Content Marketing Tools & Techniques
Content marketing tools and techniques are used by digital marketers to complete tasks efficiently and effectively whether in an individual or collective setting. To create email content, SendInBlue is a paid application that allows the formatting of email and automation to be sent to target audiences inputted on the database. This tool is predominantly used for digital campaigns targeted to engaged audiences, in which have been segmented depending on the subscriber behaviour throughout email marketing series. Email tools like Mailchimp have similar features, however it does not an email automation system and be connected to a complex segmentation workflow. Because of this, SendInBlue is not user-friendly and requires tutorials and practice to master its features. Although SendInBlue can be used for free, the paid version is necessary to maximise its full capabilities for digital marketing. Grammarly is an application that differentiates on the basis that its purpose is to edit and proofread content before email or media publication (Birkett, 2021). Other marketing tools do not have a grammar check and proof-reading feature (or at least to the extent of) like Grammarly, so this tool is beneficial in allowing content to look professional and formal online in which will gain trust and prove authenticity among audiences. As a design technique, marketers can use Canva to create aesthetic content like infographics for social media platforms (2021). Unlike its design counterparts like Adobe Photoshop or the other tools mentioned, this platform is very user-friendly, has integrated a variety of design options and layouts that previous experience is not necessary. As for digital marketer exclusive tools that does not have a parallel effect towards target audiences, collaboration applications like Trello allow idea sharing, task management and project tracking where the marketing team’s “projects are in one place” (2021) and can be customised according to real-time progression of a digital campaign. Trello and other similar applications like Monday.com is a unique tool in providing marketers a hub to digitally keep track of their campaigns, which is beneficial in the context where a campaign is handled by multiple individuals and can be organised in a structured way where the exact status is known and react accordingly to each update. Another tool that is used behind the scenes by digital marketers is the use of Google Analytics to measure the success or failure of a campaign, analyse the effectivity of strategies, track site metrics and audience behaviour in digital marketing. Metric tools are vital in a campaign strategy as it is the only indication whether the content provided and/or product being advertised is working for the target audiences, and how marketers will use this information to improve their strategies. These tools all serve a different purpose during differing timeframes of a digital marketing campaign and all collectively influence its success.
References:
Birkett, A. (2021). The 19 Best Content Marketing Tools of 2021. Hubspot. https://blog.hubspot.com/marketing/content-marketing-tools
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