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Try These Tools To Create Content That Works for Search Engines and Audiences

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Try These Tools To Create Content That Works for Search Engines and Audiences


Some content creators think writing to satisfy your audience and impress search engines put them between a rock and a hard place.

But successful content marketers recognize writing for your audience isn’t different from writing for search engines. It’s all about creating valuable, consumable content and helping your audience discover it.

To help you achieve both, I’ve compiled a list of 13 tools divided into SEO and writing sections, but all designed to help you create valuable content that will get discovered and consumed by your target audience.

SEO tools to help audiences discover your content

These search engine optimization tools provide helpful analyses on keywords, competitors, search engine result pages, and more.

1. SpyFu

SpyFu does what its name implies – it allows you to spy on your content competitors. By typing your competitor’s website in the search box, you gain insight into relevant data such as traffic volume, inbound links, and profitable keywords in their organic content and paid search campaigns.

SpyFu shows you what’s working in your industry, including:

  • Keywords
  • Pay-per-click (PPC) campaigns
  • Backlinks
  • Competitors’ keywords, ranking, and ad test history

 Pricing: Free with limited features; paid plans start at $33/month

2. Semrush

Semrush is an all-in-one SEO content writing tool for every marketer. With Semrush, you can perform detailed keyword research, SEO, competitive analysis, performance tests, campaign tracking, and content analysis.

Semrush also has an extensive suite of features, including:

  • Keyword research for the most profitable search terms
  • On-page and local SEO
  • Competitive analysis
  • Daily rank tracking for target keyword changes
  • Social media management and analytics

Pricing: Free with limited features; paid plans start at $119.95/month

Use @Semrush to perform detailed keyword research, #SEO, competitive analysis, performance tests, campaign tracking, and content analysis, says Sally Ofuonyebi via @CMIContent. Click To Tweet

3. Clearscope

Clearscope empowers you to create rankable, traffic-worthy, and relevant posts. It compiles an in-depth list of relevant semantic keywords to include in your content for a target keyword.

Clearscope suggests content ranking requirements, such as word count and readability score, and gives an SEO grade in relation to the competition. It also helps you discover keyword gaps.

Pricing: Plans start at $170/month.

4. Keywords Everywhere

Keywords Everywhere is a browser extension for Chrome and Firefox that displays search and keyword metrics on search engine result pages.

This SEO tool analyzes your search term on multiple websites and shows you relevant trending, semantic and long-tail keywords. It also displays the ad cost of your keyword, its trend pattern, and competition data through powerful features like:

  • Search interest chart (from Google and YouTube data)
  • Keyword widgets for long-tail keywords recommendation and search volumes
  • Google’s “people also search for” and “related searches” keyword widget
  • Competitor gap analysis
  • Cost-per-click (CPC) and volume data
  • Website analytics, including Moz domain authority score, monthly organic traffic volume, ranking keywords, spam rating, and referring domains and links.

Pricing: Free with limited features; paid plans start at $10/year.

5. Frase

Frase helps you create valuable, keyword-rich, and search-intent-optimized articles. It speeds up your content creation workflow by generating detailed content briefs in minutes.

Frase gives a core summary of the web’s best information in one place, providing:

  • Well-researched content briefs
  • Custom brief templates to streamline your content workflow
  • Content optimization and comparison to top search results
  • Content gap discovery
  • SEO content analysis

Pricing: Plans start at $44.99/month.

@fraseHQ speeds up your #ContentCreation workflow by generating detailed content briefs in minutes, says Sally Ofuonyebi via @CMIContent. #SEO Click To Tweet

6. LongTailPro

LongTailPro is another tool where the name says what it does. It discovers profitable long-tail key phrases of your target keyword.

You can find low competition and high-paying CPC keywords through its:

  • Keyword profitability ranking
  • Daily keyword tracking
  • Domain name finder
  • Competitive research

 Pricing: Plans start at $37/month

Writing tools to help your content

You can research your keywords, target phrases, etc., so your content will get noticed in search results. But you also need to take special care of the words, phrases, and sentences that come together to create your content. Here are some tools to help:

7. Grammarly Business

Grammarly Business analyzes your content for readability, clarity, plagiarism, spelling, and grammar. This tool helps you effectively communicate your message by delivering error-free, readable, and clear content to your readers through:

  • Sentence rewrite suggestions
  • Tone detection and adjustments
  • Plagiarism detection
  • Advanced suggestions
  • Word choice

 Pricing: Starting at $12.50/month

8. Hemingway Editor

Another writing tool to help make your content readable and clear is Hemingway Editor. With this editing app, you can track and correct grammar errors on a single page.

Through color-coded highlights, it identifies what works and what can be improved. It also includes:

  • Readability grading
  • Word suggestions
  • Formatting features
  • Write and edit modes

 Pricing: Free via an online search; app is $19.99.

9. Cliche Finder

To help your content readability (and originality), avoid overused words and phrases that are a bore to hear or read. Cliche Finder can help you identify those and suggest replacements for those stale words. Just copy and paste your content into the available box and click “Find Cliches.”

