What’s in your toolbox? 30+ expert-approved content marketing tools
The content marketing landscape continues to evolve, with increasing emphasis on understanding consumer intent and delivering quality, relevant and trustworthy content.
And in order to meet those needs and demands of your target audience, you need the right tools to properly plan, write, optimize, and promote your best work.
So what do writers, publishers, SEO pros, content marketers, and others keep in their content toolkits now?
We asked our network of content experts what tools they use to improve their content research, creation, optimization and more.
Learn more than 30 content tools they recommend, how they use them, and why each has a place in their toolbox.
Content research and strategy tools
There are three categories of tools for content strategy that Alexis Sanders, SEO Director of Merkle Digital, finds really useful:
Each of the tools offers its own unique features and reports. Some of his favorite features include:
- Semrush’s Keyword Magic Tool for content ideation.
- Advanced Web Ranking for its ability to integrate seamlessly into GDS for keyword level reporting.
- OnCrawl duplicate content reporting and interpretation of canonical and non-canonical clusters.
- Ad hoc extraction and custom search options in Screaming Frog.
Kayle Larkin, SEO Strategist and owner of Larkin SEO, shared her favorite tools:
- Google Analyticsto see what type of content contributes to conversions (and its conversion rate).
- Google Search Console to examine click-through rate and backlink patterns.
- Ahrefs to track organic share of voice.
Miranda Miller, editor here at Search Engine Journal, uses BuzzSumo to see what content on a given topic is already gaining traction.
“The very first thing I want to know when considering writing about a given subject is what already exists. Who else is talking about this? What are the most popular grips? ” she said.
Miller noted that she also uses ReplyThePublic.
Content writing and optimization tools
Daniel Smullen, SEO Manager at Mediahuis Ireland, shared the following list of tools content marketers should use when researching, writing and managing content projects.
- Google Docs to write with Grammatical extension for editing.
- Project management software such as Notion for content planning.
- A keyword research tool such as Ahrefs for keyword information.
- An all-in-one SEO copywriting assistant such as neural text for topic research, identifying similar entities used in the top 10 URLs, and finding topic-based questions.
For text content, Laura Herman, CEO of Mint Marketing Inc, recommends seo surferwhich is helpful in determining what content you need or what you may be overusing.
“For video content, I’ll take almost any platform that can help me create compelling, professional-looking content,” Herman added.
Morgan Flores, Sr Manager of Content & SEO at Clutch, said that while she uses many tools in her job, she has three favorites.
“I use Google Analytics for aggregate traffic analysis, user engagement and trends. Ahrefs is my top choice for keyword tracking, keyword research, and competitor analysis. I also use the heck out of the GS Location Changer Chrome Extension to spoof my search location in browsers,” Flores explained.
Cynthia Hoy, a freelance SEO specialist and writer, told us that she uses the Hemingway App to enter and correct examples of passive voice in its content. “Now that I’ve improved my passive voice, I’m working on transition words,” she added.
Miranda Miller shared her favorite online writing tools here. In addition to those mentioned above, these include:
- WebFX Flesch-Kincaid Readability Test Tool to improve the readability of the content.
- OneLook Thesaurus to find synonyms and similar terms that can make your writing richer, less repetitive, and more interesting to read.
- Frase.io, InLinksWhere MarketMuse for SERP analysis, related topics and entities, competitive analysis, and other AI-assisted content insights.
- Google Scholar to find reliable, trustworthy and often peer-reviewed information.
- Yeast as a final on-page SEO check before clicking Publish.
Alexandra Tachalova recommends redirecting content as a great way to promote it.
Cloth Where Vengagefor example, are two simple drag-and-drop design options that let you quickly and easily create hero images, infographics, social graphics, and more to augment your written content.
Tachalova also recommends that you give RawShorts a trial for quick and easy video production using your existing content. (biting is another video maker with stock footage, animations, and effects you might like to try.)
For her part, Kari DePhillips, CEO of The Content Factory and co-founder of the Facebook group Sisters in SEO, said, “I’m going to think outside the box here and say Mixmaxwhich is a messaging tool.
DePhillips gave three reasons why she recommended the said platform:
“First of all, at $12 a month, it’s my best value.
Second, it allows me to track all email opens (yes, I can see when customers open billing emails they claim to have missed…)
And third, their templates are such a time saver. I get at least 10 backlink/guest requests a day, and some of those people follow up relentlessly.
I have a killer ‘We don’t allow that. Please remove me from the model on your list that is removing these people from my hair with two mouse clicks,” she shared.
As for me, I still love Hoot Suite for social planning. sendable, indiscreetand Co-planning are also good options for customizing your content and scheduling it for various social platforms.
Each has pros and cons and features that may be appealing to some users but not others. Check them out, demo, and see which best suits your needs.
What matters most is that you’re there and giving new tools a chance. You’ll find new ways to automate time-consuming processes, better optimize content to match searcher intent, improve the quality and tone of your writing, and more.
Search is a fast-paced space where if you don’t try something new and find every possible benefit, competitors are likely to pass you by.
Fuel your arsenal with content tools that will give you the edge.
Featured image: breakermaximus/Shutterstock