5 Tools to Squash Content Marketing Problems
Google "content marketing tools," then sit back and let the pages upon pages of search engine results wash over you, offering everything from paid ads to articles and listicles with headlines such as "50 Tools to Kickoff Your Content Marketing" and "The Ultimate List of the Best Content Marketing Tools Ever, No Really." It can be a little overwhelming, but yes, there is a tool for every content marketing issue you may have, and in some cases, there are five.
But maybe you think, "I don't need tools! I know what I'm doing!" And if that's the case, perhaps you should stand at the edge of the Grand Canyon and shout-read your content to the void. Because it's about as effective.
"Content marketing without tools is like Laurel without Hardy," proclaimed Ian Cleary, CEO and founder of RazorSocial. During the Content Marketing World 2015 conference, Cleary shared his presentation, "15 Essential Tools to Optimize Your Content Marketing." Here are five of the 15 tools he highlighted, and the problems they can squash for content marketers.
Problem No. 1: Most Blog Posts Don’t Get Enough Ongoing Organic Traffic
You’ve spent all this time writing a killer post, but after it’s gone live and a few days have gone by … well the traffic dies down. Or you find out that no one was actually interested in what you thought was a big deal topic. Yuck. No one wants to waste time.
Tool to Check Out: InboundWriter. InboundWriter allows you to determine the success of a topic before you begin to write, and can help you refine article titles by focusing on the most important terms. The software can also provide data about how your content will perform compared to competitors.
Problem No. 2: Retaining Website Visitors and Converting Them Into Subscribers and Customers
New visitors to your site reading your content is wonderful, but you want them to come back for more. And ideally? You want them to spend some money.
Tool to Check Out: Optinmonster. You don’t have to be a coder to use this software, which allows users to grow email subscribers, improve lead generation and reduce website abandonment. You can build opt-in forms to offer content that visitors can interact with. Even something as simple as a PDF of the same article the visitor is viewing online with the call to action of “Don’t have time to read this article now? Download the PDF version for future reference!” can result in new subscribers.
Problem No. 3: Most of Your Audience Does Not See Your Content
Why? Because most of your audience is not logged on when you push your content out onto social media sites. And if you’re using Facebook, well the news is not good: Facebook organic reach is only about 6 percent. You need to be able to repost your content easily so that when your audience members are online, they’ll see it.
Tool to Check Out: Edgar. Edgar is not only represented by a bespectacled octopus mascot/logo, but is, more importantly, a social media scheduling tool for evergreen content. Users are able to assign articles to content categories and social channels, and the tool creates and manages content queues automatically based on the user’s schedule.
Problem No. 4: Spelling and Grammar Problems
Sure, we’re all busy, but that doesn’t mean we can slack when it comes to spelling and grammar. First, it’s a huge turn off to readers and negatively affects your credibility; and second, it can affect your SEO.
Tool to Check Out: Grammarly. This isn’t just for spelling and grammar. In addition, Grammarly reviews punctuation, style — nabbing you for infractions such as passive voice or wordiness — and sentence structure. The tool also checks the content for plagiarism and offers vocabulary enhancement suggestions.
Problem No. 5: Not Building Relationships on Social Media With Influencers
They’re called influencers for a reason: These are the people who are passionate, have an audience and make waves in the social channel. So why aren’t you making connections with them and seeing how they can help promote your content?
Tool to Check Out: Traackr. An influencer management platform, Traackr makes it simple: The tool discovers a user’s influencers, gives insights to help nurture these relationships — such as how to involve your influencers in content creation — and provides metrics.