20 Must-Have B2B Content Marketing Tools in 2024

Content marketing is evolving. Marketers are feeling the wrath of AI and budget cuts. 

It's getting tougher to link our efforts to revenue. 

Our jobs are becoming increasingly challenging. To make things easier, start by adding the right tools to your marketing stack. 

Otherwise, you might end up draining resources on random campaigns, deal with project delays, and fail to properly attribute your strategy. 

But with so many tools to choose from, marketers often struggle to build the best content marketing tech stack for themselves. 

That’s why I’ve tested dozens of B2B content marketing tools. And shortlisted 20 great solutions that’ll make your life easier.

20 content marketing tools to consider

Here’s our list of the 20 essential content marketing tools for every B2B marketer. Along with why you should add them to your stack:

1. Wordtune

Best for content creation and optimization

G2 rating: 4.6 out of 5 (170+ reviews)

Pricing: Free plan, paid plans start at $6.99/month (Check out pricing)

Wordtune offers AI-powered creative writing suggestions to level up your content and convey your ideas with clarity. 

Unlike other AI writing tools that produce content regurgitated from multiple sources, Wordtune refines your ideas with contextual suggestions. 

You can just add your content to the Wordtune editor, and you’ll see prompts to elaborate on your ideas.  

You can also use Wordtune to shorten or expand on your existing content. Or, adjust your tonality and switch from a formal to a casual tone (or the opposite). 

Not just that, Wordtune can also help you:

• Explain a point

• Emphasize an idea

• Make a counterargument

• Give an example or analogy

With Wordtune’s grammar checker, you can also check and fix any errors in your content to make it grammatically flawless. 

Why you should add Wordtune to your stack:

Wordtune is an advanced AI solution designed to fast-track content creation. It helps content marketers leverage the power of AI to write clear and convincing content effortlessly. With a slick interface and fast functionality, it's a reliable solution to supplement your writing with its suite of features, including translation, rewriting, and integrations.

Here’s a review from one of their customers on G2:

"As a writer, I tend to over-explain things when I don't need to. Wordtune helps me eliminate my verbose approach for a more approachable tone for my readers. I write for different audiences, so it helps me see how I can approach a sentence."

2. HubSpot Make My Persona

Best for creating buyer personas

‍G2 rating: NA

Pricing: Free 

HubSpot’s free Make My Persona tool offers an easy and efficient way to visualize buyer personas (a fictional representation of your target customers). 

The tool prompts you to share details about your ideal persona, like gender, age, education, industry, company size, etc. Based on your responses, the tool creates a customizable infographic with all these details. 

You can customize the colors, add new sections, and move the other sections to tweak the design. Once you’re happy with the result, download it or share it with a URL. 

Why you should add Make My Persona to your stack:

Buyer personas are at the core of every marketing campaign. With Make My Persona’s visualized designs, you can educate your team and collaborate more effectively to plan every campaign.

3. SparkToro

Best for conducting audience research

G2 rating: 4.5 out of 5 (10+ reviews) – SparkToro’s listing on G2 is unclaimed. All listings provided on the platform are by G2 themselves. 

Pricing: Free plan, paid plans start at $38/month (Check out pricing)

SparkToro is an audience research tool that offers exhaustive insights into your buyer behavior and expectations. 

You get a comprehensive overview of each keyword, right from traffic data to related search terms and relevant videos, podcasts, or subreddits. 

The tool gives you granular data about your audience—who they are, where they live, what they do, what they search for, and more.

You can also dig deeper to identify your audience profiles on social media with attributes like hashtags, bios, followers, engagement, and more. 

Why you should add SparkToroto to your stack:

SparkToro informs you about metric-based audience behavior to understand exactly who you're targeting. This data helps shape your content strategy, PR efforts, and influencer marketing campaigns. 

Here’s a review from one of their customers on G2:

“Spark Toro takes a time-consuming and onerous audience interest and engagement research process and turns it into an easy and quick process, allowing me to go deeper with my user persona development.”

