Category: Advertising

What Is AEO?

What Is AEO

Posted on | by Thom Leaman

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

More users get answers without clicking. If you aren’t in those summaries, you’re invisible.

How it connects

SEO is still essential (quality content, clean architecture, authority). AEO builds on it with FAQs, schema, comparisons, and trust signals machines — and humans — can parse.

Think of it this way: SEO makes you findable. AEO makes you usable.

Why MOF & BOF Content Needs AEO

MOF (Middle-of-Funnel)

  • Prospects compare options and ask proof-point questions.
  • They want clarity: ROI, features, trade-offs, use cases.

BOF (Bottom-of-Funnel)

  • They’re deciding: pricing, case studies, demos, objections.
  • AI answers that cite you ≫ credibility → conversions.

A Charleston-Friendly AEO Framework

Apply these four steps to MOF/BOF pages. Track one clear metric per step.

1. Map Intent & Audit

Gather real questions from People Also Ask, ChatGPT prompts, and sales calls. Audit current MOF/BOF assets — do you provide direct, structured answers?

Metric to watch% of content aligned with top prospect questions.

2. Create Structured Content

Publish FAQs, comparisons, pricing pages, and detailed case studies. Use clear headings, bullets, tables, and add schema markup.

Metric to watchFrequency of citations in AI answers/snippets.

3. Distribute & Amplify

Repurpose into Q&A snippets, short LinkedIn posts, and chatbot-friendly formats. Push via CRM workflows and email campaigns.

Metric to watchReferral traffic and mentions from AI-sourced content.

4. Optimize & Iterate

Track which assets drive demos and deals; A/B test formats (case-study video vs text, FAQ variations). Monitor AI overviews for your priority queries.

Metric to watchConversion rate tied to optimized MOF/BOF content.

Common AEO Mistakes to Avoid

  • Treating AEO as “chatty” writing without structure.
  • Ignoring BOF assets like pricing and objections.
  • Over-optimizing for AI and losing human readability.
  • Failing to measure leads or sales impact.

Quick fixes

  • Add FAQs and comparison tables to MOF/BOF pages.
  • Implement FAQ/HowTo/Article schema where relevant.
  • Make outcomes obvious: demos booked, deals closed.

Charleston Example

Company: Charleston Systems Integration (mid-sized automation provider)

Intent mapping

  • Prospects want ROI comparisons, regulatory insights, training details.

Content produced

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

Distribution

  • Snippets shared to LinkedIn, local forums, newsletters

Optimization

  • A/B: testimonial video vs text; track demo requests

Result: They don’t just show up in search — they appear in AI-generated answers where decisions happen.
Talk to a strategist →

What This Means for Charleston Marketers

Shifts to plan for

  • Skills: Structured writing + schema literacy.
  • Budget: More into repurposing & amplification; less into raw link-building.
  • Metrics: Visibility & authority over raw clicks.

Competitive edge

Early adopters in Charleston gain trust and top-of-mind awareness faster by being cited directly inside AI answers.

Final Word

AEO isn’t optional. Winners will map real questions to MOF/BOF intent, structure content for humans and AI, and measure conversions — not just traffic. Start now, or tomorrow’s answers may belong to your competitors.

Get an AEO audit
Read AEO FAQs

Talk to a strategist








No spam. We’ll reply with recommendations and next steps.

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?
Sunshine Week

Celebrating Sunshine Week 2023

Posted on | by Post and Courier Staff

What is Sunshine Week?

Launched in 2005 by the News Leaders Association, Sunshine Week is a national initiative to educate the public about the importance of open government and the dangers of excessive and unnecessary secrecy. This year, Sunshine Week will take place on March 12-18.

Open government is also an important piece U.S. history. The Freedom of Information Act (FOIA), signed by President Lyndon B. Johnson in 1966, requires the full or partial disclosure of previously unreleased or uncirculated information and documents controlled by the U.S. government.

