7 of the Best Tools to Aid Your Content Marketing

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7 of the Best Tools to Aid Your Content Marketing | SEJ

Content marketing is a powerful form of marketing that can help your business reach out to a big audience: the one that’s online. Today, more than 3.5 billion searches happen each day, and a staggering 3.2 million people are using the Internet, almost a 1 million increase from last year.

So, it’s no surprise that big content marketers are trying to vie for the best content strategy possible. While the foundational focus should be creating quality content, it really helps to know which tools out there that can help aid your content marketing and give you powerful insights.

Let’s take a look at some of the top content tools for content marketing: the best tools you should be using for your strategy.

*Full disclosure: I am a business customer and daily user of 5 out of the 7 tools I list, the only two I’m not using currently as a customer are Hubspot and RankTracker. One of these tools is a content client of mine (RankTracker). Links to them have been nofollowed.

7 Great Content Tools to Beef Up Your Content Marketing

Upping your content marketing game should always be a top priority for your business and website. But how can you do that? You can write excellent content, or have someone else do it, but to really get the word out there, you need a strategy.

You need tools for content marketing that will help you schedule content, be smarter, be more accurate, and get the most power possible out of your content. Let’s look at some of the top ones that I believe will help aid and improve your strategy, making it absolutely impactful.

1. SEMRush

SEMRush is a great program for performing keyword research and finding keywords that will work for your business. It’s subscription-based, and within the dashboard you can do things like research your organic traffic, all your keyword positions with in-depth ranking details, see your backlink traffic, and even do a complete site audit.

Here’s what the site audit dashboard looks like:


It is fairly simple to use, and can help you figure out which keywords will work the best for your company and web page. This is something our content marketing team uses, and it has been immensely helpful to gather a lot of SEO data for our own web page, as well as for clients. One of the great things about SEMRush is that there are many tutorials to help you learn how to use it, giving you the best chance for great content marketing plans.

For more information, check out my post on my own blog on how to research keywords using SEMRush.

2. BuzzSumo

Researching your competitors with BuzzSumo a great way to help improve your content marketing strategy. You get the chance to see just what your competitors are doing, and how well it is going for them. However, you might find it a bit difficult to get down to the nitty-gritty of researching competitors.

You follow the top suggestions, but just how can you learn what your competitors are doing and how you can use it to improve your strategy?


Using the powers of BuzzSumo can help with that immensely. And it’s super-duper simple to use.

Just type in your competitor’s web domain or a keyword you use to see how much traction each is getting. When you learn this, you can apply it to your content campaign, improving your chances of making a lasting impact and beating the competition. You can see influencers, top content, and even what content on your own domain has been shared the most.

And since we all know how volatile and changeable our content marketing industry is, you will also want to set up content alerts so you’re up-to-date on what content is hot in your industry.

This tool is one of the best tools for content marketing, and one of the most powerful ones for content marketers to have. This is because it lets you know what’s relevant and happening in content in your industry, today.

3. WordTracker

WordTracker is another excellent keyword tool that can help you find some of the best keywords to use in your content. We use it continually to research best keywords.

Wordtracker copywriting

You can figure out just how much a keyword will get traction throughout the month and how powerful it is due to all it this program analyzes for your content. While SEMRush can help you find a broader range of keywords, WordTracker gives you the chance to find specific ones that will be immensely powerful for your strategy. Just put in the different keywords you are looking for, and you will be able to start your research. You can even make sure certain results don’t pop up to help filter your keywords to find the best ones. 

In addition to keyword research on their site, you can also download a Google Chrome extension that helps you research your competition further. Just go to a competitors website and click the Chrome extension button to see information pop up. This will help when you want to do quick research, giving you the chance to gather some excellent data.

4. Buffer

Buffer is a great social media sharing and scheduling tool that helps you get your content out to a wider audience. You might already be using it, since there are more than one million users on Buffer.

Here’s a look at our Buffer dashboard:


As you can see, all our social accounts are linked up on the side – and some of our staff’s, too.

You can schedule out your posts for certain times or add select to publish it next or now. All you have to do is craft your social media posts and load them into the Buffer queue, choose when you want to send it, and you’re done. In addition to having an excellent scheduling tool, Buffer also has an amazing blog. Just their blog alone can help you with some wonderful suggestions.

5. RankTracker

RankTracker aims to help you keep ahead of the competition through utilizing the best keywords and giving suggestions on what to use. They are one of the most accurate rank tracking software online, with statistics showing them above leading competitors like Moz or SEScout.


You can track your ranks (as the name implies) to see how well certain keywords are helping and to see which aren’t good options. This will be helpful to track your global ranks and local ranks, as well as seeing just how many mobile users you get.

Along with all of these excellent tools to help track your ranks, you can track just how well you are doing against your competitors. When you see they are pulling ahead, you can figure out just how to stop that and win the race with RankTracker’s competitor analysis.

6. Wordstream

While you want to make sure you are creating content and focusing on organic search results, pay per clicks can still play a role. That’s where Wordstream comes in. When you focus on a combination of PPC and organic search results, you can have a pretty successful website. However, it can be difficult for smaller companies (even larger ones) to know which PPC ads are working and which aren’t.


Using the Wordstream tool helps you to learn about your PPC, how you can improve it, and what aspects aren’t really working for your website. You can also get a free grade on your PPC ads, which will help you see where you are and what you should do in the future. As you look into your PPC campaign, consider adding this tool to help make it effective and impactful. 