4. Semrush

Best for strategizing and planning your SEO efforts

G2 rating: 4.5 out of 5 (2000+ reviews)

Pricing: Paid plans start at $129/month (Check out pricing)

Semrush is an all-in-one digital marketing platform with more than 55 tools that can assist you across different areas of your digital marketing efforts. Like SEO, social media marketing, and paid advertising.

One of their most prominent tools is the Keyword Research tool, which lets you identify the most promising and relevant queries your target audience searches for. Along with their monthly volume, search intent, cost-per-click, keyword difficulty, and more.

You can use their Link Building tool to plan, launch and manage your link building campaign - from start to finish. 

Their Advertising Research tool lets you bulk analyze Google Ads your competitors are running. 

Why you should add Semrush to your stack:

Semrush is an end-to-end digital marketing solution with a suite of tools to guide your entire SEO, paid advertising, and social media marketing game plan. 

Here’s a review from one of their customers on G2:

“The most helpful thing about Semrush is how everything is all together in one project, so managing multiple clients is very easy and simple. Often I have to do keyword research on very niche topics, so the size of the Semrush database is very helpful for this. I use Semrush every day in my role as SEO Lead and find it the go-to place to start the day.”

5. Buzzsumo‍

Best for finding trending topics

‍G2 rating: 4.5 out of 5 (100+ reviews)

Pricing: Paid plans start at $199/month (Check out pricing)

Buzzsumo is a content research and discovery tool. It enables marketers to find trending topics for any industry and discover popular themes and niches. 

On top of that, it can also help you monitor your presence online by tracking brand mentions, keywords, and more through real-time updates.

As a part of your content marketing tool stack, Buzzsumo is great for ideation and competitor analysis. Its detailed insights can guide your strategy forward.

Why you should add Buzzsumo to your stack:

Whether you’re planning a PPC campaign or designing your social media strategy, Buzzsumo will source the best-performing ideas for your content efforts. It gives you a pulse of your audience to create content that resonates with them.

Here’s a review from one of their customers on G2:

"I love how easy Buzzsumo is to navigate. You're not bombarded with a ton of features that aren't relevant to you—if you want to stick to just generating content ideas, there's one place for that; if you want to find trending topics, there's another. I also like the alert system where you can receive notifications right in your inbox."

Alternatives: If Buzzsumo doesn’t fit the bill, you can try public forums like Reddit and Quora to find new ideas and see what your buyers are really interested in.

6. Surfer‍

Best for creating content briefs and optimizing existing content

‍G2 rating: 4.8 out of 5 (500+ reviews)

Pricing: Paid plans start at $89/month (Check out pricing)

Surfer is a content intelligence tool for content audit, strategy, ideation, and optimization. The all-in-one platform lets B2B content marketers run the show from start to finish. 

You can audit a page and find suggestions to optimize it for better rankings. 

You can also create an editor for any keyword and location. This editor will analyze the top pages ranking on search engines for that keyword(s). And offer data-driven guidelines to optimize your posts, so they can rank higher than the top articles.

‍Why you should add Surfer to your stack:

Surfer is a great solution for creating content briefs where writers get outlines for every top-ranking piece, a list of keywords, the number of images and headings to include, and more relevant details. Users also love its neat interface and ease of setup.

Here’s a review from one of their customers on G2:

“The Content Editor tool takes the guesswork out of optimizing content for SEO. I can easily analyze the top-performing pages in search results and get insights on keyword usage, content length, and more. It saves me so much time and effort, and my clients love the results.”

‍Alternatives: if you want to try other tools for creating content briefs & outlines, some Surfer alternatives include Frase and Clearscope.‍

7. Keyword Insights

Best for finding and clustering keywords

G2 rating: 4.9 out of 5 (10+ reviews) 

Pricing: $1 trial, paid plans start at $58/month (Check out pricing)

Keywords are the heart of any content program. With Keyword Insights, marketers can conduct in-depth research to find the most relevant keywords (according to their requirements) and plan their strategy. 

Besides keyword discovery, the tool helps you create clusters for geo-specific search engines. The content brief module will then present a basic layout for writers and editors to get started.

