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2026 Marketing Playbook

The 2026 marketing playbook (and why your 2025 plan is already obsolete)

Posted on | by Thom Leaman | Leave a Comment on The 2026 marketing playbook (and why your 2025 plan is already obsolete)
The Big Idea

The 2026 Marketing Playbook
(And Why Your 2025 Plan Is Already Obsolete)

2026 Marketing Playbook

If you’ve driven down King Street or tried to find parking at Mount Pleasant Towne Centre this week, you know the holiday rush is in full swing. But while you’re focused on closing out Q4, the marketing landscape has quietly shifted beneath our feet.

As we look toward January 2026, the “playbook” that worked even six months ago is showing its age. A massive divide is opening up in Charleston: between the businesses using technology to get more personal, and those using it to simply make more noise.

Click each headline below to reveal the new 2026 playbook—and where your 2025 plan is already falling behind.

The shift: In 2024–2025, AI was the copywriter you asked to “draft an email.” In 2026, it becomes the operations layer quietly running your day-to-day marketing in the background.

What made 2025 obsolete: Manually exporting lists, building segments, and sending one-size-fits-all blasts wastes time and leaves money on the table.

2026 play: Use AI agents to analyze who actually buys from you, auto-create meaningful segments, and trigger personalized follow-ups based on behavior—not guesswork.

Charleston example: A local boutique uses an AI agent to notice repeat buyers of a specific brand, then automatically texts them when a new shipment hits King Street—no spreadsheet juggling required.

The shift: Your customers are no longer just typing keywords into Google; they’re asking AI assistants for direct, conversational answers.

What made 2025 obsolete: Keyword-stuffed pages like “best restaurants Charleston” are too generic for how people actually ask questions now.

2026 play: Rewrite pages and FAQs in natural language that matches real questions such as “Where’s the best quiet dinner spot in West Ashley for date night on a Tuesday?”.

Charleston example: A neighborhood restaurant builds Q&A-style content around specific locations, moods, and occasions so it’s more likely to be the single answer read aloud by a voice or AI assistant.

The shift: Third-party cookies are effectively gone, and rented audiences are getting more expensive and less reliable.

What made 2025 obsolete: Relying on social platforms and ad networks to “own” your audience means you’re renting your future from Facebook and Google.

2026 play: Treat emails and phone numbers like your most valuable asset and design every campaign to earn permission-based, first-party data you can keep.

Charleston example: A Mount Pleasant spa uses in-store QR codes and event signups to grow a VIP text list that performs better than any boosted social post.

The shift: For Gen Z and Millennials, TikTok, Reels, and Shorts have become the default way to search for where to go, what to buy, and who to trust.

What made 2025 obsolete: Relying on blog posts alone assumes your next customer still starts with a traditional search box.

2026 play: Produce short, vertical videos that answer specific local questions and tag them with locations so you’re discoverable where younger audiences actually look first.

Charleston example: A James Island home services business films 30-second “before and after” clips with on-screen tips, optimized for Reels and TikTok search instead of just another blog article.

The shift: People are retreating from wide-open social feeds into niche, trusted communities where conversation feels smaller and safer.

What made 2025 obsolete: Treating social as a broadcast channel—pushing the same ad to everyone and hoping the algorithm cooperates.

2026 play: Show up in the digital “third places” your customers already love: local Facebook groups, Slack communities, and neighborhood forums, and participate instead of just promoting.

Charleston example: A Mount Pleasant retailer sponsors a popular local moms’ group and shows up with real advice, exclusive previews, and occasional offers that feel like a perk, not a pitch.

The shift: In a world where inboxes and feeds are overflowing, a high-quality physical touchpoint can feel surprisingly fresh and memorable.

What made 2025 obsolete: Assuming print was “old school” and pouring every dollar into more digital impressions that blur together.

2026 play: Use premium print and direct mail as pattern-breakers that create a physical reminder of your brand in the home.

Charleston example: A local builder pairs targeted display ads with a beautifully designed mailer delivered to specific neighborhoods, making their message feel tangible and elevated.

The shift: Over-produced video increasingly reads as “ad,” while simple, honest content feels like a trusted friend sharing a recommendation.

What made 2025 obsolete: Waiting on perfect lighting, scripts, and studios before you show up on camera slows you down and creates distance.

2026 play: Embrace iPhone footage, behind-the-scenes moments, and real voices from your team to build trust and relatability.

Charleston example: A downtown shop owner records a quick walk-through at opening time, talking about one problem they solve for customers, then posts it with a simple “Charleston, SC” location tag.

The shift: Smaller, local creators with tight-knit followings often drive more action than distant influencers with massive reach but little real-world pull.

What made 2025 obsolete: Chasing follower counts instead of the kind of influence that actually moves feet through the door.

2026 play: Partner with micro-creators who live in your neighborhoods, share your values, and regularly interact with their audience.

Charleston example: A Summerville café collaborates with a local mom who has a few thousand engaged followers and co-creates a “locals-only” morning meetup that reliably fills tables.

The shift: Marketing cycles move too fast for rigid, 12-month plans that are outdated by spring.

