By Clare McDermott published March 7, 2017

7 Apps and Tools Obsessed by Content Marketers


We all have those go-to apps or tools. You know, those icons you instinctively tap and that frustrate you when they’re switched to a different position on the page. Or those sites you don’t even need to bookmark because they pop up when you type the first letter in the address bar.

I appreciate learning what others consider their most-loved sites or apps so I can consider adding them to my repertoire. This month, I asked seven people connected to CCO magazine to share with you a manageable list of a diverse group of must-have tools to help improve your work life.


Taking 10 minutes out of a busy afternoon for the Headspace app clears my cluttered mind and lets me be present in my writing or at a client meeting. In the midst of work chaos, meditation helps shift my focus and improve my productivity.
Monina Wagner, social media community manager, Content Marketing Institute



Here’s the deal: I host and write a highly produced, narrative-style podcast called Unthinkable about the creative side of content marketing. Making a single episode requires more moving pieces than can fit on this page, so if I don’t document how to produce our episodes, we’d derail pretty quickly.

Tettra is this really beautiful wiki software that integrates with Slack. I use it to document the show’s rundown — the minute-by-minute structure of the podcast that’s invisible to the audience (similar to what TV show writers use). I’m a huge fan, and huge believer that documented knowledge is the only way to grow and improve creative projects.
Jay Acunzo, founder and host, Unthinkable

Documented knowledge is the only way to grow & improve creative projects, says @JayAcunzo. Click To Tweet


Hemingway Editor

On so many projects, I recommend the free Hemingway Editor tool. Way too many websites have complex and long text. This increases cognitive load and decreases readability. I love the simple way this tool guides you to smarter and tighter copy. The internet would be a much better place to read if everyone used Hemingway.
Melissa Eggleston, content strategist, UX specialist



I have found Flipboard to be one of the most valuable tools in my curator’s cupboard. The intuitive interface makes it a breeze to find relevant, authoritative news, and thought-leadership content. I can save source materials, categorize my clippings by client or subject area, and call everything up in a snap — no matter what platform I’m working on. Not to mention the end result feels like I’m flipping through an attractively designed magazine of all the stories I’ve been meaning to read, which helps me spend more time immersed in content and less time searching for it.
Jodi Harris, consulting director, editorial and curation, Content Marketing Institute

.@Flipboard’s intuitive interface makes it a breeze to find relevant news & leadership content. @Joderama Click To Tweet


Adobe Premiere Pro

I’m obsessed with Adobe’s Premiere Pro software tools for video editing. It has incredible 360-video plugins that allow us to edit wearing a headset so we can see what the audience is seeing. Before, we had to edit the video flat, then render it out to a headset so we could see whether our edits matched the areas of attention correctly.
Sarah Hill, CEO and chief storyteller, StoryUP



The tool I adore (and still regrettably don’t use all of its potential) is CoSchedule. It’s my editorial calendar, blog, and social media planner … and because it plugs straight into WordPress as well as integrates with Evernote, the workflow from initial idea to published blog post to social media distribution is so much easier. My only regret is that it makes these tasks so easy that I can only blame myself now for not posting on my own blog more regularly.
Jonathan Crossfield, writer, blogger and journalist



I have tried many systems to keep myself organized, and nothing quite clicked until I found Trello. I use it for everything from managing my extensive to-do list to collaborating with other editors at CMI. I love that I can add items with ease from any device as well as easily organize tasks. Trello is also the place where I centralize all of the random notes and processes I may need in the future. It’s ideal to have one place to store everything I need instead of searching in multiple locations.

For instance, I’ll cull through my to-do’s each day and pull out five things I want to accomplish. Or, I’ll use it for a shared project such as an editorial calendar (see below). I can use it to track everything from the items I reference often to blog categories, article ideas, posts in progress, and what has been published.
Michele Linn, senior director of content, Content Marketing Institute

Pull out five things you want to accomplish each day, says @michelelinn. #productivity Click To Tweet


If you were on a deserted island with a solar-powered tablet and great Wi-Fi (and still needed to work), what’s the one app you wouldn’t want to work without?