Why you should add Keyword Insights to your stack:

One of the biggest benefits of using Keyword Insights is the ability to scale your content production systematically. The tool sources keywords, creates clusters, and categorizes them into hubs, and spokes, and does so much more. Its fast interface means you can do hours of work in a few minutes. 

Here’s a review from Vitaliy Verbitskiy, Product Marketing Manager at Health Samurai:

“Every content marketing strategy starts with proper semantics and in-depth research. I found Keyword Insights to be a super valuable and legit tool that gives relevant insights and straightforward outputs. For example, combining and analyzing keyword clustering within mid-size semantics takes a week or two. Besides taking some time to aggregating quantitative and qualitative data across the web, it can take up to a month to complete this process. Keyword Insights can do this for you within a day or two. It also uses various ML models to analyze and organize input data structurally. The tool is an absolute beast and a time saver for any content marketing team out there.”

8. Hemingway‍

Best for checking and improving readability

‍G2 rating: 4.4 out of 5 (45+ reviews)

Pricing: Free plan, paid plans start at $10/month (Check out pricing)

Readability is one of the core aspects of your content experience. 

Hemingway can help you improve your content’s readability. It provides language-related insights to simplify your word choice, improve sentence structure, add transition words, and enhance the overall ease of reading the content. 

Depending on your target audience, you can check and optimize readability for a particular grade level. Plus, Hemingway also lets you publish directly on WordPress and Medium websites. 

Why you should add Hemingway to your stack:

Hemingway is ideal for adding an extra layer of proofreading to your content creation workflow. It's fast, intuitive, and free, making it a top choice for writers and editors to meet high-quality benchmarks with a neat interface. 

Here’s a review from one of their customers on G2:

“Hemingway will cut through overly wordy writing and passive voice. The interface is easy to use and visually appealing. Making changes within the app itself or in docs is easy.”

9. Canva‍

Best for designing graphics, slide decks, and videos

G2 rating: 4.7 out of 5 (4600+ reviews)

Pricing: Free plan, paid plans start at $12.99/month (Check out pricing)

Canva helps you create design assets in minutes, even if you’re not a savvy designer. You can bring your creative ideas to life with thousands of free templates, a user-friendly interface, and a minimal learning curve.

‍Why you should add Canva to your stack:

A versatile design tool like Canva enables you to fulfill every design need—from social media posts and explainer videos to presentations and infographics. Its massive library of templates makes the job easier. 

Here’s a review from one of their customers on G2:

"Easy-to-use platform that provides various types of resources that on other platforms require a lot of knowledge. Completely intuitive adjustments and usability, in addition to the possibility of being easily guided through the various tools available such as movement, color editing in images, and a varied catalog of elements that enrich artistic projects."

10. Content Harmony

Best for managing content operations 

G2 rating: 4.9 out of 5 (20+ reviews)

Pricing: $10 trial, paid plans start at $50/month (Check out pricing)

Content Harmony helps you manage the many moving parts in your content ops setup. This tool can streamline all your workflows from planning to publishing and analyzing content. 

You can conduct keyword research and create SEO-focused content briefs. You can also review your competitors’ content performance to guide your strategy. 

Then, use these insights to plan and visualize your publishing schedule on a content calendar to keep everyone on the same page. 

The tool also supports search-optimized content creation with a built-in editor and graded reports. 

Why you should add Content Harmony to your stack:

Most B2B content marketing teams rely on spreadsheets to document their content strategy and collaborate with internal teams and external stakeholders (like freelance writers). With Content Harmony, you can get rid of this messy setup and execute your content strategy with a one-stop dashboard for all content-related tasks. 

Here’s a review from one of their customers on G2:

“I've tried many tools for creating content briefs, and Content Harmony is easily my favorite. It's easy to use and organize briefs. I can get a lot of useful information in the brief quickly without a lot of superfluous stuff. The tool makes excellent suggestions for outlining and formatting an article. I like that I can buy credits and they stay in my account for at least 90 days too.”

