As a marketer, you’ve a loopy variety of choices to select from for content material advertising software program.

I’ve been doing content material advertising in varied kinds for over six years now. In that point, I’ve used and examined a bunch of instruments. There are some, although, that I discover myself coming again to week after week, as these instruments have turn into an integral a part of my workflows.

So quite than overwhelm you with a listing of 40+ content material advertising instruments, listed here are 10 which might be tried and examined that will help you be simpler and environment friendly in content material advertising. They are:

  1. Ahrefs
  2. Google Search Console
  3. Google Analytics
  4. Wordable
  5. Hotjar
  6. Zapier
  7. ClickUp
  8. Canva
  9. Grammarly
  10. Hemingway App

A toolkit for content material advertising analysis and evaluation.

Ahrefs is a collection of instruments that you should use to make sensible, data-informed content material advertising choices. Listed below are three issues you are able to do with Ahrefs that hundreds of different content material entrepreneurs are already doing each day:

  1. Discover out what potential clients are typing into Google with Ahrefs’ Key phrases Explorer – This can be a analysis instrument that lets you discover new key phrase concepts for content material. You may search and filter key phrases and in addition get knowledge on search quantity, Site visitors Potential (TP), Key phrase Problem (KD), and extra.
  2. Analyze your opponents’ content material and visitors with Ahrefs’ Website Explorer – This can be a competitor evaluation instrument. By looking any area in it, you’ll find knowledge on which pages appeal to probably the most natural search visitors, which key phrases opponents rank for, which pages are attracting backlinks, and extra.
  3. See which items of content material are performing one of the best utilizing Ahrefs’ Content material Explorer – This can be a analysis instrument that permits you to discover related content material in your trade that pulls numerous natural search visitors, will get social shares, and generates backlinks.
Content Explorer search results for term "market research"

Ahrefs is constructed with simplicity in thoughts. You don’t must be technically proficient (and even skilled in content material advertising) to make use of it. The UI has numerous useful tooltips to elucidate options and metrics.

Additionally, there’s a wealth of instructional content material on the Ahrefs weblog and YouTube channel that will help you maximize your outcomes.

My favourite characteristic

Ahrefs just lately added a metric referred to as Site visitors Potential, and it has rapidly turn into one in every of my favourite options. It tells you the way a lot natural visitors the top-ranking web page for that key phrase will get in complete. That lets you rapidly evaluate alternatives and forecast potential outcomes.

Key phrase search quantity alone isn’t an excellent indication of how a lot visitors you may anticipate in the event you rank #1. Often, you anticipate a web page to rank for a bunch of associated key phrases on the similar time. It’s doable to analysis these manually, however it’s sluggish and prone to be inaccurate.

As an alternative, Site visitors Potential offers you a fast perception at a look. It additionally means now you can type lists in Key phrases Explorer (or spreadsheets after exporting) by Site visitors Potential, which saves a ton of time when content material planning.

Keyword Explorer overview for "submit website to search engines"


Ahrefs gives Ahrefs Webmaster Instruments totally free, which supplies full entry to the Website Explorer and Website Audit instruments to discover your individual web site knowledge. You may enroll right here.

To do key phrase analysis and competitor evaluation in your content material advertising, you’ll want a paid plan. These begin from $83 monthly (paid yearly), with larger pricing tiers providing further options and better utilization limits. View pricing and enroll right here.

A free instrument by Google that helps you handle and analyze search efficiency.

Google Search Console (GSC) is a free instrument supplied by Google to assist site owners study their web sites’ efficiency in Google. It additionally helps to:

  • Handle an internet site’s look on the SERPs.
  • Troubleshoot search engine marketing and responsiveness points.
  • Submit XML sitemaps.
  • Discover (very primary) backlinks data for pages.

If natural search efficiency is necessary to your content material advertising technique, it is a instrument you’ll wish to get accustomed to.

Performance report in GSC

Instance of the Efficiency report within the GSC dashboard.

My favourite characteristic

GSC is a strong instrument in terms of updating, refreshing, and optimizing content material.

