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September 16, 2019 Content Chat Recap—Community Conversation: The Best Content Marketing Tools and Technology

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The list of marketing technology and tools is ever-growing, and it can be an intense process to uncover which tools are actually necessary to boost your business results. In this #ContentChat community conversation, we exchange ways to find new tech options, discuss whether free trials are worth your time, and share our favorite content marketing tools.

Q1: How do you make the decision to add a new tool or piece of technology to your content marketing tech stack? What evaluation criteria do you use? Where do you go to research?

The decision to add a new tool should be grounded in a business need or to increase productivity and efficiency. Conduct an audit of your existing stack to see what features you are/are not using, and what you need but don’t have access to.

There are plenty of ways to research new content marketing software options. Professionals have a natural tendency to look at what their competitors are doing, but don’t make a decision solely based on this. It is valuable to understand what tools the competition is working with, but any tech you adopt needs to address your own unique needs and requirements (i.e. budget, integrations, etc.).

Other ways to research new content marketing technology options? Explore review sites and analyst reports….

Join online communities and Twitter Chats….

Ask your network for their favorite content marketing tools….

Or attend an industry conference to explore the vendors and network with other pros.

Regardless of how you find your new content marketing software options, be sure to loop multiple team members into the decision-making process to ensure everyone’s needs are at least considered.

Develop a regular content marketing tool and tech assessment cadence so your team can get ahead of any tech needs before they are urgent.

Q2: What about free trials? Are they worth doing, or are they more hassle than it’s worth?

Generally, trials are a low-risk way to get a feel for a product, especially when comparing multiple products.

That said, “free” trials aren’t always free. Get as many details from the representative on what the trial entails.

With the above in mind, ask how long a trial lasts. If you don’t have the time to actually try it out, it is not worth your time. Remember that more complex technologies or trials for large teams typically need a ramp-up period before a trial is even valuable.

Trials may not always be the best way to go, and that’s OK. Ask the vendors for case studies to further assess applications of the product, and check if there is a money-back guarantee in place of a free trial.

Q3: What are some pitfalls you’ve encountered when it comes to onboarding a new process/tool/technology to your content marketing team? And how did you resolve it?

It’s rare for a process/tool/technology onboarding to go smoothly. Often times, integrations are not as perfect as originally pitched.

The UX can be a pain point for your team, which is why trials can be incredibly useful.

The product or vendor may not be the only issue. Getting team buy-in is a critical (and sometimes difficult) process, and your team should develop a rollout strategy including training sessions and walkthroughs.

There are a few ways to get ahead of these issues. First, ensure you have a cross-functional team collaborating on any potential tech purchases.

Next, be very clear with any sales reps on what capabilities your team needs and any restrictions you have.

And, as always, do your homework and keep an eye out if anything feels off or like you’re being overpromised. Work with your legal team to review any contracts and commitments.

Q4: What are the content marketing tools and technologies you use every day, as part of your regular content marketing and content creation process?

Check out the top picks from our community below. Comment below if we missed any of your favorites.

About Alek Irvin

Alek Irvin is a content marketing professional with a rich history in social media management, executive thought leadership development, and media relations. As a consultant at Erika Heald Marketing Consulting, he creates human-focused content and thought leadership platforms that help brand leaders connect and engage with their communities. Alek has worked with a range of startups and Fortune 500 companies across the B2B technology and consumer spaces, including IBM, Dell Technologies, Hitch Works, Emtrain, Integrate, and Frameable. Connect with him on Twitter @AlekIrvin.

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