What made 2025 obsolete: Locking in campaigns a year ahead leaves you slow to react as AI, platforms, and local behavior change.

2026 play: Adopt quarterly sprints with clear 90-day goals, focused tests, and planned moments to pivot (or double down) based on what’s actually working.

Charleston example: A local restaurant group treats each quarter as a mini “season,” testing new creative, offers, and channels, then rolling the best-performing ideas into the next sprint.

The shift: As AI makes content cheaper, trust and shared values become the true differentiators customers are willing to pay more for.

What made 2025 obsolete: Treating community support as a side note instead of a central part of your story and offer.

2026 play: Make your local sourcing, sustainability practices, and community involvement a front-and-center narrative, not fine print at the bottom of your site.

Charleston example: A Lowcountry retailer builds a “Why We Love This Place” section on their site and features local partnerships in their campaigns, turning customers into neighbors, not just buyers.

You can’t do all 10 at once, but you can start the shift this week.

1. Audit your “About Us” page: Rewrite it for trust, not algorithms. Use real photos of your team and your locations so both humans and AI can see you’re a real, local entity.

2. Start an SMS list: Layer text on top of email by adding a simple QR code at checkout or on tables: “Scan for a VIP treat.” Over time, this becomes one of your strongest first-party channels.

3. Film one unpolished video: Walk through your shop or office, explain one problem you solve for customers, and post it to Reels or TikTok with a Charleston-area location tag.

Implementing these trends can feel overwhelming, but you don’t have to guess or build everything alone.

Trust: Pair the credibility of a long-standing local news brand with modern channels like targeted email, sponsored content, and premium print to stand out instead of adding to the noise.

Reach: Put your most human stories in front of the largest verified local audience in South Carolina, not just anonymous clicks.

Data: Tap into first-party data strategies that ensure your message reaches real Lowcountry residents, not bots or out-of-market impressions.

Is your 2026 marketing strategy truly ready—or are you just rinsing and repeating 2025 with new window dressing? If you’d like a clear, honest look at where you stand, our team is here to help. Reply “AUDIT” to this email, and The Post and Courier Advertising team will run a complimentary digital snapshot of your business to show how you stack up against these new trends—no strings attached.

Here’s to a smarter 2026,
The Post and Courier Advertising Team
Your Partners in Lowcountry Growth

SBMG The Big Idea

Your 2026 Small Business Marketing Grant Guide

Posted on | by Thom Leaman | Leave a Comment on Your 2026 Small Business Marketing Grant Guide

The Big Idea

Your 2026 Small Business Marketing Grant Guide

A Q&A with Chase Heatherly on How to Double Your Marketing Impact


SBMG Logo


Chase Heatherly

With the 2026 application window now open, we sat down with Chase Heatherly, Chief Revenue Officer of the Post and Courier and President of our in-house marketing agency King & Columbus, to break down exactly how the Small Business Marketing Grant works, who it helps, and how you can turn a $10k budget into a $15k impact.

Q:
For readers who are new to it, how would you explain the South Carolina Small Business Marketing Grant in one or two sentences, and how is it different from a traditional cash grant?
Chase: The South Carolina Small Business Marketing Grant is a matching advertising space program where businesses and nonprofit organizations across South Carolina can apply to be accepted into the annual program.
In that case, any marketing dollars they choose to invest with The Post and Courier and Evening Post Publishing over the course of 2026 are eligible to receive a match of advertising space at a 50 percent rate. So if a business, for example, has a $10,000 working budget they commit to spending with us in one or more of our products, we would offer them $5,000 in additional program advertising space if they are part of this program.

Q:
In the past, this program has supported over 500 small businesses and nonprofits to the tune of nearly $3.5 million in matched advertising value. Could you share one or two specific examples of how that has translated into real growth?
Chase: Absolutely. You have to understand, we started the program in 2020 in the middle of the COVID-19 pandemic. The idea was that businesses needed to be great stewards of their working dollars more than ever. We wanted to help extend their budgets as far as we could. That need has continued throughout the years, even as the COVID pandemic has receded.
One example is The Pee Dee Hearing Center in Florence. They have really seen a substantial difference in their business due to this advertising partnership. Their appointments this year are double last year. From an availability and scheduling standpoint, they are busier across the course of the year, in slow months and busy months, more than ever before.
Another example would be The Lourie Center, a nonprofit in Columbia. The Small Business Marketing Grant allowed them to receive free advertising for other initiatives on top of a paid investment using grant dollars. So they are really able to promote programs and community offerings that otherwise they probably would not be able to share widely.

Q:
The grant itself is a 50 percent match on a minimum six‑month advertising investment. Could you walk through a hypothetical scenario to give a picture of how it works in practice?
Chase: Sure. If a business applies, we meet with them and they commit to investing $10,000 of their marketing budget. Then we would provide an additional $5,000 in advertising space. Our team would put together a crafted marketing strategy for them in the amount of $15,000, taking their paid investment plus what we offer as a match.
A lot of times businesses are investing on the digital side. So they might commit to spending $10,000 in digital marketing, and then we offer them $5,000 in print advertising or event sponsorships. It is different for everyone. But the idea is that you are committing to a $10,000 investment, and you are actually going to be signing off on a marketing plan that is worth $15,000 with that match at the end.