 

“Those are your records produced by your people, your elected officials. If there is something going on, those are documents we want to share with you. That’s what makes FOIA important.” – Schuyler Kropf, Editor, State Government & Politics, The Post and Courier

 

Sunshine Week celebrates the public’s right to know what U.S. government officials are doing and why. It also informs people of how to go about requesting that information through FOIA requests.

While anyone has the right to submit a FOIA request, some may be hesitant or feel discouraged to request them due to the high costs or delays put in place. It’s a reminder of why The Post and Courier launched the “Uncovered” project in February 2021. The continuing series, in partnership with close to 20 community newspapers around the state, aims to fill the void of news deserts and shine a light on corruption in South Carolina. “Uncovered” helps obtain information the public needs to know, especially in small communities where local newspapers have either disappeared or greatly lack the resources to file FOIAs themselves.

Thanks to the support of our readers in South Carolina and beyond, The Post and Courier’s investigative and watchdog team can avoid the delays, costs, and roadblocks to accessing records and shed a light on government activity — because it is your right to know.

This effort to question authority, expose wrong-doings, fight injustice, and get to the heart of the issues that matter is central to The Post and Courier Public Service and Investigative Fund’s mission. This is vital work that can’t be done without your support.

 

How can you help?

To commemorate Sunshine Week, The Post and Courier will raise donations for our Public Service and Investigative Fund through a two-week campaign. This will allow us to continue to bring important and impactful information to the citizens of South Carolina. Make a tax-deductible donation on behalf of our education, climate, and investigative reporting before midnight on the final day of Sunshine Week (Saturday, March 18th).

With your valuable donation, we’re able to submit as many FOIA requests as it takes to ensure South Carolinians are not in the dark.

Why You Should Implement Video Into Your Marketing Strategy

Posted on | by

Let’s be honest, it’s not the year 2005 anymore. Fifteen years ago if you were looking for video marketing implementation, you’d likely find it in TV advertising or on a web browser. Today, however, video is available everywhere: on our phones, laptops, TVs, tablets, and even on our fridges! If you’re not using video as a part of your marketing strategy you’re missing out. Below are a few ways to begin implementing video right away:

Branding

In the ever-changing and tumultuous environment created by social media and COVID-19, video marketing presents a clear outlet to establish and maintain relevance for your brand while respecting safety guidelines. Regardless of whether you’re on a B2B or B2C platform, video marketing is generally agreed to have a great ROI. Video allows you to be much more personal than other mediums. Presenting your product or service over video allows you to build brand awareness, build loyalty and is an excellent avenue for presenting value proposition. Think: why is YOUR brand better than your competitors? Videos are an excellent opportunity for your company to shine through, for you to distinguish yourself, and to separate yourself from the pack. 

One of the simplest ways to promote your company is to include clips of employees or satisfied customers talking about your business. Remember with branding to tell a story and to aim for the heart. If people can put a face to the company then they will much more easily connect with what you’re doing.

Advertising

When it comes to paid advertising, video is an easy way to present your product or service. In particular, tailoring your video to platforms like YouTube which has over 2 billion active users a month, gets your company before a huge audience quickly. Most social media platforms include paid opportunities to promote a business via videos. These include YouTube, Facebook, Instagram, LinkedIn, Twitter, Snapchat, Pinterest, Vimeo, Reddit, and TikTok. Before choosing a platform to promote on, make sure you’re familiar with what will be best suited for your needs. Our guide on picking between Facebook and Instagram is a helpful resource. 

More traditional television advertising is also a great way to promote yourself too, but you certainly need to take cost-efficiency into account before going that route. Social media can be a simpler and much cheaper alternative.

Events

For events, videos are an excellent option as well. Before an event include clips from a previous event, you can also show location and venue. These will preview the audience to what they will experience when they attend. It can help with other things too. One of the most useful benefits of video is it can help your website with SEO. If you’re having trouble getting your event to show up on search engines, embedding a video could be just the trick to get you at the top of the page.

