Marketer’s Toolkit: 10+ New Tools To Enhance Your B2B Marketing Stack

Woman using grinding tool to work on metal with sparks flying image.

Woman using grinding tool to work on metal with sparks flying image.

How can B2B marketers improve their content in refreshing new ways, and also add to their stack of marketing skills?

In 2021 most B2B marketers are busier than ever due to the pandemic, the challenges of remote work, and increased expectations to show results.

This makes finding the time to research and locate useful new marketing-related software tools and services a challenge.

Don’t worry, however, as we’ve got 10+ new or updated tools that can enhance your B2B marketing stack, from digital imaging and video to data insights and more.

We’ll take a look at some of these helpful tools for today’s busy marketers, to help refine and augment your B2B marketing strategy now and into our post-pandemic future.

Sorting through vast lists of seemingly endless marketing tools and platforms can be frustrating, as well as a hit and miss proposition, so we’ve put this collection together so that you can skip the search and get right into tools you can use today to help create memorable B2B marketing stories.

Let’s start right in with our collection of 10+ handy tools to augment your marketing stack.

1 — MindMeister

MindMeister

With MindMeister, a mind mapping tool from MeisterLabs, marketers can visually organize and diagram all manner of information and uncover fascinating connections that might otherwise remain hidden.

Brainstorm new ideas, map out project plans in a variety of ways, mark up information, all in a collaborative and sharing online environment — these are all areas where MindMeister can prove helpful in many B2B marketing efforts.

MindMeister offers a free basic version that lets you create three mind maps, along with subscription plans suited for anywhere from personal to enterprise uses. Find @MindMeister on Twitter.

2 — Google Stack

Google Stack

Area 120 is Google’s in-house project incubator, which recently released Stack — an experimental document digitization and organization app that uses artificial intelligence (AI) to analyze all scanned content.

For B2B organizations that have found the move to paperless less of a paradise and more of a digital abyss, Google’s Stack and it’s AI technology — along with easy and secure integration with Google Drive — will be a welcome addition to the organization category.

Conversion to PDF is done by taking snapshots of documents, and presently the app is available only for Android devices. Read Google’s Stack announcement on the Area 120 blog.

3 — CoSchedule’s Subject Line Tester Tool

CoSchedule

Marketers looking for a fresh take on potential new email campaign or newsletter subject lines can try CoSchedule’s Subject Line Tester tool.

This tool offers numerous recommendations, visual previews, and ratings for potential subject line choices, including sentiment and length analysis and keyword insight. It also offers a word balance feature showing a particular subject line’s emotional power and whether it is particularly common or on the rare side, in addition to other helpful analysis.

Similar subject line analysis tools exist, and for those who haven’t yet tried CoSchedule’s implementation, running a test may point out new considerations for improving and optimizing your next email campaign. The tool is just one of CoSchedule’s sizable array of marketing organization features. Find @CoSchedule on Twitter.

4 — Keyword Insights

Keyword InsightsKeyword Insights is a combination keyword clustering, intent, context, and ranking tool presently in beta test status, providing a new glimpse into data that can help create a more informed content marketing strategy.

Features offered by Keyword Insights include unique topic cluster reports and keyword search intent data, allowing marketers to import their keywords in nearly any format and see numerous data-backed suggestions.

The tool can also show rank-tracked output with such information as search volume, suggestions on additional keywords to target, and which URLs may perform better if they were split into separate pages. Find @KeywordInsights on Twitter.

5 — Monster Mash

MonsterMash

Google AI recently released Monster Mash, a tool that allows marketers to turn basic sketches into 3D animations without the involvement of designers or developers, creating an element which can add more visual excitement to top-notch marketing content.

An online example of what the new Google AI tool can accomplish lets users draw online and then inflate and animate their two-dimensional sketches into moving 3D works. Find @GoogleAI on Twitter.

