Editorial-led growth is a proven way to increase user retention and engagement for consumer apps by focusing on content that addresses real user needs. Instead of relying solely on product features or paid ads, this strategy uses educational materials, how-to guides, and case studies to build trust and loyalty. Companies like Averi and Wyndly have seen dramatic results - such as a 340% surge in organic traffic and a 20x increase in monthly clicks - by shifting their focus to editorial-driven content.

Key takeaways:

• Why it works: Content solves user pain points, builds trust, and drives long-term retention.

• How it compares: Editorial-led growth offers compounding benefits over time, unlike paid ads or product-led strategies that require constant funding or perfect user experiences.

• Steps to implement: Understand user needs, create a structured content strategy, leverage AI tools for efficiency, and measure performance to refine efforts.

This approach doesn’t just attract users - it turns them into loyal advocates while sustaining growth without excessive spending on ads.

The Importance of Editorial Content | Ryan Reynolds, Uber

What Editorial-Led Growth Means for Consumer Apps

Editorial-Led vs Product-Led vs Paid Marketing Growth Strategies Comparison

Editorial-led growth takes a content-first approach, focusing on solving key user challenges rather than simply promoting features. Instead of pushing products, this strategy emphasizes creating guides, case studies, and educational materials that address user pain points. The aim is to establish trust and maintain engagement, setting it apart from other growth models.

This method stands in contrast to approaches like product-led growth (PLG) and paid marketing. PLG relies on the product itself - its features, user experience, and those “aha” moments - to drive both acquisition and expansion. Freemium models and viral loops are classic examples of this strategy, where the product essentially markets itself [7][8]. On the other hand, paid marketing depends on performance advertising, such as Google Ads, Apple Search Ads, and social media campaigns, to generate quick installs. While effective for rapid growth, paid marketing comes with steep, ongoing costs [1][7].

How Content Drives App Growth

Content plays a pivotal role in bridging gaps the product might leave, enhancing user engagement. By complementing editorial-led growth, content transforms passive interest into active advocacy. Targeted content helps users uncover the full value of your app, encourages exploration of lesser-known features, and provides compelling reasons for them to share your app with others.

Content that triggers strong emotions - like empowerment or awe - has a 34% higher chance of going viral, as it motivates users to share as a form of self-expression [4]. When your content genuinely helps users solve problems or feel more knowledgeable, they’re more likely to become enthusiastic advocates.

Unlike paid ads, which stop working as soon as the spending does, content creates growth loops that sustain themselves. SEO-driven articles, shareable videos, and newsletters generate lasting impact, compounding over time. As Brian Balfour, Founder/CEO of Reforge, explains:

"Retention is the core of your growth model and influences every other input to your model. This is important because if you improve retention, you'll also improve the rest of your funnel" [9].

Editorial-Led vs. Product-Led vs. Paid Marketing

Each growth strategy has its own strengths, and understanding their differences can help you choose the right one - or combine them effectively.

These differences highlight why editorial-led strategies are well-suited for long-term, sustainable growth.

Product-led growth excels when your app delivers a clear, immediate "aha" moment. Take Slack, for instance: the company discovered that teams sending 2,000 messages were unlikely to churn, which eventually fueled its widespread enterprise adoption [8]. However, PLG requires a product so intuitive that it effectively sells itself - a scenario that doesn’t fit every app.

Paid marketing offers instant results but demands constant funding. It works like a turbo boost, driving installs as long as you keep spending. With over 255 billion mobile app downloads in 2022 [1], and only 10% of apps achieving meaningful success [7], gaining traction is tough. Worse, installs driven by paid campaigns may not result in lasting engagement if your product and content fail to deliver ongoing value.

Editorial-led growth strikes a middle ground. While it takes longer to gain momentum compared to paid campaigns, it produces compounding returns that product-led strategies might not achieve on their own. Over time, well-crafted content builds trust and strengthens user relationships, turning casual users into loyal advocates. And unlike advertising, effective content continues to deliver results long after the budget is spent.

Step 1: Find What Your Users Need and Where Content Can Help

Understanding what your users are struggling with and identifying where content can step in to solve those challenges is key to driving meaningful growth. By diving into user behavior and analyzing competitive gaps, you can uncover opportunities to create content that truly makes an impact.