When the event is over make sure to follow up. Give a recap of what happened; interview attendees. Make sure to maximize the event to its full potential. Make sure you’re collecting new leads, creating a newsletter, and offering sponsorships. An after-the-event video can be a great opportunity to generate future leads for those who were unable to attend. 

Product Demos

Product demos can be one of the most effective ways to market yourself. HubSpot recently noted that 73 percent of all US adults are more likely to buy a product after viewing a product video.

These videos can be simple and silly! Some great ideas include filming a live video showing off the latest inventory, or filming someone on your phone and posting to your feeds. Obviously, product demos can be highly produced affairs, but they don’t have to be! Get creative with your presentation.

Lastly: Go for it!

We know making the step into video marketing can be a scary thing. Many people don’t ever do it for fear of producing something of poor quality, or for fear of failure. If you need help getting your plan off the ground the team at King + Columbus would love to help. K+C has some of the top professionals in the industry and is well equipped to help your business grow wherever in the process you might be. No need to wait, go ahead and start implementing video today!

 

Importance of Newsletters For Your Business

Posted on | by Post and Courier Staff

“Sign up for our newsletter!” A phrase you hear quite often. But what are you signing up for? Depends on what site you are on and what that site may be offering to you. Have you ever wondered what exactly those businesses get from having a newsletter? Seriously. What’s in it for them?

The Post and Courier Newsletter Editor, Emily Daily, shares her insights and expertise in newsletters from her 15 years in media, marketing, and public relations.

 Leads to Clients 

Newsletters being sent to people that already have an established interest in the company or business. These leads come from website submissions, social media, and anytime a person reaches out to the company for more information. When a person signs up for a newsletter or offers their email address, this individual is considered a Marketing Qualified Lead (MQL) and is ready to learn more about your business. Now, you nurture your lead with follow up marketing emails, letting them know about special offers, information that only subscribers or MQLs would get to learn, and anything exciting that may be internally happening with your business.

“Not only is it important for marketing the business and sharing new product news or upcoming sales or events, but it’s also a way to connect with customers on a personal level. Many successful newsletters are written from a personal point-of-view, often from a business owner, CEO, or editor. This gives the readers a chance to feel like they have a true connection to the company.” 

– Newsletter Editor, Emily Daily 

Building Relationships

People want to feel like they are getting something from a newsletter. What information does your business offer that can be helpful to your target audience? What makes your business stand out? Offering knowledge and delivering it right to your lead’s inbox developing a personal connection that may otherwise have been lost. Newsletter Editor, Emily Daily, explains:

“The advantage of a newsletter versus a typical marketing email is that companies can create an established group of readers who trust their brand and stay updated with their news on a consistent basis. Every time a reader opens a newsletter from that company, they know it won’t simply be a marketing push – it will have other content that interests them as well. Therefore, newsletters tend to have much higher open rates and click-through rates, especially when they’re sent out on a consistent basis.”

If someone signs up to learn more from you, what will they be learning? Here are some options:

  • Awareness: New products or services? Perhaps a new team member! Let your audience know.
  • Expertise: What do you know that can help your audience? What resources do you offer? A guide? Article?
  • Promotion: What’s going on in your business? Having a sale? Special offer? Holidays are primetime to offer your loyal audience something special!
  • Coverage: Extra! Extra! Read all about it…in our newsletter! Compile a spot for readers, leads, clients to go to know about everything and anything that may apply to them. The Post and Courier often use this method with our niche newsletters – Breaking News, Sports, weather, climate change, food & dining, and so much more!  Instead of taking the time to search the website, we send you the links you want to know about it. A one-stop-shop of information!

Not Just Newsletters

A newsletter is not just an informative way to nurture leads and build client relationships. Newsletters are not only a great way to reach new audiences, but they are also a great way to advertise. Joining an established newsletter series can highly benefit your business. Each newsletter that The Post and Courier sends out has sponsorships. These are businesses advertising within a source that they know reaches their target audience and is a trustworthy, primetime, and amicable form of advertising.