6 — WebVitals Cumulative Layout Shift Debugger (CLS)

WebVitalsWebVitals Cumulative Layout Shift Debugger (CLS) is a free tool built by former Google engineer Fili Wiese, allowing marketers to examine and find where to improve on Google’s CLS user-centric metric for webpage layouts.

“The Cumulative Layout Shift Debugger uses the Layout Instability API in Chromium to detect and measure the layout shifts in the viewport between when a web page starts loading and when it finishes loading and calculates its cumulative layout shift score,” the utility’s instructions note, and the tool presents this information visually using squares.

CLS is a key part of Google’s Core Web Vitals measurements, and brands can use WebVitals Cumulative Layout Shift Debugger to optimize existing mobile and desktop page layouts, or test new ones.

7 — Grammarly

GrammarlyGrammarly, while not necessarily a new tool, has continually refined and added to its online writing assistance product, which comes in plans ranging from free to those tailored to teams of up to 149 users.

Going far beyond spelling grammar, and punctuation suggestions into areas including mobile writing tone detection, warnings to avoid overused language, and optimal formatting suggestions, the Grammarly of 2021 offers many new and helpful features for B2B marketers looking to take their writing to the next level. Find @Grammarly on Twitter.

We’re also looking out for you on that front, and recently published “B2B Content Marketing: 10 Tips to Level Up Your Writing Skills,” by our senior content marketing manager Joshua Nite.

8 — Ryte’s Keyword Cannibalisation Report

RyteRyte’s Keyword Cannibalisation Report helps marketers track down multiple web pages that may be ranked by Google for the same keyword and which could potentially be digitally cannibalizing your own site, and instead allowing the pages to implement changes that avoid the issue.

The Keyword Cannibalisation Report helps pinpoint situations including poor internal linking practices, similar or duplicate content, title or description markup, inconsistent anchor text use, and more. Find @Ryte_EN on Twitter.

A similar free alternative Cannibalisation Explorer tool, using Google Data Studio and Google Search Console data, has been made available by SEO consultant Hannah Rampton, offering another take on this often-valuable data.

9 — Loom

LoomLoom’s powerful video messaging tools have also been updated, especially during the pandemic, which has seen a massive increase in the use of online video communication.

Recently passing the ten million user threshold, Loom has updated its cloud-based video editing capabilities, utilizing a real-time video transformation layer to make even the longest videos editable online.

Loom has also continued to build integrations with other tools such as Miro and Pitch, creating new levels of dynamic collaboration opportunities for marketers who use the platforms. Find @Loom on Twitter.

10 — Agorapulse Power Reports

Agorapulse

Agorapulse has added new premium Power Reports, advanced tools for handling multiple social media accounts, adding to the social media management system’s fine existing collection of helpful inbox, publishing, reporting, monitoring and team collaboration tools.

The new Agorapulse Power Reports options allow marketers to report on up to 10 social media profiles, with scheduled reporting, problem area identification, content ideas and suggestions, customized comparison and demographic data, and more. Find @Agorapulse on Twitter.

Build Your Own B2B Marketing Super Stack Of Helpful Tools

via GIPHY

It’s not the marketing tools alone that make for enchanting customer experiences. Skilled and creative use of the vast digital palette we’re all fortunate to have at our fingertips requires dedication, time, and a healthy dose of vision.

B2B marketers can create great content by combining existing tools in new ways, building digital assets that sing a unique song that will help brands weave stories that truly stand out.

We hope you’ve found our look at a handful of new and updated marketing tools helpful as you build new campaigns throughout 2021, and that they’ll also contribute to your own team’s knowledge and inspiration.

Need more useful marketing tools? Here are several articles we’ve written exploring additional tools for B2B marketers:

The post Marketer’s Toolkit: 10+ New Tools To Enhance Your B2B Marketing Stack appeared first on B2B Marketing Blog – TopRank®.

