8 Content Marketing Strategy Tools for Your Next Campaign
Written by Natasha Hemmings
Jun 25 2019
Strategic planning, research, creation, publication and promotion - creating a quality content strategy can be complex. Here we look at tools that may help to support your content process.
Tools to Enhance Your Content Process
For B2B tech companies, a content strategy is fundamental to marketing success - your content demonstrates your expertise within your industry, and by aligning with your buyer persona challenges, provides great nurture value while generating trust.
Did you know, according to the Content Marketing Institute, content marketing can generate three times more leads than paid search advertising? However, content creation is only the tip of the iceberg. When it comes to developing a wider overall content strategy, to see success, your approach must also encompass content promotion and reporting for continual refinement. There are many tools that can support each step in the process - from strategic planning, to content research, creation, publication and promotion.
So where should you start when it comes to defining your overall content tech stack?
8 Top Content Tools for Content Creation, Distribution and Measurement
1. Inform Your Content Topics with Buyer Intent Data
How much easier would it be to run a successful marketing campaign if you knew how far into the buyer’s journey your target account was? And wouldn’t it be great to know if your content addresses the key topics your audience is consuming online?
With so much noise in the marketplace, it has never been more important to reach your prospects at the right time, with the right message in order to stand out. Rather than blindly promoting content to an audience who may or may not be engaged, intent data can ensure that campaigns resonate by considering your audience in the context of their current activity.
Intent platforms such as Nexus can help you uncover which accounts are actively in-market for your solutions; not only will you have insight into the keywords your prospects are consuming content around, but you will also be able to uncover accounts that are trending upwards in terms of intent.
This means that your marketing campaigns will be backed by intelligence, helping you to select the most appropriate buyer-stage (and topic-relevant) content to campaign into your accounts. Having intent at the core of campaigns will also help you identify any gaps in your content strategy which could provide additional relevance and value to your prospects.
2. Manage and Publish with a Content Management System
A content management system allows you to store, manage and publish your content. Two popular CMS platforms in the B2B space are HubSpot (though as a full marketing automation platform, HubSpot offers much more than CMS functionality alone) and Wordpress. For example, HubSpot enables you to plan, create, publish, and measure your results in one place. You can publish blogs quickly and easily, store downloadable assets (such as images, ebooks and other content) in the file manager, and schedule social posts to promote your content once it’s ready. HubSpot in particular also offers additional functionality to support you in the early content planning stages.
Thinking about CMS solutions more broadly, by adding your key assets to a content management system, your team will be able to access content quickly and easily - and understand exactly what content you have available - accelerating time to campaign.
3. Inform Your Content - Leverage Social Listening Tools
Do you know what content your target audience already engages with? Using social listening tools such as BuzzSumo can help to highlight the types of content (relevant to your topics) that are most shared across social platforms. This can help you uncover the types of content and formats that your audience engages with and shares online. You can get quick insights on topics that are relevant to your business as well as analysis on specific domains.
When used in the planning stage of your content strategy, social listening tools can inform the nature of your editorial calendar as well as your social strategy; sharing or ‘curating’ relevant third party content in your social media schedules is a great way to engage audiences, and show breadth of knowledge. You should aim to follow roughly a 70/30 split: 70 of all social media content should be curated from third-party sides and 30% should be your own branded content. Sharing third-party content is a crucial way to emphasise that your brand is up to date with industry news and has an opinion on the marketplace.
4. Consider Your SEO Remit
Your SEO objectives should form a fundamental part of your content planning strategy. Creating content that aligns with the key topics you want to rank for - and developing your pillar page strategy - will inform your content calendar heavily.
If you’re still in the planning phases of your SEO research then tools such as SEMRush can help you analyse which topics, and keywords within those topics, you should be producing content around. Mapping these back to your persona pain points and core services can help ensure that you keep blog posts relevant. You can also use SEMrush tools and the MozBar Chrome extension to track your position in SERPs, to provide insight into competitor strategies, and more.
5. Generate Top Content Ideas and Research
Once you have defined your core content topics to be turned into blogs, videos and other content formats, there are lots of tools to help you define your content titles, and inform the content itself.
Answer The Public is a search query data visualisation tool that helps get behind the emotions and motives of the people making the search queries. Functioning like an automated autocomplete tool, it tries out different variations of your keywords, generates lots of questions from your keyword, and visualises it in a spider chart for a clear view of your topic and related themes. Plus, their homepage video is something worth watching!
6. Ease Content Production with Collaboration Tools
Getting other members of your team involved with content production can ensure that you are blogging regularly!
You can leverage tools like Trello as both a work management tool and a content calendar - to provide a clear picture of what content is already in development, who’s creating it, and what’s coming up next. Team members can easily assign themselves a blog title or suggest a new one and provide updates on its status when they start to write or complete their posts.
7. Promote Your Content with Social Scheduling
Content marketing involves more than just creating and publishing content - it’s crucial to then promote your content to the channels that your audience are active on. There are many tools available to help you create and schedule social posts to your social channels. Most also come with reporting features to monitor the performance of your posts.
For example, both HubSpot and Buffer allow you to create and share posts across multiple platforms, and provide insight into performance. You can track clicks, interactions, sessions and conversions generated across all social channels in HubSpot’s social reporting as well as keeping an eye on the number of followers you’ve gained.
8. Increase Content Engagement with Video
87% of consumers say that they’d like to see more video from brands in 2019 (HubSpot).
Video can be used at all stages of the buyer’s journey. You’re not limited to using video to create awareness; video can be used to engage your existing customers - from sharing product updates to sending out event invites. Vidyard, an online video platform for businesses, allows you to add interactive CTAs and video personalisation as well as track video engagement. Video is a content format that certainly shouldn’t be neglected!
Audit Your Content Strategy Tools To See Greater Results
Of course, your particular approach to content may not require all of these tools - or you may be using a mix of similar platforms already. Above all, and before adopting a content tech stack, you should ensure that the tools you choose can support, and align with, your overall content strategy. The platforms you choose should make it easier to provide your audience with quality content that is valuable to them - as well as enabling you to measure the success of your content campaigns.