Why? Effectively, by going to the Efficiency report, you may study which search phrases individuals are utilizing to seek out every of your webpages. There, it’s frequent to seek out extra secondary key phrases that you just haven’t but optimized for however can probably carry extra related natural visitors.

Let’s check out an instance. This affiliate website has printed an article pursuing the key phrase “greatest searching knife.”

Excerpt of article about best hunting knives. Picture of knife on a rock; below, some text

GSC reviews that this web page is already beginning to generate clicks from associated key phrases, together with “greatest worth searching knife,” regardless of circuitously addressing that matter within the content material.

Performance report in GSC; list of queries with corresponding data like clicks and impressions

There are sections recommending knives for various worth factors, however nothing to conclude which knives are one of the best worth total. By including a brand new part to cowl that, the web page is prone to rank larger and get extra conversions from that key phrase as a result of the intent is best happy.


GSC is a very free instrument.

A free instrument by Google that helps you perceive your web site visitors and person habits.

For those who’ve ever owned or labored on an internet site, you’ve in all probability not less than heard of Google Analytics.

It’s a free instrument that offers you a spread of knowledge concerning the exercise taking place in your web site, e.g., the place customers come from, what number of guests you’ve, and details about them (demographic, geography, machine kind, and many others.). It additionally lets you monitor person habits on the website.

That is one other free instrument that content material entrepreneurs ought to positively have of their arsenal.

My favourite characteristic

Within the context of content material advertising, Google Analytics is most helpful for measuring content material efficiency.

The view I discover myself trying on the most is in Conduct > Website Content material > Touchdown Pages. Right here, you may get a breakdown of content material efficiency (for every web page that customers enter your website from) by way of the next:

  • Conversions and conversion charge
  • Time on web page
  • Pages per session
  • Bounce charge
  • New vs. returning customers
  • And extra
"Landing pages" data on GA; list of landing pages with corresponding data like sessions, bounce rate, etc

You may analyze that knowledge and make choices to enhance your content material. For instance, in the event you discover a low conversion charge on a high-intent web page that you just imagine ought to be changing higher, it could immediate some CRO initiatives.


Google Analytics is a very free instrument.

A instrument for changing Google Docs into weblog posts rapidly.

For those who’re working with lots of freelance writers who ship their work in Google Docs, you’re going to like Wordable. It drastically hurries up the method of transferring the content material over to your CMS by connecting to your Google Drive account and importing/exporting your content material.

At the moment, Wordable works with WordPress, Medium, and HubSpot. The Ahrefs advertising crew has been utilizing Wordable for years too!

My favourite characteristic

Wordable’s further settings for WordPress exports are nice. Settings can be found to do all the following issues in a single click on:

  • Set outbound hyperlinks to nofollow
  • Set hyperlinks to open in a brand new tab
  • Compress massive photos
  • Choose the creator
  • Choose publish standing (e.g., draft for one last examine)
  • Choose classes

These are large time-savers, even in the event you solely add from Google Docs a number of occasions per month.

List of Wordable's export settings


Wordable gives a free trial of 5 article exports. Paid plans begin from $49/month for one person, three websites, and 50 article exports. View pricing and enroll right here.

A web site habits evaluation instrument.

Hotjar is well-known for its heatmap and customer recording options. It lets you collect knowledge on how individuals are interacting along with your pages. Heatmaps present you a visible overview of the place individuals are scrolling and clicking, whereas (GDPR-compliant) session recordings make it easier to see precisely what your customers are seeing.

That’s not all, although. Hotjar has extra person habits evaluation instruments. One that’s helpful for content material advertising is its person surveys instrument. You may immediately ask customers questions, resembling whether or not or not your content material happy what they have been in search of.

Example of question with "yes" and "no" options

My favourite characteristic

I like to make use of Hotjar’s heatmaps to assist with measuring content material efficiency. For those who’re engaged on maximizing the conversion charge of an article, studying about how individuals work together along with your CTAs is actually necessary.

