Marketing Blog | Addison Clark | Richmond, VA

writing for humans

Over time, there has been a shift online. The almighty algorithm has become king, influencing the way developers build, creatives design, and copywriters write. Google, the world’s most popular search engine and manipulator of “the algorithm”, can be frustratingly vague on what the algorithm likes and dislikes. Marketing and SEO experts are forever trying to cater to the whims of the algorithm in order to keep their websites in good standing and visible online.

While pleasing the algorithm is a necessary part of the game, at the end of the day, humans are who will ultimately be buying from you so your content should speak to them, not just algorithms.



Keeping your website up-to-date is more involved than updating your address or phone number every now and then. Not only do customers expect seamless, up-to-date websites but search engines favor them as well. Being consistent about website updates can help improve your online success and your customers' experience!

invest in photography

We all know the phrase “A picture is worth a thousand words,” but what does that mean for your marketing strategy? Today’s consumers are highly visual and tend to engage more with photos and videos than traditional text ads. It’s important to meet consumers where they are, and that means investing in high-quality photography. Even just a few photos can help your business look professional and stand out from the competition. Here are the top three benefits of investing in high-quality photography:

advertising to ad savvy consumers

As the digital landscape expands, it’s no secret that audiences everywhere are becoming more and more aware of marketing strategies and how targeted ads are populated. As a result, it has become a complete necessity in the industry to incorporate integrity into your strategy.

Before proceeding, there’s one distinction that should be made clear: “marketing” and “advertising.” The general public may often use these terms interchangeably, but there is a key difference. An advertisement is a piece of media, whether digital or physical, that contains a reference to a potential transaction or another type of conversion. Marketing refers to an overall strategy of trying to promote one’s self, brand, etc.

how video can enhance your marketing strategy

Have you ever heard the phrase "Video content is king"? With the rise of video-based platforms, it's hard to deny how prevalent video has become in our everyday lives. It's also a valuable marketing tool, with 88% of consumers saying that they've been convinced to buy a product or service by watching a brand's video. If video isn't currently part of your marketing strategy, you're missing out on opportunities to directly engage with your customers. Here are just a few ways that video can enhance your overall marketing strategy:

isabelle 10 questions

1. What do you do at Addison Clark?
I am a Social Media Coordinator, which means I work with account managers and graphic designers to bring clients' social media marketing strategies to life!

2. What is your biggest pet peeve?
When people excessively honk their car horns (didn't have that one until I lived in the city). 

3. Who would play you in a movie?
Mila Kunis! I think our only real physical similarity is we're both brunettes, but I just love her. 

4. What is your favorite social media site and why?
Definitely Instagram — I get to interact with my friends and see what they're up to, it helps me stay up-to-date on things like current events and pop culture, and I get to keep photos that I love in a central place. 

5. Are you a cat or a dog person?
Dog lady through and through! You can play, snuggle, run with them — I think they're perfect. 


Imagine that you have been tasked with optimizing your company’s social media presence. Or that you are now in charge of generating leads through an organic social media strategy. How do you begin such a task? On which metrics do you allocate your focus? How do you measure success in the ever-changing world of social media?


Pay-per-click advertising can be a great way to drive traffic to your website and promote brand awareness. It’s also the most cost-effective method of gaining customers and expanding your presence in the marketplace. However, setting up an online advertising campaign isn’t as simple as you may think. At Addison Clark, we spend hours creating compelling graphics and copy to attract prospective customers and continuously monitor each campaign’s performance. We also ensure your ad matches the content and aesthetic of your website to allow for a seamless customer experience. If these elements are unaligned, advertisers are less likely to present your ads to users, resulting in loss of potential revenue.

Ben Cardwell Headshot Edited BG

1. What do you do at Addison Clark?

I’m an account manager. I work closely with clients for all their strategic marketing needs. This means I do a little bit of everything. Being able to work on multiple projects at once is why I chose to become a member of the account management team!

2. What do you enjoy doing in your spare time?

Playing my guitar or listening to all kinds of music. If the weather is permitting, I also love spending time at the river or on the Chesapeake Bay.

3. If you could travel in a Time Machine, would you go back to the past or into the future?

Past for sure. 1960s or 1970s to see some of my favorite musicians in concert – Marvin Gaye, Stevie Wonder, Led Zeppelin, Jimi Hendrix, The Who, and so many more!

4. What is your favorite holiday.

I’ve always been a fan of Thanksgiving. I love spending time with my family and an excuse to eat way too much good food. I feel like it also deserves a little more love since it tends to fly under the radar being so close to the Christmas season.


Website copy is an essential element of any site. It has the unique purpose of driving your visitors to action and can be the deciding factor in converting visitors into leads. Often, copywriting can be overlooked in the web development process by other elements such as SEO, design, or functionality, but its purpose is just as important.

When writing effective copywriting for your website, it’s important to keep some details in mind:

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