7. HubSpot

HubSpot is an amazing resource whether you choose to use the service or just follow their blogs.


When you use the HubSpot tool, you are able to work on a highly effective inbound marketing strategy to help improve your content marketing. You can utilize the software to see how powerful your blogging is, take a look at your analytics, and more. They also provide excellent case studies that can help you work to improve your content marketing approach, and show you just what is going on in the content world to help you create a powerful strategy.

Hubspot also has great blogs to follow and learn some great advice and tips on content marketing in general.

Pick a Tool & Get to Work!

Now that you’ve seen a few excellent tools you can use for your content marketing, it is time to choose one or several and get to work. Every one of these tools can help you create an effective strategy that will help you work to pull ahead of your competition and have an amazing online presence.

I’ve recently trained my team on how to involve and use SEMRush, Buzzsumo, and WordTracker when we create and research our own content and with all the content strategy services we offer – and we’ve found them very useful, especially to use them all as a mix. Remember, one tool can’t do it all.

Enjoy taking your content marketing to the next level!


Image Credits

Featured Image: emojoez via Shutterstock (modified)
In-post Photo: patpitchaya via Shutterstock
All screenshots taken June 2015

Julia McCoy
Julia McCoy dropped out of nursing school at 20 to follow her passion and build a copywriting agency, Express Writers; and today, it has more than 70 writers and hundreds of clients around the globe. Julia is the host of The Write Podcast on iTunes, #ContentWritingChat on Twitter, and just wrote an Amazon bestseller, So You Think You Can Write? The Definitive Guide to Online Writing.
Julia McCoy
Julia McCoy
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  • http://www.publishthis.com Eric Burgess

    Great list! I would add that if companies are struggling to fill their editorial calendar, a content platform like PublishThis can help them build better content more often for blogs, email newsletters, social, and apps. Content with elements of curation can really lighten the load for marketing teams struggling to deal with so many channels and audience types.

    • http://www.expresswriters.com Julia McCoy

      Thanks for sharing, Eric! I have been looking into curation and more and more, as an original content creator, I am not sure it is the best route. (Will be writing on that soon.)

  • Kathleen

    Great article, Julia! I used to use the SEMrush Site Audit tool to maintain our blog before the SEO team took over. I still use it for a side project, and it’s one of those tedious, nerdy, problem-solving tools I love. ūüôā

    • https://expresswriters.com Julia McCoy

      Thanks for reading, Kathleen! ūüėÄ Agreed. My team and I use the SEMRush Site Audit tool as one of our primary tools to go hand-in-hand with a human content audit. It’s very effective and one of the most thorough tools we’ve found!

  • Johny

    Julia, thank you for a great read. I have used http://www.RankTracker.com to track my keyword positions for about 4 months now. I have used many other trackers but the accuracy that rank tracker gives us is out of this world! I will for sure check out the other tools ūüôā

    • http://www.expresswriters.com Julia McCoy

      That’s awesome, Johny!

  • http://rankeasilyonline.in Srinivasan

    I use SEMRush and found related keywords there. Perfectly suitable according to SEO point of view.

    • http://www.expresswriters.com Julia McCoy


  • Erin

    Thank you for sharing, Buzzsumo is an awesome tool.

  • http://ultramelandjon.com Jon Sinclair

    Buzzsumo is a gem, glad to see it on there! I switched recently from SEMrush to CanIRank, which draws data from SEMrush but adds some spice on the top! And I have say, after reading this, I think I’m sold on giving Buffer a try, social media isn’t my forte but I need to get learning:P Thanks for sharing Julie!

    • http://www.expresswriters.com Julia McCoy

      Interesting, Jon – never heard of that tool but will look it up. I love Buffer for sharing social media (Hootsuite is another great alternative) – makes it super easy to craft great posts for social!

  • Amy

    Thanks Julia, BuzzSumo is amazing! Never heard of it, but love the data I have seen from it so far. I am using it for my affiliate recruitment.

    • http://www.expresswriters.com Julia McCoy

      That’s an interesting use for BuzzSumo. I find it so powerful it would probably work well in a huge variety of scenarios. Definitely one of my fave tools!

  • http://mizmizi.com/senuke-xcr-review-best-google-friendly-automated-backlink-software/ Yasin Rishad

    Hi Julia,

    Glad to see your article on best tools which is really helpful for content marketing. content marketing help you to drive traffic to your site and increase sales of your product. content marketing offer limitless opportunities.

    I use semrush for my keyword research and to analysis my competitor backlink. SemRush tracks an enormous amount of organic data in Google and Bing SERP’s . It’s hard to do content marketing without a tool like Semrush. I find it invaluable. Many thanks for add this tools on your content marketing list.

    Kind Regards
    Yasin Rishad

    • http://www.expresswriters.com Julia McCoy

      For sure, Yasin!

  • http://www.bloggerspivot.com Hemz

    Nice compilations of tools which I would say are essential for effective marketing. Recently got Rank tracker and so far happy with those functionalities. Buzzsumo is new to me would definitely give it a try.

  • http://www.theblackfridaycoupons.com Atinder

    Well, Using SemRush and RankTracker from quite a while now and i can really call them the best on their field, at-least for me. Although, never tried other 5 Tools mentioned here, but will surely put my hands on them in future.

  • http://www.atomicreach.com/ Amanda

    Hi Julia,
    Great read! I’ve personally used a few of these tools in our content marketing efforts, like Buzzsumo and SEMRush, but will now be checking out a couple more, like wordtracker!