Heatmaps make it easier to to see how typically individuals click on completely different CTAs (e.g., contextual anchors vs. sidebars vs. CTA blocks) and to regulate your technique accordingly.

I’ve been shocked on multiple event by how little (or typically) sure CTAs get used or ignored. Patterns aren’t at all times constant throughout web sites, enterprise fashions, and industries. A heatmap is the easiest way to get that knowledge.

The choice is to arrange triggers in Google Tag Supervisor, however it’s extra advanced to arrange and analyze. Plus, you don’t fairly get the identical visible overview as with a heatmap.


Hotjar gives a free plan, usable for as much as 35 every day periods. Paid plans begin from $31 monthly, unlocking extra options and elevating utilization limits. View pricing and enroll right here.

A instrument for connecting apps and automating duties.

You should utilize Zapier to combine instruments you employ the place a direct integration isn’t out there. The use circumstances are just about infinite for this, however listed here are a number of which might be related to you as a content material marketer. You may routinely do the next:

  • Publish on social media each time a brand new weblog is printed
  • Get a Slack notification when somebody fills in your Typeform analysis survey
  • Push an electronic mail handle out of your type builder into your electronic mail advertising instrument
  • Get alerts when anybody mentions your content material/model on Reddit
  • And extra

You probably have any repetitive duties that require a preferred software program instrument, there’s an excellent probability Zapier can automate them for you.

My favourite characteristic

My favourite Zapier characteristic is Multi-Step Zaps. It does precisely what its identify suggests, letting you run a number of automated actions from a single set off.

Right here’s a related instance for content material entrepreneurs. By connecting your WordPress account to Zapier, you may set off actions when a brand new submit is created (whether or not that’s a draft or a broadcast submit).

3 long blocks, each representing an action, arranged like a vertical flowchart

For this instance, I created a Slack alert, in addition to an motion to create a ClickUp job for proofreading and enhancing with an assignee and outline. There are a bunch of different automations you may select from to suit into your content material workflow too.

There are already 4,000+ apps related, with tens of hundreds of various triggers and actions. Meaning the vast majority of automation concepts you’ve might be doable straight out of the field with out customization.


Zapier gives a free model for as much as 100 duties monthly, with some limitations. Paid plans unlock new options and add extra month-to-month duties. Costs begin from $19.99 monthly (paid yearly). View pricing and enroll right here.

An all-in-one work administration platform for duties, paperwork, communications, and extra.

ClickUp has quickly grown its characteristic set lately. It’s now a possible alternative for a ton of various apps, being able to managing content material advertising duties, calendars, and workflows in a single place.

In addition to managing end-to-end content material advertising workflows at scale (extra on this in only a second), ClickUp can be utilized for the next:

  • Setting objectives in your crew
  • Creating and storing documentation
  • Inside crew chat/communication
  • Reporting on progress
  • Gathering and analyzing data with kinds
  • And extra

My favourite characteristic

For content material advertising, I feel ClickUp provides probably the most worth in with the ability to systemize your workflows. As your crew grows, it will get more durable and more durable to “high quality guarantee” every thing and guarantee each piece of content material goes by way of the right processes.

You should utilize options like job templates and checklists to hurry issues up and obtain some consistency in your content material methods. That may be utilized to any a part of the workflow: analysis, writing, enhancing, promotion, and so on.

You may learn this weblog submit to find out how the ClickUp content material crew manages its personal content material advertising initiatives inside ClickUp by utilizing templates, checklists, and extra:

Checklist of "blog post outreach process"


ClickUp gives a “free eternally” plan, which is sweet for private use. For working in a content material crew, you’ll want a paid plan. These begin at $5 per crew member monthly (paid yearly). View pricing and enroll right here.

A DIY graphic design instrument for social media, displays, web sites, and extra.

Canva is an intuitive drag-and-drop design instrument constructed for people who find themselves not skilled designers.

Images in grid format on left. On right, picture of lady working on laptop; next to her is CTA and contact info

It’s an important different to extra “superior” design software program, resembling Photoshop and Illustrator, and permits inexperienced persons to create professional-looking graphics with out design expertise.

