You can't do content marketing without software support! The market offers many small and large content marketing tools to support you in your daily work. We have summarized our favorites on the following page, which we are constantly adding to. For a better overview, we have divided the tools into the following categories:
- Planning & Strategy
- Content production
- Content management tools
- Marketing Automation
- Content Distribution
- Analytics & Reporting
1. content marketing tools: Planning & Strategy
BuzzSumo
BuzzSumo can be used to analyze which content is relevant to a brand or topic for users and which is not. In concrete terms, this means that BuzzSumo shows which content has been shared particularly often on the social web. The powerful research tool also helps to find key influencers who promote your content in a targeted manner.
Target group: Agencies, companies and publishers who are looking for content that is relevant to them and want to identify the top influencers in their niche
Price: There are four packages to choose from when using BuzzSumo. The Pro package starts at 79 US dollars per month. Depending on your needs, you can also choose between the Plus, Large and Enterprise versions, which cost 139, 239 and 499+ US dollars per month respectively.
Ubersuggest
Ubersuggest is a free tool that you can use to optimize your content or your pay-per-click campaigns. Ubersuggest suggests keywords based on Google and other search engines. However, the tool does not provide any further information about the keywords, such as the frequency of search queries.
Target group: Content marketers who want to get an initial overview within keyword research.
Price: Ubersuggest is free of charge.
Scompler
Scompler presents itself as software for strategic content marketing. You can use the tool to create your content strategy and plan, produce, publish, promote and analyze your content. Clear structures and a clear workflow help you to implement the planned strategy consistently.
Target group: Scompler is aimed at anyone who wants to pursue strategic content marketing. There are therefore suitable packages for bloggers, freelancers, SMEs and corporations.
Price: Scompler is available in four versions. Version One of the tool is free of charge. This is suitable for bloggers who want to plan better and have a precise overview of their content project. Those who want to test Scompler first can also start with this package. Depending on the size of the team or company, there are then the One+, Team and Pro packages, which cost from 19 euros per month.
Trello
Trello is a project management software based on the Kanban principle. To organize a project, users can create individual lists on so-called boards. These in turn contain cards that can be moved between the different lists using drag & drop. In addition to text information, you can also add files, image tags or a reminder to each card.
Target group: Trello is particularly suitable for teams that need to organize larger projects. But lone wolves can also use the project management tool to gain a better overview.
Price: Trello is available in a permanent free version and two paid premium versions. These packages start from 9.99 US dollars per month with annual payment and include additional functions compared to the free version.
Hypersuggest
Like Ubersuggest, Hypersuggest is also a keyword suggestion tool that helps you with keyword research. With Hypersuggest, you can not only carry out normal keyword research, but also research with W-questions. In addition, the tool offers you the option of using other sources such as Amazon, Ebay or YouTube for your research alongside Google.
Target group: Hypersuggest is suitable for marketers who are looking for ideas for keywords to produce relevant content.
Price: To get to know the tool, you can use HyperSuggest for free with a limit of ten results. However, if you want to carry out keyword research more professionally, you should switch to HyperSuggest Pro, which is available from €11.90 per month. Additional chargeable add-ons can be booked as required.
Feedly
Feedly is a free RSS reader that allows you to aggregate your RSS subscriptions. This gives you industry-relevant news from blogs, magazines or websites in a compact and clear way in one application. Interfaces to tools such as Trello, Evernote or Slack also allow you to simplify content planning in your team.
Target group: Feedly is aimed at both private users who want to consume their favorite sites in a bundle and employees in companies who want to find out about relevant industry news.
Price: Feedly can be used free of charge.
Miro
With Miro, you can quickly and easily create virtual whiteboards on which you and your team can work together in real time. The platform also allows you to integrate various tools such as Jira, Slack and Trello to create seamless workflows
Target group: The target group of Miro are teams and companies that are looking for collaborative tools to enable remote or distributed teams to work together effectively. It is particularly useful for teams that want to integrate visual elements into their work processes, such as designers, product managers, project teams and creative teams.
Price: Miro offers a free version with basic features. To get access to all functions, you have to take out a monthly subscription. These are 8 US dollars for the starter package and the business package will cost you 16 US dollars per month. Miro also offers a package for enterprises, the price is available on request.
2. content marketing tools: Content production
Infogram
With Infogram, you can create meaningful infographics, reports or other visuals for websites and social media in just a few minutes. The browser-based service provides you with countless building blocks such as columns, pie charts and more. To create an infographic, simply drag and drop these building blocks together.
