Content Auditing & Measurement

Google Analytics

Some of the most basic measures of your content’s effectiveness can be found in Google Analytics. Look for statistics on page views, time on page, bounce rate and exit pages. These can give you a very quick snapshot into how your content is performing

Open Site Explorer

OSE is a link discovery tool, giving you a detailed report on the backlinks pointing at any given URL. This is a great way to determine where your content is earning links and making a mark.

Fresh Web Explorer

Fresh Web Explorer finds the latest mentions of your brand, competitors and any topics that are relevant to your industry. It allows you to get a clearer picture of what types of content receive the most mentions, which can guide your longer-term content strategy.

Hitwise

Hitwise provides demographic data, allowing you to gain a strong indication on the types of users that are consuming your content. It is extremely powerful in determining which audiences your content is appealing to.

Buzzsumo

Buzzsumo is designed to monitor who is amplifying your content and where. It allows you to identify the biggest influencers in your market and discover what your most shared content is and why.

GlobalWebIndex

GWI provides data on how people use the web, looking at how different audience groups consume content, the devices they use and how they prefer to be communicated to online. This data can be incredibly powerful in shaping your content strategy.

Ideation & Creation

Trapit

With so much content out there, it is important to take inspiration from other people talking about the things that you, and your audiences, are interested in. Trapit saves you a lot of time. You simply choose subjects that are relevant to you and Trapit will then analyse how a particular piece performs with your audience.

Inbound.org

Think of this like Reddit for marketers, with a community of marketers, sharing ideas and content that is relevant to the field. Where Inbound really comes into its own is keeping abreast of the various changes in digital marketing. If there has been a minor change to Facebook’s content algorithm, the chances are that someone has posted about it.

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Visually

Visual content is increasingly powerful, and may even be the preferred content format for much of your audience. But what if you don’t have a team of designers on tap, or a very lengthy design queue? Visual.ly is a very easy way to find freelance designers quickly and, in many cases, much more cost effectively.

Portent’s Idea Generator

This is an amazingly simple tool for overcoming writers block. Simply type in your topic and this tool will suggest new, and often outlandish, titles for potential article ideas.

InboundWriter

This tool allows you to easily monitor topics and gain an insight into what is making an impression with audiences. You can also use this tool to enhance your content’s popularity. If you are lacking for ideas or struggling to find research time, this tool is very useful.

Distribution & Analysis

Outbrain

Outbrain is a content amplification tool that puts your content alongside other relevant content, most likely found on mainstream media platforms.

Using the right content, Outbrain can be very effective at getting your content seen by targeted, relevant audiences.

Taboola Buffer

Very similar to Outbrain, but has a slightly different network of publishing partners. Many marketers use both to maximise their reach.

Buffer

Buffer is a tool that optimises your social media updates. Buffer is able to identify the optimum time for your company’s tweets, Facebook posts and LinkedIn updates, allowing you to schedule posts for maximum effect.

Addvocate

If you are a brand that regularly gets your employees to share your branded content, Addvocate could be a very useful tool.

It offers employees analytics data and provides suggestions for the types of content that they might want to share, showing them the impact that their shares have on the brand.