Strategies for Creating Impactful Content

Published in Member Communities on July 31, 2025

By Mandi Rodgers, VP of Marketing, VGM & Associates

What Are the Best Marketing Tools for Effective Marketing?

I’m often asked whether my team can directly support the marketing efforts of our members or vendor partners. While I’d love to say “yes,” our primary responsibility is to market VGM and our vendor partners to our membership. (Shameless plug: We have two great services at VGM in VGM Forbin and Two Rivers Marketing who can support our members and vendor partners.)

That said, we’re always happy to collaborate on strategy and share helpful tools and insights—we do this often. In today’s fast-paced digital landscape, effective marketing hinges on the strategic use of tools that streamline content creation, distribution, and performance tracking.

Below, I’ve outlined some of the most frequently recommended marketing resources, organized by key categories to help you get started or strengthen your current efforts.

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, Microsoft CoPilot, TrendAssistAI, and AnswerThePublic 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. For multimedia content, platforms such as StreamYard, Riverside, Iris, and InVideo AI enable the creation of 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. VGM Forbin offers HMECommerce, which is our go-to choice as it provides HIPAA and Medicare compliance, pre-built product catalogs integrated with VGM Fulfillment, secure admin login with MFA, built-in ABN form workflows, seamless order fulfillment and payment processing, and marketing support with customizable templates. There are other marketing-type websites that are useful if you are hosting a basic site. Platforms such as like WordPress and Wix, offer robust website management while Mailchimp, HubSpot, Constant Contact, Klaviyo, and Omnisend and facilitate targeted email campaigns and customer management tools. Social media platforms—you know them all: LinkedIn, Facebook, Instagram, YouTube, X, TikTok, Threads, and the list will likely continue to grow—can help amplify reach and engagement. This list does not mean to imply that you need to be on all of these platforms, because you truly do not need to be. 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 Hootesuite, Loomly, and Sprout Social 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.

Click here to read the condensed article featured in HME News.

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