317 Content Marketing Resources: Tips, Strategies, Examples, Tools, & More!

Last updated: February 12, 2018.

Below is a conglomeration of content marketing resources. We have compiled what has become a fantastic resource for our company. We hope you can use it for your own. We have content marketing articles, tips, resources, examples, case studies, tools, inspiration, and more. This post starts with the tips, but don’t forget to scroll down to see the other amazing resources and tools!

We will constantly be adding to this list. Enjoy!









If you have any suggestions that should be added, please email us at info [at] wallaroomedia [dot] com

Post by Brandon Doyle

Tool Marketing – How to Effectively Use Interactive Tools to Build Your Business

Updated: October 20, 2016

Content marketing is all the rage these days. And for good reason. Creating high quality content and coupling it with a solid link building and/or social outreach strategy can be very effective. It’s more important than ever to stand out from the crowd. There are millions of blog posts written every day. 2-3 million in fact. Look at this site – worldometers.info/blogs – it has a live counter to prove it! That’s not to say that you should never write blog posts. But if that’s the core of your content marketing strategy, you need to switch it up. There are many different types of content forms that can be utilized (i.e. tutorials, guides, eBooks, images, case studies, slide decks, infographics, etc.). We think that “tool marketing” is an avenue that should be pursued. Tool marketing can be the most effective and evergreen content of all.

not tool marketing

Not this type of tool 🙂

First off, some of the leading companies in the digital marketing industry have created tools themselves. These have undoubtedly had great success in building their respective brands. Some highlights (data pulled from OSE):

http://www.opensiteexplorer.org/ – Open Site Explorer from Moz – 5600 Linking Root Domains and 3500 social shares
http://marketing.grader.com/ – Marketing Grader from HubSpot – 5100 LRDs and 5900 shares
http://www.socialsiteexplorer.com/ – Social Site Explorer from 97th Floor – 9 LRDs and 81 shares
http://www.seerinteractive.com/seo-toolbox/ – the SEO Toolbox from SEER Interactive – 90 LRDs and 334 shares
http://www.greenlaneseo.com/outdated-content-finder/ – Outdated Content Finder from Green Lane SEO – 52 LRDs and 82 shares
http://www.siegemedia.com/embed-code-generator – Embed Code Generator from Siege Media – 42 LRDs and 54 shares
http://www.quicksprout.com/ – Website Analyzer from QuickSprout (data is skewed because the tool now resides as the homepage) – 2300 LRDs and 3300 shares
http://mozcast.com/ – The Google Algorithm Weather Report – 729 LRDs and 6600 shares
http://www.portent.com/tools/title-maker/ – Content Idea Generator from Portent – 551 LRDs and 4100 shares

Those are some great numbers! Let’s see how other websites do it…

tool marketing

Examples of Tools on Other Websites:

http://www.marketplace.org/topics/wealth-poverty/income-upshot – What does your income say about you?
http://www.thistothat.com/ – Because people have a need to glue things to other things.
http://www.staples.com/sbd/cre/marketing/technology-research-centers/ereaders/speed-reader/ – Speed read tool.
http://www.forrent.com/blog/tv-size/ – What TV is best for my apartment?
http://search-by-drawing.fullstackoptimization.com – Search Google by drawing.
http://forecast.baremetrics.com/ – A SAAS revenue forecaster tool.
http://www.disruptiveadvertising.com/customer-lifetime-value/ – A customer lifetime value calculator.
http://www.bbc.co.uk/news/world-15391515 – Where do you fit in the world population?
http://namify.com/target-social-media/ – How to find your demographic on social media.
http://www.budgetdirect.com.au/packinglist/ – Ultimate travel packing list tool.
http://mwranches.com/choose-adventure/ – Tool for finding outdoor adventures near you.
http://downforeveryoneorjustme.com/ – Tool to check to see if a website is down.
http://www.nytimes.com/interactive/2014/upshot/buy-rent-calculator.html?_r=1 – Is it better to rent or buy?
http://netflixroulette.net/ – Find Netflix movies to watch.
http://growth.tlb.org/# – Startup growth calculator.
http://rcs.seerinteractive.com/destination-layover/where-you-at – Find things to do on your layovers.
http://chronicle.nytlabs.com/ – Visualizing language usage in NYT news coverage throughout its history.
http://www.solarwinds.com/npm-roi-calculator.aspx – Network ROI calculator.
http://ad-spend-calculator.qwilr.com/ – Should my startup pay to advertise?
https://www.defensivedriving.com/road-trip-planner/ – Road trip planner.
http://getdatadriven.com/ab-significance-test – Tool to see if your A/B tests are significant.
http://www.twofoods.com/ – Instantly compare two foods’ nutritional value.