“The benefits of being a sponsor for content like this are unique to broad appeal newsletters. The open rates will likely be higher percentages than general newsletters since the readers are specifically seeking out that content. This means they will also have higher trust in the content of the email. This makes your brand stand out even more.” – Marketing Coordinator, Michael Strong writing about Newsletter Sponsorships.

Adding newsletters and email marketing to your budget can significantly help you save in some areas while continuing to grow and nurture leads.

 

Tips for getting your social media ads noticed in 2021

Posted on | by Peyton Riddle

Are your ads getting noticed as much as you’d like? Are you looking for ways to grab your audience’s attention? Successful social media ads entice consumers to watch, listen to or click on the message.

So what are the things you should focus on in your social media advertising, in order to get the most out of your investment?

Script It for Broadcast

Podcasting is a great opportunity to reach a new, attentive and engaged audience.

Whether your ad is scripted like a radio spot or read aloud by the podcast host, it will come across as more authentic than any sponsored Facebook post ever could. The audience knows it’s an ad because it sounds like an ad, and that’s okay.

Don’t underestimate the time and resources this kind of advertising requires, though. You’ll need to either have a trusted podcaster do it for you or be extremely creative with how you deliver your messaging.

Use Video or GIFs

Video has been hot for a few years now, but a lot has changed recently. For example, Facebook has autoplay on video and supports animated GIFs, and Instagram allows all brands to run video ads, where it once did not.

Great content combined with motion is an irresistible combination that gives you the opportunity to engage with consumers on a deeper level. Video marketing can be tricky though, so you need to keep a few things in mind.

First, although many videos on social media feature autoplay, your message shouldn’t rely on audio. Most users of these platforms pop open their app to pass the time in public places. Its highly likely that they won’t have the sound turned on on their phones.

Don’t assume your audience is listening, but do assume they’re watching. Most video ads today incorporate native subtitles, and the best ads use them in creative, visually engaging ways. Utilize this text motion to pull the user in and emphasize words visually, since they cannot hear the emphasis audibly.

Instagram’s latest venture is Reels, a TikTok competitor that is an excellent place for video ads

Second, if you’re thinking about diving into Instagram video ads, know that they’re limited to 60 seconds, with story ads limited to 15 seconds. Familiarize yourself with the recommended video specs for ads on facebook, which apply to Instagram as well. Skip any opening graphics or stills and get right to the story. Also, Instagram was built on an audience that appreciates beautiful and inspiring visuals, so think beyond basic storytelling and consider using a mix of still imagery and video.

Incorporate Humor

Many brands have found success by taking social media advertising and turning it into a parody of itself. Incorporating humor into your ads is an effective way to connect with your audience and entice them to click through to your form or other content. Humor is one of the best emotions to tap into if you want your content to generate engagement, so lighten up and make your audience laugh.

Just know that using humor and sarcasm doesn’t necessarily work for every brand. Your ad content and campaign need to reflect your brand voice and resonate well with your target audience. Done well, it works. If you miss the mark, it can be a social media disaster.

Provide Content Downloads

Instead of simply advertising to consumers, what if you provided useful content? This isn’t a new concept, it’s essential to content marketing, but it’s something you want to embrace.

Develop useful content and promote it with social media ads.
Whether you’re in B2C or B2B, you have something to offer. Content marketers might get thousands of downloads of ebooks on topics ranging from purchasing wholesale hot tub parts to picking the right preschool.

If you need help figuring out where to start, look at your company’s blog and social stats. Which blog posts are the most popular? Which social content gets the most engagement? Build on that. And if you’re still stuck, look at your competitors. What kind of content are they offering? Do that, but do it better.

Once you have your content, consider spending marketing dollars on getting it published on other sites like Reddit, using a traffic tool or promoting it on social media using custom and targeted audiences.