 Pricing: Free

#ClicheFinder can help you identify and replace overused words and phrases, and it’s free, says Sally Ofuonyebi via @CMIContent. #ContentCreation #Tools Click To Tweet

10. Jargon Grader

Similar to cliches, jargon should have a limited (or no) presence in your content. Jargon Grader is a simple tool to help you create clear and easy-to-understand content.

It identifies and offers fixes for jargon in your content. It also highlights complex words or terminology that are often confusing and incomprehensible so you can remove them.

 Pricing: Free

11. RhymeZone

RhymeZone is a library of rhymes to create more captivating and memorable content. It delivers:

  • Comprehensive list of rhymes by syllables or letters
  • Rhyme ratings and analysis
  • Re-rank and filter boxes
  • Rhyme suggestions according to lyrics, poems, and novels

 Pricing: Free

12. Readable

You want your audience to consume your content, but they won’t if it’s too difficult. Readable can help. This analysis tool tests and scores your content’s readability, checks for grammar errors, and gives necessary suggestions for content improvement.

Among Readable’s features are:

  • Colored highlights to denote grammar issues
  • Readability testing for texts, files, emails, and website URLs
  • Export and download file functions
  • Text statistics
  • Flesch-Kincaid grade level equivalent score
  • Readability score
  • Reach analysis

 Pricing: Free with limited features; paid plans start at $4/month.

13. Plagiarism Checker

Plagiarism Checker by Small SEO Tools detects potential plagiarism in your content. It searches billions of documents online to ensure your content is original.

Its features include:

  • URL integration
  • Document uploading from your computer, Dropbox, or Google Drive
  • Detailed plagiarism report
  • Sharable and downloadable options

Pricing: Free with limited features; paid plans start at $9.80/month

#PlagiarismChecker by @smallseotools1 detects potential plagiarism in your #content, says Sally Ofuonyebi via @CMIContent. #ContentCreation #Tools Click To Tweet

Create content that works for search and your audience

With these tools, you better position your content to rank well, so it attracts more readers. And when they get to your content, they’ll find it free of errors, jargon, and cliches and ready to be easily consumed.

All tools mentioned in the article are identified by the author. If you have a tool to suggest, please feel free to add it in the comments.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

Cover image by Joseph Kalinowski/Content Marketing Institute





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ActionIQ rebrands and launches CX Hub

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ActionIQ rebrands and launches CX Hub


Enterprise customer data platform ActionIQ has announced the launch of a new product, CX Hub. The company has also rebranded as AIQ. The CX Hub is designed as a set of modules offering self-service access to customer data, allowing users to build audiences and orchestrate experiences at scale.

After eight years of growth as a CDP serving B2C, media and other sectors, the changes represent a “new approach to our product and brand,” said CEO and co-founder Tasso Argyros in a release. The modular framework will ingest data from any source, integrate with any activation channel, and also allow components to be used with a third-party CDP.

The modules. CX Hub is comprised of four solutions:

  • Customer data platform.
  • Audience center.
  • Journey management.
  • Real-time CX.

The Hub is also designed to be accessible to business users with a friendly UI and extensive automation capabilities.


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Why we care. This is a significant development in the CDP space — a space that has been transforming rapidly, with many of the early established CDPs being acquired and ingested by more extensive suites such as digital experience platforms.

ActionIQ, one of the leading B2C CDPs, is now describing itself as “the leading CX solution.” It seems to be future-proofing itself by extending its capabilities across orchestration and execution channels, not by acquiring or building those solutions, but by seeking to provide modular integration between its (or a third-party’s) customer data management tool and orchestration and execution channels.

Sometimes we wonder how many independent, traditional CDPs will be left standing a year from now.

Read next: Deep changes in the CDP space


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update


Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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Are you still using spreadsheets to manage your work? Take our poll

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Are you still using spreadsheets to manage your work? Take our poll


Earlier this year, revenue orchestration platform LeanData released a report suggesting that lead management remains a “heavily manual” process. Based on a survey of more than 1,700 sales, marketing and operations professionals, the results showed that, despite all the talk of digital transformation, the number two challenge for revenue teams was too many manual processes and not enough automation (the number one challenge was insufficient pipeline).

LeanData, which partnered with Sales Hacker, Outreach and Heinz Marketing in conducting the survey, is interested in that result, of course, because lead management is precisely the process they offer to automate. We were struck by the contrast with Scott Brinker’s recent statement that we are arriving at a post-digital-transformation era: “(C)ompanies are no longer planning to become ‘digital.’ They are digital.”

And then we got the results of our 2022 MarTech Career and Salary Survey. Among the surprising nuggets to be mined from our findings was that 77% of respondents identify spreadsheets as the tool they spend most time (10 or more hours a week) working with. That doesn’t mean that spreadsheets are a marketer’s most important tool, but it does suggest that manual processes remain a key part of daily life for marketing managers and staff.

We wanted to extend the opportunity to all our readers — B2B, B2C, agencies — to give us a reality check on spreadsheet use. MarTech is marketing, we like to say, and certainly today’s marketing is fundamentally data-driven and digital. But is it too soon to say that marketers are working in a digital and largely automated environment?

Download the 2022 MarTech Career and Salary Survey here


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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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