11. Riverside

Best for hosting webinars and creating podcasts

G2 rating: 4.8 out of 5 (750+ reviews)

Pricing: Free plan, paid plans start at $15/month (Check out pricing)

Riverside is a multipurpose tool to stream a live webinar or record a podcast. You can use it to create studio-quality video recordings from your events. 

It’s possible to invite people directly to a live stream or stream to other platforms like Facebook, YouTube, and more. You can also create your own media board to play music or show a video during the stream.

Once your recording is complete, Riverside automatically creates “Magic Clips.” These are short videos capturing key highlights from your event for distribution across social media. Plus, you can separate the video and audio tracks to use the content more effectively.

Why you should add Riverside to your stack:

Riverside offers a combination of tools to host a livestream, record a session, edit videos and audio, and distribute content effortlessly. The tool can also transcribe your video into 100+ languages. Its text-based editor can also fast-track the post-production editing process.

Here’s a review from one of their customers on G2:

“We love how easy it is to use, and the best part is they keep adding big features that add so much value that we've actually been able to consolidate some of our production into just Riverside instead of using multiple web apps. It's like there's a new feature every other week that's game-changing!”

12. Mutiny

Best for creating personalized content campaigns 

G2 rating: 4.7 out of 5 (20+ reviews)

Pricing: Not available

Mutiny is a website personalization tool for tailoring content to specific user segments. To get started, you can use its AI-powered content suggestions and personas. 

Then, define each segment and add attributes for identification. You can use Mutiny’s multiple data sources, like 6sense, Outreach, Segment, and more, when defining these segments.

The no-code solution lets you personalize your website (or landing pages) with a variety of content types, like banners, exit intent modals, survey sidepops, and more. 

You can add multiple options for every personalized content asset. And use Mutiny’s AI suggestions to optimize your copy for each segment.

Why you should add Mutiny to your stack:

Mutiny offers a powerful segmentation engine and real-time personalization capabilities. You can chalk out your user segments based on concrete data, and the tool will update content dynamically based on how each visitor interacts with your site.

Here’s a review from one of their customers on G2:

“Love how easy it is to set up new A/B tests and personalized landing pages. It would be basically impossible for us to do this at the scale we're doing now without Mutiny. We were able to set up 25 highly personalized campaign landing pages in days with Mutiny that would have probably taken months without it.”

13. Arcade

Best for building interactive product demos

G2 rating: 4.7 out of 5 (50+ reviews)

Pricing: Free plan, paid plans start at $32/month (Check out pricing)

Arcade helps you design interactive demos for your product. These self-guided demos include a combination of screenshots and videos with hotspots that users have to click on. 

Arcade’s intuitive editor allows you to edit each step in detail. You can:

• Add or delete steps
• Customize each hotspot
• Apply pan-and-zoom effect
• Add AI voiceover in 20+ languages 

You can also create different branches in your demos to let users choose what they want to explore first. Plus, the tool allows personalization using tokens. So, you can create demos for a specific person and make customized links for each individual.

Why you should add Arcade to your stack:

Arcade lets you create clickable walkthroughs for your product. Whether you’re designing a feature update email, creating product-led content, or making a help center, you can use Arcade’s interactive demos for various content marketing needs. 

Here’s a review from one of their customers on G2:

“Arcade has been one of the easiest products to adopt and use in our B2B martech stack. Unlike with other vendors in this space, I didn't have to go through the whole request demo, talk to SDR, or talk to AE labyrinth - I simply made an account and put my card in after seeing it fulfilled all our needs. Recording a demo is a breeze, and I love how it automatically captures clicks and cursor movements.”

14. Buffer

Best for managing a social media marketing strategy

G2 rating: 4.3 out of 5 (1000+ reviews)

Pricing: Free plan, paid plan starts at $6/month (Check out pricing)

Buffer is an all-in-one social media management tool with powerful AI capabilities to supplement your content creation efforts. 

With Buffer, you can build a content library and organize all your ideas on a Kanban board or in a gallery view. Add tags, media, and textual content to keep track of every post. 

You can also use Buffer’s AI Assistant to write captions for your post or refine your own writing. This tool will also help you translate your post to different languages and generate new ideas.

