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Salesforce Marketing Cloud

Audience Studio is a data management platform (DMP) designed to help businesses deliver personalized marketing experiences by capturing and storing data signals from multiple sources. Advertisers can utilize machine learning techn...Read more about Salesforce Marketing Cloud

4.2 (496 reviews)

16 recommendations is an award-winning work and project management platform that helps teams of all sizes plan, prioritize, manage, and execute their work more effectively. The platform offers solutions for a wide range of use-cases such...Read more about

4.6 (4663 reviews)

1 recommendations


Mailchimp is a web-based marketing automation service with millions of users worldwide. The application allows users to share newsletters on various social networks and track customer engagements. The application provides tools to...Read more about Mailchimp


Wix is a cloud-based landing page solution that helps users create and manage websites. The solution provides multiple templates with video backgrounds, fonts and animation. It allows users to customize the website with their own ...Read more about Wix

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Social media is a wild place to do business. That’s why thousands of brands rely on Hootsuite’s tools and expertise to bring order to the chaos. Launch brilliant social campaigns, deliver 5-star social commerce experiences, and ma...Read more about Hootsuite

Zoho Social

Zoho Social is a holistic social media management tool that lets you effortlessly expand and grow your social media presence from one platform. Zoho Social supports major social media platforms such as Facebook, Instagram, Twitter...Read more about Zoho Social


Wrike is a cloud-based project management platform for teams of 20+ that is suitable for both large enterprises and SMBs. It supports remote work for various teams. This solution comes with Gantt charts, calendars, workload view f...Read more about Wrike


Semrush is a leading online visibility management software-as-a-service platform. With over 55 products, tools and add-ons across online visibility management, including tools for search, content, social media and market research...Read more about Semrush


Airtable is a cloud-based project management solution targeting small to midsize businesses as well as departments within larger companies. This system focuses primarily on data organization and collaboration. The system uses...Read more about Airtable


Writesonic is an AI-powered writing assistant with a mission to empower everyone in the world to write anything and publish anywhere. It's like Canva for writing, with tools to simplify the process of creating, editing, and publ...Read more about Writesonic


Jasper is artificial intelligence (AI) that helps businesses create content for blogs, social media posts, Facebook advertisements, and websites. Used by 50,000+ marketers, entrepreneurs, and content writers to save time writing c...Read more about Jasper


Buffer is a social media management platform for small to midsize businesses that helps users publish content, engage clients and analyze their social media performance. Buffer integrates with Facebook, Instagram, Twitter, Li...Read more about Buffer

Adobe Workfront

Adobe Workfront is a collaborative work management solution that addresses the challenges of disconnected teams, siloed tools, and the relentless pace of enterprise work. Workfront includes capabilities to capture and plan, assign...Read more about Adobe Workfront

Marketing 360

Marketing 360 is a cloud-based marketing platform suited for entrepreneurs as well as small and midsize businesses. This solution allows organizations to run social media advertising campaigns, conduct search engine optimization (...Read more about Marketing 360

Lead Gen & CRM (formerly SharpSpring)

At Constant Contact, we deliver for small businesses with powerful tools to simplify and amplify digital marketing. Constant Contact Lead Gen & CRM (formerly SharpSpring) is a marketing and sales platform developed to help busines...Read more about Lead Gen & CRM (formerly SharpSpring)


Trusted by 100k+ ecommerce businesses, Omnisend’s all-in-one email marketing & SMS tool automates your marketing across the entire customer journey—reaching the right audience, with the right message at the right time. Capture and...Read more about Omnisend


ContentStudio is an integrated cloud-based social media management and content marketing solution that caters to small to midsize businesses and solo entrepreneurs. Key features include automated publishing, content management, mu...Read more about ContentStudio

Sprout Social

Sprout Social is a cloud-based social media management solution that caters to businesses of all sizes and helps them to manage their audience interactions and marketing routines. Key features include automated publishing, convers...Read more about Sprout Social


Peppertype is a new solution that helps businesses automate the process of content ideation and creation. Peppertype's proprietary AI-enabled platform provides complete control over every stage of the content lifecycle - from your...Read more about Peppertype

Campaign Monitor by Marigold

Campaign Monitor by Marigold is a cloud-based email marketing solution that helps businesses manage new subscriptions, send email newsletters and generate reports. It caters to businesses of all sizes across various industry verti...Read more about Campaign Monitor by Marigold

Buyers Guide

Last Updated: March 16, 2023

Let’s face it: Traditional marketing methods are not as effective as they once were. Have you ever watched a viral video on a social network? Read a blog instead of picking up a newspaper? Turned off the radio to listen to a podcast?

If you answered yes to any of those questions, you’ll see why conventional methods for delivering marketing messages—television, print and radio—are losing some of their value to newer platforms.

