By Joe Pulizzi published July 7, 2009

Why You Need a Branded Content Tool of Your Own

I love branded content tools and applications.

If you aren’t thinking about creating one, you need to be…now!

What is a branded content tool? Simply put, it’s an online application that comes from a brand (i.e., Kraft) that solves a very simple problem or is incredibly helpful.  Most times, it’s free as well.

Why create a branded content tool/app? Similar to content marketing, where a company delivers valuable, relevant and compelling information in order to position that company as a trusted expert, a branded tool uses data content to do the same thing.

What are some branded content application examples?
Here are a few of my favorites.

  • Website Grader from Hubspot. Free and easy-to-use tool that measures how well a website is doing in terms of search engine optimization. Website grader has been so successful for Hubspot (over 1 million websites to date), that they launched a number of other graders, including my new favorite, the Gobbledygook grader.
  • The Webbed-O-Meter from Webbed Marketing. Free tool to analyze your “buzz” effect over 16 different social media sources.
  • iFood Assistant from Kraft. Recipes on the go via your iPhone.
  • Personal Budget Planner from Mint.com. Easy-to-use online tool that helps you create a financial budget.
  • Nike Plus from Nike. Track your running and training. Also, check out the Perfect Shoe Finder from Nike.  Very cool.

How to start? Think of this…what’s something very simple, and very helpful you could be providing to your customers for free, that ultimately positions you as an expert related to the products/services you sell.  The alignment of those two things could make for a killer app.

Some odd examples? If I’m a printer, I’d create a “design your own magazine cover” tool. If I’m an air-conditioning repair shop, I’d create an automated check up tool that emails key dates to tune-up the air conditioner. If I’m a dentist, I’d develop a teeth simulator that shows what happens to teeth if you eat certain foods for sustained periods.  You get the point.

What helpful tool should you be developing that your competition hasn’t thought of…yet?

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Author: Joe Pulizzi

Joe Pulizzi considers himself the poster boy for content marketing. Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc. Check out Joe's two podcasts. If you want to get on his good side, send him something orange. For more on Joe, check out his personal site or follow him on Twitter @JoePulizzi.

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  • Phick Steven

    Even I do like branded in terms of my business tools. I don’t like to compromise for any stuffs on the same. The tool that I have been using for the sake of business approach is Replicon. An overall package of time tracking, task management, project management, expense reporting all being done up in a significant manner.