By Kim Moutsos published November 1, 2018

100+ Tools Content Marketers Really Love

Want to be a better content marketer? Don’t overlook the importance of technology.

Need convincing? Consider this: CMI’s 2019 B2B research found that 67% of the most successful content marketers rated their organization’s content tech proficiency as expert or advanced. Only 5% of the least successful content marketers rate their organizations as expert or advanced in content tech proficiency.

67% of most successful #content marketers say their org is advanced or expert in #tech proficiency. @cmicontent Click To Tweet

Of course, getting the most from the array of tools and technologies that power a content marketing program is easier if you pick technologies well suited to your program’s needs in the first place.

“Making the wrong (technology) pick doesn’t necessarily doom a marketing program, but it can make success more difficult to achieve,” writes analyst Tony Byrne in the November issue of Chief Content Officer magazine.

As the list of content tech options expands every day, creating a short list of options only gets more complex. There’s no substitute for a well-planned tech strategy and thorough research to determine what best fits your team and tech needs.

Still, when considering new technologies, many content tech buyers are curious about what tools and technologies other content marketers use to build their programs.

We are, too. So we asked.

Tech a look under the content marketing hood

Earlier this year, we surveyed the CMI community about which content tools and technologies they can’t live without.

If you’re one of the 700 that took the survey, you might remember how it worked. If not, here’s a quick recap. We offered a drop-down list of content technologies in 34 categories and gave the option to write in a response in case we missed a favorite tool. Respondents weren’t required to pick a favorite in every category, just in those where they had a top pick.

This infographic shows the five favorites in each category. (For a complete list of companies in each category, check out CMI’s new ContentTECH directory – you’ll see a Fan Favorites badge next to companies that made it into the top five in this survey.)

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Here’s a look at the seven categories that attracted the most responses.

Digital analytics

More people who answered the survey picked a favorite in digital analytics than in any other category (including content marketing platforms). More than half (58%) of the 424 people who chose a favorite named Google Analytics the top pick. Rounding out this category: Adobe Analytics, Moz, IBM Digital Analytics, and Kissmetrics.

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Content marketing platforms

More than 400 people weighed in on their favorite content marketing platform. DivvyHQ was the top pick for 20% of respondents, followed by Contently, PathFactory, Uberflip, and CoSchedule.

1 in 5 surveyed picked @DivvyHQ as top #contentmarketing platform. @cmicontent #research Click To Tweet

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Email marketing

When it comes to nurturing an audience, email is the go-to for 87% of B2B content marketers, according to CMI research. And, among the nearly 400 content marketers who picked a favorite in this category, 33% named MailChimp their favorite. Other favorites include HubSpot, Salesforce, Constant Contact, and (tied) Campaign Monitor/Emma.

One-third of voters tapped @Mailchimp as their favorite #email marketing tool. @cmicontent #research Click To Tweet

Image source

Project management

We all know how tricky it can be to manage content projects. Coordinating tasks and deadlines among all the people involved (and who may not work in the same building or even time zone) requires a lot of organization, communication, and a project management tool. For 19% of the 397 content marketers who picked a favorite, that tool was Asana. Trello, DivvyHQ, Basecamp, and Microsoft Project also earned Fan-Favorite status.

19% of surveyed content marketers say @Asana is their favorite project management tool. @cmicontent #research Click To Tweet

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Team collaboration

For many of the same reasons they need project management tools, content teams love their collaboration tools. Again, nearly 400 content marketers responded to this question. Thirty-five percent picked Slack as the favorite. Trello, DivvyHQ, Confluence, and Evernote also earned the Fan-Favorite designation.

35% of #content teams picked @slackhq as their favorite collaboration tool. @cmicontent #tools Click To Tweet

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Social media analytics

Sixty-one percent of B2B content marketers increased their use of social media over the last year, CMI research found. It only makes sense that marketers want to know what’s working on social channels. Hootsuite earned a favorite designation from 24% of the nearly 400 content marketers who responded in this category. BuzzSumo, Sprout Social, TrackMaven, and Salesforce Social Studio were also popular picks.

Almost 1/4 of content marketers selected @Hootsuite as fav #socialmedia analytics tool. @cmicontent #research Click To Tweet

Webinars/virtual events/conferencing tools

Content marketers love webinars (and find them especially effective in the middle stages of the funnel, according to new demand generation research from CMI). It’s no surprise this category also attracted nearly 400 responses. Of those, GoToWebinar earned the most mentions, followed by Zoom, WebEx, Google Hangouts, Skype, and On24.