What sets Buffer apart is its unified inbox tool, where you can see comments from all your posts across different channels. Easily like and reply to each comment to engage your audience.

Why you should add Buffer to your stack:

Buffer offers several features beyond posting and tracking social media content. You can seamlessly collaborate with your team and keep everyone in the loop. Plus, you can also create a landing page with multiple links to give people a quick look into your work.

Here’s a review from one of their customers on G2:

“The best part of the software is that is quite fluent and easy to navigate and understand. Also, they have responsive customer support, which provides a great user experience. Mostly I use this platform daily to manage all my social media accounts and also schedule multiple posts at different timings for better results. It is quite easy to integrate it with all other social media accounts of our organizations in seconds.”

15. ActiveCampaign

Best for email marketing automation

G2 rating: 4.5 out of 5 (11,000+ reviews)

Pricing: Plans start at $29/month (Check our pricing)

ActiveCampaign is a powerful email marketing tool with a built-in CRM function. You can use this tool to generate leads, create transactional email sequences, and implement other email marketing tactics. 

The tool uses Postmark, an email delivery service, to set up automated email sequences where you can create behavioral triggers. 

You can also use ActiveCampaign’s built-in automation recipes, which are pre-made templates to create email sequences for different use cases.

Plus, an integrated CRM ensures all your leads are captured directly into this tool. You can create audience segments and plan personalized email campaigns for each segment. 

Why you should add ActiveCampaign to your stack:

ActiveCampaign offers powerful email automation capabilities. You can also integrate the tool with several others in your stack to keep your content marketing engine running smoothly. Besides, you can use its AI capabilities to automate workflows quickly, improve email copy, generate ideas, and more.

Here’s a review from one of their customers on G2:

“Active Campaign makes it easy to segment the people on my email lists. I can add takes, use a scoring system, and more to highly personalize what I send and who I send it to. Over time this helps with conversion rates. And I really like the CRM-like functionality that Active Campaign offers. It makes it much easier to track where specific customers/potential customers are in the sales pipeline.”

16. Unbounce

Best landing page builders to create new pages

G2 rating: 4.4 out of 5 (350+ reviews)

Pricing: Plans start at $74/month (Check out pricing)

Unbounce is a great option to create and ship landing pages at scale. You can use the drag-and-drop builder to design a landing page in minutes, even if you don’t have the design skills. 

The tool also offers A/B testing capabilities to find the best-performing options for driving conversions. You can use its AI-powered optimization suggestions to ensure your landing pages capture visitors’ attention and nudge them to act on the CTA.

Why you should add Unbounce to your stack:

Creating landing pages can be a huge blocker for content teams because you have to rely on designers and developers. Unbounce makes this task a breeze with its versatile and user-friendly landing page builder. Not just that, you can also add pop-ups, sticky bars, and dynamic text to your website.

Here’s a review from one of their customers on G2:

“Unbounce is a fantastic tool for creating landing pages, forms, and more. The drag and drop feature is particularly useful, as it allows us to easily copy and paste elements from different pages and share templates across different pages. We've also been impressed with the range of templates available on Unbounce – there are few other landing page tools that offer as many high-quality options.”

17. Wynter

Best for A/B testing messaging and positioning 

G2 rating: 4.8 out of 5 (100+ reviews)

Pricing: Request a custom quote

Wynter is a market research platform purpose-built for B2B companies. You can use this tool to assess the effectiveness of your messaging. It’ll grade your copy and highlight different metrics like clarity, buyer intent, influence, and more.

The tool gives you access to a dedicated testing panel comprising B2B users. You can define your target audience and Wynter will send your surveys or messaging tests to people who match this criteria. 

Why you should add Wynter to your stack:

Wynter enables you to eliminate guesswork from content marketing. Whether you’re defining your brand positioning, creating website copy, or trying to understand your ICP, the tool gives you direct access to your target audience from a global pool of B2B users. 

Here’s a review from one of their customers on G2:

“Market research can be this scary thing but Wynter makes it super easy to get a test or survey live in hours and have results back in a day or two. This means you can start taking action asap. I've primarily used it for homepage message testing, which has gone really well, but would love to expand to more uses as I see a ton of value in it.”

