27 Content Marketing Tools to Optimise Your Efforts

Phase 1: Planning

As the foundation stage of every content creation process, the planning phase involves one’s understanding of the brand challenge, knowing the target audience at the back of their hand, mapping out the brand experience journey, understanding market truths, and drawing insights that may provide answers to the brand challenge.

Insights could be gathered through platforms such as Google News Alert, Google Trends, and news aggregator applications like Feedly, which draws in a vast variety of the most popular content genres as well as the latest trending topics. Tools such as Text Optimizer and Keyword Surfer could also be used to amplify one’s library of keywords that are high in volume and are contextually relevant. Take a look at our list of the best keyword research tools.

After gathering insights from the aforementioned platforms and tools, the following four tools – Trello, Evernote, and BuzzSumo could then be used to execute the planning phase of one’s content marketing strategy, where content goals, mission statements, the buyer persona, content job functions, and content funnels should be established.

1. EasyContent

EasyContent is a content workflow and collaboration platform that helps content teams organise their planning and production process in one place.

Its built-in content calendar gives teams a clear overview of upcoming content, assignments, workflow statuses, and deadlines. Marketers can filter the calendar by team member or status, reschedule content using drag and drop, and reassign work directly from the calendar, making it easier to manage publishing schedules and team workloads.

EasyContent also allows teams to turn content ideas into structured briefs and use custom templates to define requirements, guidelines, and content structure before writing begins. Custom workflows can then be used to establish each stage of the content process, assign responsible team members, and set deadlines.

Together, these features help content teams move from initial ideas and briefs to a clear, organised content plan while keeping everyone aware of what needs to be done and when.

Source: EasyContent Calendar

2. Notion

When content strategists and marketers need a flexible platform to organise their ideas, workflows, and editorial calendars, Notion becomes an indispensable tool. Whether you’re planning your quarterly content roadmap or simply jotting down blog post ideas, Notion provides a highly customisable workspace to keep everything in one place.

Acting as an all-in-one planning system, this tool allows you to build databases for content planning, manage campaign timelines, and even draft outlines—all while keeping your assets visually structured. You can also create templates for repeated tasks, track progress through Kanban boards, and link content pieces together for easy reference.

Beyond its core functionalities, Notion also promotes seamless collaboration, enabling teams to comment, edit, and brainstorm in real time, making it ideal for remote-first content teams.

The interface of Notion. Source via Notion.com

3. Evernote

When creators brainstorm and gather ideas for new content – articles, pictures, websites, or PDFs – they need an easily accessible platform like Evernote to organise and store all the newly collected information, allowing them to access it whenever needed.

Serving as a personal library and second brain for many, this tool helps you to collate and manage the information you need to brainstorm for future content, but enables you to create to-do lists and set reminders to ensure that projects are kept within the timeline.

Besides, Evernote also facilitates team collaborations, allowing you to share your notes, thoughts, and ideas with your team anytime, anywhere, and on any device.

The interface of Evernote. Source via Evernote.

4. BuzzSumo

Finally, we have BuzzSumo – a multifunctional content marketing research tool that helps marketers explore some of the best-performing content through insights and metrics like social shares and backlinks gathered from billions of articles and posts on social media.

Through these insights, you will be able to find out what content type best corresponds with your target consumers and thereafter plan for content in similar formats. Aside from that, BuzzSumo also houses millions of influencer profiles where you can scout for suitable leaders or influencers in your industry and plan outreach from there to discuss potential collaboration in the future.

The interface of BuzzSumo. Source via Setup.

Phase 2: Creative

The creative phase is also the most exciting stage of the content marketing process. This is when one ideates and brainstorms about the brand story to connect with their potential and target consumers while achieving business goals.

In the ideation stage of a creative idea, consumers should always be the main focus, and three questions should be borne in the mind of the ideator – “Why would it grab their attention?”, “Why should they care?”, and “Why should they share?”.

In your free time, you can explore forums such as Quora and Reddit for trending topics, Google Trends for evergreen and popular subject matters, as well as platforms like Udemy and Amazon Books to discover popular courses to find out what topics are in demand. Additionally, you can explore the concept of “Trendjacking,” which we explain in detail here.