Target group: Infogram is suitable for editors and marketers who want to enhance their websites and social media channels with appealing infographics.
Price: If you want to get to know Infogram first, you can start with the free basic version. However, to be able to use all the functions, you need to book one of the four paid packages Pro, Business, Team or Enterprise. These start at a price of 19 US dollars per month.
Piktochart
The web-based application Piktochart allows you to create appealing infographics, presentations and flyers even without intensive graphic design know-how. Its user-friendliness makes it easy and intuitive to use.
Target group: Teams and departments that want to create simple infographics without a graphic designer.
Price: There are two packages for Piktochart: Pro and Pro Team, which start at 24 US dollars per month with annual payment. With a limited range of functions, you can also try Piktochart for free at first.
Camtasia
Camtasia is a commercial software that allows you to easily record screencasts as videos. The tool is therefore ideal for creating video tutorials and other educational videos.
Target group: Educators, companies and freelancers who want to create educational videos
Price: Private customers and companies currently pay 261.05 euros for a single license of Camtasia. Subsequent upgrades cost 104.32 euros. After purchase, you have a 30-day money-back guarantee. You can also test Camtasia for free in advance.
Powtoon
Powtoon is a powerful web tool with numerous functions. It allows you to create animated presentations and videos, giving them an entertaining charm. It is therefore particularly suitable for explanatory videos.
Target group: Marketers who want to create explanatory videos and animations easily.
Price: You can use Powtoon for free to get started. However, you will then have Powtoon branding in the video, which can only be a maximum of three minutes long. The four paid packages Starter, Pro, Pro+ and Agency offer a wider range of functions. These cost from 19 US dollars per month.
Apester
You can create free surveys and quizzes on the online platform Apester. The interactive content can then be embedded on your own website and is mobile-friendly.
Target group: Companies that want to achieve more engagement with customers, leads and followers.
Price: You can use Apester free of charge. However, if you want to monetize the content you create or generate new leads from surveys, you will need the Publisher Pro or Marketer Pro plans. Prices for these are available on request.
Canva
On this design platform, you can create appealing graphics, presentations, posters, social media graphics and much more, even without extensive design knowledge. It is particularly user-friendly and offers you a wide range of different templates
Target group: Creatives, marketing professionals, teachers, companies of all kinds and anyone who wants to create visual content
Price: There are three price categories: The free version (offers basic features), Canva Pro (paid subscription with advanced access to templates, editing and branding tools) and Canva for Enterprise (for organizations that want to use advanced team collaboration, branding and access control).
OpenAI GPT
ChatGPT has been the AI tool of choice since the beginning of 2023. It is designed as a chatbot and provides answers to all kinds of questions at the touch of a button, from prompts such as "when was Cleopatra born" to programming texts.
The highlight: ChatGPT does not use the internet (like a search engine), instead it is an artificial neural network that has been trained to give the right answer using a huge database. This makes this AI perfect for brainstorming ideas and entry points and solves many a question in a matter of seconds.
Target group: Developers and companies, as well as private individuals of all kinds
Price: OpenAI users can use ChatGPT free of charge. There is an option to subscribe to ChatGPT Plus, which provides faster response times, priority for new features and reliable usage, even during peak times.
3. content marketing tools: Content Management Tools
WordPress
WordPress is probably the best-known and most widely used content management system (CMS). Its intuitive operation and clean user interface make it relatively easy to use. There are also countless designs and numerous plug-ins available, which you can use to design your website according to your wishes and requirements.
Target group: WordPress is suitable for both individual users and larger companies who want to set up a website or blog.
Price: As an open source solution, WordPress itself is free. For a professional website, however, you will still have to pay a little money for hosting, templates and sometimes plug-ins.
Joomla!
If WordPress offers too few functions, Joomla! The CMS is also suitable for creating complex websites; however, you don't need to worry about programming knowledge or a long training period.
Target group: Website operators who don't want to work with complex CMSs such as Drupal or TYPO3 and need more functions than WordPress offers.
Price: The basic use of Joomla! is free of charge. However, extensions and templates may cost something.
Drupal
For large and complex websites, especially with community functions, Drupal is the right choice. In contrast to WordPress or Joomla!, however, knowledge of PHP and JavaScript is essential in order to work properly with the tool. However, if you have this, you can create a website entirely according to your wishes thanks to the large number of plug-ins.
Target group: Website operators who have knowledge of PHP and JavaScript and want to implement a large or complex web project.
