business, content, discoveries, marketing, social media

Facebook’s Updated Algorithm and What It Means for Businesses

Mark Zuckerberg, CEO of Facebook, announced in early January that his goal for 2018 was to “fix” the product. What needed fixing? Declining engagement and declining uploads of Facebook Algorithm Update 2018user generated content. Revenues for Facebook may be at all time highs, but user engagement has been steadily declining and less personal content is being uploaded to the site (and let’s not forget that Facebook was originally intended for peer to peer use, and not for businesses). On top of this, the 2016 election put Facebook in the cross hairs for the issues with “fake news” and foreign manipulation.

Will These Updates Affect Your Facebook Business Page?

What does this “fix” to Facebook mean for businesses and brands on Facebook? It means that Facebook will be rolling out algorithm updates that prioritize content posted from friends and family and de-emphasize content published by brands and businesses.Read More…

4Walls, content, discoveries, marketing, social media

Handy-Dandy Instagram Guide

Choosing Your Style

Just getting started on the ‘gram?  It’s good to have a theme and style for your feed.  Everything from the subject matter to the filters you use come together as your Instagram brand.  Are you a landscape photographer?  A photo opportunist?  Looking for a new place to share family photos?  Starting an Instagram account in the hopes of making your hamster instafamous?  Whichever it is, pick a theme and stick to it.

Capturing Photos for Instagram

boston redsox fenway park

Shout-out to Bond Polymers for hooking us up with these killer seats!

Instagram photos do not need to be taken within the app using the camera feature.  You can instead pull photos from your phone’s camera roll or even a large DSLR camera!  Keep in mind that it’s not the camera, it’s the photographer.  DSLR cameras can capture some amazing photos but iPhones, or almost any smartphone for that matter, are more than capable of getting the job done!


Here are a few ways to get more out of your smartphone camera:

  • Mess around with the focal point, exposure settings, and make sure there is decent lighting.
  • Shoot vertically or portrait-style !  This is crucial and I’ll explain why in the editing section below.
  • Use the phone’s grid feature and don’t forget about the rule of thirds!Read More…
business, content, design

Is Your Website an Abandoned Shopping Mall? Fix it!

The Concord Steeplegate Mall has been struggling to pay the bills with large retail companies like American Eagle, Aeropostale and Abercrombie & Fitch pulling out due to lack of traffic and sales from their stores.

It’s really pretty simple: the Mall can’t provide enough value for the space. Business’ ask “what does the space cost vs what do I get?” Essentially, “where’s the return on investment?” Just like a brick and mortar store relies on a good ROI. So too does your website.Read More…

4Walls, content, marketing

With Content Marketing, Variety is Key


When I started working at 4Walls I was in a lunch food rut. It was bad. What was the culprit of my lunchtime woes? My boring sandwich.

Before work I would sip coffee and regretfully assemble my sandwich for the day. White bread (off to a great start), mayo, iceberg lettuce, turkey, and pepper jack cheese. Doesn’t sound so bad, does it? Well try eating the same damn sandwich every day for a few weeks and tell me what you think. It doesn’t matter if you’re eating the world’s #1 sandwich- if you eat it every day it will eventually lose its gusto. The same applies for your content marketing efforts.Read More…

4Walls, content, discoveries, office thoughts

4 Walls Finds: The Right Tunes for the Job

Music & Productivity Meet


We’re only as good as our habits.  Habits good and bad create an interesting relationship, a balancing act between diversion and production.  For me, whether production means sitting down to write (for work or for pleasure) or getting on my bike for a long ride, the result is always positive. It’s that sweet, sweet dopamine – released and received  to resounding applause from Mr. Brain, who squeals “Do that thing again!”

Many times, that all starts with music.Read More…

content, marketing, seo

Content Marketing in New Hampshire’s Presidential Primary: a Lesson for us All

As a digital marketing company in New Hampshire, it’s hard to ignore the media kerfuffle that descends upon our great state every four years. It’s no secret that an election of any kind is a wonderful example of a marketing campaign on crack. Even to the relative-layman, it’s easy to see that the most successful political campaigns  aren’t simply reacting to weekly or monthly data, they are changing by the day. When they don’t, well…uncomfortable things happen.


What happens when you're too slow to adjust your message.

An example of what happens when you’re too slow to adjust your message.


2016: Not Just Going Beyond Social, Going Beyond Search and Social

It’s no surprise that Google has some insights into what was going on in New Hampshire during our first in the nation primary. They were even kind enough to put together the below graphic, but as we all know by now — search ranking is really just the tip of the iceberg. Which brings to mind a point Chad Pollitt made in his talk at Inbound 2015. He said “SEO isn’t something you do anymore. It’s what happens when you do everything right.” (If you see this, Chad, I hope I didnt’ just butcher that)Read More…

4Walls, content, seo

where content strategy and design come together

Presentation isn't everything, but it sure helps.
Presentation isn’t everything, but it sure helps.

Three Things to Keep in Mind when It Comes to Content Strategy and Design

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content, seo

marketing clarity is a beautiful thing


But how do you ensure things stay clear?

When we were coming up with the concept for our ad in the hippo press, we thought to ourselves, “What’s the big deal?” What’s the problem that so many businesses have with their marketing?

A lot of times, it all boils down to the simple fact that their message isn’t clear. But what does “marketing clarity” even mean, and how exactly do you get it?

We swear it’s not one of those terrible marketing buzzwords you hear all the time. But marketing clarity has a few simple parts. Branding, Audience, Message, and Medium.
Read More…


content strategy by the #numbers

Making sure you get the most out of any marketing strategy involves asking a lot of questions. There are the basic questions, like “What do your readers want?” and “What will visitors find useful?” and then we have your analytical questions like, “What keywords are driving the most traffic?” or   “How can we better target X”.

All of it, every little poke, prod, and tweak serves the same goal, really: to improve engagement.   But how do you actually measure it?

Check past the break for a brief overview on how I begin to start looking at content when it comes time to spruce things up a bit. I plan to revisit the topic from time to time, but in this segment I’ll delve a bit into “consumption” metrics. Read More…


know your audience | the human side of content strategy

Know Your Audience

Know Your Audience

Content strategy isn’t exactly easy. Then again, of course I’m going to say that – I’m the content guy. Like just about any important decision, coming up with a content strategy that actually works starts and ends with research.

Read More…

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