23. Branded Content Tool

What it is:

An electronically-enabled service, the branded application gathers information from prospects and customers then produces, in return, a customized analysis, assessment, report or plan. By virtue of its quality and/or uniqueness, the branded application has the potential to go viral, fast.

A cool tool for:

• Tech-savvy companies
• Businesses with a broad social media footprint or small brands looking to get one
• Companies that can turn intellectual capital into automated processes

Not so hot for:

• Products and services without an inherent process component
• Simple commodities, retail purchases
• Companies without the commitment, resources for application development

HUBSPOT'S WEBSITE GRADER
	HubSpot's Website Grader not only attracts its core audience of small-medium sized enterprises, but reinforces the brand's positioning as sophisticated experts in the realm of online marketing.

3 key play points:

1. Plan a coordinated launch strategy to give your application widespread distribution and publicity
2. Make it easy for users to share the application with associates and colleagues
3. Test, test and test: the application experience will become a stand-in for the quality of your company.
   Get loyal users to try out the tool in beta before launch

Bonus Links:

•  DiveRite.com's Solution Finder courtesy of FusionSpark.
• Why You Need a Branded Content Tool of Your Own via the Junta42 Blog
  

Chapter 22 - Facebook Application

Chapter 24 - Screencast