Cappuchino and calendar

Content Marketing Tools To Hit Your Marketing KPIs

Doing content marketing without tools is like swimming upriver.

You’re doing a great thing to grow your business, but you’re making it much harder on yourself.

Content marketing tools help business owners find topic ideas quicker, speeds up the curation process, and let’s you snoop on competitors.

Plenty of tools we all have access to are free or have paid upgrades. This means that you don’t have to investment money right away.

Follow along as we review some of the best tools for content marketing.


BuzzSumo is used by some of the biggest brands in the world, including Yahoo, IBM, and HubSpot.

It has a plethora of features that will make the content marketing process a breeze. Let’s take a look at some of the benefits of using BuzzSumo.

Discover content opportunities

Search BuzzSumo for any term, and you will be able to discover the most viral and shared content in any niche.

Filter it by social shares, platform, date, and other metrics to find exactly what you need.

I don’t know about you, but I often struggle with coming up with new subjects to cover. BuzzSumo, even the free version, has been a priceless tool in my arsenal.

It also allows you to dig deeper into a buyers persona, figuring out what type of content they are interested in.

Try it yourself. Type a keyword into the homepage here, and hit the “Go!” button.

It will bring you to the results page that looks like the above image.

You can narrow down the results from the left sidebar if you have a paid plan, otherwise the default free data is set for the past year.

Ten results are also revealed in the free version, along with their respective social shares and backlinks on the right side.

Content marketers can use this information to their advantage by visiting each of the websites, and taking notes on how they could produce a better blog post or video.

Note that there isn’t just articles in these results, but also links to YouTube, Slideshare, Vimeo, and more. This means that marketers can find inspiration for different formats of content, not just blog posts.

Find influencers in your industry

39% of marketers agree that they plan to increase their budgets for influencer marketing campaigns.

It’s easily one of the most effective and simplest forms of advertising.

You find an individual or brand that has a large audience, and give them your product or content to promote.

While it’s easy to think that influencer marketing is more for e-commerce companies and physical goods like clothing, it works well in almost any industry.

If you’re a B2B company or similar, influencers can help promote blog posts, videos, and other content to a wide group of people.

BuzzSumo makes this process easier than stealing candy from a baby with their built-in search engine.

Find influencers in any niche, and stay connected with them right through BuzzSumo. You don’t need to integrate any third party tools or spend money on extra software. It can all be done right through the platform.

The question analyzer

With voice search quickly on the rise, marketers need to begin targeting long tail keywords that come in the form of questions.

One of the main points of producing content is to solve problems and answer questions, right?

This is why BuzzSumo features a question analyzer that organizes all of the most frequently asked questions from social media, forums, and other networks.

These can be used to come up with unique content ideas, craft a more accurate buyers persona, and provide more value to readers.


AnswerThePublic takes search data and compiles it into beautiful visual graphs. It helps content marketers discover questions, keywords, topic ideas, and more.

Here’s how to use it.

Type in a search term and hit the “Get Questions” button on the homepage.

AnswerThePublic breaks down results into several different categories:

  1. Questions
  2. Prepositions
  3. Comparisons
  4. Alphabeticals
  5. Related

Let’s take a look at each beginning with questions.

These are questions that are commonly associated with the search term you entered. In my case, I looked up “content marketing” which covers the whys, hows, whats, and more that users are interested in.

Scrolling down the page you’ll find the prepositions section. These are primarily statements based on the search term you entered.

I really enjoy the comparison terms below this section, as well. They serve as great inspiration for content and review-style posts.

The alphabetical section lists hundreds of keywords and phrases to target, and the related area provides further ideas.

Overall, AnswerThePublic is a priceless tool for content marketing. The free version is often enough, and results can be downloaded as a CSV file from the top right corner.

If you’d like to upgrade, you can look forward to:

  1. Unlimited searches
  2. More language and location options
  3. Unlimited team members
  4. High resolution images
  5. Hide section and unwanted results


What’s one of the first steps before you produce a piece of content? Keyword research!

Targeting proper search terms will help rank your content higher in search engines, and ultimately results in more traffic to your website.

