Showing 1-20 of 149 products
SharpSpring is a fully integrated cloud-based marketing tool that offers customer relationship management, marketing automation, mobile and social marketing, sales team automation, customer service and more, all within one solution. SharpSpring... Read more
Recent recommendations: 15 recommendations
Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting and... Read more
Recent recommendations: 12 recommendations
Kizen offers a cloud-based suite of marketing, customer relationship management (CRM) and sales tools suitable for small and midsize businesses in a range of industries. Features include contact and lead management, form automation,... Read more
Recent recommendations: 10 recommendations
ActiveDEMAND is a cloud-based marketing automation solution that caters to marketing agencies and helps them to create and manage their marketing campaigns. The solution includes marketing automation functionalities for small businesses,... Read more
Recent recommendations: 3 recommendations
emfluence Marketing Platform is a cloud-based marketing solution that offers tools to create, track and run online marketing campaigns. Key features include email marketing, form and landing page builders, calendars, social media marketing... Read more
Recent recommendations: 2 recommendations
DivvyHQ is a cloud-based content marketing solution that caters to content teams in large agencies, media companies and publishers. Key features include audience targeting, brand management, multi-channel publishing, conversation tracking... Read more
Conductor is a content marketing solution that utilizes organic marketing technology along with digital strategic services to help businesses maximize SEO and content ROI with enterprise-level results. Conductor's integrated technology,... Read more
Creatio (formerly bpm’online) is a marketing automation platform that provides users with tools to manage lead management starting at demand generation, through nurturing and the transition to sales. The solution features tools... Read more
Asana is a cloud-based project and task management solution that enables companies and ad agencies to manage and organize tasks and projects, communicate and collaborate. It is helpful for teams and companies that handle multiple projects... Read more
Zoho Social is a cloud-based social media management platform. It allows users to manage multiple social channels, schedules posts and monitor keywords. Zoho Social’s key features comprise creating, publishing, bulk scheduling,... Read more
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, multi-account... Read more
Omnisend is an omnichannel marketing automation platform for growth-focused ecommerce businesses. Omnisend allows you to add several channels to the same automation workflow for seamless communication via email, SMS, web push notifications,... Read more
Canto Digital Asset Management is a content management solution that allows users to create, share and collaborate using digital media files. The product is available both in cloud-based and on-premise deployment options and caters... Read more
Loomly is a cloud-based marketing solution that helps freelancers, influencers and social media managers manage content on their social media platforms. Key features include marketing analytics, automated publishing, keyword filtering,... Read more
MailerLite is a cloud-based email marketing solution. Key features include campaign reporting, email automation, subscriber list management and result tracking. The solution helps users to design email campaigns in the form of newsletters.... Read more
Brandfolder is a cloud-based asset management solution that provides various processes to organize, store and retrieve media assets and manage digital rights and permissions. The solution can be customized for businesses in industries... Read more
Mention is a cloud-based solution that helps enterprises monitor audience insights and analyze marketing strategies across social media platforms. It enables professionals to perform crawling across review sites, forums, blogs and... Read more
Planable is a cloud-based social media collaboration and approval solution that caters to media agencies, freelancers and marketing teams. Key features include automated publishing, content management, multi-account management, multi-user... Read more
Salesforce Marketing Cloud is a part of Salesforce.com family that offers robust social marketing solution to help businesses create and manage the social presence on a variety of social media sites. The solution offers multiple functionalities... Read more
LucidPress is a cloud-based web-to-print solution that helps small to large enterprises improve sales processes via brochure printing, digital asset management and more. It enables users to design marketing materials using customizable... Read more
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?
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.”
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.
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.