Price: As an open source CMS, Drupal is freely available and there are no license costs.
Contentful
A headless CMS that gives you the flexibility to deliver content across multiple platforms
Target group: Companies looking for a flexible, powerful solution for managing their digital content
Price: Contentful offers several pricing models depending on the number of users, the required functions and the monthly volume of content delivery. There is a free developer version that is suitable for smaller projects and testing.
Kentico
An integrated content management (CMS) and e-commerce platform that helps you manage websites and create marketing campaigns. It has been specially developed for companies in the b2b sector
Target group: Medium-sized and large organizations looking for a platform to manage their digital presence. It is particularly suitable for companies that use both content management and e-commerce functions.
Price: The platform offers you various license options. There are also different editions, including Kentico Xperience (for content management) and Kentico Kontent (a headless CMS for managing content on different platforms)
WordLift
An SEO tool that uses AI to analyze and structure text content. This helps you to improve the visibility of your content in search engines
Target group: Content marketing teams, SEO experts, bloggers, especially with a specialist audience in b2b
Price: The tool offers a free entry-level version
Showpad
The sales enablement platform uses AI to create personalized content for your sales force. This allows you to provide your sales staff with relevant content and increase the effectiveness of sales conversations
Target group: Sales and marketing teams from B2b companies
Price: Showpad offers different plans tailored to the needs of different companies. The exact cost depends on factors such as the number of users, the features available and the integration required.
4. content marketing tools: Marketing Automation
HubSpot
The SaaS suite HubSpot is a comprehensive all-in-one tool for inbound marketing. From email and marketing automation to blogging and social media marketing, everything can be managed with this comprehensive tool. Thanks to its modular structure and interfaces to other software, it leaves nothing to be desired.
Target group: HubSpot is suitable for companies of all sizes that already have a solid base of organic traffic and now want to automate their marketing.
Price: Although there are also free plans, their range of functions is very limited. If you want to use the solution professionally, you have to opt for one of the paid versions. The price to be paid depends on the respective package and range of functions. The cheapest "Starter" plan for the Marketing and Sales Hub starts at 46 euros per month, while the most expensive plan for the HubSpot Suite costs a whopping 3,684 euros per month.
Marketo
Marketo has evolved into a powerful and complex automation tool that gives you measurable results from acquisition to referral marketing. However, the focus is mainly on email marketing. Native interfaces, for example to Salesforce or Sugar CRM, also allow advertisers to integrate Marketo with their CRM.
Target group: Due to its range of functions and complexity, Marketo is primarily aimed at larger companies. However, SMEs can also benefit from the solution.
Price: Marketo does not list prices for its packages and you will need to speak to a sales representative for detailed information. However, third-party sites report that the prices are 895, 1,795 and 3,195 US dollars per month for the Basic, Pro and Elite packages respectively.
Infusionsoft
Infusionsoft is a holistic marketing platform that helps SMEs to optimize and automate their sales and marketing processes. The holistic solution approach is particularly interesting for online retailers, as it combines the areas of contact management, CRM, marketing tools and e-commerce under one roof. In addition to numerous features, Infusionsoft impresses with a modern interface and very good usability.
Target group: Basically, Infusionsoft is designed for small and medium-sized companies in various industries. However, the e-commerce features make the solution particularly suitable for online retailers.
Price: Infusionsoft offers three plans: Basic, Pro and Premier. These cost 199, 299 and 399 US dollars per month respectively. You can also choose between the Kickstart Plus and Kickstart Pro packages to set up Infusionsoft. These cost 999 and 1,999 US dollars respectively.
Evalanche
Evalanche is one of the most modern automation solutions for email marketing on the European market and ideal for a cost-effective entry into marketing automation. The cloud-based solution made in Germany specializes in target group-oriented marketing, grows with you and offers the right function for every problem.
Target group: Evalanche is aimed at SMEs as well as larger companies and agencies that use the marketing automation solution for their customers.
Price: There are no packages with prices for Evalanche. However, you can request a customized quote on the website. From 595 euros per month, you get almost all functions as well as some free services. If you need fewer functions, the price drops accordingly. If you would like to get to know the tool first, you can try out Evalanche free of charge for a short time with a trial account. You also need to request this by email.
5. content marketing tools: Content distribution
Outbrain
Outbrain is the leading native discovery platform for promoting your content. To do this, certain content is placed as advertising, making it more visible and appealing to a wider range of users. After registering, you can start creating ads straight away and enter the relevant data such as headlines or photos.