Make yourself worthy of attention

It is becoming harder every year to compete with customers’ attention spans. Apps like Tik Tok and Instagram throw them quick, consumable content that encourages moving on fast. If something doesn’t hook the user in the first 5 seconds, there is an endless trove of content they can turn to instead.

On top of this, people are developing blindness to branded content on social media. It has become so normal to see every 3 posts appear as an ad, that users know when to tune out.

No matter how native your content is, they aren’t likely to want to click on an ad. The trick is to create ads that are valuable enough for consumers to willingly click on them. This means getting out of your comfort zone and seeking new methods.

7 Things Facebook Advertisers Should Know in 2021

Posted on | by Peyton Riddle

2021 is bringing more changes to the social media advertising landscape than we’ve seen in a long time. Between redesigns, new apps, and a major shift around user data privacy, businesses have a lot to pay attention to over the coming year.

Here are some of the most pertinent changes and updates that affect advertisers on the largest social media platform.

User data privacy changes

Facebook has wrapped itself up in an ongoing conflict with Apple. As Apple emphasizes the importance of user’s data privacy, Facebook has growing concerns about how this limits advertisers’ ability to efficiently target people.

As Apple’s latest privacy-focused iPhone operating system rolls out to phones across the globe, Facebook is implementing changes to ads manager that prepare for limitations and delays on ad analytics and user data. The biggest thing Facebook is recommending advertisers do to prepare is create and prioritize 8 “events” that report how users interact with your website after clicking on your ad.

Read more about the ongoing tech giant battle in another one of our recent blogs.

Facebook’s Redesign

The redesign of Facebook was loved by many, and not-so-loved by many more. Regardless, it’s here to stay. The primary change to note is that the design places more emphasis on Groups and Events – the “two biggest reasons people visit Facebook every day.”

Business manager settings have also shifted around as a part of the redesign. If you find yourself unable to find certain features, there is a way to get back to the old interface for your business page.

Users can no longer opt out of Facebook’s redesigned interface.

To do this, rather than clicking on your page from a shortcut on the main Facebook “feed” page, start in the business manager homepage, business.facebook.com. From here, you can select any of your pages in the center of the screen. Clicking the “Go To Page” button will bring you to the page interface you’re likely much more familiar with.

One thing I’ve found is that it is much easier to search and sort through your page’s posts in this interface. The redesign has removed the “posts” tab entirely from pages.

This frustration with the redesign is alleviated somewhat by the “creator studio” feature, which shows valuable data on your posts and allows you to boost posts through your content library. But for those who are familiar with promoting their page though an older interface, there are still options for you.

More text is allowed on ads

Facebook once penalized ads with higher amounts of image text in auctions and delivery. As of September 7, 2020, this has seemingly been changed. All warnings and labels that previously told advertisers that overusing text would limit their ad’s reach have been removed. It’s hard to say if this means the policy changed, or if Facebook simply no longer warns advertisers about this.

Hashtags on Facebook

While most creators will steer clear from adding hashtags to Facebook posts, the platform is implementing recommended tag listings within the post composer. In September of 2020, the test had only expanded to a specific audience, as not all users see the new listings. It could be a good way to broaden your conversation. Statistically, they do seem to be taking flight, but implementing them may or may not be worth the added effort.

New “Collab” app

Facebook has begun rolling out its latest TikTok competitor. While the Facebook-owned Instagram already has “Reels” to compete with the short-form video content app, Collab will focus on collaborative music making.

Advertisers should be paying attention to Collab, Facebook’s latest answer to TikTok.

The standalone app recently came out of public beta testing and launched on the App store in December 2020. It is not fully clear yet how advertising will play into the service, and if the existing ads manager platform will adopt Collab ads.

With the meteoric success of TikTok, it’s worth paying attention to all competitors in 2021.

Image owner rights

According to the social media behemoth itself, about 3 billion people use Facebook’s platforms, including Facebook, Messenger, Instagram, and WhatsApp. In other words, where Facebook goes, its other platforms like Instagram and WhatsApp are sure to follow.