To go in-depth on what your target consumers are searching for on search engines, you can utilise the following tools:– AnswerThePublic and Ubersuggest.

5. AnswerThePublic

Leveraging on autocomplete data from search engines like Google, AnswerThePublic delivers a list of questions that consumers are asking about in a cloud-based format similar to a mind map by simply keying in a keyword and choosing a country of choice.

For example, if you search for ‘Cameras’, this search listening tool would show you the questions that have been searched for on Google in the format of who, what, where, when, why, and how, as well as prepositions and comparisons. Use these questions from AnswerThePublic to create content that directly addresses what your audience is searching for.

Questions are displayed in a cloud-based mind map on answerthepublic.com.

6. Ubersuggest

Encompassed with a keyword research feature as part of this comprehensive SEO tool, Ubersuggest derives its extensive list of keyword ideas from Google Suggest and Google Ads and is usually accompanied by their keyword’s search volume and level of competition, which you will then be able to use to optimise your content for relevant search results.

Aside from that, Ubersuggest also has a content ideas segment where you can analyse pieces of high-performing content for any given keyword and thereafter create content that is targeted at the right audience.

The content ideas segment in Ubersuggest. A screengrab of neilpatel.com/ubersuggest/.

Phase 3: Production

This is where your content plan comes to life. The quality of your execution here can make or break your strategy.

In the production phase, you should determine what your main content type is, how you can repurpose and reformat your past and present content, before using the list of tools mentioned below to produce your content.

7. Coschedule Headline Analyzer

Once you come up with a headline that best fits your content, you can use the CoSchedule Headline Analyzer to gauge how well your headline scores based on factors like length, sentiment, and clarity of the headlines.

All you have to do is key in a headline you’ve come up with and allow the software to run a thorough analysis before it provides you with actionable recommendations to work on, hence enabling you to further improve on the headlines with an end goal of enticing consumers to engage with your content.

Example of a headline analysed by CoSchedule’s Headline Analyzer on coschedule.com/headline-analyzer.

8. Canva

Designing visual content can be time-consuming, but with Canva’s free and extensive range of contemporary pre-built templates, you will be able to speed up the design process while creating content pieces that your audience will enjoy.

Moreover, this free-to-use content creation tool also has several layouts for you to choose from, so you wouldn’t have to go through the hassle of resizing your content to fit the dimensions of the platforms on which you will be publishing your content pieces.

For instance, the layout for a Facebook Post would be sized according to the dimensions of Facebook, and the layout for a poster would be sized according to an actual physical poster. This helps one to save the time and effort needed to correct the dimensions of the content before sending it for publishing.

Without a doubt, Canva would be a wonderful tool to create an array of high-quality content marketing visuals, such as images for your blog cover, social media posts, and infographics.

Example of Canva’s interface taken from canva.com.

9. VistaCreate

For lean marketing teams that need to stay highly agile, VistaCreate stands out as a powerful production accelerator. The platform is built specifically to cut down on design hours without stripping away creative control, offering small squads a massive library of ready-to-customize, on-trend templates that span static graphics, dynamic video formats, and native animations.

What truly sets this tool apart for small teams is its focus on removing the friction of multi-channel scaling and content creation. Its smart resizing technology allows a single creator to transform a solo graphic into a full, cross-platform campaign kit with just a few clicks.

Furthermore, the platform integrates a built-in AI writing assistant, allowing teams to instantly generate compelling copy, headlines, or captions right inside the design interface.

Backed by a seamless integration with DepositPhotos, users gain instant access to an exhaustive library of millions of premium, high-quality stock photos and vectors directly within the dashboard.

When combined with its cost-effective premium tier that supports multi-user collaboration and full brand kit setups, VistaCreate gives small businesses enterprise-level design coordination and premium asset access without the steep price tag.

Source: VistaCreate

10. Pexels

Offering contemporary and professionally taken stock images and videos, Pexels is a multimedia repository that doesn’t require you to accredit and pay the creators for the content used, although it is highly encouraged.

