Content Marketing Tools 2021: What Are Some Content Marketing Tools

There are numerous tools out there to help with content marketing. Many of them are even free. A good toolset makes work easier or offers a competitive advantage through unique functions. Here is an overview of currently recommended tools.These are sorted according to five steps in the content marketing process.

Complete tools

Contentbird : The tool, which used to be called Linkbird, is hardly noticeable as a link building tool. In the meantime it has blossomed into the solution as an all-in-one software for the entire content marketing process. Especially the extensive functions in content seeding are unique in this form among the complete solutions. Accordingly, the tool also has its proud (but fair) price of 120 dollars per user per month. Since you can save yourself a lot of other tools by using it, a look at the free trial version is definitely recommended.
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Scompler : As software for strategic content marketing, the tool offers all functions to develop a content marketing strategy, to find topics, to plan the creation, to control the production in the team, to publish resources and to the distribution and performance monitor. The free version One can use lone fighters like bloggers as an editing tool to keep track of things. Teams that need more functions should test Scompler for free and then decide whether the investment is worthwhile.

Find topics

Google Ads Keyword Planner : THE tool for keyword research. Actually intended by Google as an offer to advertisers on Google Ads, it delivers search volumes (average search queries per month) and keyword ideas for the keyword (s) entered. Useful and free – but: Accounts with active Google Ads campaigns and sufficient budget receive more precise data.

Google Ads Keyword Planner results for the search term “Content Marketing”

Google Trends : Google Trends also provides the search volume for the respective keyword. However, the focus here is on the number of search queries over time, so that positive and negative trends can be identified – even with several keywords in direct comparison. Free and very convenient, unfortunately there is often a lack of data for niche keywords and longer phrases that are rarely searched for.
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Comparison of “content marketing” and “inbound marketing” on Google Trends

Statista : The statistics portal also works with the basic statistics in the free account in order to receive facts and insights from current statistics and be inspired. For more detailed information and access to the entire database you have to dig deep into your pocket (currently 59 euros per month).
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AnswerThePublic : One of various tools that collect search suggestions from Google – for example by combining them with question words or prepositions. Tools of this kind help to deal with a topic holistically and to check whether there are still questions from real users that should also be answered in the content. Alternative: . Both tools can be used free of charge to a certain extent .
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Suggestions for “content marketing” in United States at AnswerThePublic. What is special here is the possibility of visualization as a wheel or mind map.

Buzzsumo : This tool delivers successful resources from others (competitors, specialist media …) for the keyword entered. Alternatively, you can also find out which creations on a particular website have been liked and shared most often on social media. Paid : From $ 79 monthly.
About the tool
Ahrefs offers a similar function with the Content Explorer (more about ahrefs under Link Databases, see below).

Link databases : Even with link databases, topic research is about being inspired by the successes of others. Which resources refer to a particular keyword with a particularly large number of domains with a link? Which competitor URLs attracted a lot of external backlinks?
There are various providers who operate link databases. Neither of these is perfect – Google will always have a larger index with more link data. The most complete picture is provided by the combined use of several link databases, but the resulting costs can only be justified for very few. The top 3 recommendations:
1. Majestic
2. ahrefs
3. MOZ

Collect ideas

Trello : The versatile project management tool is based on the collaborative processing of lists (“boards”) in which cards (“cards”) can be created, commented on and moved. Thanks to the freemium pricing model, the free version is already usable for small teams and projects.
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Note tools : There are various tools that offer editors the opportunity to collect thoughts and notes, to bundle links and comments and to share everything in the team – and all for free. Some examples: EvernoteOneNote (part of Microsoft Office 365), Google Notes / Keep .

Create content

Depending on the format for which content is to be created, there are suitable tools that make life easier for project managers and creatives.

Editorial copywriting

Google Docs : Probably the easiest solution for working together on text documents, spreadsheets or presentations – a Google account and internet connection are all you need. Free of charge .
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Ryte : The tool formerly known as has for a long time now included the “Content Success” module, which contains a WDF * IDF tool and other text assistants for algorithmic analysis. As Ryte FREE , this can be used to a very limited extent, the paid versions are probably only worthwhile if the remaining functions are also of interest as an SEO tool, such as regular crawls of the website with recommendations for on-page search engine optimization as a whole.
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Text platforms : Those who do not want to or cannot write themselves, but still need text content, will find many offers from content marketing agencies and freelancers. Platforms that mediate between clients and a pool of authors offer a very cost-effective option with a low entry threshold. Two examples would be Textbroker .

Graphics / design

When working with professionals, there will inevitably come into contact with the software from the paid Adobe Creative Suite, which contains various tools for graphic design, image processing and also for video editing.