This article originally appeared in the February issue of CCO magazine. Subscribe for your free print copy today.

Cover image by Joseph Kalinowski/Content Marketing Institute

Author: Clare McDermott

Clare McDermott is the co-founder and head of strategy at Mantis Research. Follow her @clare_mcd.

Other posts by Clare McDermott

  • Hunting Magazine

    Lots of useful tools in this post. The one that caught my eye the most was the
    “Hemingway Editor.” However, upon visiting I was disappointed to see that it was not ‘Free.’ I’ll more than likely give it a spin anyhow.

    • Nancy Johnson

      Agreed x2! I’m intrigued by Hemingway Editor, and I’d like to have seen prices included with all these suggestions.

      • Sabrina Henry

        The app is paid but the web version is free

        • HuntingMagazine


    • Melissa Eggleston

      I’m glad you enjoyed the post! Hemingway Editor has a free version. No need to buy the desktop app unless you want to use Hemingway offline. Just cut and paste your text into the browser. I’ve never used the paid version myself but know others who do. I’m hoping that Hemingway will in the future integrate with email clients like Gmail. Making email more readable would be great too! (This comment was improved by Hemingway Editor) 🙂

      • HuntingMagazine

        Hey Melissa, Thanks for that clarification! When I first visited the site. I just thought the text on the screen was a sample of how the editor performed. I had then seen the link for the ‘Download’ to the left. @Nancy Johnson – This should be of interest to you. 🙂

      • Mehera

        I used Hemingway couple of times but can’t figure out it’s readability score…Low readability score is good or bad?

        • Melissa Eggleston

          Hi Mehera, you would want a low grade for better readability. I often try to get my text down to Grade 9 or lower. Even if you are writing for post-graduate students, writing at a lower level makes it easier to read online (reduces cognitive load). It also helps the text more accessible to everyone. It’s common to get lost in long and difficult sentences online. Nobody ever said, “That article was TOO EASY to read!” I hope this helps!

  • Nancy Johnson

    This tool is tiny in scope compared to the others shared here, but as a writer and editor, I cannot live without Ditto (free). Any time you copy text, it saves it in an archive. It allows you to copy multiple items then paste them in bulk instead of going back-and-forth. You can find and paste text that you saved hours or days or weeks earlier. You can copy and store frequently used text to retrieve any time (using the Find feature). The more you use it, the more time and headache it saves!

  • Jacob

    Thanks for this informative article.I Think this article vary helpful for
    new web marketing business for me …Thanks again boss.

  • Arvind Kesh

    Great list Claire! Trello and Hemingway is my personal favourite. I love Grammarly as well. It makes your content sharp and polished!

    • Melissa Eggleston

      I love Grammarly as well, it has saved me many times from silly mistakes.

  • Arthur


    Awesome list!

    As an e-commerce manager I was bit surprised you didn’t mention about Shakr for video creation. I’ve been using it a lot for my Facebook ads! Do you know it?

    Anyways thanks for sharing!

  • Melissa Eggleston

    Good one!

  • Abour Dental

    Hi thanks for the posting its interesting that i came to some other apps other than flipboard anyways thanks for the sharing


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  • Ritu Sharma

    Great info to share with us thanks content marketers tools is very useful for us.

  • Buddy Scalera

    Jodi Harris turned me on to Trello. I’ve been using Basecamp a lot recently.

  • Shai Geoola

    Clare, thanks for sharing this information! Headspace looks very interesting, I will have to check it out.

    • Monina Wagner

      Hi Shai! I can’t imagine my day without Headspace. I’ve been much calmer and more collected in times of stress. If it’s good enough for companies like Goldman Sachs (it bought package subscriptions for employees), it’s good enough for me!