Content marketing delivers substantial value to an organization. Benefits include increased search visibility, enhanced brand awareness and improved conversion rates. With advantages like those, it’s no surprise that  46 percent of businesses report they want to increase their content creation spending in 2022. As one of the most cost-effective marketing tactics available, content development doesn’t have to break the bank. Consistent and effective content creation takes time, energy, expertise and knowledge of trends, news and audience interests to continually come up with new and relevant messages. Fortunately, there are multiple free and low-cost online tools available to help marketers take content creation skills and campaign results to the next level.

Tools to Expand Your Content Creation Skills

Every brand has its own style and approach to creating valuable content, building brand presence and communicating the organization’s value proposition to the right audiences, through the right medium, at the right time. The following 12 tools can help streamline processes and propel content development, distribution and performance to new heights.

1. Google Trends is a helpful tool for understanding what your audiences are looking for online, by providing insight into trending keywords and queries by date, location, demographic or topic. To be effective, content developers need to stay on top of trends to understand current events in relation to audience interests, needs and pain points. Use the ample and free search engine data to connect authentically with audiences, keep topics relevant and position your content as part of the current conversation. 
2. Google Analytics is another free tool that allows users to understand how website visitors interact with your content across web and app platforms. Marketers have access to customer insights for better decision-making including real-time reporting, engagement reports, monetization reports, path exploration, segment overlap and a treasure trove of other insights.
3. Moz Keyword Explorer offers free and paid keyword and search engine results page (SERP) tools that allow users to analyze their own website or other content, ensuring relevance and boosting SEO. The platform integrates keyword research, metrics and planning in one place. Functions range from analyzing keywords by search volume, generating and saving optimized keyword lists and access to predictive analytics about search engine rankings, click-through rate or search volume.
4. Canva is a visual content and graphics design platform that offers extensive libraries of templates and design elements for a wide range of content types. A must-have for social media marketers, Canva offers easy-to-use design tools for social media posts, video, logos, flyers and infographics. Customizable visual content on Canva extends to presentations, brochures, posters, graphs and charts. Basic tools are free, but paid options offer enhanced functionality.
5. Grammarly is a free plug-in that offers grammar, spelling and style suggestions across all programs that feature text entry. Since the Grammarly plug-in seamlessly integrates into all apps, the AI-powered suggestions can improve the clarity of emails, social media posts, documents, projects and website content. Paid plans can be customized to incorporate brand style and tone.
6. Microsoft Teams is a communication platform that enables collaboration with straightforward integration into the Microsoft Office Suite of products. Project management, document sharing, cloud storage, video meetings and data encryption come with the free option. Premium features include expanded access, storage and security, along with new functions such as webinar hosting, appointment scheduling, and business email addresses and management.
7. CoSchedule’s Headline Studio is a focused tool that analyzes and scores headlines based on a scale from zero to 100. Higher scores may improve SEO, drive website traffic and better engage audiences. The headline analyzer helps marketers consider word balance, compelling vocabulary and originality, and appeals to emotion and logic with data-driven suggestions. Paid versions unlock suggestions to improve scores.
8. Copy.ai is an application that leverages artificial intelligence to aid the early stages of the content development process. The platform offers copywriting tools, blog writers, email marketers and social media managers to easily create outlines, inspire new ideas and generate early-stage content based on the topic and context users bring to the project. Copy.ai offers limited free tools or unlimited access with a monthly membership.
9. BuzzSumo is primarily a content marketing research tool and social listening platform that helps content creators generate new ideas, monitor brand presence and identify content and distribution trends. Through a vast library of data, real-time updates and browser integration, BuzzSumo’s features can help content creators manage brand reputation, jump on new trends and gear content according to audience interests. The platform requires a subscription, but a free trial is available.
10. Audacity is a free open-source audio editor and recorder that makes a great addition to content development teams that leverage podcasts, audio interviews or product demonstrations. Its simple recording, editing and exporting functions make Audacity a strong, no-fuss option for audio-content beginners.
11. Veed.io is a simple online video editor ideal for creators just getting started with video content. The editor allows users to easily edit video content, translate videos, transcribe audio files and add subtitles or visual effects. It is a perfect choice to edit, crop and add subtitles to your videos quickly and smoothly.
12. Demio is an easy-to-use webinar software that allows for customizable, dynamic content and a simple, no-download webinar experience. The sleek program makes webinar planning and hosting a breeze by presenting engaging events in-browser and across all devices. With audience chat functions, screen and material sharing, and interactive polls, Demio creates engaging webinars that meet prospect and customer expectations. Add integrated promotional materials, distribution across other channels and audience analysis for a solid webinar hosting tool. A free plan offers basic options and paid subscriptions unlock additional functions.

Not a Crutch, but an Advantage

Some marketers might think the abundant online tools available today are useful only to content creators who fight an uphill battle to develop and distribute content. That’s just not accurate. Don’t wait until you’ve run out of ideas to adopt these tools. Today’s savvy marketing professionals welcome the assistance of tools that can accelerate the skills of veteran content creators and newbies alike. Experiment and discover the content tools that align with your business priorities, empower content development teams and drive success.