# Shelby Vankirk | Capterra

> Shelby Vankirk is a technical writer and content consultant specializing in AI, machine learning, IT, business, and software. She is a frequent contributor to Capterra.

Source: https://www.capterra.com/resources/author/svankirk

---

# /Articles by Shelby Vankirk

Shelby Vankirk

Shelby Vankirk is a technical writer and content consultant specializing in AI, machine learning, IT, business, and software. She is a frequent contributor to Capterra.

[Broad Match vs Phrase Match: A Comprehensive Comparison

Published November 15, 2023

On the internet, your product or small business is competing against thousands, if not millions, of similar businesses. How do you stand out? How do you get the attention of potential customers against already established and popular businesses within your niche?](https://www.capterra.com/resources/broad-match-vs-phrase-match/)[Push vs. Pull Marketing: Know the Difference and the Right Strategy for You

Published November 10, 2023

Choosing the right marketing strategy for your small-and-midsize-business (SMB) is crucial to ensure success in an increasingly crowded marketplace. A well-planned marketing strategy helps you effectively allocate limited resources to achieve cost efficiency. It can help SMBs to identify and reach their ideal target audience by standing ahead of their competitors.](https://www.capterra.com/resources/push-vs-pull-marketing/)[Top Challenges Marketing Professionals Face in Today's Financial Climate

Published July 14, 2022

Recent years have been challenging for marketing professionals, and 2022 promises to keep up the pressure. Consumers have endured a pandemic, faced global unrest, and felt the effects of economic sanctions while facing the specter of inflation.](https://www.capterra.com/resources/marketing-challenges/)[The Importance of Delivering a Seamless Digital CX Experience

Published June 23, 2022

For small and midsize businesses (SMBs), providing a seamless experience for their customers is essential if they want to compete in today's marketplace.](https://www.capterra.com/resources/seamless-customer-experience/)[How to Communicate the Digital Transformation Roadmap for Your Organization

Published June 22, 2022

Digital transformation was initially just an opportunity some businesses saw, took advantage of, and thrived on. However, it's now a necessity that every organization should use to remain relevant and competitive.](https://www.capterra.com/resources/communicating-digital-transformation/)