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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Branded content tools definitely provide consumers with a sense of what your product/brand is all about. Everyone loves hands on experiences and playing with things.
I am currently working on a test app to demonstrate some of the features/functions of our product. This is some good inspiration.
Since you are a fan of these tools, may I email you a link to the app when it is completed?
Willv
Sure Will…please pass it on to me when you are finished.
Best
Joe
Thanks for mentioning the grader.com tools.
As you’d expect, at HubSpot, we’re huge fans of creating branded tools to increase awareness and draw in interested people.
We highly recommend it. Though it takes a bit of investment (and often experimentation), it’s worth it.
You got it Dharmesh…love what you’ve done with the grader.com series.
branded tools is definitely a good idea. would you also consider a facebook app a branded tool of sorts?
Absolutely Priyanka…Facebook included.