21 Tools and Tactics to
Make a Content Marketer’s
Life Easier
Stacey MacNaught
Tecmark
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My job in 2009…
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@staceycav

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@staceycav

Things are a little more
complicated now.
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Poor (scalable) link
acquisition tactics have
mostly fallen by the
wayside
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(Albeit not so much for
users)

There are lots of content
marketing definitions
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h"p://contentmarke/ngins/tute.com/2012/06/content-marke/ng-defini/on/

I prefer:
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The use of content to
achieve marketing goals
either directly or indirectly.

For me, they’re largely
SEO related goals
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I use content marketing
to build links, coverage
and generate relevant
traffic
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It started disastrously
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@staceycav

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2 links.

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(This doesn’t
work, by the
way).

It got gradually better
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It got gradually better
as we developed
processes
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Other Examples
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Garden and
home security
survey
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British Business
Dreamers
Survey
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Browsing for
holidays while
at work survey
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Quick and low
cost coverage,
citation and link
opportunities
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Quick win local and
regional press links
with FOI data
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We don’t have 100%
success rates.
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But we’re not far off.
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And if a project doesn’t
succeed first time, we’re
better now at reworking
it.
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@staceycav
(Some things are
beyond help)

Our success is down to
process, tactics and
tools…
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And people - but I can’t
share those!
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Most of the impact tools
and tactics can have is in
3 areas…
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Ideation, data sourcing
and distribution
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Ideation
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1635
Brainwriting
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h"p://blogsession.co.uk/2014/03/635-method-brainwri/ng/

2
635
Brainwriting
Tool
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h"p://635.tecmark.co.uk/

3
The Worst
Idea Method
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h"p://blogsession.co.uk/2014/03/635-method-brainwri/ng/

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You want
my
sh***est
ideas?

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h"ps://www.amazon.com/Idea-Stormers-Inspire-Crea/ve-Breakthroughs/dp/
1118134273

4SpeakUp
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h"ps://getspeakup.com/

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h"ps://getspeakup.com/

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h"ps://getspeakup.com/
Free for up to 25 users

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h"ps://getspeakup.com/

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h"ps://getspeakup.com/

5Note and Vote
Method
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h"ps://library.gv.com/note-and-vote-how-to-avoid-groupthink-in-
mee/ngs-24e829e43295#.uqh2au1tr

Data
Sourcing
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Survey Platforms and
Panels
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6
OnePoll
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h"p://www.onepoll.com/

@staceycav
Larger investment but
very credible data.
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7
Esomar
Directory
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h"ps://directory.esomar.org/

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8
Toluna Quick
Surveys
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h"ps://www.quicksurveys.com/

@staceycav#ttlpresents @staceycav
Smaller investment.
Quick turn around.

9Google Consumer
Surveys
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h"p://www.google.co.uk/insights/consumersurveys/home

@staceycav#ttlpresents @staceycav
Small Investment. Less
credible than other
sources.

Existing Data Sources
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10
Statista
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h"p://www.sta/sta.com/

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11
Google Public
Data Explorer
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h"ps://www.google.com/publicdata/directory

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12
Government
Statistics
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h"ps://www.gov.uk/government/sta/s/cs

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Another approach
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13
Use FOI
Data
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h"ps://ico.org.uk/for-organisa/ons/guide-to-freedom-of-informa/on/what-is-the-foi-act/

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14
What Do
They Know
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h"ps://www.whatdotheyknow.com/

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15
Ask the
EU
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h"ps://www.asktheeu.org/

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Content
Promotion
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16Forward Features
Calendars
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h"ps://www.asktheeu.org/

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It’s easier to pitch
content when you
your topic and timing
are perfect.

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Obtain forward
features calendars
wherever you can.

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Some
publications
publish them

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In many cases, you’ll
need to ask.

17
Local and
Regional
Press
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Local and regional
online press websites
are often quicker win.

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Some of the same
journalists write for
both.

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18
Local &
Regionals
List
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http://bit.ly/local-press
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19
Freelance
Journo
Directory
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h"p://www.freelancedirectory.org/

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20
CisionPoint
Media
Database
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h"p://cisionpoint.com/

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21
Other Useful
Tools
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Finally…
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And most
importantly
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Content marketing is
a team game.

There’s no greater
asset/tools than a
determined team.

#ttlpresents @staceycav@staceycavstacey.macnaught@tecmark.co.uk