Canva may also help you to design featured photos for blogs, thumbnails for movies and podcasts, social media graphics, and extra.

My favourite characteristic

It’s a easy one. However one in every of my favourite issues to make use of Canva for is eradicating picture backgrounds. Initially of my advertising profession, it was a ache to take away the background from a picture, and it usually would require some ability in a instrument like Photoshop.

Canva’s one-click background remover is tremendous useful, is dependable, and requires zero graphic design expertise.

Aside from that, I feel that one in every of Canva’s largest promoting factors is its enormous template library. With the ability to rapidly customise current templates that have already got nice fonts, colours, and spacing makes it straightforward to create a professional-looking design rapidly.

Templates in grid format


Canva has a “free eternally” plan, which is highly effective sufficient to get you began with DIY graphic design. Paid plans begin from $17.98 monthly. View pricing and enroll right here.

A instrument for writing efficient and error-free content material.

When publishing any form of written work, ensuring your writing is freed from errors is a primary requirement for high quality content material. Grammarly is understood for doing an important job of choosing up any errors in spelling, punctuation, and grammar.

It’s an effective way to hurry up your proofreading course of earlier than releasing your content material to the world.

My favourite characteristic

Grammarly has an important Chrome Extension. This implies you may get Grammarly’s performance wherever on the net with out losing time pasting your content material into Grammarly’s editor, then copying the up to date content material over to your unique workspace once more.

Email written in Gmail; on right, Grammarly's suggestions to improve writing

As well as, there’s an important tone detection characteristic. You should utilize it to get suggestions on whether or not you’re coming throughout the way you supposed (e.g., formal/casual).

It will also be helpful for detecting and eradicating hedging language. This may also help you come throughout as extra assured in your communication.


Grammarly has an important free model that helps with grammar, spelling, and punctuation. Premium plans begin from $12/month and unlock options for inclusive language, plagiarism, fluency, and extra. View pricing and enroll right here.

A content material enhancing instrument for conciseness and readability.

At a look, it could appear redundant to make use of Hemingway and Grammarly collectively. However whereas Grammarly is principally targeted on correctness, Hemingway is nice for concise writing. You should utilize them collectively successfully.

Like Grammarly, you may both write immediately within the editor or copy/paste your writing from one other supply for enhancing. You’ll get on the spot suggestions on:

  • Readability rating (together with highlighted sentences which might be tough to learn).
  • Phrase and phrase decisions.
  • Utilization of lively vs. passive voice.
Hemingway's editor; on right, breakdown of readability score

My favourite characteristic

Readability grading is a superb characteristic of Hemingway. It’s fast and simple to grasp. The upper the grade, the extra advanced your sentences and phrase decisions are.

For those who’re catering to a worldwide viewers (together with non-native audio system), guaranteeing simplicity in your writing is necessary. Easy copy may also help rather a lot with conversions too, and the app is one of the best free approach to grade your writing.

Aside from that, Hemingway has one-click integrations with Medium and WordPress. These make it tremendous fast and simple to publish proper from the Hemingway editor.

With out these integrations, a substantial period of time is added to your enhancing course of once you copy over your adjustments. So it is a helpful resolution. It’s solely out there within the premium model of Hemingway, however it’s reasonably priced.


Nearly all of Hemingway’s performance is totally free. You may use the online app with out logging in or downloading something. The premium model is offered for $19.99, which will get you the desktop app for working offline and a few extra options.

Closing ideas

None of those content material advertising instruments are completely important. However I gained’t love to do content material advertising work with out them. All of them, in varied methods, enhance your effectiveness and execution pace as a content material marketer.

If you wish to continue to learn extra about content material advertising, listed here are some nice sources you may try subsequent:

Acquired questions? Ping me on Twitter.


Previous articleHigh 6 CMS For Core Net Vitals
Next article6 High Suggestions From Specialists


Please enter your comment!
Please enter your name here