Marketing: Create & deliver compelling content

Q. How can I use available tools to reach my target audience? 

A. In today’s fast-paced digital landscape, effective marketing hinges on the strategic use of tools that streamline content creation, distribution and performance tracking.  

Content creation & repurposing 
Great marketing starts with compelling content. Our marketing team will repeatedly say “writing is hard,” because it is. And the first draft with the dreaded blinking cursor can be the hardest part. This is where tools like ChatGPT and Microsoft CoPilot help generate ideas and draft copy tailored to audience needs. Key word here: draft. This is not your final version, but a place to help you get started. There are also platforms for multimedia content like podcasts, webinars and videos. Canva and Capcut support visual design and editing, ensuring brand consistency across formats.  

Distribution channels 
Once content is created, it must be delivered effectively. Websites and email lists remain foundational but need to be carefully assessed depending on what type of information you are selling or collecting. While VGM Forbin offers HMECommerce, a robust platform, there are other marketing-type websites, like WordPress, that are useful if you are hosting a basic site. Platforms such as WordPress and Wix offer robust website management, while Mailchimp and Constant Contact facilitate targeted email campaigns and customer management tools.  

Social media platforms – you know them all – will likely continue to grow and can help amplify reach and engagement. You don’t need to be on all platforms, but you do need to know where your audience is and then focus on those two to three platforms. I will call out LinkedIn newsletters. They’re built-in, cost-effective, save time for users and can be a powerful tool for personal branding and audience expansion. 

Performance tracking 
To measure success, marketers must track key performance indicators (KPIs). Google Analytics, SEMRush and Ahrefs provide insights into website traffic and user behavior. Email platforms report open and click-through rates, while social media metrics – impressions, likes, shares – are monitored via the platforms or other tools like HootSuite that allow you to see all your platforms in one place. 

In summary, the best marketing tools are those that align with your goals, simplify execution and provide actionable insights. By integrating these tools into a cohesive strategy, marketers can create meaningful content, reach the right audiences and continuously optimize for better results. 

Mandi Rodgers is VP of marketing at VGM & Associates. Reach her at mandi.rodgers @vgm.com.