With its broad spectrum of casual to professional images, you will be able to find a picture that best suits your needs, and if you need the images to be in a certain orientation, size, or colour, you can simply filter them accordingly on the site. Their explore feature also enables you to filter your searches in categories and subcategories.

The interface of Pexels is taken from pexels.com.

11. Unsplash

Similar to Pexels, Unsplash also features an array of complimentary, non-copyrighted, and high-resolution images, which are offered by a community of photographers where attribution is not required but highly encouraged.

Unsplash is a great platform to explore if you are looking for a blog post cover or an image to pair with your social media post, as this image library offers over a million curated photos for you to choose from.

The interface of Unsplash is taken from unsplash.com.

12. Loom

Simple and free to use, Loom is a video messaging tool that allows users to send their messages across effectively and efficiently through the creation, editing, and sharing of videos.

This tool can be especially beneficial to individuals who regularly conduct and share technical demonstrations, as users can record their screen, face, and voice concurrently and thereafter share their creations through a simple link without having to go through the arduous process of video exporting and uploading. You can record a video message on Loom while showing your face, voice, and screen concurrently.

Source via loom.com.

13. Hemingway Editor

Last but not least, you can review all your text contents through the Hemingway Editor, which serves and guides you on your writing just like how a personal writing coach would.

This tool places great emphasis on content readability as not only does it evaluate and grade your content for its clarity, but also points out sentences that may appear to be too lengthy and complicated for a user to read.

To create content that is compelling and high in engagement, content readability would play a big part, as consumers are more likely to react to your content if it’s easily understandable and readable.

Example of Hemingway Editor’s interface sourced from hemingwayapp.com.

Phase 4: Publishing

Once the content is created and reviewed in the production phase, you should manage and schedule it on your content calendars to prepare for publishing across all digital and social channels at optimal hours to achieve maximum impression, outreach, and impact on your consumers. If you’re new to this, check out our article on How to Create a Social Media Calendar.

Tools like Loomly, Sprout Social, and WordPress are great tools to support and manage your content publishing process.

14. Loomly

Integrated with social media giants like Facebook, Twitter, Instagram, and LinkedIn, Loomly is beyond just a content management platform to oversee and schedule your content for posting, as this user-friendly tool also shares tips, ideas, as well as inspirations to support one’s ideation process for new content.

Additionally, you can also effectively coordinate your posting schedule through the form of content calendars, which makes it easy for users who are new to social media marketing. Loomly also supports team collaboration with an approval workflow in which team members can submit their creations, receive comments, and flag them for approval.

A content calendar on Loomly in list view to schedule your social media posts. Source via Loomly.

15. Sprout Social

Publishing content at an optimal hour would be crucial if one aims to achieve engagement with their audiences.

Through a comprehensive social media marketing tool like Sprout Social, you wouldn’t have to worry about posting your content at the wrong hours as you can simply evaluate your social media data using one of the tools, ‘Optimal Send Times’, to automatically publish your content on social media at hours where audiences are highly engaged.

Sprout Social is also equipped with visual publishing calendars, which you can view while managing your posts, campaigns, social platforms, as well as prepare your posts to be scheduled automatically for subsequent posting.

A content calendar on Sprout Social to schedule your social media posts. Source via Sprout Social.

16. WordPress

WordPress is one of the most powerful and popular open-source CMS platforms, powering nearly 40% of all websites online. Almost 43% of all websites on the internet are powered by WordPress as of 2021 (Gelbmann, 2021).

Indeed, WordPress is highly popular amongst bloggers as they can use the platform to conveniently compose and publish their content, with the choice of either self-hosting their site or on the platform where mobile-friendly themes are available for them to build their site.

One can even experiment with the layouts and design of their site, as WordPress not only offers advanced templates but also plugins for one’s different business needs.

The best part of this CMS would be the fact that every account comes with free support and maintenance, which gives the user peace of mind when using the platform.

Mobile-friendly themes on WordPress. Source via WordPress.