http://salaryorequity.com/ – Salary or equity calculator.

https://photofunia.com/effects/retro-wave – 80’s style picture maker.

Some of the tools above were made by my agency. Some are beautiful, some are not. Perhaps the most underwhelming example above is http://www.thistothat.com/. But that site has 660 linking root domains and 6,000 social shares! So the tools don’t need to be pretty or perfect to achieve success.

How can you create a tool for your business? 6 steps.

Now that you have (hopefully) been inspired by the awesome examples above, let’s go through the process of how you can create your own tool. Below are the steps that we use at our agency.

  1. Define the goal for the tool. Do you want to drive revenue? Do you want to build your brand? Are you trying to build links? These answers should be clearly defined before you begin the content ideation process. Different types of tools are created for different reasons.
  2. Comb through your existing content/resources. Depending on your previous content marketing initiatives, you may already have some piece of valuable content or resource that could be repurposed into a tool. DO NOT skip this step. You may save yourself a lot of time.
  3. Look for successful content in your niche. Search over what your competitors have been producing. Look at niche subreddits on Reddit. Check out relevant Google Plus communities and LinkedIn groups. Find what is working well and decide if it’s something you can improve upon. You’d be surprised at what you might find.
  4. Talk to your clients/customers. Don’t be afraid to ask your current clients or customers! Ask them if there are things they’ve been looking for recently that you could make.
  5. Create the content. After doing your research and deciding on what you want to make, make it! If your tool involves a lot of programming, consider using resources like omniref.com or codepen.io patterns or github.com to save you time and money.
  6. Promote the content. This is arguably the most important part of the entire process. There are many posts here on Moz that provide tips for outreach. But you should consider mapping out links and shares of similar content (using tools like BuzzSumo or Moz) and reaching out to all of those opportunities. This step CANNOT be overlooked.

Now that you have the steps, I hope you can get started on making a tool of your own! Please let me know if you have any questions along the way, just tweet me here. I’d love to chat with you! And if you know any tools that you think are awesome, please let me know! Good luck!

Google Voice Search Vs. Google Desktop/Mobile Type – The Future of Search

Google released an update to their mobile apps on both iOS and Android several days ago. With the release, its conversational search capabilities got a big upgrade. The app is getting much smarter at both knowing where you are, and understanding what you want. I’ve found myself using this feature much more often lately. I believe (and I think Google does too), that this is the future of search.

A couple days after the release, I had a brief Twitter convo with @sugarrae and @ipullrank about how this app is different compared to traditional typed-out search queries. So I decided to write a post comparing how someone might search on a desktop verse how someone might search with the voice app.

Update: A new study was just released saying that 55% of teens use voice search on a daily basis.

Check out the screenshots below. I did what I felt was a normal search on my desktop and took a screenshot of the search results. Then I searched for the same thing, but I used “normal English conversation” wording while using the Google Voice app. Pay attention to the differences. They are BIG.

(Sorry for the pixelation – I had to resize some of the screenshots)

“iPhone 6 plus review” on Google desktop:

i (1)

“Is the iPhone 6 Plus a good phone?” on Google’s app:

i2 i1


“Restaurants provo utah” on Google desktop:


“What are the best restaurants near me?” on Google’s app:



“Best hotels provo utah” on Google desktop:


“5 star hotels by me” on Google’s app:



“Salons provo utah” on Google desktop:


“What’s the best salon around here?” on Google’s app:



“Physical therapy provo ut” on Google desktop:


“What are some quality physical therapy offices around here?” on Google’s app:


As you can see, the results can be VERY different. And keep in mind, the game is changing with Siri too. Google has also installed voice search in Chrome. The future of search is now. If you are not optimizing for this, you should get on it, immediately. Also, you can pretty much replicate the voice searches on desktop if you search for the same phrasing. But that is not in most people’s normal search habits. That’s what these voice apps are doing, they are changing the habits of how we use them.

