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Vishesh Sharma

Content marketing is a diverse field, indeed! From narrowing down the target audience to ideation and reaching the audience across digital platforms, marketers must be on top of it almost all the time. 

Adding to the complexities, new social media trends emerge nearly every day, making it even more critical to stay in the public eye. But fret not. Content marketing tools make the entire task a lot less complicated. And this is what we are going to be talking about, since this will help new and budding storytellers prep better when executing their organic growth strategies. 

Before we begin, readers need to understand that no content marketing tool can be ahead of a human marketer’s understanding of the target audience and a well-thought strategy. However, an appropriate combination of AI/ML can shore up your content and help you achieve desired results efficiently.

Most content marketing experts have been using some tools for years. However, those new to content or social media marketing must get acquainted with the various tools available on the internet today to churn out better-performing content. Let us filter through and look at some of the top ones that will help you simplify operational tasks while making your marketing strategies more effective and economical at the same time.

Tools to create content 

Creating impactful content is one of the first steps to building successful marketing strategies. Building content from scratch can be time-consuming and tedious. However, using proper research and content creation tools to generate blogs, social media posts, videos or podcasts will speed up the process. Buzzsumo, a multi-purpose research tool, is one such tool for getting top-performing headlines, content, and relevant topics. It helps cut down hours of research by narrowing down recent trends and popular subjects. 

Tools like, Jasper, Copysmith, and Writesonic are advanced AI-enabled tools for creating content, including blog posts, sales copy, social media captions, emails, and web copy, within minutes. Not just written content, you can quickly generate visual content too - whether social media posts, web banners, or ad creatives - with graphic designing tools like Canva. You can also use Adobe Spark, Animaker, Animoto, Biteable, or Moovly to create and edit product launch, feature-based or topical videos in an instant.

Most of these tools have embedded features for generating content in different languages (this will take care of regional content requirements as well to some extent). Consequently, marketing teams can easily create language-specific iterations of a single copy or video in minutes. This helps generate content that can be circulated for different target groups, enabling better content performance. 

Tools to coordinate better within internal teams for speedy roll out

Marketing is about keeping the brand image fresh in the audience’s mind. This calls for creating and disseminating topical, brand-recall, informative, and trending content on the go. Typically in an organisation (and this comes from personal experience), a lot of time is usually spent assigning tasks, making changes as per feedback, and getting approvals, more so if you are working in a regulatory heavy industry, say stock broking. However, content-making is a time-sensitive process. For instance, videos or blogs around a big event like New Year might get delayed due to a lag in internal approvals. To ensure team coordination, content marketers can use tools like Jira or Trello. It minimises delays, improves workflows, and helps you publish content on time. 

Tools to distribute content effectively 

Content distribution is as crucial as its creation and coming up with a seamless strategy does not happen overnight. However, using the right tools help disseminate the content at the right time to the potential audience. Enter Google DV 360, an end-to-end campaign management tool. It will do everything from media planning and creative development to measuring and optimising campaigns. 

Also, marketers can use tools like Hootsuite to schedule social media content across platforms and monitor it. You can easily integrate various platforms – Facebook, Twitter, Instagram, LinkedIn, WordPress Blogs, Pinterest, Tumblr, MailChimp, etc., and manage them all simultaneously. Another distribution tool, Buffer, also helps schedule content so that you don’t have to worry about setting the alarm to post on different platforms separately. 

Tools to successfully track and optimise your content marketing campaigns 

Successful content marketing and analytics go hand in hand. While publishing content, analysing and measuring the performance threadbare is essential. Google Analytics is a free and easy-to-use tool that helps gain in-depth insights about various aspects of your content, as well as the brand offerings. Essentially, it tracks online traffic on the website, understands user behavior by checking scroll-depth, provides analytics on online advertising, and helps narrow down the target audience. 

With Adobe Marketing Cloud, which now incorporates the Marketo Engagement Platform, you can also manage, customise, optimise, and execute cross-channel campaigns, be it B2B or B2C. Hubspot is another cloud-based platform that can simplify marketing tasks and improve content performance. A greater focus on business sales aligns the sales and marketing team for maximising ROI and optimising inbound marketing strategy to generate high-quality leads. 

While the above may not encompass the entire universe, but it will certainly help the beginners to not only operate effectively but also deliver economical campaigns. As for learning, there’s no end to it.

(Disclaimer: The opinions expressed in this article are those of the author. The facts and opinions appearing in the article do not reflect the views of and we do not assume any responsibility or liability for the same.)