Phase 5: Distribution

The distribution phase is important in getting to know where one’s audiences are, so content can reach them via the right channels.

Some platforms to assist you with outreach would include Hootsuite, Outbrain, BuzzStream, MailChimp, and Facebook Ads.

17. Hootsuite

Allowing one to manage all their social media platforms through an intuitive dashboard, Hootsuite mainly helps marketers to carry out their social marketing campaigns on social media platforms while keeping track of their brand and product mentions using social intelligence to have a gauge of how well their campaign is doing.

This social media marketing and management dashboard yields detailed insights on the performance of your posts, which makes it an added value to your social media content strategy. You will also be able to discover what your audience prefers to see from you, as well as the hours when they are the most active, so you can plan to engage with them at the right time.

An example of Hootsuite’s dashboard. Source via Hootsuite.

18. Outbrain

Designed to propel awareness and boost engagements amongst customers, Outbrain not only allows you to share your content with popular publishers, including BuzzFeed, CNN, Time, and The Washington Post, but also generates 275 billion content recommendations monthly to netizens and situates your content across thousands of websites.

Through this content syndication network’s reach estimator feature, you will also be provided with an estimated number of people who would come across your promotion

Find out how many people came across your promotion. Source via Outbrain.

19. BuzzStream

BuzzStream is a platform for you to research potential and suitable influencers to work with, source their email address, and reach out to them to build relationships and ask for backlinks. You can even automate your follow-ups and track the performance of the outreaches.

Apart from the discovery tool on BuzzStream, which makes the process to source for your industry’s influencers a breeze, this platform even offers a Google Chrome extension called the BuzzMarker where you can add sites, links, and the profiles of people into your BuzzStream account without having to leave the webpage you are on.

You can also organise your outreaches based on projects and tags, as well as assigning team members to handle specific influencers.

An outreach list in BuzzStream. Source via BuzzStream.

20. MailChimp

Deemed as an all-in-one email automation solution, Mailchimp possesses all the resources you require to collect and manage emails.

This integrated marketing platform enables the creation of information collection sign-up forms where one would be able to find out what their customers are interested in and use the information collected to segment them based on their interests to make the sending of targeted emails more efficient.

One of the key benefits of MailChimp is its behavioural targeting feature, where emails can be automated based on set triggers. For instance, you can expect emails that are crucial in your buyer’s journey — welcome emails, order confirmations, and abandoned cart reminders — to be automatically sent out when triggered.

Dashboard to oversee your recent campaigns in MailChimp. Source via Google Workspace.

21. Facebook Ads

According to WebFX, Facebook Ads is one of the most favourable platforms to advertise on as this social media giant has a massive database of more than 2 billion users for businesses to potentially advertise their brand and products to, which levels the reach and visibility that one can achieve through the platform. Over 3 million businesses are currently advertising on Facebook Ads.

With ad formats ranging from banner ads to sponsored posts, Facebook allows advertisers to target their campaigns based on a target audience’s location, demographics, interests, connections, and behaviour, where they would match a user’s activity on the platform with relevant ads.

An example of the Facebook Ad Manager. Source via Marketing Land.

Phase 6: Measurement

The final phase of your content marketing strategy is when you will be looking at actionable metrics. With tools like Social Blade, Hubspot, Google Analytics, SEMRush, Ahrefs, and SimilarWeb, you will be able to use the insights gathered to further optimise your content marketing strategy.

22. Social Blade

Using Social Blade, you can compare your social media statistics with your competitors and ultimately utilise the data collected from the various platforms like YouTube and Instagram to revise your marketing strategy and remain ahead of the competition. For your convenience, Social Blade has a progress graph feature where you can track and compare both your competitors and your progress at a glance.

Marketers who are required to enhance a business’s video marketing strategy or content creators who are seeking to grow their channels can utilise Social Blade’s analytics to monitor trends while analysing what their core rivals are publishing. They can also use this tool to identify the key social media influencers and reach out to them for a collaboration.

Compare your social media statistics with your competitors. Source via Social Blade.