That’s why I recommend using a free keyword tool like Ubersuggest. Enter in a keyword on the homepage and click “Search.”

The overview page displays the search volume, keyword difficulty, CPC, and paid diffuclty of the chosen phrase.

It also has a graph that gives you a visual representation of its history over time. Use this to discover is search terms have risen or fallen in popularity, and whether they are seasonal.

Make sure to check out the “Keyword Ideas” tab from the left sidebar, too. It curates related terms that you can use as secondary keywords or for separate pieces of content.

I love that Ubersuggest also has the overview on the sidebar, listing the main websites with those keywords. Scan these competitors to take notes on how their performing SEO, structuring content, and so forth.

The new “Top Pages” section is also very useful for analyzing competitors. Simply type in their domain name, and it will find all of their best performing pages.

Content marketers can use this to find viral content that they can improve upon themselves.


Hootsuite is an overall social media and content curation tool that helps marketers schedule, manage, and automate their content marketing.

They have an insane amount of features that they are constantly improving and adding upon, but here are the main aspects you’ll benefit from.

Content scheduling

Wouldn’t it be nice to kick back, relax, and let content post itself?

Well, that’s possible with Hootsuite 🙂

One of their best features is scheduling automation. Users can upload content or attach social accounts and pre-plan posts for the future.

They even offer a built-in content calendar system! Down their mobile app, and manage all of your content or social networks right from your phone.


A massive component of content marketing is measuring campaigns. It’s often a step that people struggle with, but Hootsuite resolves that issue.

Hootsuite has an in-depth analytics system that helps marketers track performance, such as engagement, views, shares, and other important metrics.

These analytics can be shared among team members for different input, and custom reports can be created based on individual needs. This is great because not every business looks at the same metrics or KPIs.

Team management

Rarely can content marketing be done by one person. It’s more common to have a team of people working together to achieve content goals.

With Hootsuite, you can look forward to team management functions, such as appointing tasks, collaborating on work, and an in-house messaging system.


Buffer is a powerful and simple content marketing software. Sure, some of the other tools we’ve looked at have heaps of packages and features, but buffer keeps it minimal.

At the moment, they offer their Buffer Publish, Buffer Reply, and Buffer Analyze suites. Here’s what they do.

Buffer Publish

This suite focuses on publishing and scheduling content to make the livers of content marketers easier.

Schedule social media posts ahead of time to meet your content calendar needs, and keep tabs on performance with the built-in analytics platform.

Link clicks, post impressions, comments, and other important KPIs can all be tracked.

Buffer Reply

Engaging with customers through social media crucial for brand image and creating relationships.

That’s why the Buffer Reply suite focuses on helping content marketers manage their conversations from one location.

Twitter, Facebook, and Instagram can all be connected to a single mailbox, allowing your team to easily navigate through social interactions without needing to hop around accounts.

Being able to set internal notes and assign conversations to specific employees makes social media effortless. Buffer has an anti-collision system that shows if other users are viewing the same task as you, as well.

Buffer Analyze

Buffer Analyze is Buffer’s new analytics platform to track key metrics from your social media marketing campaigns.

This will help you determine what style of posts perform best, the ideal times to publish content, and how to increase engagement.

All of these reports can be shared with team members and other users, too.

Wrapping up

Content marketing requires co-ordination, organization, and a concrete strategy.

Even with these things in place, it’s necessary for a business to acquire tools to help with the process.

That’s why I highly suggest checking out some of the tools I covered today. Here’s a recap of what we looked at.

Key takeaways
  1. BuzzSumo is ideal for discovering new content ideas, analyzing competitors, and reaching out to key influencers in your industry.
  2. AnswerThePublic helps content marketers discover questions, prepositions, and other phrases related to a chosen topic.
  3. Ubersuggest is a free keyword tool from Neil Patel that you can use to find search terms and competitor’s best performing posts.
  4. Hootsuite allows marketers to schedule social media content, collaborate with team members, and analyze social campaigns.
  5. Buffer offers three suites, which improve content scheduling, engagement, and analytics respectively.

Hey! My name is Carmine and I've written for Neil Patel, GoDaddy, Smart Insights, and other popular publications. Reach out to me at any time if you need copywriting services.