Use App Data and Gather User Feedback

Getting to know your users starts with analyzing how they interact with your app. Tools like Firebase, Amplitude, or Mixpanel can help you track in-app behavior, revealing where users drop off or miss those critical "aha" moments that lead to engagement [1]. Heatmaps and rage-click detection (where users repeatedly tap in frustration) can highlight areas where clear, instructional content could smooth out confusion.

Feedback is equally essential. Use platforms like Typeform or Hotjar to collect user frustrations early in their journey. Support tickets and app store reviews are goldmines for understanding common questions or pain points. To get a well-rounded view, bring together a cross-functional team - sales, product, and support teams can provide unique insights into user needs. Once you’ve gathered ideas, rank them using a scoring system that prioritizes content directly aligned with your app’s growth objectives. This ensures you focus on initiatives that truly matter [5].

This combination of behavioral data and direct user feedback ensures your content strategy is laser-focused on addressing real needs while also capitalizing on untapped opportunities.

Study Competitor Content

Keeping an eye on your competitors is another way to uncover content opportunities. Look at their activity across social platforms, forums, and search engines to identify channels they may be underutilizing [1]. Dive into their app store listings (ASO) to spot missing keywords, weak visuals, or gaps in reviews. Tools like Crayon and SEMrush can help you monitor their marketing strategies in real time, while platforms like BuzzSumo or NewsWhip reveal which of their content pieces are gaining the most traction [4][10].

But don’t just mimic what works for them. Instead, focus on the gaps they’re leaving unaddressed. Challenge common industry pain points, explore unique perspectives, and highlight overlooked angles [2]. This contrarian approach can set your content apart, attracting users who are tired of the same recycled advice. Additionally, tools like Exploding Topics and Google Trends can help you spot emerging interests before competitors flood those spaces [4].

Step 2: Build Your Content Strategy

Now that you've gathered insights from user feedback and competitor analysis, it's time to turn those findings into a structured and repeatable content strategy. The goal? To keep your ideas organized, set clear priorities, and create a system that ensures a steady stream of content without constant scrambling. This approach lays the groundwork for sustained engagement and editorial-driven growth.

Set Up a Content Calendar

A content calendar is your team's roadmap, ensuring everyone stays on the same page and content goes out consistently. Start by distinguishing between your Content Pipeline - a high-level overview of annual or quarterly milestones like product launches or seasonal campaigns - and your Editorial Calendar, which breaks down the specifics: weekly schedules, headlines, authors, and deadlines [2][11].

To strike the right balance, apply the 70/30 rule: dedicate 70% of your content to evergreen topics like how-to guides, tutorials, and FAQs that provide long-term SEO value, and 30% to timely pieces like trend analysis and product updates that grab immediate attention [2]. Averi AI used this strategy to significantly grow organic traffic and subscriptions.

Before populating your calendar, establish 3–5 brand pillars - core themes or values that set your app apart from the competition. These pillars will guide your content decisions [2]. To prioritize effectively, use a content scorecard to evaluate potential projects based on their expected impact on growth metrics versus the effort required [5].

Once your calendar is set, supercharge your workflow with the help of SEO and AI tools.

Add SEO and AI Tools to Your Workflow

AI tools can accelerate content production without compromising quality. Take Wyndly, a telehealth platform, as an example. By integrating AI into their workflows, they automated research from expert-led videos, generated SEO metadata, and maintained a consistent brand voice. This allowed them to scale their output from 40 to 200 articles per month, driving a massive 20× increase in organic traffic (from 10,000 to 200,000 monthly clicks) and boosting organic customer acquisition by 28%. They even managed to outrank major players like WebMD [6].

AI shines in technical SEO tasks like creating optimized title tags, meta descriptions, schema markup, and identifying internal linking opportunities [6]. It can also handle keyword research and produce initial drafts [4]. However, human creativity and oversight remain essential to ensure your content reflects your brand voice and stands out [6].

"AI-generated content is the new floor. Anyone can make it... If your content isn't better than what AI can produce, it's not worth making."