These platforms include search engines, blogs and social media. They are increasingly influencing your customers’ behavior and informing their purchase decisions. In fact, the Content Marketing Institute reports 70 percent of consumers would prefer to learn about a company via a blog post or article rather than an ad.

The most effective way to capitalize on this is to incorporate content marketing strategies and software at your company. By the end of this guide, you’ll have all the knowledge necessary to implement, perform and track content marketing activities for your team.

Click on a section below to read more:

What Is Content Marketing?

Content Marketing Software Explained

Common Functionality of Content Marketing Software

Content Marketing Software Deployment Options

Industry Trends to Understand

What Is Content Marketing?

Research and advisory firm Gartner provides one of the most comprehensive definitions of the term:

“Content marketing is the process and practice of creating, curating and cultivating text, video, images, graphics, e-books, white papers and other content assets that are distributed through paid, owned and earned media. These assets are used to tell stories that help brands build and nurture relationships with customers, prospects and other audiences to drive awareness, generate demand, influence preference and build loyalty.”

Gartner IT Glossary

Think of it this way: Content marketing encompasses the many different types of content your organization shares publicly to build an audience and encourage interactions with your brand. Here are some examples of content marketing in action:

  • Writing a post for the company blog

  • Answering a question about your services through networks, such as Quora, Slack or LinkedIn

  • Producing a video about a new product launch and posting it on YouTube

  • Conducting a survey to gain industry insights and emailing the results to clients

Content Marketing Software Explained

Content marketing software helps manage the distribution of your content across your own web properties and the internet at large. They facilitate the creation, deployment, management and storage of your team’s content.

For instance: companies such as camera vendor GoPro that regularly share videos with their audience may benefit from content marketing software that can store and organize visual assets.


Source: Content Marketing Tips: Learn From Brands That Are Killing It

That said, the term “content marketing tools” refers to more than just dedicated software. It can also include certain techniques and resources that any content creator can benefit from, regardless of budget or size of business.

Sometimes teams aren’t ready to invest in new technology and are just looking for simple solutions to enhance their content marketing efforts. Here’s how some free or low-cost platforms can help you do just that:

  • Google AdWords can let you check whether there’s high search volume for certain keywords, which indicates demand for information on a given topic

  • Websites that offer glyph icons (e.g., The Noun Project) enhance the design and visual appeal of your content

  • Writing and editing applications (e.g., Grammarly) identify typos and sentence structure issues

Common Functionality of Content Marketing Software

If you find your needs aren't addressed by the basic platforms mentioned above, you may be in the market for a more robust content marketing system. Here are some of the most common capabilities among such systems:

Audience targeting

Target content to specific audiences by segmenting customer data and/or creating buyer personas. Buyer personas model potential customer personalities, behaviors, motivations and pain points.

Campaign management

View and manage all planned and in-progress marketing campaigns. This includes every part of the process, from refining content briefs to assigning tasks and sharing files.

File management

A searchable file repository that makes it possible for team members to upload and download multiple digital assets, such as PDFs, videos and images. Some let you assign tags to particular assets for better organization and easy retrieval.

Customer tracking

Track how readers interact with your website’s content. This includes measuring bounce rate, clicks and conversions. This data may be shown in a dashboard or report.

Content editor

Design and build content, such as blog posts and landing pages. Many systems have drag-and-drop functions to move blocks of text, multimedia, tables and/or lists around the page until they’re satisfied with the design.

Editorial calendar

Schedule deadlines and publish dates in advance.

Multi-channel publishing

Publishes the same piece of content to multiple channels, such as: social networks, websites and blogs. These channels are connected to the platform to make it easier to push pieces live from one single hub.

Content Marketing Software Deployment Options

Content marketing software can either be purchased as a best-of-breed application or as part of an integrated marketing software suite that offers content marketing platforms, in addition to other applications (e.g., lead generation or mobile marketing). This graph can help you consider your options:


The type of deployment you choose will depend on what kind of buyer you are. For example, large businesses looking for an enterprise solution may be better off with an integrated suite. Suites can automate nearly all of the marketing functions they need beyond content marketing, and there’s no need to worry about duplicate data entry or multiple tracking methods.

On the other hand, small businesses and solopreneurs may benefit more from a stand-alone content marketing system. They may not have a need for the extra “bells and whistles” an integrated suite can offer.

Industry Trends to Understand

As you get closer to choosing a mobile marketing tool, there are a few market trends you should really consider:

Search engine optimization (SEO): The goal of SEO is to increase the number of visitors to websites by securing or maintaining a high ranking in the results page of a search engine, such as Google. This is an important concept to integrate into your content marketing strategy because it helps your audience find your content organically, rather than paying for ad space or sending emails.

Community building: One of the best ways to set up your content for success is to nurture a community of engaged followers. When creating content, think about ways to get readers involved. For instance, invite them to leave comments on your articles or ask them to subscribe to your video channel. The more you encourage community engagement, the quicker you can build an audience for your brand.