Facebook announced in late 2020 that “certain partners” can claim ownership over their images, and then moderate their usage across Facebook’s platforms. As it stands, this implementation could affect re-posted content on Facebook and Instagram in various ways. The current options that an image owner has when it identifies unauthorized usage are:

– Let the image stay up
– Issue a take-down notice
– Or use a territorial block, making it invisible in copywritten countries

Facebook Business Suite

As Facebook continues to roll its main platform and Instagram together, as shown by the merging of messages on both apps, the company has introduced another platform for content creation and scheduling.

Business Suite helps users to:

Save time – Post to Facebook and Instagram at the same time and manage posts in one place to stay connected to both communities.
Stay up to date – Get all your Facebook and Instagram messages, notifications, and alerts in one place so you can stay up to date and respond to all your customers more easily.
View business results – See what is working with Facebook and Instagram insights and learn what your customers are looking for.

While the message management tool is the same as Pages Managers, there is also a user-friendly analytics integration, making it easier to get an in-depth look at post performance.

As this tool is rolled out, keep in mind that Facebook intends to make Business Suite “the main interface for businesses of all sizes who use Facebook, Messenger, Instagram, and WhatsApp.”

5 Events To Promote Your Business

Posted on | by Post and Courier Staff

What if we told you that your business can reach a whole new audience, gain quality leads, and be immersed in South Carolina excitement? With Post and Courier events, you can!

That’s exactly what events with Post and Courier can do for your business…and then some!

We had a successful year of events and are looking forward to an even stronger 2021. Your business has the opportunity to sponsor or participate in any and all events that come up.

A partnership through sponsorship or event participation could lead your business to…

  • 200,000 people+ will see your business from email alone
  • 7,000 attendees+, both in-person and virtual, will see your business
  • 4 million+website page views
  • 10 million+ views across platforms including social media and email

Listed below are events YOU can sponsor or participate in during 2021!

1. Kids Club Live! || February 2o, 2021 

Kids Club Live is the merging of Lowcountry Family Expo and Kids Club! The inaugural year of the Family Expo happened in February 2020 and was such a hit we had to bring it back! Check out last year’s line up here!  More than 2,500 people attended last year’s Family Expo! Kids Club was also a brainchild of 2020 that turned virtual amid COVID-19. More than 8,400 attendees and over 1,400 families tuned in for each event and received more than a million social media impressions! Kids Club and Lowcountry Family Expo were such hits, that we decided to merge the two family fun events into one big event!

Learn More About Kids Club Live! Here! 

 

2. Virtual Events || Any time! 

Have you heard of The Post and Courier Virtual Events? You can learn, dance, play Bingo, and even cook with us from the comfort of your own home! Over the last 6 months of virtual events, there have been a total of 4,860 registered users. With banners, social ads, email marketing, and other means of promotion, you’re reaching anywhere from 7,000 to over 16 million people while partnering with The Post and Courier to teach viewers and readers alike something new!

Learn More About Virtual Events Here!

3. Night At The Movies|| Next Event on January 23!

The pandemic has us missing heading to the movies with friends and families! A Night At The Movies is a great way to still experience the joy of movie-going. The dog-friendly events are socially distanced, COVID safety compliant, and for all ages that takes place in the Post and Courier parking lot in Downtown Charleston. Our recent movie nights have included food trucks and a photo booth (that your business can sponsor! Your logo on each picture taken!).

Learn More About Night At The Movies Here!

4. Bicycle Across South Carolina (BASC) || October 

Bicycle Across South Carolina (BASC) is a multi-day ride hosted by the Post and Courier. BASC takes participants off the road and onto the scenic trails of South Carolina. Riders will experience a unique opportunity to explore state parks, off-the-grid-trails, and engage with a community of like-minded enthusiasts. BASC kicked off its inaugural ride in September 2019. In 2020, we were lucky enough to celebrate year two with brand new routes for riders to experience a diverse look at South Carolina’s landscape!

