How Content Discovery Tools Can be Used

content discovery tools

The top social networking sites have been able to garner a massive user base.

In the best case, it’s upward of two billion users on a single site, alone. And these numbers are only expected to rise.

Given this trend, it is certainly wise to consider establishing a strong online presence to promote and market your business.

Quality content is the core of website development, regardless the type of business you’re running. And the same applies to social media management.

Original Content vs. Curated Content

Original and curated content can contribute to successful content marketing. Each has its unique benefits.

It is true that well-thought-of, good quality original content generally attracts high levels of user engagement. However, it is not always possible to create original content, since it requires a substantial amount of time and effort, not to mention money.

Curated content, on the other hand, if planned well, can still bring in similar levels of engagement. Having another service provide your site’s content gives you more time to focus on other core aspects of your business. The fact that the Internet is being flooded with information on a wide range of topics makes curation an even more reasonable choice.

Content discovery tools simplify the process of content curation. They help you find relevant stories to share with your audience. With the added benefit of scheduling, these tools can help improve the quality of your social campaign while also reducing the effort required.

Here are some tools you could use to get more out of your social media marketing efforts.


Klout measures the scale of your following. It collects your data from Facebook, Twitter, and LinkedIn profiles to compute and analyze a ‘Klout Score’ in the range of 1 to 100. It is helpful because it allows you to determine the quality of content to be posted, which in fact depends on the kind of influence you or your business page has online. High scores imply that the sources for content need to be of a higher quality.

Another feature called ‘Klout Create’ is an efficient way to create and share quality content with your audience and comes with customization features based on the social network it is going to be shared to.


DrumUp is a simple yet elegant content discovery tool. It uses sophisticated NLP and data mining algorithms to recommend content for sharing on social media pages. It discovers relevant content from all over the Web based on the themes you choose.

The tool, which is being offered for free currently, also allows original content to be posted on both Twitter and Facebook. Its key strength is the relevance of the recommended posts.


SocialBro is a comprehensive Twitter management tool. It’s designed for businesses that want to establish a strong presence on the microblogging site.

This tool analyzes your Twitter following and presents data through its user-friendly interface. The free version of the tool is called SocialBro Desktop and is available as an app on Chrome. The mobile version of the app requires a paid subscription.


Swayy gives you content recommendations, lets you post on multiple platforms and allows you to schedule future posts as well. The tool claims that Swayy generates suggestions from 50,000 pieces of content every single day. The tool also offers some basic analytics to help you determine the effectiveness of your posts.

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Jessica Davis Jessica Davis is a Content Strategy Specialist with Godot Media, a writing services firm. She has years of experience in working closely with online businesses, helping them refine their content marketing strategy.

6 Reactions
  1. I have only seen Klout and SocialBro. The other two are quite new to me but I will look into them. I am particularly interested in Swayy because it allows you to publish in different platforms but I have to check it out to see if it works for me.

    • Aira, I think it’s always a good idea to experiment. You should definitely try both Swayy and DrumUp to see if you’d like them.

  2. Hi,
    Great Tips there! Keep posting great stuff like that! …Thanks

  3. Hi,
    Great article.

    I would like to suggest another Content Discovery tool; ContentStudio.
    You can find niche-relevant content very efficiently in a few clicks.
    Not only that, you can discover viral and the most trending content and share it on your social channels.
    This tool also lets you manage all of your social activities.