6 Step Guide to Keyword Research that Turns Your Content into a Lead Machine

6 Step Guide to Keyword Research that Turns Your Content into a Lead Machine written by John Jantsch read more at Duct Tape Marketing

A whopping 93% of online experiences begin with a search engine. Making sure your business ranks well is imperative to being found online. 

Keyword research is the first critical step in developing your SEO strategy. But the way that you undertake keyword research for your homepage will be different from how you settle on the right search terms for your content like blog posts and podcasts. Plus, keyword research and content creation should have a symbiotic relationship. 

As you research your keywords and begin to understand how prospects are searching, you can plan and create content that speaks directly to searchers’ intent and needs. 

Here’s a quick, 6-step guide to help you get your content research off the ground and drive the right kind of traffic — traffic that is more likely to convert.

We’ll start by talking about what keyword research is.

What is Keyword Research?

Keyword research is the process of finding and analyzing popular search terms that people enter into search engines like Google, and include them strategically in your content so that your content appears higher on a search engine results page. 

Keyword research can help you find ideas for your next blog post, learn more about the needs of your audience, and keep up to date with the lingo of the ever-changing search landscape. Researching what people type into search engines and using this data to create targeted content will ultimately help you drive the right traffic to your site.

Here are 6 quick, easy steps to help you get started. 

Step 1: Start with Your Own List of Keywords

Start by brainstorming on your own. You know your business and what you offer to your customers, so you probably have a solid sense of the terms they’re searching for to find you.

It’s important to note that in recent years there’s been a shift in the way that Google handles search queries. Google is now more invested in ranking results based on intent. The person who searches for “home remodeling ideas” is probably looking for something different than the person who searches for “best home remodeler in Kansas City,” right? The latter searcher is probably ready to start knocking down walls and ripping out tile, whereas the former might be daydreaming about redoing their kitchen someday in the next couple of years. Therefore, the results are going to vary.

Google acknowledges that the intent behind those searches is radically different, and so they’re now displaying results differently for those search queries. Because of this trend towards semantic search, it’s now important for businesses to consider long-tail keywords.

While your homepage might have keywords that are broader and more likely to cast a wider net, snatching up searchers at various stages of the customer journey, you want the keywords associated with your individual product pages and informative content to be more targeted.

If a home remodeler has various pages for the types of services they offer—kitchen, bathroom, home additions, basement finishing, and so on—they should have long-tail keywords for each of those pages that speak to that subset of the broader audience.

Step 2: Turn to Auto-Suggest

Another great starting point for your content keyword research is to start searching in Google yourself. Autocomplete is a great to use early and often when developing content calendars and general organic search strategies. You can uncover quality long-tail phrases that are commonly searched across the web by your audience.

Take some of the broader keywords you’ve identified for your business and see what comes up in auto-suggest.

Let’s return to the home remodeling example. When you type in home remodel, you get some auto-suggestions that indicate a few trends. One is about technology; the fifth and sixth suggestion have to do with apps and software. The other is about financing; people often search about loans or government incentives associated with remodeling.

This tells you something important about what prospects are thinking about when considering remodeling for themselves. They’re worried about the financial aspect (we all know renovations aren’t cheap!), and they like the idea of being able to have a hand in the design process, accessing technology that can help them plan out and visualize their dream kitchen or bathroom.

If you don’t already have content on your website that speaks to those major areas of interest or concern, maybe it’s time to consider adding some! It’s also helpful to go through and click on those auto-suggestions to see what content does appear when you Google “home remodel incentive,” for example. Who is already ranking in those results? Are they direct competitors? Is there a gap in the type of information you can find in that search—one that you could fill with original content on your site?

Step 3: Check out the Competition and See How They’re Ranking For Your Keywords

While it’s important to think about your own strategy, it’s also a smart idea to consider what your competitors are up to. There are plenty of tools out there that can help you do some opposition research into the keywords your competitors are using.