• Rand Fishkin, Founder, SparkToro[6]

Platforms like Averi AI seamlessly integrate into your workflow, handling everything from strategy and research to drafting and publishing. The tool learns your brand voice, continuously identifies high-value topics, and organizes content ideas by type (how-tos, comparisons, editorials). You retain control by approving ideas, refining drafts collaboratively, and publishing directly to your CMS - cutting out the hassle of manual uploads. Each piece is stored in your Library, allowing the AI to improve future drafts as it gains a deeper understanding of your brand.

To maintain consistency, create a "Voice Library" of your best-performing posts and feed it to your AI tools [2]. Lastly, conduct quarterly audits of your tech stack to eliminate unused tools and ensure seamless integration with your CMS for direct publishing [2][11].

Step 3: Create Content Using AI and Human Review

Your content strategy is now the backbone of a production process that blends the speed of AI with the creativity of human expertise. This combination allows AI to assist with research, structuring, and drafting, while humans focus on strategic decisions and refining the brand's voice. The result? Faster production without compromising the unique identity that drives editorial success in consumer apps.

Use AI for Research and First Drafts

AI tools excel at gathering data, organizing outlines, and creating initial drafts. By incorporating AI into content creation, production time can be cut by as much as 70%, with first drafts completed in 60% less time [2][4]. This efficiency lets your team focus on polishing the message, adding distinctive insights, and ensuring the content resonates deeply with your audience.

To make AI work for your brand, start by training it on your specific tone and style. Provide examples of your top-performing content, detailed tone guidelines, and a clear list of phrases or topics to avoid [2]. Tools like Averi AI make this process seamless by storing all your published content in a Library, enabling the AI to refine its understanding of your voice with each draft.

Take Wyndly as an example: by integrating AI-powered workflows, they scaled their content production from 40 to 200 articles per month. This shift drove a 20× increase in organic traffic and a 28% rise in organic customer acquisition [6].

Add Human Review for Voice and Accuracy

While AI can draft quickly, it lacks the nuanced judgment of a human editor. People are essential for fact-checking, refining tone, and ensuring that every piece reflects the brand’s unique perspective. As Rand Fishkin, founder of SparkToro, puts it:

"AI-generated content is the new floor. Anyone can make it. Most of it is at least OK. Some of it's pretty good. If your content isn't better than what AI can produce, it's not worth making." [6]

A solid review process is critical. After AI drafts the content, human editors step in to verify accuracy, ensure tone consistency, and refine the logical flow [2]. This is especially vital for consumer apps, where content needs to deliver real value quickly, rather than offering generic advice [12]. Editors should also watch for "AI telltales" and incorporate specific insights or tradeoffs based on the company’s real-world experiences [15].

The Associated Press provides a great example of this approach. In 2024, they used AI to adapt stories for web, mobile, and social formats while keeping human editors in charge of maintaining factual accuracy and brand voice [14]. Similarly, The New York Times uses an internal AI tool, "Echo", to summarize lengthy reports, but leaves final content creation entirely in the hands of human writers [14].

An effective workflow harnesses the strengths of both AI and human input. AI can handle ideation, trend analysis, and drafting, while humans add unique insights, refine tone, and verify accuracy. AI can then optimize for SEO and formatting, with humans overseeing final approval and engaging with the audience [2]. This balanced approach combines efficiency with authenticity, paving the way for impactful content creation and continuous improvement.

Step 4: Publish, Measure, and Improve

Once your content is ready, the next step is to publish it, monitor its performance, and refine your approach based on the insights you gather. This creates a cycle of continuous improvement that fuels app growth over time.

Publishing and Distribution Methods

Streamline your publishing process to avoid unnecessary complications. Centralize your content operations so you’re not wasting time juggling multiple tools or manually transferring content between platforms [3]. Tools like Averi AI make this easier by allowing direct publishing to platforms like WordPress, Webflow, or Framer. These tools also save every piece of content to a library, which helps improve future AI drafts and eliminates formatting headaches.

