Scroll for more

Tooled up: martech for your content marketing kit

With the abundance of customer data now available to marketers, it’s no surprise that there’s been an explosion of marketing technology tools and software to help manage and analyse. By using the right tools, you can improve your content marketing strategy tenfold, be more efficient, streamlined and keep up with the pace of the market.

So, what should you be using? Here are a few key Martech tools you can try.

Google trends

If you’re looking to find the best keywords for your business offering, Google’s comparative tool is the place to go. What you’ll find: a search trends feature showing how frequently a term is entered into Google’s search engine, relative to the site’s total search volume. It’ll also offer geographical information, time frame, industry and the type of search. Why would you use it? For comparative research and to look at how certain events can trigger different spikes in certain search terms.


A research and monitoring tool, Buzzsumo  can help you find the most shared content on social media. Through this, you can track your competitors and discover their most popular content, and uncover influencers linked with particular topics. Once you’ve determined your keywords with Google trends, you can take them onto Buzzsumo to find out what the most shared related content is. You can even look back at previous trends to see how your competitors boosted their content and determine any patterns associated with high-performing pieces.

Answer the public

A visual tool, Answer The Public takes search questions and suggested autocomplete searches and creates a search cloud, categorised under the 5 Ws, along with ‘how’, ‘can’, ‘are’, ‘which’ and ‘will’. This helps to give B2B marketers an accurate view of what their customers are searching for and the questions they might face in the sales journey. Similarly to Google trends, it’ll offer keywords to include in your sales communication and in addition, optimisation guidance for longer key phrases. Ultimately it does what it says on the tin, helping you to get to know your audience better.


Need a clear overview of all your social media activity and a planning tool to make sure everything is aligned and goes out on time? Buffer is your answer. It both allows you to manage multiple accounts and channels along with choosing the date and time for every post you want to put out there. Its interface is simple, streamlined and functional with no frills or complicated mechanisms. You simply plug your posts in, set when you’d like it to go live and watch as the engagement rolls in. You can even analyse each post after it’s been published, to help you determine what works and, more importantly, what doesn’t.


Last but not least, Hootsuite, one of the most popular and comprehensive social media management tools out there. Similarly to Buffer, Hootsuite allows you to see activity across all your social channels, including platforms like Vimeo, mailchimp and WordPress. The difference with this tool, however, is its team management feature; should there be multiple tasks to complete, such as responding to comments from customers, they can be automatically delegated to different members of the team. Another nice feature sits within its analytics functionality. Every week the platform will send you an email outlining number of clicks per day, geographical information on click throughs, top referrers and the most popular links. And best of all – it’s free for all users!

So, there we have it, a roundup of our top five Martech tools to support your content marketing in 2020.

Stay informed on the latest trends in content marketing with the January issue of The Knowledge, available for free download here.

  • This field is for validation purposes and should be left unchanged.