The Modern Content Marketer’s Tech Stack

With thousands of solutions from which to choose, how do you pick the right pieces to create your content marketing stack? Aylin Cook, head of Content Marketing at Single Grain, sits down with MarketMuse Director of Marketing Elizabeth Irvine to discuss the makeup of their current stacks, solutions they’ve used in the past, and what they’re considering now.

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Determining the right content marketing tech stack depends on a number of factors. The size of your company matters. Startups have different needs than mid-market or enterprise organizations. Budgets as a percentage of (anticipated) revenue also vary dramatically, anywhere as high as 50% for a startup to 5% to 15% for Enterprise. Spend some time determining the traffic value, the value per marketing-qualified and sales-qualified leads. Depending on your conversion rate, you can determine how much investment is required and where (top-of-funnel SEO, bottom-of-funnel webinars).

Avoid the shiny object syndrome, especially when it comes to project management. Commit to one single platform, although agencies may elect to have two separate platforms, one for internal use and another for clients. 

Automation and integration are two key elements when evaluating an addition to your tech stack. 

• Can it automate existing manual processes? 
• How does it integrate with the rest of your stack?

The adoption of a new piece of marketing technology is critical. Every solution comes with a learning curve, which is why a simpler stack can sometimes be a better choice. If something is not being fully utilized, consider trimming it, and allocating that budget elsewhere. Google Tag Manager can be helpful for identifying legal tools of which you may not even be aware. 

Here are the 41 marketing technology solutions mentioned in the webinar.

Acrolinx is a content governance solution that captures how your organization communicates and the guidelines it uses. It aligns your content with those guidelines and shortens the editorial process through the use of automation. It analyzes the content performance of the entire content operation with metrics tied to quality and efficiency.

ahrefs is an all-in-one SEO toolset to grow your business. Conduct a site audit, analyze the competitions, conduct keyword research, learn from your industry’s top-performing content, and track your ranking progress.

Asana keeps your team coordinated, allowing remote teams to organize projects, manage priorities, and accomplish the most important tasks first. Plan and structure work in the way that’s best for you. Keep track of projects at all stages, know where everyone stands, and eliminate roadblocks.

Basecamp for managing projects and communicating internally. Keep everyone in the loop without all the meetings, become more productive and efficient. 

Buffer helps organizations tell their brand’s story and grow their social media audience with a well-established publishing, analytics, and engagement platform. Plan and schedule social media campaigns to drive social engagement. Get in-depth insights to grow your reach, engagement, and sales.

Buzzsumo finds content that performs the best and helps you collaborate with the influencers who matter. Use content insights to generate ideas, create high-performing content, monitor its performance, and identify influencers.

Clickflow (no longer available) allows you to test the effectiveness of each page to increase organic traffic. Test new titles and meta descriptions to determine which one drives the most revenue.

Clickup keeps all your work in one place. No need to use separate apps. You’ll know what everyone is working on and everyone knows what to do next. All teams can work together and you’ll get a clear overview of everything.

CoSchedule lets you organize all of your marketing in one place, from any place. This work management software is designed to help marketers get more done in less time. It features a real-time marketing calendar with full social media management, automated workflows, and team progress tracking.

Drip is a marketing and eCommerce CRM platform with marketing automation to build personalized experiences, drive engagement, and earn customer loyalty. Tag and identify every action to see the whole story behind every customer. Get insights and information on what customers are observing, clicking, and ordering.

Eloqua offers marketing automation that enables the creation of optimized, personalized campaigns across online and offline channels. Features include targeting and segmentation, cross-channel campaign orchestration, lead management and scoring, sales and marketing alignment, and marketing measurement.

Everwebinar provides a webinar platform that supports simulated live webcasts with flexible scheduling, just-int-time webinars, and pre-made landing pages.

Google Analytics is the gold standard in website analytics. It tracks and reports on website traffic allowing you to conduct an in-depth analysis of how visitors find and engage with your content.

Google Data Studio unlocks the power of your data with interactive dashboards and beautiful reports that inspire smarter business decisions.

Google Sheets allows the creation and editing of spreadsheets with others at the same time.

Google Tag Manager delivers a simple, reliable, and easily integrated tag management solution. Manage all your website tags for measurement and marketing optimization without editing code

Grammarly helps make your online writing clear and effective. It captures all kinds of mistakes, from typos to sentence structure problems and beyond.

Hemmingway App makes your writing bold and clear. The editor highlights length, complex sentences, and common errors using different color coding.

HootSuite enhances your social media management, allowing you to manage multiple networks and profiles, and measure your campaign results.

Hubspot offers a platform for inbound marketing, sales, customer service, and CRM software.

Intercom helps build better customer relationships through conversational, messenger-based experiences. Use this single tool to sell and support users throughout the funnel.

Jira is designed for planning, tracking, and managing agile and software development projects. 

Leadpages provides powerful landing page builder that helps create high-converting landing pages and drive sales for businesses. Lead generation and opt-in tools integrated.

Libsyn is a podcast hosting, distribution, and monetization platform.

Mailchimp is an all-in-one integrated marketing platform for small businesses. It integrates with over 300 other applications.

MarketMuse is the AI content intelligence and strategy platform that transforms how you research, plan, and craft content. Predict content success and craft better content faster.

Marketo marketing automation software helps marketers master marketing to engage customers and prospects.

MeetEdgar optimizes social media posting. Schedule, share, and recycle the posts you want when you want.

Monday.com connects remote teams to run processes, projects, and everyday work.

On24.com helps marketers in creating and delivering engaging, revenue-driving, data-rich and interactive digital experiences your audience loves. 

Ontraport automates, connects, and optimizes your marketing. All the marketing tools you need in one place; CRM, emails, SMS texts, landing pages, forms, and membership sites.

Pardot provides powerful marketing automation to help marketing and sales teams find and nurture the best leads, close more deals, and maximize ROI.

Salesforce is an integrated CRM platform that gives all your departments including marketing, sales, commerce, and service a single, shared view of every customer.

SEMRush is an all-in-one marketing toolkit for digital marketing professionals.

SproutSocial helps organizations monitor, measure, and engage over social media.

Thinkific enables marketers to create, market, and sell their own online courses. 

Trello is a web-based Kanban-style list-making application used for managing projects.

TubeBuddy adds a layer of tools directly on top of YouTube’s website so you can optimize your videos to increase views and engagement,

YouTube Analytics supplies analytics at the video level.

Zapier provides easy automation by connecting over 2,000 apps and automating workflows.

Zoom is used to host video meetings, webinars, conferences, and chats.