Content Marketing Tools to Make Your Content Roar (2020 Edition)

Updated: 21 February 2020

In digital marketing, some things never change, and the founding principle has always been, “Content Is King”. Nothing supersedes this. The people change, the details change, the content marketing tools change, but the importance of content stays the same.

To survive online, your business (product, service, blog, social media account – whatever its nature) has to produce good content.

We have many articles to help you understand how to use language, materials (e.g. video or blog post), and different platforms (e.g. social media platforms or your website) to produce great content. However, in this article, we are going to explore how different content marketing tools can help you take your content to the next level and really make it ROAR in 2020.  

Because content marketing incorporates different features, I’ve put together a list of content marketing tools that cover this broad landscape.

Content Marketing Tools for Influencer Marketing: BuzzStream

Influencer marketing remains at the top of the agenda for many digital marketing experts. An influencer is simply a person who has a wide network of people who respect their opinions.

With social media, it usually means that the person has many followers. When potential customers see that someone they respect enjoys a particular product, it makes the product more attractive and makes people more likely to share the content with others.

The problem most digital marketers face, unfortunately, is finding the right influencers. There are all sorts of things that make an influencer worthwhile. For instance, micro-influencers with a following of around 10K people in a relevant niche seem to be most lucrative.

Wouldn’t it be better to let someone else do the hard work for you and find the best influencers for your product? Last year, we introduced you to NinjaOutreach who can do just that, but in 2020, there’s a new kid on the block: BuzzStream.

BuzzStream’s tag line is…

Build Relationships. Build Buzz.


This tool will help you to research influencers within your niche, manage your relationships with new and existing influencers, and reach out to these influencers in a personalised way.

The tool collects information about bloggers/social media marketers/digital marketers/etc., creating, in effect, a profile of that person that you can research. You can then use this information to work out if the person is right for your product and how to reach out to the person on a personal level.

Best of all, there’s a 14-day trial so you can try before you buy.

Content Marketing Tools for Analytics: Heap

“Content is King”, but “Data is Queen”. You can create fantastic content, but if it doesn’t give people the information they need and want about your brand or product, or if you show it to the wrong people, it’s a waste of time. Data analysis is the solution to making sure you create the right content for the right people.

Last year, we introduced you to WebTrends, a fantastic content marketing tool that allows you to understand the market you’re working in, from identifying how people interact with different types of content to noticing patterns in keywords and conversions.

Other tried and tested analytics tools include Google Analytics and Adobe Analytics. Unfortunately, as many of you are probably aware, these options – whilst great – are difficult to master. Those of you who have limited digital marketing resources (e.g., the time required to master complex content marketing tools) might want to try something a little more straightforward…

…Enter: Heap.

Heap is a relatively new analytics platform that allows you to capture the entire journey your customers take as they engage with your online content. It logs each touchpoint automatically, taking the pain away from adding tracking codes and dealing with complex data. Heap streamlines and automates the data analysis process, reporting on a diverse range of actions, including clicks, swipes, taps, and form changes.

Content Marketing Tools for Personalisation: Monetate

Monetate has been around a while now, and because of this experience, continues to offer digital marketers one of the best ways to personalise their online content. Personalisation is important, largely because it makes the content more relevant to the person reading it, and when it’s more relevant, the person is much more likely to read it.

In other words, it allows you to build an audience that will engage with your content.

In 2020, Monetate continues to be one of the best in the market. They are teaming up with the powerhouses of digital marketing personalisation, Kibo and Certona to offer their most comprehensive package yet.

The Monetate platform will help you to:

  1. Test and optimise content
  2. 1-to-1 personalisation for your customers are various touchpoints
  3. Customer segmentation and targeting
  4. Customer data management
  5. Audience insights

Many leading businesses make use of Monetate and it is an excellent tool for marketers, and with these latest mergers, it’s only going to get better.

Content Marketing Tools for Images: Canva

There’s a huge trend towards visual content marketing in 2020. At the end of 2019, as much as 79% of web traffic included video. People tune into visual content because it’s easier to take in. Therefore, it’s hard to overstate the importance of visual content for digital marketing.

In last year’s blog post, we looked at Olaipic, which helps you optimise and tailor your visual content to your customers, as well as to current trends. In this article, we look at Canva, which offers a slightly different service.

Canva gives you the tools to perfect your visual content, focusing less on the SEO aspects of it and more on its aesthetic value. In other words, it’s more about personalising the visual content to people’s expectations.

They offer a free service which gives you access to thousands of free images, the ability to create branded and uniformed images, and to customise your pictures for the commonest social media platforms (Instagram, Twitter, Facebook, and LinkedIn) and printing purposes (leaflets, posters, business cards).

The premium package is where it really comes into its own, though. Here, you can:

  1. Use the brand kit to create a common theme throughout your content
  2. Resize images, allowing you to easily use the same image across your platforms
  3. Create transparent backgrounds, so you can overlay images anywhere
  4. Gain access to millions of photos, graphics, and templates

It’s never been easier to create visual content. One of the things that I love the most about Canva is their trial offer – they get in touch before it ends so that it doesn’t auto-renew, a refreshing change!

Content Marketing Tools for Streamlining Social Media: Hootsuite

Whether you work in a digital marketing agency or you do digital marketing work for a single business, one of your main tasks is likely to be to build and maintain a presence across various social media platforms, like Facebook, Twitter, and LinkedIn.

A strong social media presence will help you connect with customers. Your social media strategy involves creating regular social media posts about relevant topics. This can be time-consuming when you use each platform’s post facility – creating 3 separate entries for 3 different platforms takes a lot of work.

This is where Hootsuite comes in useful. It allows you to post the same thing to different platforms simultaneously, saving hours of work per week.

Hootsuite has the edge on Sprout Social (which we covered last year) because it has a free-tier that you can use for simple tasks – you can create up to 30 posts at a time to go to various platforms.

Naturally, the paid versions are even better. The best one offers:

  1. Connection to 35 social profiles
  2. Up to 10 users from your marketing team
  3. Unlimited Scheduling
  4. Customer analytics
  5. Exportable reports
  6. Ad spend limits and management of up to £4000

It’s a fantastic tool for any digital marketing agency.

Take Away

The world of content marketing is an ever-changing one. It can be difficult to keep up, but the content marketing tools outlined above will help you to do just that by simplifying, streamlining, and automating your content. Incorporating these tools will help drive your digital marketing campaigns and make your content ROAR ABOVE THE CROWD.

Need help with content marketing? Get in touch with us today. We can help you stand out.

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