We are actively working on BASC 2021. Make sure to sign up for the newsletter to stay up-to-date on the latest!

Learn More About BASC Here!

5. Steeplechase of Charleston || November 14, 2021 

Steeplechase of Charleston 2020 was an outstanding event with 2,500 attendees, 30+ vendors, and a long list of cherished sponsors. Racegoers were able to enjoy a socially distanced tailgate with their friends, shop local vendors, and watch an incredible docket of horse races right here in beautiful Charleston.

Learn More About Steeplechase of Charleston 2021 Here!

 

These 5 events are incredible opportunities for you to expand and immerse your business in the Palmetto State. Between the variants of these events and a multitude of other events such as We The Women, 12 Leaders To Watch, College of Charleston 250, and Pints and Politics, your business can partner with The Post and Courier and gain so much more than new business and quality leads.

Ready to find out? Learn more about sponsorships, contests, and other events! 

Breaking down Facebook and Apple’s fight over targeted advertising

Posted on | by Peyton Riddle

There is a war raging between Facebook and Apple, two of the biggest controlling forces in the targeted advertising space. The conflict has been building for months, and it is now in full swing, with both users and businesses caught in the middle. 

The struggle is over Apple’s fight for user data privacy vs Facebook’s need to gather user data in order to help businesses deliver targeted ads. So let’s first break down the changes Apple has made that started this all.

Apple’s push for privacy

When the iPhone operating system iOS 14 released last fall, Apple doubled down on their continued efforts to ensure users that their personal data is protected on an iPhone. The company detailed an upcoming system that would force every available app to ask the user for permission to save their data. 

Users have always had some level of control over their privacy on iphones, which continued to be the most sold smartphone in 2020, but this update made a large splash. Now, users would be presented with a large notification upon first opening an app that tells them they can deny the app any ability to track them. Surely most users would make the choice to protect their data.

All apps are required to show users this message when first opened

This could have a strong, negative impact on businesses that rely on user data to help their social ads target the right audience. 

There was such a strong initial pushback against the requirement that Apple decided to delay the enforcement of this feature until 2021 after its announcement in September 2020. And now that the feature has arrived on app-makers’ doorsteps, Facebook is scrambling.

Facebook’s campaign against Apple

Facebook’s fight against this change began with a series of announcements to users across its main app and its business manager platform. 

The message read, “Apple has announced product and policy changes that may significantly impact the way you can run ads, measure performance, and engage customers.” It also linked to a blog update that laid out a more detailed response to Apple’s decision.

In a more reactionary section titled “Our Response”, Facebook said that they disagree with Apple’s approach, but they have no choice but to comply, or else Facebook will be blocked from the App Store. They claim that rejecting the policy and being blocked would “only further harm the businesses and users that rely on our services.”

Perhaps the most attention grabbing tactic Facebook has taken was placing multiple full-page ads in The Wall Street Journal, The New York Times and the Washington Post. The second ad, titled “Apple vs. the free internet,” the tech giant aligned itself with the needs of small businesses and free ad-supported websites in an effort to appeal to readers.

Apple CEO Tim Cook took to Twitter to defend the company’s decision, saying “We believe users should have the choice over the data that is being collected about them and how it’s used. Facebook can continue to track users across apps and websites as before, App Tracking Transparency in iOS 14 will just require that they ask for your permission first.

How this affects your business

It needs to be made clear that both businesses wrapped up in this conflict are invested only for the financial impact these features have. Facebook clearly cares how much money businesses are willing to spend on utilizing Facebook’s swath of user data for targeted ads. And Apple is leaning into privacy features because it has become a major selling point for their products in recent years. It is perhaps their largest marketing push in the last year.

So while Facebook claims this campaign is being done in support of small businesses, this is clearly an appeal to the humanity of users. They want negative word of mouth to start spreading against Apple, in hopes that the feature gets rolled back. 

But at the same time, nothing Facebook is claiming is false. This change does have the potential to decrease the reach and link clicks of businesses advertisements through the platform. 