A site like SEMrush can help you see your known competitor’s keywords, identify other potential competitors that you hadn’t previously considered, and monitor shifts in where your domain is ranking (you can access a free 14-day trial of SEMrush Pro using this link).

You can also spend some time on your competitors’ website. Take a look at how they organize their content. Is there a way for you to differentiate your site and content from theirs—a unique approach that you can take to sharing what you do?

Step 4: Ask Your Customers

By this point, you’ve done a lot of digging into keyword research on your own. Now it’s time to ask your customers what they think. Sometimes the people who know and love your business will have a unique take on what’s so special about you, and it will help you to hit on a vein of content to mine that you wouldn’t have found on your own.

Don’t think of this as a daunting task. Asking for feedback can be as simple as sending a quick survey or simply asking people as part of your conversation with them while you’re on the phone.

There are a few helpful questions to ask, like:

“What search terms did you use when you were researching how to fix your problem?”
“What search terms ultimately led you to our business?”

Plus, it’s helpful to ask what it is that they think sets you apart from the competition; writing about what makes you different is a way to help your content stand out.

Step 5: Look at Google’s Keyword Planner (and Google Trends)

Once you’ve gathered up this bundle of keyword suggestions, it’s time to head to Google’s Keyword Planner tool. While it’s designed to work with paid search, it can also help direct your organic search efforts. Keyword Planner can help you get an idea of the right keywords you want to target by considering monthly search frequency, competition, and even cost-per-click (CPC) pricing.

 You do need a Google Ads account to access it, but once you’re in, you can begin to get information about the size of the audience you’ll be able to reach with each keyword, and more. 

Google Trends can help you determine which terms are trending upward, and are thus worth more of your focus. (This can be accessed without an ads account.)

For local businesses, it’s best to hone in on keywords that are not overly competitive and have a manageable reach. If you go for broad keywords that are highly competitive and can reach millions of people, it doesn’t do you much good. You’ll then find yourself coming up against giant brands, and you’ll never be able to rank well in that arena. Plus, you don’t need to reach tens of millions of people; you’re serving your specific community, so those are the people you want to see your name in SERPs.

Step 6: Create Hub Pages

Once you’ve settled on the keywords for your content, it’s important to mold the content itself to speak to the intent behind these keywords. You understand now what your audience wants, it’s time to create content that gives them just that.

I’ve talked a lot about building hub pages recently, and that’s because they’re an incredibly powerful tool when it comes to establishing trust and authority plus dominating in search results. Hub pages allow you to build what’s essentially a mini-Wikipedia for your area of expertise. You put all of your content related to a given topic on a hub page and tie it together in a way that addresses the questions a prospect might have.

Let’s return to the home remodeler example. One of their hub pages could be “The Ultimate Guide to Kitchen Remodeling.” On that page, they’ll link out to content (blog posts, video, podcasts) that cover all the ins and outs of a kitchen remodel, from initial research to picking finishes to project management once the renovation is underway.

Through keyword research, you learned that financing the project and using tech in the design stages were important issues for a lot of homeowners, so you want to include content that addresses those issues.

With this hub page, you become the comprehensive source of information on the entire kitchen renovation process. Not only does this allow you to become an authority early on in prospects’ research (making them all the more likely to turn to you when they’re ready to hire someone!), it also does great things for your SEO. Prospects stay on this hub page for a while—there’s a lot of information to soak in! They click on a couple of articles, navigating back to the hub page in between. They may even share an article with their spouse about the renovation process, or send a video to their friend who’s helping them pick new appliances.

When visitors spend a lot of time on one page, search engines get the message that it’s a well of great content. They want to provide their searchers with the best results, so they bump your hub page up in SERPs to ensure that it gets found by a broader audience.

Great keyword research for content is about using that research to guide your content creation process. You can learn a lot about search intent and what prospects are looking for by undertaking effective keyword research. Armed with that knowledge, you can then create content that speaks to those prospects’ wants and needs, ensuring that you stand out from the competition.