To maintain consistency, stick to a regular schedule. For instance, you might dedicate Mondays to planning, draft content on Tuesday and Wednesday, review it on Thursday, and publish on Friday [2]. Between March and May 2025, Averi used this structured approach to create a "content machine", publishing over 100 pieces in just 60 days. The result? A noticeable increase in traffic and conversions [2].

Before branching out into new channels, take a moment to review what you already have. Audit your current assets and optimize them to ensure your existing channels are performing well [3]. Then, apply the 80/20 distribution rule: focus 80% of your resources on the platforms where your audience is most active and the remaining 20% on experimenting with new avenues [6].

Once your distribution is running smoothly, shift your attention to tracking performance and making data-driven adjustments.

Track Performance and Adjust

After publishing, it’s essential to monitor how your content performs. This is how you identify what works and refine your strategy. For consumer apps, key metrics include retention rates on Day 1, Day 7, and Day 30, which reveal when and where users drop off [1]. Additionally, track conversion rates (from app store views to installs), session duration, and active user stats (DAU/MAU) to gauge engagement [1][2]. Tools like Firebase, Amplitude, or Mixpanel can provide real-time tracking for these metrics.

Avoid focusing solely on surface-level numbers. For example, Wyndly, a telehealth platform, adopted AI-powered workflows in 2024/2025 and scaled its content production from 40 to 200 articles per month. This effort led to a 20× increase in organic traffic (from 10,000 to 200,000 monthly clicks) and a 28% boost in organic customer acquisition [6]. Their success came from linking content performance directly to customer actions, not just tracking traffic.

Regular audits are also crucial. Identify patterns in high-performing content and retire underperforming pieces [3][6]. Tools like Hotjar or Microsoft Clarity can help you analyze user behavior through heatmaps and scroll depth, showing where users engage most or lose interest [1][4]. Use this data to refine your strategy - focus on topics that improve retention and create content that counters competitor trends.

"Retention is the core of your growth model and influences every other input to your model. This is important because if you improve retention, you'll also improve the rest of your funnel." [9]

The goal isn’t flawless execution - it’s about speed and adaptability. Quick feedback loops allow you to keep improving and stay ahead.

Averi AI vs. Other Content Tools

When it comes to scaling editorial content, you have three main options: AI workspaces like Averi AI, freelance marketplaces such as Fiverr, Upwork, or MarketerHire, and AI point tools like Jasper or Copy.ai. Each has its strengths, but also notable limitations. Freelance marketplaces provide access to individual talent but require significant management effort. Point tools can generate content quickly but lack end-to-end workflow support. Averi AI, on the other hand, combines the speed of AI with human oversight, covering everything from strategy to publishing.

Averi AI stands out by offering a streamlined process that automates much of the content creation workflow. From topic selection via an auto-generated queue to AI-powered drafting tailored to your brand’s context, and finally, human-edited content published directly to your CMS, it simplifies the entire journey. In May 2025, this system facilitated the publication of over 100 pieces in just 60 days. The results? A 340% increase in organic traffic, 220% more newsletter signups, and 190% more demo requests, all while reducing writing time by 60% [2].

Freelance marketplaces, while useful for specialized projects, demand a lot of hands-on management. You’ll need to vet candidates, coordinate briefs, oversee timelines, and manually upload content. This approach can be both slower and more expensive for regular publishing needs. Meanwhile, tools like Jasper and Copy.ai can churn out content drafts in minutes but don’t retain brand-specific context between sessions, lack direct publishing integration, and require you to build your own quality assurance process.

"Averi enables you to scale without the overhead. It's like having an extra marketing team, without the extra headcount." - Averi Academy [1]

Here’s a quick comparison of these tools:

Content Tool Comparison Table

If you’re focused on frequent publishing, maintaining a consistent brand voice, and reducing the hassle of managing freelancers, Averi AI is the clear choice. For occasional drafts, point tools work well if you already have an in-house team to handle strategy and editing. Freelance marketplaces are best suited for one-off, specialized projects, provided you’re prepared to manage contractors yourself.

Conclusion

Driving editorial-led growth for your app hinges on understanding your users, crafting a thoughtful content strategy, blending AI with human oversight, and refining efforts based on data. By leveraging the AI and human review methods outlined earlier, this approach evolves into a self-sustaining growth engine. It transforms content into a powerful tool for retention and engagement. When editorial content becomes an integral part of your product experience - such as personalized push notifications or in-app guides - users begin to depend on it, fostering loyalty and repeat engagement.