You may want to ask, “What Do I Do Now?!” Good question. To prepare for this now, I’d recommend testing search queries related to your business/industry on Google’s app and Siri. See how your website ranks compared to desktop. If you rank measurably lower via voice search, then you should consider doing something about it. What do do? A bunch of testing. Test mixing in some conversational language into your copy. Test mixing conversational language into your title tag. Measure the results, along with your desktop rankings of course. There’s no definitive guide to this yet. Good luck!

Please feel free to keep the conversation going on Twitter with the hashtag #GoogleVoiceSearch and share any screenshot insights that you find.

Let’s talk more on Twitter! I’m @travelintweeter.

FYI, here’s one of Google’s new TV ads pushing their voice app:

Building Your Brand Through Social Media, Content, & PR

Building your brand through social media, content, and PR is more crucial than ever before. This deck outlines the process of contacting and engaging influencers with targeted content.

Although the process appears simple (and it can be), it is hard to perfect. But we at Wallaroo Media believe that this is the future of marketing.

Brandon Doyle

Why Your Company Needs a Hashtag Strategy

Why Your Company Needs a Hashtag Strategy

38% of commercial airtime during the 2013 Super Bowl employed the use of hashtags. While these were presumably aimed at Twitter, we think that hashtags will soon cover all social media platforms and will play a crucial role in any company’s overall marketing strategy.

Major social networks that support hashtags include Twitter (~550 million users), Google+ (~500 million users), Instagram (~100 million users), Pinterest (~50 million users), and Tumblr (~80 million blogs). Flickr just added hashtags about a week ago. Vine is coming on strong (UPDATE 6/8: The sharing of Vines on Twitter has just passed Instagram sharing on Twitter). We also believe that Facebook will soon start supporting hashtags (UPDATE 6/12: Bloomberg reported today that Facebook is adopting hashtags). That’s another 1 billion users. People are spending more and more time on social networks each month. It is obviously crucial for any company to be active and engaging on all these networks because if you aren’t, your competitors will be.

What is Your Hashtag Strategy?

What does it mean to have a “hashtag strategy”? Tweets containing hashtags such as “Visit our website to learn more about #cellphones” or “Have you taken a drink of #water today?” or “We have an amazing selection of computers. Check out computers.com today. #tech #buy” are what are known as empty hashtags and do not equate to a real hashtag strategy. They don’t provide any sort of motivation. They aren’t funny. They don’t touch hearts. There’s no “Call to Action”. Let’s analyze three recent marketing campaigns that included a great hashtag strategy…

AXE – #SusanGlenn Case Study

The #SusanGlenn campaign was created to tell a new story. Over the past couple decades, AXE marketed their products by talking about the power over girls that it gives to seemingly normal or average guys. Recently, however, AXE wanted to move away from that. So they created the #SusanGlenn story to talk about the power THE girl can have over each and every guy. The video below details the strategy, techniques, and results. This is an incredible example of engaging hashtag strategy.

AXE – “Susan Glenn” Case Study from Nate Able on Vimeo.

The #susanglenn hashtag has spread throughout all social media networks. There were tens of thousands of tweets and Facebook shares and countless pictures on Pinterest, Instagram, and Tumblr (and Facebook). There are currently over 6,000 results for “#susanglenn” on YouTube. And most importantly, revenue increased. That’s what this is all about anyway, right? AXE beat their revenue targets for Q4 and the entire year!

Matt Damon and StrikeWithMe.org – The #StrikeWithMe Campaign

First of all, this video is just hilarious. Matt Damon has teamed up with Water.org to help get clean water to those in need.

