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Building brands
Content marketing tools

Content marketing tools that ‘build’ brands

For your content marketing to be successful, you need to clearly understand:

  • the motivations and drivers of your target audience to engage with your brand or offer, and
  • whether you are seeking to entertain, inspire, educate or convince your audience.

Once you understand these goals you are able to select the right tools.

Some tools we have already discussed during the course, are applicable to content marketing. For example, blogs, podcasts, videos, eBooks, infographics, eNewsletters, white papers, webinars, tutorials, applications and social media are all tools an online business owner can use in their content marketing strategy.

What makes good content

Understanding your marketing goals for content is just as important as understanding the type of content that will engage and stimulate your audience. These are critical elements in building a successful campaign. As more brands delve deeper into the stories behind their products, there is a need to invest in creating content that consumers will love and share. Storytelling is at the heart of content marketing. Here are some inspiring small business content marketing examples.

Let’s now look at the how this content can be executed in different forms.


Micro-content is a relatively new form of content marketing. It’s most commonly seen as short form video in social media platforms. It feeds the ever growing demand for fresh, punchy content that viewers crave. As with content marketing in general, it must grab the audience's’ attention and encourage them to click, view or watch your content. Other forms of micro-content can include:

  • animated/graphic videos.
  • short forms of animations.
  • graphics.
  • GIFs.
  • memes.

As a business owner or marketer, micro-content can be a quick and comparatively easy to way to provide your audience with content.

An example of using micro-content could be if a boutique clothing designer shared a short clip, giving viewers a ‘behind the scenes’ look at upcoming designs they're working on.

User generated content

A trend in today's digital marketing landscape is to encourage and harness the power of User Generated Content (UGC). While UGC can be in various forms it must be independently developed (most commonly by customers or those within your digital community) and be relevant to your brand, business or product/service. To yield the rewards of user generated content, an investment of time (or outsource) is required to manage and, in some cases, moderate your social media community as this community could highlight valuable positive or negative information about your business, your brand and your products/services.


Using your favourite social media site, find a picture or infographic that gives you ideas on how to create content for your business.

How did this help you with your ideas? Post your thoughts in the Comments area.

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This article is from the free online course:

Online Business: Digital Marketing for Success

RMIT University