Google Analytics 4 will likely change how the web approaches content measurement, and content strategists and marketers should take note: these are changes for the better.
This review originally appeared in the August 22, 2019 issue of The Content Technologist with the email subject line "Entity Optimization + my tech stack," an explanation of SEO entity optimization, and a review of SEO content software Clearscope.
As you read this, I am on the grounds of the Minnesota State Fair, enjoying a day off, stuffing my face full of fried foods and gawking at butter princesses and seed art. If you’re really interested in what I’m up to, catch me on the ’gram. In honor of the Great Minnesota Get Together, today’s newsletter is populated with the mass production of delicious, bad-for-you foods.
The content technologist’s choice in content technology
Every six months or so, I’ll give you an update on the tools I’m using for my consulting business. My tool stack shifts based on my consulting client needs and I’m a scrappy lady, so I build my own stack of less expensive single-serving software. Here’s what I’m using right now (with referral links where applicable because everyone likes a discount):
- SEO: SEMRush, Moz, Google Search Console, Screaming Frog & looking at Audisto for a technical project
- Content research: Buzzsumo
- Tool research: Crunchbase, G2Crowd and Capterra, even though I don’t like the latter two databases.
- Database/CRM: Airtable
- Calendar: Calendly / Google Calendar
- Asset creation and management: Canva, Google Drive, Adobe Acrobat DC and Keynote
- Measurement: Google Analytics and GTM
- Project management: Evernote (free), Google Tasks, testing Notion and Voicea (Eva)
- Survey: Typeform free version
- CMS: Wordpress for the moment
- Email: Substack and Gmail for the moment
- Social: Native posting on all networks. I should look into some kind of management to keep up with posting regularly.
- Communication: Hangouts, Zoom
- Business management: 1Password, Wave, Bonsai and Toggl
And I use Giphy. So much. Prepping this list actually sent me down a rabbit hole of thinking about Giphy search trends and data. (If you have any insight about Giphy optimization, LMK. I’m researching for a future issue!)
There’s nothing in my stack that’s out of the ordinary or a super special secret. One day I will likely explore some more comprehensive options. I wouldn’t mind getting mostly off Google. But for now, I’m leaning on familiarity as I build my business.
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