Now visit http://strikewithme.org/ and scroll to the bottom (then come back, please). Look at all those pictures! Look at that engagement! That Matt Damon video alone has over a million views. Other celebrities and popular YouTubers have joined in as well. All for a great cause. They have truly embraced the power of a “hashtag strategy” to help the campaign go viral. But they didn’t go viral just because they had celebrities (although that surely helped). They made it shareable. Not only do they have the actual sharing buttons on the site, but it is a message worth sharing. That’s crucial. Whether it has shock value, humor, or is something truly interesting, your campaign has to be memorable. More importantly, they kept the conversation going. I think that people often believe that these campaigns will take on a life of their own. That doesn’t usually happen. You need to keep it going with engaging content. And it might start out slow, so don’t give up. If you really believe you have something great then be willing to commit to its success.

Charmin’s #tweetfromtheseat Campaign

Toilet paper is pretty “boring”. But Charmin is doing an incredible job at making it fun.

They participate in popular trending topics on Twitter and tweet accordingly. And check out their Facebook page too. They are doing some great stuff there. Here’s a recent tweet of theirs:


— Charmin(@Charmin) March 31, 2013


Pretty funny. That tweet got 47 retweets and 19 favorites. The same picture on Facebook got 942 likes, 314 shares, and 59 comments! Charmin keeps the conversation going with this hashtag by tweeting and retweeting multiple times each day, posting statuses on Facebook, etc. The #tweetfromtheseat hashtag now gets hundreds of posts each day on various platforms.

Sears’ #ThisIsSuper Campaign

This campaign just began at the end of May. But it’s a great one. Sears is getting a ton of shares from this campaign. Watch the video and you’ll see why (disclosure: I am a dad & sometimes get teary-eyed with stuff like this):

How Can You Do This With Your Company?

What is your company’s goal/mission/focus? Are you trying to build your brand or authority online? Do you want to acquire leads or email addresses? Is your goal to sell products? No matter your industry, you can create an engaging marketing campaign with a solid hashtag strategy. At first, the deodorant and soap industry seems incredibly boring, but Old Spice has obviously done some incredible things and has made it exciting. Here’s a great article on how to develop a content strategy for boring industries.

So let’s forget about “boring”. Nothing is boring. What would your “hashtag strategy” be for a dentist office?

If you’re a dentist, you may want to consider giving tips and answering questions. You can do these on all social media platforms. You could use the hashtag #askadentist or #AskChicagoDentist or #AskDrJones. Post a few tips to start. Point people to some quality blog posts of yours or some other reliable resources. Get the hashtag going. Tell your family and friends to use it and ask you questions. Here’s an idea: Print out the hashtag and post it on your reception desk. Make sure that everyone sees it and knows that they can use it! I promise you that you will see results.

How about an online bike retailer?

Let’s do another example. Let’s say you run an online bicycle ecommerce site. Think about your community. What do your fans (or potential fans) love? There are several online forums for bike/outdoor fanatics. Browse those to see what you can find. The Cycling Weekly magazine is very active on Twitter. Look at what they are doing. A good and simple hashtag could be something like #bikechat. Have it each week. Answer questions and get the conversation going. Talk about cool/fun bike paths, good foods to eat during a race, best shoes/helmets, etc. If you stick with it, it could turn into a great community and become a real source of revenue for your company.

Evian eats hashtag strategy

#evianeats – great example

Try to think of a hashtag that’s either fun, engaging, helpful, or actionable. And most of all, memorable. Doing it right will not only build your brand awareness, but it will increase your revenues. Brainstorm with your team to think of something awesome. And if you need assistance, tweet me @wallaroomedia or @travelintweeter and we’ll help you out!



Update 5/15/2013:

Google just rolled out a new layout for Google+. One of the new features is called “related hashtags”. These allow you to see other content similar to what you’re viewing (assuming that content uses a hashtag). If you click on the related hashtag, a new area pops up where you can view other related content. This further cements the fact that a hashtag strategy is crucial for your business! Google is building into their new platforms!

Update 8/23/2013:

Twitter just posted a blog post titled How to Choose a Hashtag.

hashtag strategy

How to Choose a Hashtag


Twitter also has a great resource on their own website about the best practices for hashtags.

Update 10/2/2013:

As of last week, Google started supporting hashtags in search. The feature is now live in the U.S. and Canada. Give it a try! Go to Google.com and search for #emmys.

Please feel free to contact us if you need help creating your own hashtag strategy! Wallaroo Media want’s to help you!

Post by Brandon Doyle