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How to Choose Marketing Tools with Purpose

How to Choose Marketing Tools with Purpose

August 12, 2013

“Genius is one per cent inspiration and ninety-nine per cent perspiration.”  – Thomas Edison

Genius may require perspiration. But it also requires restraint.

And while “shiny object syndrome” didn’t exist during Edison’s day, I bet he didn’t perspire for nothing. That’s like stepping into the heat to sweat but not burning calories or accomplishing anything. You’re left feeling sticky, with nothing to show for it. What’s the point?

Choosing tools with purpose will prevent perspiration over a pop of insight. With an entire universe of shiny tools out there, sticking to the script isn’t easy. But it will help you to:

  • Narrow your focus.
  • Choose marketing tools that are relevant and useful to your business.
  • Discover the right content tool without going down the rabbit hole.


You want interactive, shareable digital marketing. But with all of the options, it’s easy to confuse complexity with effectiveness. To help you select your tools more purposefully, here’s a list of tools that may help you to work smarter (if you use them right). Tools and technology are a rapidly evolving space, so please keep in mind that this isn’t a comprehensive list.

You need to:

1. Create content more purposefully: Scrivener

This tool was created for writers who produce lots of content. It helps you get to the end of that “awkward first draft” by allowing you to seamlessly  organize your ideas and keeping you focused with the distraction-free composition mode. If you’re using Evernote to compile small notes, Scrivener does the job much better. And if you’re using Microsoft Word for longer-form content, Scrivener provides a cleaner and smoother interface. The learning curve is a bit steep (there’s a ton of bells and whistles), but the tutorial does a great job of walking you through any hurdles.

2. Optimize your content: Scribe

The words on your blog are a part of the recipe for marketing success.

When you learn how to optimize those words, you can connect with your customers through search.

Scribe is a copywriting software tool that evolves alongside the search engines. Scribe helps you research, optimize, and connect your content. Think of it as an “audience-optimized content tool” that helps to bring traffic and leads to your business.

3. Optimize your website: Google Authorship

Google Authorship is a feature of the Google+ community, and it allows your Google+ profile to be recognized when you create content.

By using it to link content that you publish on a specific domain to your Google+ profile, you tell Google that you’re the creator of the content.

Putting your face to your content builds credibility. And it makes sure that you get the credit that you and your business get the credit you deserve.

4. Distribute a news release in the most robust way possible.

You don’t just want any publicity. You want smart publicity. Get publicity and buzz, get on major search engines, and reach your customers directly with an online news release. The online world is a big place, and robust tools help you focus on the people who matter.

What tools do you choose with purpose? Please comment below.

A version of this post originally appeared on the Vocus blog.