Q:
From what you’ve seen over the last six or seven years, what separates the businesses that really maximize the program?
Chase: The ones who benefit the most are the ones who lean in and participate more. That might mean a higher investment, but it also might just mean a closer partnership, working alongside our staff day to day to ensure their campaign goals are being met.
Businesses that go all in and say, “I want The Post and Courier to be my premier marketing partner,” obviously see real movement. As businesses are willing to invest more, not only financially but also their time and energy, the better partners we can be to them and the more ingrained we can become in their business.

Q:
The application deadline is March 6, 2026. What should businesses be doing now to get ready?
Chase: Our application approval process is rolling. Our goal is to approve applicants within two weeks of them applying. So the earlier you apply, the earlier we can get started and work with you to develop your strategies for 2026.
There is no cost to apply and no commitment. The application takes about 10 minutes. I would encourage folks not to wait until they are certain they want to move forward. Go ahead and apply, move into our system, let us approve you, and then meet with our team to develop some strategy. You can then decide whether or not you want to move forward.

Ready to Apply?

Don’t leave matching dollars on the table. The application takes just 10 minutes and there is no cost to apply.

Deadline: March 6, 2026

Have questions before you apply? Connect with our team today!

Wrapped

The Biggest Business & Marketing Stories of 2025

Posted on | by Thom Leaman | Leave a Comment on The Biggest Business & Marketing Stories of 2025

The Big Idea

The Biggest Business & Marketing Stories of 2025

Charleston’s Shift from Hospitality to High-Tech

The biggest business stories of 2025 reveal a Charleston in the middle of a massive identity shift—moving from a hospitality-first economy to a tech-and-infrastructure powerhouse. For marketers, the “story” of 2025 wasn’t just growth; it was the complexity of that growth.

Here are the biggest business and marketing stories of 2025 that defined the Lowcountry:

1
The “Billion-Dollar” Anchors

Boeing Dreamliner

The sheer scale of investment in 2025 signaled that Charleston is no longer just a “mid-sized” market.

  • Google’s $2B Power Move: Google committed $2 billion to two new data center campuses, cementing the region’s status as a digital infrastructure hub.
  • Boeing’s “Dream” Expansion: Construction began on a $1 billion expansion at the North Charleston Dreamliner facility, adding 1,000 new jobs and securing a long-term future for aerospace manufacturing in the state.
  • Port Modernization: The Wando Welch Terminal underwent a $500M modernization, critical for keeping Charleston competitive in global logistics.

2
The Changing Map of Charleston

If you were marketing a local business in 2025, your “location strategy” likely had to change as the center of gravity shifted.

  • Magnolia Development: The massive mixed-use project in North Charleston (4,000 homes + retail on 200 acres) officially became the region’s newest “city within a city”.
  • Union Pier Progress: The redevelopment of Union Pier continued to reshape the peninsula’s waterfront, opening up new commercial and green spaces like “The Charles” and St. Mary’s Field.
  • PickleRage & The Experience Economy: Experiential retail surged, highlighted by brands like PickleRage opening their first SC locations in North Charleston, proving that “activities” are the new anchor tenants.

3
The “Innovation” Pivot (CRDA’s New Plan)

The Charleston Regional Development Alliance (CRDA) unveiled “Charleston Inspired,” a 5-year economic plan designed to pivot the region’s brand from “tourism” to “innovation.”

The Goal:

Boost regional earnings by $10 billion by 2040.

The Shift:

This marked a distinct change in how the region markets itself to the world—focusing less on beaches and more on attracting high-value talent.

Proof Points:

We saw this play out with new HQ relocations like Heirloom Cloud and the arrival of AI-healthcare firm Alita, creating a new “tech corridor” narrative.

4
The Main Street Tension: “The Downtown Spiral”

While big industry boomed, local retail faced a harder reality. A major narrative in 2025 was the struggle of beloved downtown businesses facing rising rents and shifting foot traffic.

Closures vs. Chains:

There was significant community discourse (and Reddit threads) about “Charleston’s Best Businesses Closing,” highlighting a growing divide between heritage local brands and incoming national chains. This created a marketing opportunity for businesses that could authentically claim “locally owned” status.

5
Community & Connection Remained King

Charleston's Choice

Despite the high-tech influx, the most effective marketing in 2025 remained deeply local.

  • Charleston’s Choice 2025: The continued engagement with the Post and Courier’s voter’s choice awards showed that social proof and community validation are still the most powerful currency for small businesses.
  • Steeplechase of Charleston: The event solidified its role not just as a race, but as a premier B2B networking and hospitality venue, demonstrating the continued value of “in-person” marketing in a digital world.

Stay Ahead of the Curve

The Charleston market is evolving faster than ever. Whether you’re navigating the new “tech corridor” or doubling down on local authenticity, The Post and Courier Advertising team has the tools to help you reach the right audience.

From sponsored content to high-impact events, let’s build your 2026 strategy together.

