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28+ must-have content marketing tools

Want to step up your content marketing? Then our guide has all the tools you need to help with everything from generating content ideas and competitor analysis through to content creation, promotion and analysis.

All Tools

Brandwatch: The audience insights engine

Overview

Brandwatch combines consumer insights, social listening and AI analysis to lift the lid on your target audiences’ priorities. The system will tell you what your ideal customers want from a company like yours and what people are currently saying about your brand – key insights for any content marketing strategy.

The platform pulls data from 100 million different sources and analyses over 1.4 trillion posts to provide actionable insights. For example, food brands can analyse the shifting trends of vegetarianism vs veganism and simultaneously see how consumers are responding to their products and marketing messages.

Key Features

Consumer research

Find out what your target audiences care about and expect from your brand.

Market research

Inform your content marketing strategy with market insights from every location you care about.

Trend analysis

See how consumer opinion has changed year on year, predict consumer needs and respond with your content.

Brand management

See how your customers feel about your brand and manage your reputation.

Competitor analysis

Benchmark your marketing performance and brand awareness against all of your competitors.

Content marketing management

Sync your social, online, and offline content marketing activities in one calendar.

Brandwatch Fig. 1

Benefits & Costs

Pros

  • Social listening

    Brandwatch is an excellent system for social listening – not only across networks but also review sites and other online locations.

  • Trend analysis

    Provides trend analysis based on what people are actually saying and writing, not what they’re searching for.

  • Brand perception

    Allows you to respond to consumer sentiment in your content and shape your brand image with greater control.

Cons

  • Instagram & TikTok data

    Brandwatch needs to catch up with providing data for the latest Instagram features (eg: Stories) and TikTok, in general.

  • Learning curve

    A complex architecture and navigation make the learning curve steeper than it could be.

The Verdict

While search tools can tell you what people are typing into search engines like Google, Brandwatch reveals what people are actually talking about online. You can see what your target audience is asking each other and what kind of answers people are giving to the questions you care about.

Not only can you use these insights to find important content topics, but you can also align your messages and angles to match the priorities of your audiences. You can also track the reception of your content, products and wider brand with real consumers and adapt your messaging in any areas where it misses the mark.

Which is the best tool for generating better content marketing ideas?

At Vertical Leap, we use all three of these tools (and many more) to generate better content marketing ideas. We’ve developed our own intelligent automation software, called Apollo Insights, that pulls data in from hundreds of different platforms and produces actionable SEO and content marketing insights for us and our customers.

However, if you’re not yet a Vertical Leap customer and have to choose one option from above, Semrush is the best place to start, and you can throw in Google Trends for free.

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