So in the end, it falls on your business to decide how you want to market yourself while this fight ensues. If the bulk of your marketing is done through facebook ads, it might be worth investing in other ad platforms that aren’t as impacted by Apple’s privacy feature. Some businesses are focusing more on their Android phone applications, as the Google Play Store is not presenting users with the same privacy notifications.

What’s important here is that businesses don’t need to pick a side. These are two major tech companies fighting to keep their marketing effective. Don’t get caught in the middle, just stay informed and find ways to shift your marketing efforts while users make their choice for either privacy or personalization. It truly could go either way.

To read more from us about balancing targeted ads in the age of digital privacy, check out our recent blog.

10 Reasons to Start Planning Your 2021 Event Sponsorship

Posted on | by Peyton Riddle

2021 is on the horizon and there is no better time than now to make sponsorship plans. COVID-19 has affected the event landscape in a major way. Events are changing, and so should the way sponsorships are planned and executed.

Every business in the market wants to create an image of success and authority. But it’s not very easy when you are competing with the large, already established, companies. Through event sponsorship you can leverage the power of credibility.

If you are thinking of stretching your marketing budget, here are 10 reasons why you should sponsor an event.

Brand Visibility

Sponsoring an event brings your business in the limelight. The event you sponsor puts your business in front of a global audience and gets you a lot of mention in the social media and press. The bigger the event, the bigger the reach.

And in an era of virtual and online-hosted events, reach is actually increasing. More people are open to the idea of attending an event from the comfort of their couch. You don’t have to rely on only reaching the people who enjoy public outings. Under COVID lockdown measures, both audiences are engaging in virtual events.

Lead Generation

With event sponsorship you reach a huge population at one place. You get to meet your target audience and approach them all under one roof. The event organizers also provide a list of attendees which you can use for email marketing.

Business Relationships

Event sponsorship is an opportunity to meet non-competitive companies from your industry and in your area. Sponsorship is a way to collaborate, rather than compete. You can learn more about other businesses that share your target audience and likely hold the same values, which could help plan future partnerships.

Increase Sales of Products

With event sponsorship you get to increase your sales. You can put your products in the hands of your target audience and let them experience it. You can also pass on some free samples which will lead to increase in sales. In the virtual space, you can give product or service demonstrations. You can even have an easy way for the viewers to click through and sign up to learn more, opt in to email messaging or just make a purchase!

Show Social Responsibility

Event sponsorship is a way to show that your business supports a cause or mission about which your customers are passionate about. It helps you to build an image in the society and connect with customers on an emotional front.

Enhance Content & Social Media Marketing

Sponsoring an event gives you a lot of content for ramping up your strategies. Events can put your brand name in every possible social media platform including the event’s official website boosting your reach on social media.

Improve Your Company’s Image

When your business sponsors a big event with a wide enough base, the public perception of your business is as big as the host of the event. People see you as big professional and reputable business.

Learn More About Your Target Audience

Event sponsorships are an opportunity to meet your target audience, though not always in person. Virtual events will continue to be popular even after we start returning to in-person gatherings. But both types of events allow you to interact with your audience.

As a sponsor, you can work with the event host to hold an interactive Q&A segment as a part of a virtual event. Get the audience engaged and learn what they’re interested in, and ideally tie it back to what your business does.

Sponsorships are Affordable

Radio, television and print ads continue to work well and even work together. However, these take a great deal of your time and could potentially be out of your budget. Event sponsorships save you the time and money of having to target an audience. Let the audience choose to come to you through the event.

Get a Strong ROI

All in all, event sponsorships get you a solid return on investment. You get to approach your target audience, increase your sales and you get a list of leads to follow up with afterwards.

Event sponsorship is a deal with a lot of benefits. So start planning how this could fit into your 2021 budget now, before sponsorship slots fill up. Events often live or die based on sponsors, so showing that you have interest and can help support live and local events can help everyone involved.