Ready to grow your business in the new Charleston economy? Connect with our team today!

10 AI Marketing Prompts

10 AI Prompts to supercharge your marketing in 2026

Posted on | by Thom Leaman | Leave a Comment on 10 AI Prompts to supercharge your marketing in 2026
The Big Idea

10 AI Prompts to Supercharge Your Marketing in 2026

Whether you’re a scrappy startup or a Fortune 500 brand, AI—no matter the platform—has become the secret weapon for marketers who want to move faster, think bigger, and create unforgettable campaigns. In the spirit of our signature Big Idea marketing series, we’re celebrating the boundless potential of AI to transform everyday teams into creative powerhouses. As a special Thanksgiving gift to our readers, we’ve curated 10 innovative, field-tested prompts designed to unleash the best of your marketing skills. Each one works brilliantly with your favorite AI tool—ChatGPT, Gemini, Claude or beyond—and is crafted for maximum creativity, impact, and strategy.

Ready to supercharge your results? Click on each headline below to reveal a complete, ready-to-use scenario!

Click each prompt headline to reveal a fully loaded, ready-to-use scenario.

Scenario: Become a behavioral psychologist for your three most valuable customer avatars.

Prompt:

“Imagine you’re interviewing our main buyer personas. For each, uncover their biggest aspirations and hidden fears, content pet peeves, favorite online hangouts, and their dream buying journey.
Summarize insights, then script a message so tailored they can’t help but respond.”

Instructional Brief: Wage an SEO war and come out on top.

Prompt:

“Act as the general in my SEO war room. Assess why [Competitor] ranks #1 for [Keyword].

Identify content gaps, draft a superior outline and meta tags, and suggest three ‘skyscraper’ content ideas that will create buzz and win backlinks.”

Challenge: Your $10K launch is on the line—make every ad count.

Prompt:

“As the creative director for our big promo, invent six totally different headline, visual, and body copy combos—each with a new angle (pain, benefit, story, humor, or numbers). Match each to a persona and predict which will win on CTR.”

Creative Brief: Extract every ounce of value from your best content asset.

Prompt:

“Transform my ‘[TOPIC]’ blog or video into: a bold LinkedIn post, a provocative Twitter thread, a punchy email intro, a video script, and a brief Instagram carousel.
Give each a distinct voice, image cue, and tailored CTA.”

Framework: Design a blitz worthy of a product launch.

Prompt:

“Construct a two-week, multi-channel campaign: list daily themes, recommend viral triggers (countdowns, exclusives), set success metrics, and specify when to pivot or double-down.”

Immersive Roleplay: Go viral like a Gen Z social icon.

Prompt:

“Announce our new feature in five styles: meme, FOMO story, candid video rant, infographic, and challenge post. Suggest hashtags, audience moods, and a trigger moment for conversation.”

Storyboard Expansion: Give every user goosebumps and understanding.

Prompt:

“Script a 2-minute explainer with a cinematic three-act arc, narration and dialogue, visual scene cues, and a magnetic closing CTA—all for brand-new users.”

Framework + Example: Craft a welcome sequence as unforgettable as your brand.

Prompt:

“Write a 3-part new-subscriber sequence.
For each: subject, preview, body (with personalization), and dual CTAs. Add timing and an audience segmentation tip.”

Consultative Brief: See the full story behind every campaign.

Prompt:

“List baseline and aspirational KPIs for campaign X, suggest top tracking and dashboard tools, predict ‘excellent’ performance, and give three ways to present results (stats, story, scenario).”

Process Map: Tune your way to marketing efficiency.

Prompt:

“Identify five repetitive marketing chores. For each: spot the bottleneck, recommend an automation or AI tool, outline the steps, and forecast results, savings, and backup plans if it doesn’t work.”

How are you using AI prompts to elevate your marketing game? We’d love to hear your creative approaches and success stories! If you’re seeking fresh ideas—or want strategic guidance from our dedicated AI marketing experts here at The Post and Courier—we’re passionate about tackling complex business challenges and helping brands thrive. Let’s connect and discover what remarkable results we can achieve together!

Holiday Spending By The Numbers

Charleston Holiday Spending – By The Numbers

Posted on | by Thom Leaman | Leave a Comment on Charleston Holiday Spending – By The Numbers

The Big Idea

CHS Holiday Spending By The Numbers
(Source: National Retail Federation 2024 Report)
Why It Matters
  • The South leads all U.S. regions in holiday spending growth.
  • Charleston and Mount Pleasant households outspend the national average.
  • Tourist dollars stack on top of strong local demand.

Need to brainstorm ways to tap into this unprecedented holiday spending? Let us know!

Win Cyber Monday

5 Ways Charleston Businesses Can Win Cyber Monday and Gifting Season

Posted on | by Thom Leaman | Leave a Comment on 5 Ways Charleston Businesses Can Win Cyber Monday and Gifting Season

The Big Idea

5 Ways Charleston Businesses Can Win Cyber Monday and Gifting Season

Charleston businesses can dominate Cyber Monday and the holiday gifting rush by pairing urgency-driven offers with “shop local” storytelling that feels distinctly Lowcountry. Here’s how to stand out—even when you’re not the cheapest option on the page.

