The client acquisition strategy for agencies has evolved significantly over the past several years. We’re living in a world where potential clients are well-informed and content is the most valued asset.
While the increasing content consumption has opened unique opportunities for agencies to engage with their prospects, the competition has become intense.
Therefore, agencies are constantly on the lookout for smarter ways to create valuable content and grab the attention of their prospects.
This is where agencies need the right content marketing tools to differentiate their brand in terms of the quality of stories they tell, and their distribution strategy.
HubSpot Inc., the leader in inbound marketing, has demonstrated, time and again, how to deliver resonating content to win your audience over. With an in-depth understanding of their customers and prospects alike, they craft content marketing strategies, establishing their brand value.
Choosing Content Marketing Tools for Your Agencies
Effective content marketing tools not only help you create great campaigns but they save you tons of manual tasks. Moreover, smart agencies know how to choose the right content marketing tools for their clients and replicate their successful strategies.
There are tons of content marketing tools out there, and every day, new tools are being launched in the market. As an agency, choosing the right content marketing tools is vital for you and for your clients.
Here’s a list of popular content marketing tools that can help your agency as well as your clients.
Web Analytics Tools: Kissmetrics, Google Analytics
Web Analytics tools are key to the success of any digital marketing strategy, and content marketing is no exception.
Data from analytics tools help you understand your visitors’ behavioral patterns, and can help you optimize your content marketing strategies for better results.
Although there are hundreds of companies offering web analytics tools and services, Google Analytics (Free) and Kissmetrics are more popular tools.
Google Analytics, being a free analytics platform, has an estimated 30-50 million users. However, it lacks many features that premium analytics tools such as Kissmetrics offer.
As an agency, you can invest in premium analytics tools to analyze your website visitors as well as those of your clients’ sites.
Web Analytics help you in a number of ways:
#1 - Provides data for making actionable decisions
#2 - Offers powerful insights into your visitors
#3 - Shows you data channel distribution and funnel optimization
#4 - Helps identify roadblocks across your growth cycle
SEO Analytics: Raven Tools, SEMRush, Moz
Search Engine Optimization is a big thing today, and a lot of businesses depend on search traffic for growth and success. However, not all websites are optimized as per SEO best practices. Moreover, as a website grows in data, complexity, and size, their SEO maintenance becomes a priority.
With SEO Analytics tools such as Raven Tools, SEMRush and Moz’s Open Site Explorer, agencies can monitor SEO health of their own as well as their clients’ websites.
Premium SEO analytics tools help you discover essential SEO metrics and let you measure your SEO score against a given benchmark. Here are some common features found in analytics tools:
#1 - Backlink Profile: The number of backlinks from external sources and their anchor text specifications.
#2 - Ranking Positions: Organic ranking positions of a website on search engines such as Google Search.
#3 - Monthly Traffic Volume: Monthly traffic volume with fluctuation data in an easy-to-understand graph.
#4: Competitive Analysis: SEO metrics of your website vs. your competitors. Offers a quick analysis of their SEO strengths and weaknesses.
Marketing Automation Tools: Marketo, HubSpot
Marketing automation tools are designed to help sales and marketing teams across an organization collaborate easily. These tools help all team members stay updated on the movement of prospects through a sales funnel and buying cycle. As a result, they can create customized and targeted messaging resulting in better conversion and increased content marketing ROI.
Monitoring prospects’ movement is a common practice across the industry regardless of the size of a business. An agency that uses automation tools for its own lead acquisition process can also use them for its clients.
There is a wide range of marketing automation tools to choose from, and each of them offers something unique. However, your choice essentially boils down to your process and approach. Hubspot and Marketo, for example, help you integrate your email, social media and content creation tasks, enabling you to automate the entire gamut of content marketing processes. With Hubspot, you can create personalized landing pages and tap into their massive knowledge base to hone your content marketing skills.
Email Marketing Tools: MailChimp, Constant Contact
Gone are the days when sending emails was an increasingly manual task. Over the past few years, the email marketing industry has evolved to such an extent that you can now automate the entire email marketing process and send emails to thousands of subscribers and customers in a jiffy.
Needless to say, the dynamics of email marketing have also undergone a massive makeover in the past one decade. With cutting-edge email marketing tools, you can now conduct A/B tests to best understand your audience and craft more compelling headlines to boost your open rates. Moreover, you can also choose from ready-made email templates or create your own custom templates that vividly reflects your brand.
When it comes to email marketing tools, there is an overwhelming number of options available in the market. However, MailChimp, Constant Contact, GetResponse and Campaign Monitor some of the widely used tools.
Content Optimization Tools: Atomic AI
Content is, arguably, the most important component of any content marketing strategy. If the quality of your content fails to resonate with your target audience, nothing else can help you succeed in your content marketing efforts.
However, creating great content is easier than done, especially when you have little idea about your target audience and other demographic data. This is when you need content optimization tools to tweak and optimize your content so that it lives up to (or even surpasses) the expectations of your audience.
Ideally, the content optimization tools should be the perfect substitute for a team of professional proofreaders and content marketing specialists who know their target audience like the back of their hand.
Atomic AI, our very own content optimization tool aims to do just that. Built with machine learning, our AI-driven platform has been helping thousands of agencies automate their content optimization processes, creating immense value for their customers.
Our advanced content optimization platform analyzes the quality and relevance of your content in real-time, for specific audience segments with a sophisticated content scoring mechanism to quantify your content performance metrics.
In a rapidly transforming content marketing landscape, educating your prospects and customers through content assets is the only way to establish trust and authority. At the same time, scaling your content marketing strategy is virtually impossible without using these content marketing tools. No matter what your business goals are, these tools can enable your marketing efforts and boost engagement with your content.
About the Author
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: @ugosus.