Words, pictures, audio, video and so on are all the ways of expression of micro-blog content, whether it is short micro-blog, long articles, or topics, can express the marketing content through the combination of these elements to maximize the marketing effect. But the content of short micro-blog, long article and topic is different. The marketing staff should be familiar with the planning and operating method of each content, so as to better provide the content that meets the needs of users.