Broad Street, Charleston shoppers

1
Create Real Urgency Without Feeling Spammy

What it looks like:

Use concrete, limited offers paired with countdown timers on your homepage, email headers, and SMS reminders.

Why it works:

Shoppers need multiple touches on Cyber Monday because inboxes get buried fast. A teaser on Sunday, a launch email Monday morning, and a “last call” SMS in the evening keep your brand top of mind without overwhelming customers.

Charleston angle:

Frame your urgency around local impact—”First 50 orders get free King Street delivery” or “Today only: Support local and save 25%.”

Pro tip:

Stack reminders across channels but keep each message short and action-focused. Avoid vague language like “limited time”—be specific with “Ends at 11:59 PM tonight.”

2
Gamify Your Promos to Boost Engagement

What it looks like:

Add spin-to-win discount wheels, mystery discount codes, or “pick-a-box” surprise gifts directly on your site or social channels.

Why it works:

Interactive elements increase time on site and make the shopping experience memorable. Contests asking followers to tag a Charleston friend or favorite local business create organic reach and community buzz.

Examples:

  • Instagram story poll: “Which deal do you want us to drop first?”
  • Spin-to-win popup: prizes range from 10% off to free local delivery
  • Tag-a-friend giveaway for a Charleston restaurant + retail combo gift card

The data:

Gamified experiences can boost engagement rates by keeping visitors on your page longer and encouraging social shares.

3
Turn Shoppers Into Insiders with Loyalty Perks

What it looks like:

Give email subscribers, SMS opt-ins, or loyalty program members early access—an extra hour before public sale, a better bundle, or an exclusive free add-on.

Why it works:

Exclusivity builds brand affinity and rewards your most engaged customers. It also helps spread traffic across Cyber Monday rather than creating a single rush.

Charleston hook:

Position your loyalty offers as “locals-only” or “Holy City VIP” access. Reference community events like Small Business Saturday or “Shop Where You Live” campaigns to reinforce that shopping with you keeps dollars in Charleston.

CTA example:

“Join our text list for first access Monday at 6 AM—before everyone else.”

4
Build Gift-Ready Shopping Experiences

What it looks like:

Create dedicated gift landing pages with clear categories like “Gifts Under $25,” “For Foodies,” “For New Charlestonians,” or “Lowcountry Favorites.” Feature these in paid ads, email campaigns, and pinned social posts.

Why it works:

Holiday shoppers are overwhelmed and time-crunched. Curated gift guides reduce decision fatigue and help customers check multiple people off their list quickly. Bundles feel like strong value even in tight-spend years.

Must-haves:

  • High-quality product images for each gift option
  • Clear pricing and any bundle discounts (“Buy 3, save 20%”)
  • Easy add-to-cart from the guide page—no extra clicks

Bonus:

Highlight gift bundles with Charleston themes—think “Lowcountry Pantry Essentials” or “King Street Style Starter Pack.”

5
Capture the Last-Minute Rush with Clarity and Convenience

What it looks like:

Clearly communicate shipping cutoff dates on your homepage, in email footers, and via SMS. Offer perks like free shipping, curbside pickup at your downtown or West Ashley location, or same-day local delivery right up to the deadline.

Why it works:

Procrastinators make up a significant portion of holiday shoppers. If you make it easy to get gifts on time, you’ll capture sales that would otherwise go to Amazon.

Execution checklist:

  • Add a countdown timer: “Order by Dec 20 for Christmas delivery”
  • Send SMS reminders: “Final hours for free shipping!” or “Curbside pickup available until 6 PM”
  • Promote local pickup/delivery once national shipping windows close
  • Use urgent but friendly language: “Don’t panic—we’ve got you covered”

Charleston advantage:

Emphasize hyper-local delivery zones (peninsular Charleston, Mount Pleasant, West Ashley) to differentiate from national competitors who can’t deliver same-day.

Your Cyber Monday + Gifting Checklist

Before you launch, make sure you’ve covered:

  • ✅ Uploaded PPC ads early to avoid review delays
  • ✅ Prepped email sequences (Sunday teaser, Monday launch, evening reminder)
  • ✅ Set up SMS alerts for flash sales and shipping deadlines
  • ✅ Created gift landing pages and linked them in all campaign assets
  • ✅ Ensured consistent messaging across email, social, SMS, and paid ads
  • ✅ Staffed customer service 24/7 during peak sale periods
  • ✅ Added countdown timers and urgency messaging to your homepage

Shop Local, Win Big

Cyber Monday isn’t just for big-box brands. Charleston businesses that lead with urgency, make gifting easy, and lean into local pride can capture shoppers who want to support their community while checking off their holiday lists. Start prepping now—and remember, your customers want to shop with you. Make it easy, make it fun, and make it feel like home.

Ready to launch your best Cyber Monday yet? Start with one tactic from this list and build from there.

Shop Local Y'all

SHOP LOCAL Y’ALL

Showcase your brand in our locals-only holiday shopping guide and gift feature, reaching our readers every Sunday and Wednesday from mid-November through December.

What’s included:

  • 2×4 ad space with photo, description, and logo
  • Shared listings in weekly email blasts promoting Shop Local Y’all

Don’t miss out—reserve your spot early to capture holiday shoppers’ attention while they’re planning (and buying) earlier than ever before.

Need to secure your advertising space before it’s too late? Reach out today!

The Big Idea

Spotlight: New Leadership Shaping the Future at The Post and Courier

Posted on | by Thom Leaman | Leave a Comment on Spotlight: New Leadership Shaping the Future at The Post and Courier



…

Announcing Two Key Promotions at The Post And Courier
Creativity and vision driving Charleston’s leading sales and marketing teams.
Thom Leaman

Thom Leaman
Director of Integrated Marketing
Thom joined The Post and Courier in July, instantly shaping a culture where creativity and strategy go hand in hand. He’s united teams through inventive campaigns, clear leadership, and a genuine positivity that makes ambitious ideas feel achievable. Thom’s collaborative approach sparks not only new projects but also meaningful connections across departments.
As Director of Integrated Marketing, Thom’s focus is on aligning our advertising, subscription, and retention efforts to build deeper relationships with our readers and drive sustainable growth. By weaving marketing initiatives together, Thom helps ensure every touchpoint is purposeful and engaging.
“I believe in holding strong ideas loosely. The quickest route to strategic success comes from listening deeply and encouraging boldness. I’m honored to keep elevating these ideas at The Post and Courier.”
Did you know? Prior to making his pivot into news-media, Thom spent 15 years in the film industry, sharpening his storytelling and creative leadership — a background that delivers fresh perspective and visual flair to our work.
Highlight: A significant early achievement has been the successful launch of The Big Idea newsletter, bringing bold new voices and creative thinking to the Charleston community — and strengthening our connection with customers in exciting new ways.

Renae Schuetter

Renae Schuetter
Digital Sales Manager
Renae Schuetter joined The Post and Courier in October 2025 as a digital marketing strategist, quickly becoming a valued partner to sales reps, clients, ad operations, and our internal marketing agency, King & Columbus.

Renowned for her positive energy and collaborative approach, Renae helps ensure every client benefits from a tailored digital strategy that delivers results. Her recent promotion to Digital Sales Manager marks a new chapter—one focused on driving long-term digital advertising growth for both the team and our partners.

“I think it’s so important to build strong relationships with both clients and my team. Earning trust and delivering results that make a difference in someone’s business is incredibly rewarding!”
Did you know? Renae’s career spans multinational tech companies, state-run development organizations, and boutique marketing firms. This diverse experience has equipped her with a wide range of skills and insights, empowering clients of all sizes to reach their goals with confidence.
Highlight: Renae’s impact is seen in the strong foundations she builds and the momentum she creates. By championing CRM and analytics to boost conversions and retention—and inspiring the sales staff to embrace digital best practices—she proves that steady progress and genuine connections are just as meaningful as any headline campaign.

Get in Touch
Interested in accessing Thom’s marketing insights or Renae’s digital sales strategy expertise? Complete the form below and we’ll connect with you!

What Is AEO?

What Is AEO

Posted on | by Thom Leaman
The Big Idea

AEO for Charleston Businesses
Why AEO Is the Next Frontier — And How Charleston Firms Can Use It to Capture MOF & BOF Intent

AI Overview Example

What is AEO — and Why Is it the Next Frontier?
Search is shifting to AI answers.
AEO helps your content get cited and surfaced in ChatGPT, Google AI Overviews, and Bing Copilot — where decisions now happen.
AEO vs SEO: What’s Different?

  • AEO defined: Structuring your content so AI engines can cite, summarize, and surface it directly in answers — not just rank it in search results.
  • Why it matters: Users get answers without clicking. If you aren’t in those summaries, you’re invisible.
  • How it connects: SEO is still essential (quality, architecture, authority). AEO builds with FAQs, schema, comparisons, and trust signals.
SEO makes you findable. AEO makes you usable.

Charleston business meeting

Why MOF & BOF Content Needs AEO
MOF
(Middle-of-Funnel)		 BOF
(Bottom-of-Funnel)
Prospects compare options, proof-point questions — want clarity on ROI, features, use cases. Making final decisions: pricing, case studies, demos, objections. AI answers ≫ credibility → conversions.
A Charleston-Friendly AEO Framework
1
Map Intent & Audit — Gather real questions (People Also Ask, ChatGPT, sales calls). Audit MOF/BOF assets – do you provide direct, structured answers?
Metric: % content aligned with top prospect questions.

2
Create Structured Content — Publish FAQs, comparisons, pricing, case studies. Use clear headings, bullets, tables + add schema.
Metric: Frequency of citations in AI answers/snippets.

3
Distribute & Amplify — Repurpose into Q&A snippets, LinkedIn posts, chatbot formats. Push via CRM & email.
Metric: Referral traffic/mentions from AI-sourced content.

4
Optimize & Iterate — Track assets driving demos/deals; A/B test FAQ/video; monitor AI overview results.
Metric: Conversion rate from optimized MOF/BOF content.

Common AEO Mistakes to Avoid
  • Writing “chatty” unstructured copy
  • Ignoring BOF assets like pricing/objections
  • Over-optimizing for AI, losing human readability
  • Not measuring leads or sales impact
Quick fixes:
– Add FAQs and comparison tables to key pages.
– Implement FAQ/HowTo/Article schema.
– Make outcomes obvious: demos booked, deals closed.
Charleston Example: Systems Integration
Company: Charleston Systems Integration (automation provider)
Intent mapping: ROI, regulatory, training details.
Content:

  • ROI FAQ with Charleston case studies
  • Comparison guide: “Automation vs Semi-Automation”
  • Pricing + service tiers page

Distribution: LinkedIn, local forums, newsletters
Optimization: A/B testimonial video vs text, track demo requests
Result: Not just in search—shows in AI-generated answers where decisions are made.

What This Means for Charleston Marketers
  • Skills: Structured writing + schema literacy
  • Budget: More to repurposing & amplification, less to pure link-building
  • Metrics: Visibility & authority over raw clicks
Competitive edge: Charleston early adopters gain trust and top-of-mind awareness faster by being cited in AI answers.
Final Word
AEO isn’t optional. Winners map real questions, structure content for humans & AI, and measure conversions—not just traffic. Start now; tomorrow’s answers might not be yours.
Talk to a strategist

AEO FAQs
Is AEO replacing SEO?
No. AEO builds on SEO. You still need quality content and clean architecture; AEO adds structure so AI can cite your answers.
Where should we start?
Start at MOF/BOF. Add FAQs, comparisons, and pricing clarity to pages that drive demos and deals.
Which schema is most useful?
FAQPage, HowTo, Product/Offer, and Article — depending on page type.
How do we measure success?
Track citations/mentions in AI answers and the conversion lift from optimized pages.
Holiday Marketing

12 Days of Holiday Marketing Wins

Posted on | by Thom Leaman
The Big Idea
12 Days of Holiday Marketing Wins
Twelve bite-size ways Charleston businesses can ride holiday trends, AI discovery, and local charm
Charleston Holiday Hero Image
  1. 1
    Reach Charleston Shoppers Everywhere
    Most buyers hit at least five online spots before buying — ambient shopping is in.
    Tip: Seed your ads and gift guides on Google, YouTube, and social feeds for local shoppers, especially those browsing Charleston hashtags and planning King Street visits.
  2. 2
    Surf the Trend Tsunami
    Niche trends explode overnight. Google’s AI tracks searches like “palmetto ornaments” and “oyster wreaths.”
    Tip: Set local search and social alerts to pivot fast. Highlight Charleston staples in your holiday imagery.
  3. 3
    Mix Culture, Creators & Commerce
    Video isn’t optional — especially in Charleston where local creators thrive.
    Tip: Partner with a Holy City influencer for a YouTube holiday guide or festive reel. Make your products #CharlestonFamous.
  4. 4
    Offer Last-Minute Solutions
    Charleston’s busy streets mean shoppers want quick options.
    Tip: Post daily stories with curbside pickup, local delivery, or “order by” dates to capture procrastinators.
  5. 5
    Bundle Holiday Experiences
    People search for location-based bundles (“Charleston Sweets Bundle”).
    Tip: Collaborate with nearby businesses — oyster bars, boutiques, bakers — for limited-time holiday packages.
  6. 6
    Spotlight Local Gift Wisdom
    Charleston’s heritage is a gift.
    Tip: Share “Top 5 Charleston Gifts Under $50” in carousel posts/guides, mixing classics (pralines, prints) with trendy picks.
  7. 7
    Run a #HolyCityHoliday Contest
    UGC is huge — shoppers love sharing their Charleston moments.
    Tip: Launch a holiday photo contest with a local hashtag. Showcase winners in your feed and newsletter.
  8. 8
    Use Video Discovery Tactics
    Think Retail says YouTube drives reach and trust.
    Tip: Short videos demoing holiday products, featuring Charleston scenery, work best. Use “shoppable” links and clear calls to action.
  9. 9
    Promote Exclusive AI-Powered Deals
    Performance Max + YouTube = higher ROAS, per Google.
    Tip: Run bundled holiday deals, preview them in stories and carousels, and use AI-driven ad tools to drive local discovery.
  10. 10
    Answer Charleston Shopper FAQs
    Zero-click behavior means answers should appear in-feed.
    Tip: Share “5 Charleston Holiday Shopping Questions” (hours, parking, shipping cutoff) right in your post or story.
  11. 11
    Feature Local Holiday Events
    Tie your marketing to Charleston events (Parade, Waterfront Park lights, etc.).
    Tip: Create countdowns, show your products at events, or promote meetups in your content.
  12. 12
    Retarget & Win Back Post-Holiday Shoppers
    After Christmas, recapture interest for New Year or returns.
    Tip: Offer special January bundles, prompt reviews, and stay present in search and social feeds.
Mix carousels, reels, and newsletter snippets for best results.
Tag #HolyCityHoliday and your fav Charleston vendors!
Which tip will you try next?
Loop Marketing

Loop Marketing

Posted on | by Thom Leaman

Why this framework matters now

In today’s marketing landscape, algorithms shift, buyer behavior evolves, and competitors crowd every channel. For Charleston businesses—whether in manufacturing, professional services, hospitality, or tech—doing “more of the same” often means falling behind.

That’s where Loop Marketing comes in. More than a buzzword, it’s a practical four-stage system that blends human authenticity with AI efficiency to help companies adapt quickly and grow sustainably.

Infinity Loop

The Four Stages of Loop Marketing

Express → Tailor → Amplify → Evolve

Overview of the Loop Marketing stages with descriptions and outputs
Stage Description Notes

Express stage icon
Express
 		Define who you are. Clarify brand identity, tone, and ideal customer profile. Provide your team (and AI tools) with a style guide so all content feels unmistakably yours. Output: brand voice, ICP, one-page style guide.

Tailor stage icon
Tailor
 		Use CRM and behavioral data to personalize. Segment audiences by role, stage, or industry, and make messaging feel local and relevant. Always keep human oversight. Output: segments, dynamic rules, QA checklist.

Amplify stage icon
Amplify
 		Push your message across multiple channels—newsletters, social, video, local publications. Repurpose and remarket so content lives in more than one place. Output: channel plan, repost cadence, remarketing assets.

Evolve stage icon
Evolve
 		Measure results and iterate quickly. Use real-time feedback and analytics to refine campaigns, test variations, and double down on what works. Output: KPI dashboard, test backlog, next-sprint changes.
Pro Tip: Loop Marketing doesn’t replace your stack—it enhances it. CRMs, automation tools, and workflows all plug into this cycle.

Why It Matters in Charleston

Charleston’s business scene has unique strengths and challenges. Loop Marketing is designed to meet both.

Local strengths

  • Tight networks & reputation effects → authenticity wins.
  • Diverse industries (from port logistics to healthcare) → segmentation is essential.
  • Fast adoption of digital tools → early movers gain advantage.

Local challenges

  • Smaller budgets and teams.
  • Competition from national firms.
  • Customers expect speed, personalization, and multi-channel presence.

Loop Marketing helps local companies turn these hurdles into opportunities. Smaller size = agility; proximity = deeper customer insights; local knowledge = authenticity.

How Charleston Businesses Can Get Started

Think in stages. Pick the one that fills your biggest gap first.

Express

  • Interview top clients to uncover why they chose you.
  • Collect reviews/voice recordings to define tone.
  • Build a one-page style guide.

Tailor

  • Audit your CRM: tag customers by industry, size, pain points.
  • Compare local vs. non-local engagement.
  • Create variants with local references.

Amplify

  • Publish thought leadership in The Post and Courier.
  • Repurpose blogs into LinkedIn or event talks.
  • Partner with Charleston Chamber or trusted voices.

Evolve

  • A/B test subject lines (local vs. generic).
  • Track ROI by channel, not just likes.
  • Ask new clients what messaging convinced them.

Pitfalls to Avoid & How to Measure Success

  • Over-reliance on AI → tone mismatches or generic content.
  • Over-segmentation → wastes resources.
  • Chasing vanity metrics → focus on leads, conversions, retention.
  • Neglecting iteration → campaigns stale without evolution.

Measuring Success

Align KPIs with each stage of the loop:

  • Express → content creation speed, brand consistency.
  • Tailor → engagement by segment, satisfaction scores.
  • Amplify → conversions per channel, local share of voice.
  • Evolve → experiment cadence, lower CAC, improved ROI.

How We’ve Been Using Loop Marketing – A Charleston Porch Talks Example

Express

Positioned Porch Talks as intimate, high-quality conversations with national authors and thinkers—always through Charleston’s cultural lens. Messaging emphasized exclusivity (“limited seating”) and community connection.

Tailor

Segmented audiences: longtime subscribers received early-access invites; local businesses saw sponsorship offers; broader readers saw cultural enrichment and community pride messaging.

Amplify

Ran a looped distribution: newsletter feature → blog preview → LinkedIn for business audience → paid social → event recap. Sponsors extended reach via their own channels.

Evolve

Tracked newsletter opens, ticket conversions by segment, and sponsor engagement. A/B tested subject lines (“Best-selling author Elin Hilderbrand live in Charleston” vs. “Inside the mind of The Perfect Couple’s creator”). Attendee feedback informed the next event.

Result: stronger ticket sales, more sponsor interest, and deeper reader loyalty—turning a single event into a multi-channel loop that kept working after the chairs were stacked.

Explore Charleston Porch Talks →

Craig Johnson at Charleston Porch Talks
Craig Johnson at Charleston Porch Talks – Coastal Creek Media

What’s The Big Idea?

Loop Marketing isn’t a silver bullet, but it gives Charleston businesses a structured way to combine authentic local voice with modern efficiency. By cycling through Express, Tailor, Amplify, and Evolve, firms can strengthen presence, adapt faster than competitors, and turn marketing into a true growth engine.

Want to see Loop Marketing in action?

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