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Bridgette West-Williams headshot

Bridgette West-Williams Honored for Marketing Strategy and Leadership

By Uncategorized

Bridgette West-Williams, Vice President of Strategy and Business Development at Baseline Creative is being honored by the Wichita Business Journal with a 2022 Marketing Award. Bridgette and other award recipients are being honored for utilizing marketing strategy and strategic planning for clients as well as their own companies. Award recipients also demonstrate corporate responsibility and involvement in the community. 

At Baseline Creative, Bridgette is responsible for driving the digital marketing team and developing the marketing strategy used for client work. Additionally, Bridgette has tirelessly worked to develop strategic initiatives at Baseline to improve processes and drive success. As a community leader, Bridgette offers her time to various community nonprofit organizations. Bridgette’s current involvement includes the role as an officer on the board of ICT S.O.S., mentorship through Friends University, and a commitment to Diversity, Equity, and Inclusion (DEI), which she brings to every organization in which she serves.

Baseline is proud to have Bridgette as part of our leadership team and we celebrate this Marketing Award honor with her!

a laptop is open with a document and a pencil representing website content

Why is Content Important for SEO?

By Blog

If your business has a website, chances are you’ve thought about your search engine optimization (SEO). SEO is a tool that helps Google and other search engines find your website when a user requests data. The better the SEO you have on your site, the more likely it is that search engines will offer your website in their search results. While many factors go into setting up successful SEO, one critical element is the content on your website.

Why is Content Important for SEO?

Content is king for SEO. In fact, without content, your website won’t be optimized enough to rank significantly. Search engine ranking is important because 95% of people never navigate past the first page of search results. Every month there are 40-60 billion searches on Google, so the field of content optimization is highly competitive. You need to utilize every tool in your toolbelt to increase the likelihood of your website appearing on the first page. Content is one of the most important tools.

Keywords are Key

One of the most important factors in SEO is choosing the appropriate keyword. Keywords are terms that are often used when people are searching for a business like yours. Keywords should be re-evaluated regularly to make sure they are still relevant and if so, worked into the content on your website in a natural way.

In the early days of the internet, websites would “stuff” keywords into their content which initially was successful in getting your page to rank higher. However, Google now updates their algorithm regularly and keyword stuffing is frowned upon and can negatively affect your ranking.

Once your keywords are researched, they must be implemented naturally in the content itself. The keywords need to be balanced against several factors, one of which is the number of times the keyword is used in the content. Depending on the length of the content, the number of times the keyword is used will change.

Readability is Important

Aside from keywords, good website content will be well-written. Search engines do look at readability to determine how easy a page is to read, as well as how relevant the content is to the keyword and the page. The number of words the page includes is another component search engines consider in ranking. While it’s tempting to limit content on your website’s pages, there must be a good balance between relevant content that is helpful to the user, and too little content that doesn’t provide enough information for search engines to find.

Content organization, including selecting the right headlines, and subheads also plays a significant part in good optimization. Links, and optimizing metadata in the content and on the page are also essential for good SEO.

Blogs Improve Content

Monthly blogs are a great way to continue to incorporate new keywords into your website without constantly updating the content on your main pages. Google and other search engines consider sites that have continuous new content more relevant than stagnant sites. Blogs can be optimized for keywords as well as questions people ask search engines. For example, someone might search for “why do dogs eat grass?” and blog posts successfully optimized for that search inquiry could be included in the results.

Is Your Content Optimized?

At Baseline Creative, we include content search engine optimization in our web builds. We do the research and optimize the content as we either migrate it from existing sites or write new content. But because Google is constantly updating and changing, we also encourage clients to keep up the momentum with monthly SEO optimization. Our digital strategy team does monthly research, reviews analytics, writes content for monthly blogs, and/or updates content on our clients’ websites. Our Google-certified team does the legwork to help your site continue to perform well for your business.

If you’re interested in monthly SEO services including blogs, contact us! We would love to see how we can help your business grow.

Baseline Creative UpCity 2022 Local Excellence Award

Baseline Creative Announced as a 2022 Local Excellence Award Winner by UpCity!

By Blog

For more than a decade, UpCity’s mission has been—and continues to be—to help businesses find B2B service providers they can trust. The UpCity Recommendability Rating was developed to determine a service provider’s credibility and recommendability, giving UpCity the confidence to recommend them to the more than 2 million businesses that visit their site. 

Each year, UpCity analyzes and scores more than 70,000 service providers based on their UpCity Recommendability Rating and acknowledges the top national and local providers with an UpCity Excellence Award. The results are in, and we won!

We are proud to announce that the Baseline Creative team has been recognized as one of the top B2B service providers of 2022 in the Wichita area by UpCity! 

Jack Thornburg, VP of Organic Growth at UpCity, had this to say about Baseline Creative:

“Baseline Creative continuously demonstrates that high-quality results and caring customer service don’t have to be mutually exclusive. We’re proud to name them a 2022 Local Excellence Award winner! Congratulations!”

