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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

Semrush: The best all-in-one SEO tool for content marketers

Overview

Semrush is a search marketing insights platform designed to help you make informed strategic decisions for SEO and PPC. For content marketing, the platform will help you identify the most important keywords for your niche, related keywords to cover and prioritise keywords/topics based on opportunity vs competitiveness.

You can also segment keywords based on intent (navigational, informational, transactional and commercial), which helps you map content ideas across the entire funnel.

Key Features

  • Keyword research:

    Find the best keyword opportunities and topics for your content strategy.

  • Keyword intent:

    Pinpoint different keywords intent, such as “informational” and “transactional”.

  • Topic research:

    Find popular topics, headlines and questions asked online that generate the traffic you need.

  • Marketing calendar:

    Manage your content strategy, plan ahead and make sure you’re covering all the keywords and topics you care about often enough.

  • Competitor analysis:

    Monitor your rivals’ content strategies to see which keywords and topics they’re targeting.

  • Backlink opportunities:

    Find outreach content opportunities and build valuable links.

  • Content marketing analytics:

    Analyse your content performance and identify which assets need improving

Semrush Fig. 1

Benefits & Costs

Pros

  • Content marketing research

    Semrush provides a rounded toolkit for planning your content marketing strategy.

  • Search marketing insights:

    This is one of the most complete search marketing insights platforms on the market.

  • Affordability:

    Semrush gives you access to more data and reporting capabilities than many of its pricier alternatives.

Cons

  • Limited to Google Search:

    Semrush only provides data from Google Search, no other search engines.

  • Keyword trends:

    Keyword analysis shows a bar chart for historical search volumes but includes no figures, labels or controls.

  • Device filter:

    The filter to segment data for desktop and mobile does nothing.

The Verdict

There are plenty of SEO tools on the market that, more or less, aim to do the same thing but Semrush still stands out as the best overall option if you’re only going to invest in one tool. It offers more data for the money compared to most of its rivals and allows you to run more reports than most.

It also has some unique features you won’t find elsewhere, particularly the keyword intent filter.

In an ideal world, you would combine data from multiple SEO tools to build a more robust set of insights but Semrush is our first recommendation if you’re only going to choose one.

Content Ideas: