With 88 percent of B2B businesses marketing their content on a regular basis, the advent of content marketing tools makes sense. But how can they help you, and how do you know which one to choose? These are the questions Marketing Land set out to answer by conducting interviews with industry experts in fall 2016. The result was Content Marketing Tools: A Marketer’s Guide. Here’s a summary of what you can learn from this report.
Marketing Land’s report incorporated some of the information gathered by the Content Marketing Institute (CMI) regarding B2B and B2C marketers. For example, CMI found that producing engaging content was the number one challenge for 60 percent of B2B marketers and 56 percent of B2C marketers.
Next up for both was measuring content effectiveness, which is a struggle for 57 percent of B2B marketers and 50 percent of B2C marketers. Other big challenges that CMI’s report mentioned include measuring ROI, producing content consistently, having a big enough budget, and creating a variety of content.
Clearly, businesses that are struggling with these challenges are not alone. In fact, these issues are now well-known enough that there are dozens of content marketing tools that address them. Now the only content marketing challenge businesses should have is how to choose the right tool to assist them, which is where Marketing Land’s report comes in.
Marketing Land’s report sought to publish information on the many content marketing tools available for both B2B and B2C companies. Among the most important things to know is how tools of this type can help when it comes to marketing your content. The following are the main tasks that most content marketing tools can do:
Creating and curating content – Creating content is the first step to content marketing, and it shouldn’t be just any content. It needs to be engaging and relevant so that your audience will read or watch it, whether it’s a blog post, video, email, image, or infographic. Some content marketing tools can assist with content creation by offering ideas, organizing, compiling, optimizing, and publishing content. Some tools, such as Contently, even offer access to freelance writers so you can outsource the process of content creation. Other tools, including Curata, make it easy to curate content from across the internet.
Managing content – Once you have content, you might need help managing it. Content marketing tools can help by scheduling your content, ensuring it’s in compliance with brand guidelines, and making it easy to collaborate. This is an especially helpful task when you have multiple types of content to market.
Distributing content – A big part of content marketing involves spreading it across the web, which most content marketing tools can help with. They can distribute it to different websites, social networks, email lists, and paid media platforms. Brandpoint is just one content marketing tool that works hard to distribute content across hundreds of digital locations.
Optimizing content – The optimization process involves ensuring the content has been A/B tested, targets the right audience, and will perform well when it comes to SEO. So if you’re having trouble identifying and segmenting your audience, or need help ensuring your content is optimized for all devices, you can turn to a content marketing tool like Adobe Creative Cloud or Idio.
Analyzing content – An effective content marketing campaign involves analyzing anything you’re putting out there for your audience so you can determine ROI. Content marketing tools can track metrics like views, social actions, engagement rates, and more. They use algorithms so you don’t have to guess how you’re doing or calculate metrics on your own.
If you could use some help with content creation, optimization, distribution, management, and analyzation – and who couldn’t? – it’s time to start using one or more content marketing tools. But how do you get started?
Well, first you should consider what you need the most help with. Take a look at the section above and figure out where you fall short when it comes to the five things content marketing tools can do for you. Luckily, most of the content marketing tools listed in Marketing Land’s report can do it all, though you should read through the vendor profiles to determine the specialties of each one.
Next, consider your budget. According to Marketing Land, the average price ranges from $25,000 to $500,000 per year. Keep this in mind as you start contacting vendors and scheduling demos to try out. Once you find a content marketing tool that seems to work well for your company, doublecheck that it’s the right choice by contacting at least one other company that has used it to find out what their experience has been. Only then should you negotiate a contract with the vendor you choose.
The point of this report by Marketing Land was to make it clear why content marketing tools are necessary for most marketers, and then make it easy for you to find one that works for your business. So if you’re interested in trying out one or more content marketing tools, download Content Marketing Tools: A Marketer’s Guide today.