit my videos in DaVinci Resolve. I add titles, transitions, and music.
4. Thumbnails: I create eye-catching thumbnails using Canva.
5. SEO Optimization: I optimize my video titles, descriptions, and tags for YouTube search.
6. Publishing: I upload my videos to YouTube and share them on social media.

Repurposing Content: The Ultimate Force Multiplier

The key to maximizing your content marketing efforts is to repurpose your content. Turn a blog post into a video, a video into a series of social media snippets, or a presentation into a blog post.

Here are some examples:

• Blog Post to Video: Take a popular blog post and create a video version.
• Video to Blog Post: Transcribe the audio from a video and turn it into a blog post.
• Presentation to Blog Post: Expand on a presentation you gave at a conference and turn it into a series of blog posts.
• Social Media Snippets: Create short, engaging snippets from your blog posts and videos and share them on social media.

Challenges and Lessons Learned

Content marketing is not a get-rich-quick scheme. It takes time, effort, and consistency. Here are some of the challenges I've faced and the lessons I've learned:

• Consistency is Key: The biggest challenge is staying consistent. It's easy to get discouraged when you don't see results immediately. But the more you create, the more opportunities you have to connect with your audience. I aim for at least one blog post and one video per week.
• Don't Be Afraid to Experiment: Try different types of content, different formats, and different platforms. See what works best for you and your audience.
• Engage with Your Audience: Respond to comments, answer questions, and participate in discussions. Build a community around your app.
• Track Your Results: Use analytics tools to track your traffic, engagement, and conversions. See what's working and what's not.¹
• Outsourcing is Okay: If you're struggling to keep up, consider outsourcing some of your content marketing tasks. Hire a freelance writer, editor, or video editor.
• Imposter Syndrome is Real: You might feel like you're not an expert or that you don't have anything valuable to share. But trust me, you do. Just start creating and sharing your knowledge.

Conclusion: Your Content Marketing Journey Starts Now

Content marketing is an essential part of building a successful indie app business. It's a marathon, not a sprint. Start with a blog, level up to video, and focus on creating valuable, relevant, and consistent content. Don't be afraid to experiment, engage with your audience, and track your results. And most importantly, don't give up.

It's not about overnight fame, it's about gradually building an audience that trusts you and appreciates your product. That, to me, is incredibly cool.

So, tell me, what's one piece of content (blog post or video) that you've created that you're most proud of? What did you learn from the experience?