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21 free tools to develop your content marketing strategy – Content Marketing Association

21 free tools to develop your content marketing strategy - Content Marketing Association

21 free tools to develop your content material advertising strategy

Might 17th, 2019

Written by Emily Clayfield, a Senior Content Advertising Advisor at Builtvisible.
Emily can be becoming a member of a CMA panel session on using content material advertising to build trust at The Greater B2B Breakfast on the 6th June, guide your tickets right here.

Instruments, instruments, and extra tools. From e-mail advertising to social media management to content material creation—you will discover a premium device for pretty much every part right now. But whenever you’re pressed for time and money, the last thing you want is an inventory of pricy instruments that you simply ‘should have’ or ‘can’t stay without.’

As an alternative, I requested our content staff to inform us which free, indispensable instruments they use each day.

1) Buyer persona instruments

Make My Persona by HubSpot

This free device makes it straightforward to develop buyer personas from scratch. HubSpot walks you thru a collection of straightforward steps and ship a comprehensive customer snapshot that you should use to focus on your advertising marketing campaign. When you’re a HubSpot customer, you get even more utility out of this device—you possibly can combine your personas together with your present software to trace efficiency via the gross sales funnel.

Consumer Persona Creator by Xtensio

Xtensio presents probably the most versatile free instruments, which lets you drag and drop modules, delete and create new categories, and really customise your personas. Their website additionally presents primary ‘methods to’ guides on persona creation, in case you find the creation process overwhelming.

2) Tone of voice monitoring instruments

Inconsistent branding is the serial killer of success, which is why complete industries have sprung up around brand management. There’s even software program that may ‘read’ your content and evaluate brand consistency.

One of these software comes with a hefty price ticket, so smaller businesses often need to watch consistency themselves. Probably the most practical method to do that is to restrict content creation to a select group of people. Whether or not you hunt down an company to produce copy, hire an unbiased copywriter, or write your posts in-house, minimising the variety of copywriters will scale back inconsistencies across the board.

Whereas there’s no fast and straightforward answer, the following free instruments might help you monitor branding and tone of voice throughout your content:

A clear editorial mission statement

That is technically a pre-emptive software that may assist you to focus your content by clearly defining your model and the objectives you hope to realize via your content material. An editorial mission statement is a must have for all content material advertising strategies—it provides your writers a objective and a strong foundation to fall back on. To discover ways to create an editorial mission assertion in your content material advertising, take a look at A Simple Device to Information Tone of Voice by Kevan Gilbert and Find out how to Write Your Editorial Mission Statement in 3 Steps by Kane Jamison.


When used appropriately, spelling and grammar go unnoticed. Nevertheless, one factor’s for sure: in the event you get it flawed audiences will look disapprovingly upon you. A ballot by International Lingo found that 59% of people in the UK would not purchase from an organization with spelling mistakes on its website or advertising collaterals. To avoid this, we’d advocate using the free Grammarly chrome plug-in which has your again for spelling, grammar and punctuation wherever you’re writing.

Yoast Plug-in

The free model of yoast is a helpful blogging device which helps your posts keep a consistent size and key phrase focus. Also, while it gained’t exactly learn your text for model consistency, it’s going to rating your copy in response to the Flesch Studying Ease check, which provides you an concept of how consistent your writing types are from submit to publish.

Hemingway App

Again, while not especially useful for consistent branding, Hemingway ensures readability throughout your web site stays consistent. This device has plenty of helpful options together with a grading scale, ideas for learn how to make your content material extra readable and a breakdown of how much of your content is ‘onerous’ or ‘very exhausting’ to learn.

Cliché Finder

When writing for an industry-specific viewers, it’s far too straightforward to slide into jargon and clichés to pad out your argument or point. As notorious Modernist poet Ezra Pound states in A Few Don’ts by an Imagiste: “Use no superfluous word, no adjective, which does not reveal something”.

That is especially true in your model copy. Should you’re not including value, then take away. This is where the practical Cliché Finder device is available in. Paste in your copy and click ‘Find Clichés’ to return highlighted sentences that lack originality, are overused, or need clarifying.

cliche finder

three) Ideation Tools

Content material Technique Helper by Builtvisible

Our Content Discovery Software is a free Google Spreadsheet that helps you mine trending knowledge from quite a lot of sources, reminiscent of Twitter, Google Search Developments, YouTube, and Reddit. This device will even generate some attainable titles for you based mostly on prime information feeds.

content strategy helper


Outdoors of search engines like google and yahoo, Quora might be the world’s largest Q&A platform. Ceaselessly asked questions within your area of interest make great fodder for brand spanking new content concepts. You can even establish credibility by answering questions referring to your subject of expertise.