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The crest of the rest

While other categories were more niche (not as many people chose a favorite), they all provide important functions for content initiatives. Here’s a recap of those favorites (top pick listed first):

Account-based marketing (ABM)

LinkedIn

Salesforce

Marketo

Terminus

Demandbase

Artificial intelligence (AI) for content marketing

Acrolinx

MarketMuse

PathFactory

Scoop.it

Concured

Marketing analytics

Google

DivvyHQ

BrightFunnel

Mixpanel

LinkedIn Website Demographics

Analytics/business intelligence

Tableau

Microsoft Power BI

Oracle BI

GoodData

IBM Cognos

CMS & web experience management

WordPress

Adobe

IBM

Squarespace

Acquia

Customer relationship management (CRM)

Salesforce CRM

HubSpot CRM

Microsoft Dynamics 365

Zoho CRM

Nimble

Demand generation

Hootsuite

Sprinklr

PathFactory

Datanyze

InsideSales.com

Digital asset management (DAM)

Adobe

IBM

Percolate

Bynder

Widen

Enterprise content management

DocuShare

Oracle WebCenter Content

Seismic

IBM FileNet Content Manager

Lexmark Enterprise Software

OpenText ECM

Freelance platforms

Upwork

Fiverr

Freelancer

Skyword

crowdSPRING

Influencer marketing

BuzzSumo

BuzzStream

Traackr

Klout

Crowdly

Live chat platforms

Zendesk Chat

LiveChat

Drift

Intercom

Freshdesk

Salesforce Service Cloud

Marketing automation

HubSpot

Marketo

MailChimp

Salesforce Pardot

GetResponse

Marketing resource management

Bizible

BrandMaker

MarcomCentral

Allocadia

Vya Systems

Mobile marketing

SendPulse

Urban Airship

Kahuna

MailUp

Textedly

Native advertising

Nativo

Hexagram

Nudge

Powerlinks

AdMachine DSP

Online community management

Higher Logic

Lithium Community

Vanilla Forums

Online reputation management

BrandYourself

Trustpilot

Yext

Reputation.com

BirdEye

Demandforce

Optimization

Google Analytics

Crazy Egg

Hotjar

Unbounce

FullStory

Public relations

Cision

Business Wire

BuzzStream

Meltwater

Help a Reporter Out

Search marketing

Google

SEMrush

Moz

Ahrefs

BrightEdge

Social media management

Hootsuite

Buffer

Sprout Social

CoSchedule

Sprinklr

Social media monitoring

Hootsuite

BuzzSumo

Sprout Social

Brandwatch

Cision

Meltwater

Social media suites

Hootsuite

Sprout Social

Salesforce Social Studio

Sprinklr

Zoho Social

Survey tools/software

SurveyMonkey

Google Surveys

Typeform

Qualtrics Research Core

SurveyGizmo

Translation services

Acrolinx

Lionbridge

WeLocalize

SDL

Cloudwords

Video

YouTube

Vimeo

Wistia

Vidyard

Adobe Media Encoder

Brightcove

How to use (and not to use) these results

Tony Byrne wrote a book on how to choose content tech the right way and shared his technology selection process at the Intelligent Content Conference earlier this year. Nowhere does he recommend basing your tech purchases on what other content marketers choose.

That’s not the goal of this survey. In fact, the perfect option for you might not be one of this year’s fan favorites because your needs are so different from other companies’ needs.

Instead, think of the survey results (and the ContentTECH directory) as a jumping-off point for exploration. Simply taking the survey prompted surprise from several respondents at the number of content tech options they’d never heard of. So explore the directory (and tech options in general) with your own team’s goals and circumstances in mind.

When invited to share thoughts on what makes a technology a favorite, one respondent wrote: “The best kind of tool takes away the pain of day-to-day tasks, freeing up time for creative thought.”

Only you and your team know the day-to-day tasks that require pain relief at your organization.

Do your research, talk to your teams (including IT), evaluate your options, and then embrace your technology choices.

And let us know your thoughts on your favorite technologies in the comments.

Please note: All tools included in our blog posts are suggested by authors (or, in this case, survey respondents), not the CMI editorial team. No one post can provide all relevant tools in the space. Feel free to include additional tools in the comments (from your company or ones you have used).

Make plans today to expand your content tech knowledge in April in San Diego. Register today to lock in Super Early-Bird pricing for the new ContentTECH Summit.

Cover image by Joseph Kalinowski/Content Marketing Institute

Author: Kim Moutsos

Kim Moutsos is thrilled to join the talented team at the Content Marketing Institute as vice president of editorial. After working in content marketing for enterprises and startups for more than 20 years, she’s looking forward to exchanging ideas and lessons learned with other content marketing practitioners. You can follow her on Twitter at @KMoutsos or connect on LinkedIn.

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