Content marketing is a lot more than simply creating content and distributing it. It involves a lot of processes and people that need to be on the same page and work as a team.

From researching content ideas to project management to content distribution, there is a lot that goes into a content marketing campaign. And, it is often overwhelming for content marketers to manage it all manually. That’s perhaps the reason why only 4% of marketers feel that their content marketing campaigns were extremely successful.

content marketing institute campaigns

That’s where content marketing tools can help you. There are numerous tools available to help you manage the various aspects of content marketing.

In this podcast episode, I invited content strategist, Brittany Berger, to discuss how she manages her content strategy and the tools that help her. Brittany is the founder of Work Brighter and a self-proclaimed content marketing unicorn.

She believes in a minimalistic approach to content marketing and preaches that content needs to be used and not necessarily created. In this podcast, she discussed the importance of content repurposing and the tools that she uses for content marketing.

What is Content Repurposing and Why is it Useful?

Content repurposing is recycling and reusing old content in different ways to get the most out of it. And Brittany’s approach to content marketing revolves a lot around reusing content rather than creating fresh content every single time.

In the podcast, she mentioned how she recently started her YouTube channel and uses content repurposing to keep it running. She created some foundational courses and videos for the first three months to get the channel up and running. For the remaining 9 months of the year, she used old content and reused it to post regular videos on her channel.

Creating fresh content is difficult and takes a lot of time and effort. So, if you want to post useful content regularly and consistently, it makes sense to reuse old content sometimes. It saves time and ensures that there’s always something in the pipeline.

Content Marketing Tools

As I mentioned earlier, content marketing tools can help you manage various tasks with ease. Some tools, like Evernote, can help you keep track of content ideas on the go, while others, like Trello and Slack, can help you keep in touch with your team and manage your projects. Tools like Buffer can help you with content scheduling and distribution.

With the large variety of content marketing tools available in the market, it can be difficult to select ones that will suit your best.

I asked Brittany about the tools she likes best and she picked the following three tools. Like her content philosophy, her selection of tools is also minimalistic. She prefers using a few tools that can do everything, instead of using many specialized tools.

Let’s take a look at her favorite tools and discuss their unique features and uses.

1. Lumen5

Nearly 54% of consumers wish that their favorite brands and businesses would come up with more video content. However, coming up with new ideas for videos can be quite a task. Furthermore, shooting and editing take even more time. In such a case, if you’ve got high-performing text content, you can use Lumen5.

This tool simplifies social video marketing for brands with the use of AI. All you need to do is enter a blog post and the tool will summarize the content and match scenes of videos and photos instantly. Even if you don’t have any footage, Lumen5 has lots of free media files that you can use in your videos. This can help make content repurposing extremely quick and simple.


Image via Lumen5

2. Airtable

Airtable is an excellent tool to organize your work and manage your projects and tasks effectively. It has the functionalities of a spreadsheet and a database all in one.

And, the feature that Brittany likes best is that you can create many dashboards and do practically anything that you want. Instead of using multiple tools, you can do all of your task management using this one multi-functional tool. Not only does this make the process easier but even helps you track things easily.

You can link related content, and even organize everything from your mobile app.

Here are some of the uses of this tool:

Repurposing Content

Airtable can be used to reuse, remix, and republish your content with ease. It can be quite challenging to come up with unique content every day. But, by repurposing your content, you can still post unique content.

repurposing content

Image via Airtable

Here are some of the uses of this tool:

Content Planning and Pipeline

You can use this tool to make your editorial calendar and content plan. Additionally, you can plan your entire content pipeline and view it easily in the form of a calendar or even in a grid view. This makes content planning simple for you.

content planning and pipeline

Project Management

You can see all your tasks and projects in one place. It is even possible to segregate them based on the stage of completion of each. In a way, it’s pretty similar to Trello’s system of management but has a lot more added functionality.

project management

Visualization Tools

It has several visualization tools that can help you look at data and insights in an easy-to-understand manner. The blocks feature allows you to customize and format your insights in a way unmatched by any other tool.

visualization tools

3. CoSchedule

This is also a useful content marketing tool that can help you with the marketing management aspect of your campaign. It can help you organize all of your marketing tasks and manage your marketing projects.

It’s got a content organizer that lets you organize your content well. In addition, you can schedule posts for publishing on social media on it so that you can sit back and let it do all the publishing work. It also lets you create a marketing calendar and helps you organize your work by automating workflows. This way, you can churn out fresh content regularly.

Following are some of the things that you can do using this tool:

Manage Clients and Projects

It has a client dashboard that allows you to manage all of your clients in one place. And, you can also create client workflows and reusable templates. You can also manage all of your conversations and easily keep track of them using this tool.

manage clients and projects

Schedule Social Media Posts

One of the most useful features of this tool is that it helps you schedule your social media posts effectively. It has a bulk scheduling option that lets you schedule numerous posts at once. You can also share content from anywhere on the web to your social media profiles.

schedule social media posts

Make an Editorial Calendar

You also use this multi-functional tool to make a content plan and editorial calendar. It is simple to use and lets you see your content pipeline in one place.

make an editorial calendar

Overall, it is quite a useful tool that helps with all aspects of content marketing management.

4. Evernote

Evernote is like your personal notebook where you can take notes and write down content ideas on the go. While Brittany is more of a pen and paper person, even she can’t carry a notebook everywhere. That’s where a tool like Evernote comes in handy.

You can use it to make to-do lists or simply write down content ideas as soon as you think of something. You can also set reminders, make lists, and keep track of everything in one place.

The best part is that it lets you work from anywhere and organize your tasks and lists on the go.


Final Thoughts

Content marketing tools can help you run successful content marketing campaigns. And, like Brittany, you can choose to keep things simple and use just 2-3 multi-functional tools instead of multiple tools.

Also, remember that the purpose of content marketing is to provide your audience with relevant content regularly and consistently. It does not necessarily mean that you have to create fresh content every time. You can do a lot with your old content by repurposing it in different ways.

So, go ahead, and try these tips from content marketing expert, Brittany, and see the results for yourself.

Shane Barker

Shane Barker is a digital marketing consultant who specializes in influencer marketing, product launches, sales funnels, targeted traffic, and website conversions. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.