When looking for these same professionals for visual content and creative design, appropriate freelancer platforms offer quick remedies, e.g.  99designs.

GIMP : Not quite on the level of Photoshop, but most of the functions can be found here – even if sometimes only with the help of tutorials on the web.
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Canva : The greatly simplified graphic design tool is particularly suitable for beginners or when things have to be quick and the result should still be attractive. Thanks to many layout templates, design templates and a database with royalty-free images, everyone should be able to get started here. The free version will do for many purposes, and Canva Pro at $ 9.95 per month is also not very important.
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Infographics : Infographics are still suitable for the visual communication of numbers, data and facts. Even if the hype is long gone, many tools from the high days of infographics still work, e.g. B. Infogram or (both with Freemium price model).


Camtasia : As a cheaper alternative to Adobe Premiere Pro, Camtasia comes with a similar range of functions. The single license of the video editing and screencast program costs 330.67 dollars.
To the tool

Audio content

Audacity : This free audio editor and recorder promises professional recording and editing of sound tracks. So if a podcast or audio book is missing in the content marketing mix, just give it a try.
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PodBean : It’s even easier for podcasters to record and publish the latest episode with free hosting. Alternative tools should not be concealed here, e.g. Libsyn (from $ 5 per month).
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Zencastr : With a strong focus on interviews in podcast format, the tool makes recording VOIP interviews at a distance child’s play. Freemium pricing model.
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GoToWebinar : From our own experience, we can recommend this paid webinar software, even if there are certainly cheaper alternatives – the smallest version costs 109.42 dollars per month and enables webinars with up to 100 participants.
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Zoom : Video conferences and e-meetings with up to 100 participants are possible here free of charge .
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In many cases, live videos on YouTube and / or Facebook should also be considered for teleconferencing and online presentations .


SlideShare : After presentations, as a speaker, you usually want to share the slides with the audience – regardless of whether it was a physical event or a purely online event. The SlideShare platform, which is now part of LinkedIn, offers a brilliant opportunity for this. Successful presentations can also create reach for people who could not be there live.
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Pencil Project: The open source tool can be used to create prototypes of user interfaces (wireframes / mock-ups). As a supplement to briefings addressed to web or app developers, this ensures a better understanding and less frictionless collaboration.
To the tool

This video explains 5 content marketing tools.

Content seeding

Social Distribution : Sure, your own channels in social media should be filled with your own latest content first. Improved workflows and the ability to schedule posts in advance are provided by social media management tools such as Buffer or Hootsuite (both for a fee).

Proactive contact : Press representatives, journalists, bloggers or other website operators still prefer to be contacted by email. An important prerequisite for this is the design of a convincing email template for cold contact. The follow-up mail also fulfills an important reminder function for so busy recipients. Advanced content seeders test multiple versions of their outreach emails against each other. Tools can be a useful way of making work easier, but they are not absolutely necessary – if necessary, you can also use an Excel list / Google Sheet and an e-mail program such as Outlook or Thunderbird. For pure seeding – i.e. looking for contacts, sifting out and writing to them – tools that concentrate on establishing contact and contact management are suitable, e.g. Pitchbox , OutreachPlus , Mailshake . All of these tools are chargeable, but can be tested for free. A general recommendation cannot be made here, as the pricing of these tools is based on the number of users and projects desired. Depending on the team structure and way of working, the ideal tool solution will look different in almost every case.

Content discovery networks : Several providers distribute corporate content in the context of editorial media. Outbrain , Taboola or LINKILIKE probably offer the greatest ( paid ) reach.

PR : If you have a very important message that no journalist should miss, you can take care of it. After the press release has been published on your own website and sent to your own press distribution list by e-mail, you have the option of reaching even more editors via press portals with a little extra budget.

Check the following articles:

Optimize Your Own Website Yourself – with Your Own Initiative and the Help of Google, Tools, Bloggers and Forums

What Is Inbound Marketing? – Definition, Guidelines, Strategy + Tools


When evaluating content marketing, a wide variety of measured values ​​can count and the selection of analysis tools that can be used is correspondingly diverse. Regardless of the respective tool, the most important thing is that goals and key figures are explicitly defined in advance, which then show success or failure in retrospect.

Web analysis : As a rule, the absolute basis should be a web analysis tool that shows how many users visit which website content, when and where they come from. Common tools are Google Analytics (+ Tag Manager , both free to a limited extent ), Matomo (with costs ) and econda (with costs ).

Dashboard for Google Analytics: the reports displayed can be freely selected, so that you can see the most important key figures and developments in your own content at a glance.

If the range of search results in search engines also plays a role in the evaluation of content, at least the free Google Search Console should be used, possibly also a tool that calculates a visibility index, a link database (see above ). If social signals have priority as a performance indicator, social listening tools can be used.

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