23. Hubspot

Best for small, medium, and large enterprises, Hubspot allows businesses to track the Return of Investment (ROI) of their marketing efforts, manage their content creation process, as well as have an overview of their sales pipeline so that content strategies can be further improved to achieve their marketing goals.

Likewise, you can also track the audience interaction on your website, social media platforms, and emails. With the insights collected, you can then better understand which platform generates more leads so that you can utilise it to scale up your accomplishment.

Track the ROI of your marketing efforts with Hubspot. Source via Hubspot.

24. Google Analytics

One of the most widely used and recognised online web analytics tools, Google Analytics is free to use and provides marketers with an all-inclusive reporting. It also has a website data analysis system, which includes website content, customer engagement behaviour with ads, as well as social tools across all devices. Website managers benefit by understanding what works best for their website and fine-tune their content strategies accordingly.

Google Analytics may require some time to pick up and maste,r but once you get the hang of it, it is a powerful tool that not only helps you to track goals, webpage statistics, audience data, but also behavioural events like scroll depth which shows you how far your website visitors are scrolling.

Google Analytics’s home page displays the data of a website in real-time. Source via Pinterest.

25. SEMrush

As an all-in-one marketing toolkit that has solutions for e-commerces and enterprises, SEMrush provides an assortment of services for SEO, Paid Traffic, Social Media, Content and Public Relations, as well as Market Research, which allows business owners to focus on issues that are more crucial, like the business’s marketing strategies.

On the contrary, marketers can employ this tool for researching, content auditing, distribution, and content performance measurement. Furthermore, they can make use of the data that is provided to make swift decisions and ensure an effective business.

SEMRush is also a great tool for you to identify the traffic shares and trends of industry leaders and indirect competitors with its Market Explorer feature, and you can also use this marketing toolkit to schedule your social media posts and track their effectiveness.

The market explorer feature in SEMRush is taken from semrush.com

26. Ahrefs

Perfect for SEO audits, Ahrefs not only provides insights on how you can enhance your website to rank better on search engines but also contains amazing features and tools that help to analyse for broken site links and spam links; This comprehensive SEO tool is made up of a site explorer, keyword explorer, site auditor, rank tracker, and content explorer.

A feature within Ahrefs called ‘top pages’ makes analysing a website’s most valuable pages more convenient, while another feature called ‘content gap’ allows users to find out why their competitors are ranking for a particular metric.

An example of Ahrefs’ interface. Source via Ahrefs.

27. Trello

Example of a board created using trello.com.

Trello helps organize content schedules, assign tasks, and manage content briefs—all from a simple, user-friendly board.

Apart from that, its user-friendly and simple interface design also enables you to effortlessly oversee a series of projects through the creation of project-specific boards.

With the boards created, you’ll be able to keep track of your tasks and assignments, delegate work, and monitor your team’s progress to ensure that deadlines are met.

Last but not least, this collaboration tool also allows team members to leave messages and share content to ensure that everyone is on the same page.

Ending Thoughts

In a nutshell, establishing a concrete content marketing strategy would require one to cover the six key phases — Planning, Creative, Production, Publishing, Distribution, and Measurement. Apart from that, you should keep in mind not to rush into selecting the relevant tools to support your content marketing strategy creation process and instead spend some time exploring them before choosing one that best suits the needs of your business.

We hope this guide has equipped you with practical tools and insights to enhance every phase of your content marketing strategy.

Ready to Get Hands-On? Sign Up For Our WSQ Content Marketing Strategy (CMS) Course

If you are keen to learn how to develop a content marketing strategy with the six important phases mentioned through hands-on learning, you can check out our WSQ Content Marketing Strategy (CMS) course.

Our Content Marketing Strategy Course straddles both the art and science of content marketing and is designed to help you to better analyse your customers and competitors, embrace emerging trends in digital content creation, choose the right channels for promoting content, and measure the success of your content marketing efforts.

If you’re interested in learning other disciplines within the digital marketing stratosphere, we have a wide range of digital marketing courses taught in person in Singapore or online for you to choose from.