The numbers speak for themselves. Recent campaigns reveal that personalized editorial content integrated into push notifications can double engagement rates [13]. Additionally, companies employing product-led growth vs. sales-led growth strategies, which often center around strong content, are twice as likely to achieve 100%+ year-over-year revenue growth compared to their sales-led counterparts [17]. These methods have demonstrated success across various industries.

"Push isn't just a promo tool - for media apps, it can be the product itself! When seamlessly integrated into editorial workflows and hyper-personalized, they become a primary driver for audience retention." - Elena Montoya, Head of Marketing, Pushwoosh [13]

The secret to scaling this approach without overwhelming your team lies in automation paired with human oversight. Tools like Averi AI handle tasks such as research, drafting, SEO, and publishing, allowing your team to focus on strategy and creative efforts. This balance enables you to scale your content production without increasing headcount, while ensuring that your content library becomes more effective and insightful over time.

FAQs

How does editorial-led growth differ from product-led and paid marketing strategies?

Editorial-led growth thrives on crafting meaningful content - think articles, newsletters, videos, or in-app experiences - that draws users in, keeps them engaged, and encourages loyalty. It leans heavily on organic reach, compelling brand storytelling, and SEO strategies to build trust and foster lasting user relationships. While this method is cost-effective in the long run, it often takes time to deliver noticeable results.

On the flip side, product-led growth (PLG) puts the product at the center of the strategy. Features like self-serve onboarding, built-in sharing mechanisms, and in-product nudges are designed to drive user sign-ups and encourage expansion. This approach cuts down on external spending but hinges on delivering an outstanding user experience to truly work. Meanwhile, paid marketing - using tools like social media ads or paid search - offers quick wins by funneling budget into driving traffic. However, it comes with steeper acquisition costs and requires consistent spending to sustain results.

Each approach has its trade-offs. Editorial-led growth focuses on nurturing users over time, building stronger brand loyalty and trust. PLG emphasizes rapid scaling with minimal external costs, while paid marketing delivers immediate impact but demands constant fine-tuning to avoid high churn rates.

What are the first steps to build an editorial-led growth strategy for consumer apps?

To craft an editorial-led growth strategy for your app, it’s essential to start with a well-thought-out plan that connects your content efforts to both your business goals and the needs of your audience.

Begin by defining your growth objectives and identifying your target audience. Consider what you aim to accomplish - whether it’s boosting downloads, enhancing user engagement, or something else entirely. At the same time, pinpoint the specific audience segments your app is designed to serve. These insights will guide not only the tone of your content but also the channels you use to distribute it.

Next, conduct a thorough audit of your existing content and align it with the user journey. Take a close look at your current assets - blog posts, app store descriptions, email campaigns, and more - and map them to stages like awareness, acquisition, and retention. This process will reveal any gaps in your content strategy and help you prioritize what needs to be created or updated first.

Finally, develop a consistent and repeatable content workflow. Design a process that takes content from planning and drafting through to refinement and publication. Align your efforts with key moments, such as product launches or seasonal trends, to keep your content relevant and timely. As you roll out your strategy, track early metrics like click-through rates and retention to fine-tune your approach and ensure that every piece of content contributes to measurable growth.

How can AI tools help streamline editorial strategies for app growth?

AI tools are reshaping editorial workflows by taking over tedious tasks like drafting, testing headlines, and optimizing keywords. This not only speeds up content production but also reduces mistakes, giving teams more time to focus on crafting compelling stories and shaping effective strategies. For instance, platforms like Averi’s systems can integrate AI into workflows, aligning content creation with metrics such as user acquisition and retention - key drivers for app growth.

But the benefits go beyond just saving time. AI offers data-driven insights that help refine editorial choices. Teams can zero in on impactful topics, tailor content to different audience segments, and react quickly to performance analytics. When AI’s efficiency is paired with human judgment, the result is high-quality, scalable content that powers cohesive campaigns and delivers tangible outcomes.

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