18. VEED

Best for creating and editing videos

G2 rating: 4.6 out of 5 (570+ reviews)

Pricing: Free plan, paid plans start at $19/month (Check out pricing)

VEED meets all your video marketing needs. Whether you want to create punchy videos for social media, edit content for YouTube, or repurpose textual content assets, VEED’s powerful video editor can help you with various use cases. 

You can record a video (with your screen and camera), upload one from your device, or create one with AI.

You can generate videos using AI avatars. Simply choose an avatar from dozens of options, add your script, and create a video in seconds. 

Why add VEED to your stack:

VEED is a truly all-in-one solution to create, edit, publish, and save videos for B2B content marketing. You can translate videos into 100+ languages, create subtitles with live text animation, add text or visual overlays, and share or export videos in multiple formats. 

Here’s a review from one of their customers on G2:

“Veed is SO good in helping me and my team create content that is in line with our brand guidelines, easy to replicate, and to a high standard. We use the tool at least once a week, and it is the only tool I've ever used that allows me to put burnt-on subtitles onto a product while still having creative control - it's brilliant.”

19. Factors.ai

Best for attributing revenue from content

G2 rating: 4.6 out of 5 (100+ reviews)

Pricing: Free plan, paid plans start at $249/month (Check out pricing)

Factors.ai is an analytics platform for B2B content marketers to effectively measure content performance and impact on revenue.

This platform tells you exactly how ungated content assets perform for driving revenue. For example, you can track the number of clicks and cost per conversion for each content asset.

You can also map out your entire customer journey to get complete visibility on how people discover your product, what pages they explore, and what actions they take. The tool will categorize each prospect as qualified or disqualified leads. 

Why you should add Factors.ai to your stack:

Attribution can be a nightmare for B2B content marketing teams. With an extensive analytics platform like Factors, you can get a clearer picture of your customer journey and identify what’s working—paid or organic marketing. Plus, the tool offers a unified reporting dashboard for tracking all your marketing channels in one place.

Here’s a review from one of their customers on G2:

“Factors.ai's visitor account identification makes it super easy to track & identify companies that visit our website, their account scoring helps us prioritize high-intent accounts based on engagement and activity. Real-time slack alerts help our BDR team stay on top of these accounts and convert them into pipeline.”

20. DashThis‍

Best for measuring the effectiveness of your content marketing efforts

G2 rating: 4.8 out of 5 (70+ reviews)

Pricing: Plans start at $42/month (Check out pricing)

DashThis helps you measure the effectiveness of your content marketing strategy by tracking real-time performance data. With over 30 data sources, the tool is designed to meet multiple reporting needs, including PPC, SEO, social media, Google My Business, and more. 

You can use template presets for different use cases to use a plug-and-play reporting method.

The tool can natively integrate with 34 platforms and create an all-in-one dashboard to visualize all KPIs. You can also add your custom data sources with a CSV file. 

You can also integrate this tool with dozens of platforms to accurately track performance with real-time data.

Why you should add DashThis to your stack:

DashThis makes reporting easy and effective. Instead of wasting hours trying to create a strategic reporting setup, you can use DashThis’s reporting templates to create a full-fledged report for any goal. The platform also lets you connect unlimited data sources to make sure you’re limited to just a few channels. 

Here’s a review from one of their customers on G2:

“What really sets this dashboard apart is its ability to track multiple channels at once with so many integrations that other dashboards don't support. From different social media channels to email campaigns, SEO to PPC, you can see all of your data in one place and compare performance across different channels. This level of insight is invaluable for optimizing your marketing efforts, making data-driven decisions, and providing valuable insights to all our clients.”

Make content marketing a breeze with these tools!

That’s a wrap on our list of 20 must-have B2B content marketing tools. 

If you’re a content marketer, you need a robust tech stack to do some of the heavy lifting on your behalf. 

These tools can cut down your time spent on admin tasks, speed up your workflows, and reduce the workload on your plate. We highly recommend you to take these tools out for a test drive.