Top Tools for Content Marketing

Top software, platforms, and apps for content marketing, SEO, and customer relationship management.

Link to the royalty-free image hosted on Px here.

Today’s business market is much different than it was twenty years ago. Today, consumers expect to engage with the brands behind the products and services they are paying for. This is true for individual consumers and for B2B companies. Thus, the role of digital marketing is constantly evolving to meet consumer needs, making technology one of the most promising career paths

This is where content marketing comes into play. Content marketing is a concerted effort to engage with current clients, reach more prospective clients and gain leads, increase brand awareness, and secure your place as an authority in a given field or as a solution-provider for a problem customers care about.

Content marketing consists of several sub-sectors of activity:

  • Data analysis
  • Lead generation
  • Social media marketing
  • Search engine optimization

Content marketing, because of its use of online platforms and other forms of digital technology, is a tech-intensive field. To stay competitive in this field, you need to stay up to date on the latest developments in software and apps. 

If your goal is to be your own boss and to succeed at self-employment, you might want to consider checking out the tools listed in this article. Whether you’re a seasoned professional or you are currently applying for entry-level marketing jobs, your familiarity and ability to use these tools will go a long way toward ensuring your success. 


Perhaps the most widely used tool on our list, HubSpot is a comprehensive customer relationship management software package. What makes this software so popular with marketing professionals is not only its many features and its easy-to-use intuitive design but also the fact that they offer a free version of their software.

From lead generation and marketing analytics to automated follow-ups, chatbots, and social media tools, HubSpot should be your go-to tool, especially if you have limited to no prior marketing experience.


Online marketing is, in many respects, a visual medium. Whether you’re creating written content or video content, there is always a strong visual component to it. Even audio content such as podcasts has a visual element to them in that there is a thumbnail – or cover image – meant to attract visitors and get them to click on the content.

Canva has a host of features that allow you to create compelling images for online marketing:

  • Image editor
  • Image captioning
  • Collage creation
  • Logo creation

One especially helpful feature of Canva is that before creating or editing an image, Canva allows you to select the medium and intent of the image which ends up saving you a lot of time when it comes to adjusting the size of the image for the platform you will post it on.

Canva is free to use with many of its advanced features reserved for users who have a premium subscription.


Semrush is a powerful comprehensive platform dedicated to online marketing. It is especially useful if you are concerned about creating content that is especially attractive to search engines. The platform enables you to conduct research on your competitors, find out which keywords yield the best results, and then how to craft your content to obtain a high ranking in search engine results.

Semrush acts like a keyword research tool, but it doesn’t stop there. With Semrush you can then investigate advertising, social media influences, and agency solutions. But you’ll need to know if the work you’re putting in is actually paying off. This is where measuring your marketing value comes in. You can then compile data and track your progress so as to be able to make any necessary changes to your online marketing campaign.

Answer the Public

Link to the royalty-free image hosted on Px here.

With any good online marketing campaign, quantity is as much of a factor (if not more) than quality. You simply need to produce a lot of content in order to get the results you want. With the quantity demands that online marketing imposes, it’s only natural every now and again to come across a shortage of ideas – writers’ block, if you will. Answer The Public was designed to address this specific concern.

The way it works is that you enter a topic, brand, or product, choose a location and language, then the software will conduct an analysis of online queries to give you a sense of related or complementary questions, topics, or concerns that are associated with the information you entered.

Answer The Public is a great brainstorming tool that will also help you to get a broader understanding of your target customers, identifying what is on their minds so that you can then create content to address their concerns.


For creating content that is search engine optimized and for getting detailed data on why some content performs better with search engines than other content, Surfer is the go-to tool used by nearly all SEO professionals.

When you enter a keyword in Surfer for analytics, what you are then given is a thorough analysis of top-ranking content with details as to what the content contains that has made it appealing to search engines as well as to other marketing tactics that were used to increase the content’s performance.

This includes:

  • Traffic source (organic vs paid advertising)
  • Backlink strategies 
  • Demographical information about the traffic the content creates

These data points should then enable you to create or fine-tune your online marketing strategy. Once you are ready to start creating content, Surfer will give you target words to use (and how often to use them), how many images and headings you should use, as well as what words should figure in the headings.

The content editor feature incorporates a bit of gamification. The target words are color-coded based on if you’ve used them enough or too much. It also continuously grades your content for search engine optimization, giving you a real-time assessment of how effective your content would be in terms of appealing to search engines. The grade Surfer gives your content is shown on a color-sensitive wheel. This, in a way, turns optimizing your content for search engines into a game. 


BuzzSumo is an all-in-one content marketing platform that works much in the same way as Surfer does – albeit their database is not quite as extensive as that of Surfer, but it is also a bit less expensive than Surfer.

What does serve to differentiate BuzzSumo from Surfer is that BuzzSumo places a higher priority on social media marketing. The platform allows you to analyze which influencers offer the best value for your intentions, and it allows you to research trends, monitor comments, and capture opportunities before they disappear in this fast-changing medium.

The Bottom Line

Whether you’re a seasoned marketing professional or just starting out, there are a number of high-performance tools that are designed to help you analyze and understand online trends and create content that is appealing both to your target users and to search engines. Creating quality content is essential to increasing SEO performance, thus hiring the right copywriters, pr workers and link builders are a must. Current job search platforms have now allow companies to test their future candidate skills to match the company digital marketing mission.

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