Should B2B Companies Invest in Content Marketing Tools?

Last updated: 10-05-2020

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Should B2B Companies Invest in Content Marketing Tools?

Content marketing continues to be an important part of B2B marketing strategies in 2020. The process of content creation, curation, distribution and tracking can be time-consuming, and with an ever-growing to-do list, how can you manage the process of creating and managing content across multiple platforms?

To make content marketing work, marketers and writers need to be generating content on a regular basis. There are numerous technology tools available that will help streamline your content efforts and maximize productivity. Below is a list of resources that can help you create more effective content and cut down on the time it takes to create and promote it.

First, you need to understand the audience for whom you are writing. The tools below are examples that can help you with this step.

Instapaper – With this app, you can save web pages and articles you find online throughout the day and read them offline later. It is very useful for long articles and blogs that you don’t have time to read the moment you find them. Save the content and read it later without worrying about having internet connection.

Feedly – RSS feeds are still one of the best ways to monitor your industry for news and content. Feedly is a news aggregator application that has emerged as one of the best ways to subscribe to RSS feeds.

Google Trends – Tracking the popularity of keywords for Google searches is a powerful way to see what people are interested in. You can also use the graphs generated by Google Trends as images in your own content.

Quora – A feature on Quora called “Spaces” allows you to follow different topics and view posts from others in that topic community. Following Spaces that are relevant to your business can be sources of inspiration for new content ideas.

If you are looking to maximize social sharing, your content needs to be more than just text. Why is this important? Articles with images get 94% more total views than content that does not have any visuals. Here are a few examples of content creation tools that can add engaging elements to your writing.

ThingLink – If you are looking for an easy way to tag things inside an image with links to documents, videos, music and more, ThingLink is for you. Upload an image, tag specific locations within the image and then embed it within your website or content.

TimelineJS – Create rich, visual interactive timelines with TimelineJS. You can include videos, photos and other media types in your timeline. Once created, you can embed in your timeline using the provided html code.

Wordle – Word clouds are a great way to add context for a reader. Wordle takes the text that you provide to it and then generates a word-based image based on word frequency. Adding a visual element like this can increase the odds of your content being shared socially.

Canva – A great tool for creating customizable social media graphics and other visual elements. With Canva, you can access a wide variety of stock images, illustrations and more while also adding your own personalized elements.

For many marketers, it is a monumental task to promote all the content they create. Luckily, there are many tools, both free and paid, that are available to help busy marketers promote their content in a variety of ways.

LinkedIn – While there are several social media channels available to promote your content, LinkedIn is one of the primary channels for B2B marketers. Share your content and engage with your followers as discussions occur around your content.

Twitter – Twitter is also a social channel that can be used to promote content. Tweeting, liking and retweeting your content, as well as other organization’s content, is a way to build extend your audience reach.

Outbrain – Amplify your content with this tool that recommends your content on premium websites. Engaged readers receive a personalized experience with exposure to your relevant content.

Dynamic Signal – Promote and distribute your content to multiple channels leveraging the social reach and influence of your own employees. The tool also allows you to measure the impact that content has on engagement and leads.

As content marketing continues to evolve, so will the resources that can help your organization save time and effort. The subset of tools listed here are certainly only a few when it comes to content marketing tools. Take the time to determine your content marketing needs and perform your due diligence regarding the options that will make the biggest impact.


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