Target group: Outbrain is aimed at advertisers and publishers who want to reach a larger user base with their content.
Price: The price is based on your budget and your cost-per-click. This means that you only pay what you have previously set as your daily budget.
Issuu
Issuu is a sharing platform that allows you to easily distribute your PDF content as an e-magazine on the Internet and read it directly online. However, Issuu is not yet very well known in Germany, which is why it is not surprising that most of the content is in English.
Target group: Issuu is aimed at publishers who want to prepare and distribute their PDF content easily and professionally for the internet.
Price: You can test Issuu for free with the basic plan. For more functions and if you want to monetize your content, you have to switch to one of the three paid plans. Depending on your requirements, you can choose between Starter, Premium and Optimum, which currently cost 19, 35 and 269 US dollars per month respectively.
Uberflip
Uberflip is a software for the marketing automation of content. Specifically, this means that the tool summarizes all your content (e.g. blog articles, eBooks, videos) and allows you to tailor content for each phase of the buyer's journey.
Target group: Marketing specialists who focus on their consumers to generate personalized user experiences
Price: Uberflip does not publish prices on its website. According to third-party sites, however, these vary between 1,200 and 3,500 US dollars per month.
plista
Plista is also one of the networks for data-driven native advertising. It often uses so-called recommendation ads as an advertising medium, which are usually found at the end of an article. The plista technology determines individual content for each website visitor and displays personalized ads across all channels.
Target group: Advertisers and publishers who want to reach their target group efficiently across the entire sales funnel.
Price: As with Outbrain, the price for using plista is based on your previously defined daily budget and CPC.
Pardot (from Salesforce)
A tool that is part of the Salesforce platform and specializes in the automation of marketing processes. It offers you functions such as lead generation, lead nurturing, email marketing and ROI analysis. Pardot uses its AI technology to provide you with data-based insights into your marketing campaigns
Target group: Marketing teams in the B2b sector
Price: Pardot offers customized solutions, whereby the price depends on the number of users, the amount of contact data and other desired functions. The price is available on request Salesforce also offers you a free trial version.
6. content marketing tools: Analytics & Reporting
Ryte
Ryte is a powerful tool that provides you with comprehensive analyses and optimization suggestions. Based on these, you can then optimize your website step by step. Ryte mainly focuses on on-page optimization.
Target group: Ryte is aimed at beginners as well as SEO specialists in medium-sized to large companies and agencies.
Price: To get started, you can test Ryte for free and get to know the tool. For the full range of functions, however, you have to choose one of the two paid plans. With the Basic Suite, you pay just under 90 euros per month. For the Business Suite, there is individual pricing based on your requirements and needs.
Google Analytics
Google Analytics allows you to keep a close eye on the development of your website. The reporting tool tracks statistical data such as visitor numbers or user behavior, which you can use to draw conclusions about the performance of your site. Google Analytics is one of the most widely used web analytics tools in the world.
Target group: Google Analytics is basically aimed at anyone who runs a website and wants to analyze it. From ambitious hobby bloggers to large corporations, the users of the analysis tool are correspondingly diverse.
Price: Google Analytics is free in the basic version, which already offers numerous features and is more than sufficient for almost all companies. Google also offers a premium version for more extensive import functions, higher data limits, a data-driven allocation model and better customer support. The price varies depending on the number of hits, but is in the six-figure range.
Google Search Console
With Google Search Console, you can monitor your website in Google search results and better understand how your site is viewed by Google. Possible errors in the code, in the sitemap for internal links or in the URL structure can then be corrected with this knowledge.
Target group: The service is aimed at all website owners, whether beginners or advanced. SEO experts, website administrators and web developers in particular benefit from the functions of Google Search Console.
Price: The use of Google Search Console is free of charge.
Hubspot
HubSpot not only offers you marketing automation tools, but also powerful analysis functions. It allows you to track conversions, analyze the performance of your campaigns and identify trends in user behavior.
Target group: HubSpot is suitable for companies of all sizes that already have a solid base of organic traffic and now want to automate and better understand their marketing
Price: Although there are also free plans, their range of functions is very limited. If you want to use the solution professionally, you will have to use one of the paid versions. The price to be paid depends on the respective package and range of functions. The cheapest "Starter" plan for the Marketing and Sales Hub starts at 46 euros per month, while the most expensive plan for the HubSpot Suite costs an impressive 3,684 euros per month.
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