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Better to Master a Few Marketing Tools

The rise of AI content generation is an excellent reminder to be selective about which marketing tools you want to leverage. Organizations that are using new and new-ish marketing tools effectively have mastered them. If you’re like every other person trying to keep up with the flood of new marketing options it should come as a relief to know that your greatest success is going to come through mastering 2-4 tools, rather than trying to keep up with the 20+ that you think you should be using.

Very large organizations, like Target Corp., have the resources to fully leverage every marketing tool available, but the vast majority of businesses do not. In fact, most marketers spend a lot of time driving themselves crazy by trying to incorporate every social, digital, direct, indirect tool available. We quickly learned that this strategy turned marketing efforts into a Swiss army knife (doing a lot of things, but none of them really well) rather than a real knife (only doing a couple of things, but doing them very effectively).

A good tactic is to choose 2-4 marketing tools that align well with goals. And then have the focus, discipline, dedication, and confidence to master those tools. Only after you’ve mastered those tools and you get to the point where they are no longer working does it make sense to move on to something else. Many marketing tools, particularly social and digital tools continue to evolve, so mastery is an ongoing process.

At Smart PR Communications we do a few things well and they bring results, because we are thoughtful about what we choose to master. We sometimes receive pressure from clients to engage in the next big marketing thing and we always investigate. But when there is a new tool that is causing a tidal wave of interest—like AI generated content-- we wait until the tidal wave recedes and make it a point to be among the first to see what’s left on the beach.

So don’t add an AI content generation tool to your arsenal unless you see a clear value and you plan to master it. For a no cost discussion of your situation and how we can leverage metrics-based content development to grow your business call 630-363-8081 or email


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