I’ve been working in marketing since 2008, and in that time, I’ve seen it all: platforms rise and fade, SEO “hacks” come and go, and algorithms shift overnight. Some trends stick, and many don’t. However, a few constants remain true, no matter how much the industry changes.
Then and Now: Watching Marketing Evolve
When I first started, long-form, high-quality content was king. We wrote for people, not just search engines. And when you do that, when you write content people actually want to read, you naturally include the keywords they’re searching for. We paid attention to things like blog titles, meta descriptions, and photos, but at the core, it was all about content that connected.
Then Canva came along and shook up the design world. Suddenly, small business owners and DIY marketers could create graphics that looked professional, and designers had a new platform with which to experiment. For a while, the pendulum swung heavily toward graphics and visuals.
The Pendulum Swings Back
Today, I’m seeing the pendulum swing back again. Blog content matters, and photos and visuals that complement that content matter. Social media isn’t just about eye-catching graphics; it’s about pairing visuals with meaningful words. And honestly, that feels like the “good ol’ days” of marketing, minus the dial-up internet.
What’s Always True
I feel dated when I joke about the “old days,” but the truth is simple: Over time, the heart of marketing has not changed. People buy from people, and they want a human connection. Everyone wants the story, the hook, and something meaningful that resonates with them. This can come from video testimonials, reviews, true stories, sharing how your product solves a problem, or behind-the-scenes content.
Forget the Hashtags, Focus on What Works
Remember when hashtags were the holy grail? They felt important for reach, but today we know they’re not moving the needle like they used to. What matters now are the tactics that should always have been the focus, and they’re the ones we use every day at Keep It Real Social, the ones we’ve used from the beginning, before hashtags.
- Keyword-rich captions
- Optimized profiles
- Alt text for images
- Strong calls to action
- Engaging, shareable content
One hundred hashtags won’t build relationships. Meaningful content will. So, bye-bye hashtags.
The Bottom Line
Marketing will always evolve, tools will change, and trends will come and go. However, the foundation will stay the same: creating content that connects with people is how you build trust, grow your reach, and keep your business moving forward.
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Sommer Poquette is the founder and CEO of Keep it Real Social, an award-winning, five-star boutique marketing agency. Since 2008, Sommer has been a consultant, aiding hundreds of local, regional, and national businesses in expanding their online presence. Keep it Real Social specializes in optimizing social media channels, crafting powerful strategies that integrate local SEO, and managing the implementation and ongoing supervision of client accounts. The agency’s comprehensive services include strategizing, training, and implementation, ensuring businesses succeed in their social media marketing efforts.