Reply the Public & Google’s Individuals Additionally Ask

Finally, the content material you create must be of curiosity to individuals and fulfill their wants. While artistic flair is inspired, there must be a consensus that what you’re creating is answering the ‘hows’ and ‘whys’ of internet users. Individuals Also Ask and Reply the general public are two efficient keyword tools, however additionally they aid you discover untapped or undeveloped matter areas that your audience want answers to.

In case you’re fascinated about learning more about PAA’s untapped alternatives, read our information right here.

Answer the public


Reddit is the content marketer’s secret weapon. It’s a bustling hub of current developments, hosting more than 36 million consumer accounts. Alternatively, for those who’re looking for particular tales about inbound advertising, has been hailed as the ‘Reddit for inbound marketers.’


Even when your price range doesn’t stretch to video content, or if it’s not the suitable format for you right now, never underestimate YouTube as a stream of creativity for all content channels. Simply by typing in a subject area, you’ll receive hundreds of results inside seconds. Next, filter results to playlists and type them by the most important view rely to discover a wealth of matter areas which are already validated as fascinating.


4) Organisational tools


In all probability the preferred organisational platform on the market, Evernote helps you set a pin in each activity. New ideas? A strict publishing schedule? An editorial calendar? You possibly can plan all of this into Evernote and sync your schedule between units.


Trello is a strong free platform for preserving a small workforce ship form. It allows you to submit each to-do item on playing cards which are straightforward to edit and prioritise, which in turn helps you handle tasks, maintain monitor of deadlines and collaborate on content material in actual time. This is the software I exploit to organise my day-to-day.



Ever see an fascinating article that you simply don’t have time to read, after which wrestle to dig it back up once more? Pocket is a useful app that lets you save totally different forms of on-line content reminiscent of videos, pictures and articles into curated areas. You’ll by no means need to trawl by means of your browser history once more.

5) Content material Creation Instruments


The GNU Picture Manipulation Program (GIMP) is a free and open source image editor. Think of it like a scaled down Photoshop, with out the high learning curve (or price tag). Photographs are one of the important elements of conversion, so make ample use of this software.



Infogram is a device for creating free visible content reminiscent of charts and infographics. It options Excel compatibility and wonderful responsive design throughout all platforms, including cellular units. You by no means need to accept boring charts again.


However wait, there’s extra!

In fact, content material advertising doesn’t stop at creation. Subsequent, it’s time for distribution and tracking.

When you don’t distribute your content material, it gained’t matter how superbly crafted it’s, your viewers will never see it. In case you don’t monitor your content, you gained’t know which content material persistently knocks it out of the park and which you’d higher retire. Each are essential to a great content advertising strategy.

6) Distribution Instruments

In addition to Reddit, Twitter and Quora, under are some free tools to assist with content distribution:


MailChimp makes things straightforward for brand spanking new companies, offering a totally free platform for up to 2,000 subscribers and 12,000 monthly emails. With this software, you possibly can start constructing your subscriber base by way of personalised emails.


Buffer allows you to stagger your content material releases throughout Twitter, Facebook, Google+, LinkedIn, and (in paid variations) Pinterest. The free version only lets you have one profile per platform, however this must be greater than enough to get new companies dipping their toes within the social media scene. Hold that content flowing.


Pinterest is user-friendly and an excellent supply of visual content material on a wide range of all matter areas. By creating your personal boards utilizing a topic space and selling utilizing the related hashtags, customers can pin, share and reuse your content.

7) Tracking Tools

Google Analytics

When appropriately carried out, Google Analytics is among the greatest free analytics tools available on the market. The insights you achieve here can drastically improve each your content material advertising campaigns and your small business as an entire. Relating to monitoring website visitors, it’s arduous to beat the tidal wave of uncooked knowledge that Google Analytics delivers.

So, there you have got it, 21 of the most effective free instruments to develop your content material advertising. We’d love to hear about your experiences with them or if in case you have any recommendations for extra ones. Should you’re confused about the place to start out with content material advertising, get in touch and converse to one among our content material consultants about how we may also help!

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