—Jack Thornburg, VP of Organic Growth, UpCity

This recognition has been driven in large part by our 5-star review rating on UpCity. Here are a few of our favorite pieces of feedback we’ve received from our incredible customers:

  • “Everyone at Baseline Creative is so nice and so talented! Updating our sadly aged website should have been a nightmare, instead, it was a pleasure. Changes were made so quickly and advice and feedback were excellent. We recommend them highly and look forward to them managing our online business presence for years to come!” – Rosanne T., August 2021
  • “Working with Baseline Creative has been a great experience. They have been insightful in planning, talented in design, and timely in deployment. Besides being consulate professionals, the staff at Baseline are just great people. We will work with Baseline Creative for a long time to come.” – Neil B., June 2021

We’d like to thank UpCity for their support. It’s such an honor to be included amongst the best of the best. We also want to thank our customers for all of your love and support over the years. Here’s to greater success ahead!

Learn more about the UpCity Excellence Awards.

Bridgette West Williams 40 Under 40

Bridgette West-Williams 40 Under 40 Honoree

By The Team

We are excited to announce that Bridgette West-Williams, Vice President at Baseline Creative, is a Wichita Business Journal 40 Under 40 honoree. Bridgette joined Baseline in 2015. Her focus involves organizational development and leadership. Bridgette’s efforts on culture and infrastructure building have significantly increased employee satisfaction scores. In 2021, Baseline received the Best Place to Work for Small Businesses by the Wichita Business Journal.

Achieving Success Through Processes

“Bridgette is the kind of leader who mentors her staff. She takes the time to check in on team members to not only inquire about workflow and balance but also genuinely wants to know how we are doing personally,” said Andrea Anglin, Agency Director. “Bridgette puts processes in place to increase our overall efficiency and help us provide even better results for clients.” These new processes and business developments have helped Baseline achieve even more success over the past seven years.

Community Involvement

Bridgette is also a leader in the community with her volunteer work. Currently, she is an at-large board member for ICT S.O.S. and is on the fundraising committee. Recently she was on the board for the League of Women Voters Wichita Metro and was the Diversity Equity and Inclusion chair for the state organization. She has served on the boards of GLSEN, and the Arthritis Foundation, was a member of Young Professionals of Wichita also chairing the marketing committee, and was the Kansas State Lead for Moms Demand Action for Gun Sense in America. “Bridgette is extremely generous with her time and talent,” said Nathan Williams, Principal, and owner of Baseline. “She has a heart for the people in our community, especially those who are marginalized. She’s always supporting causes that make Wichita, and Kansas, a better place for everyone to live.”

Congratulations, Bridgette!

We are incredibly proud of Bridgette West-Williams and her 40 Under 40 Accomplishment and for her leadership at Baseline! The team is thankful for her drive, passion, and mentorship.

View the official Wichita Business Journal article here!

Baseline Bread Featured Image

Baseline Bread

By Blog

At Baseline Creative, we bake care into everything we do. You may be thinking, what does bread have to do with a full-service marketing company? Our founder, Nathan Williams, has been working to perfect the craft of fresh baked bread since founding Baseline Creative in 2006.

“When I started, I literally worked out of my home. Our small staff would meet there around my kitchen table with laptops to work. Clients would come to my house for meetings and sit around the same kitchen table. Sometimes I would have made fresh bread for all to enjoy.”

Creating the Right Culture

We no longer work around that same kitchen table, but we still break bread together. Clients, friends, and team members alike have experienced the joy of Nathan’s fresh-baked bread. This culture and inviting spirit are what helped Baseline Creative earn the title of Best Place to Work for Small Business in 2021. In honor of Baseline Bread and National Sourdough Day, we asked Nathan to share some tips and insights on the bread-making process.

Nathan’s Sourdough Tips

  • It’s more important to pay attention to your dough than any recipe you’ll ever read when you’re working with sourdough.
  • Stretch and fold is the most beneficial technique for kneading, but mix it up and try a gravity-based knead, too! Grab your dough and allow half of it to slowly fall. Turn it and stretch (almost like taffy).
  • Pain Paladin is a wonderful alternative to standard sourdough. Just add 1/4 cup or so of olive oil to your dough. It will be more elastic and the surface will retain more of the gases while the bread rises.
  • Your starter is the most important ingredient in sourdough bread. Feed it a variety of different flour types to increase its resilience. It will reward you with more vigorous fermentation than a monofed base.
  • The starter is designed to thrive in harsh conditions, so remember that occasional culture stress actually improves its ability to adapt.
  • Using a Dutch oven creates an ideal environment for baking and attaining the “pro level” crust and rise. Preheat the cast iron for 30-45 minutes, then add a drop of oil or cornmeal and then your bread. Make sure you score it with a knife or lamé (a razor blade on a stick) so it has a place to vent all that glorious steam. Bake covered for the first 15-20 minutes or so, then finish uncovered. Make it as tan, brown, or black as you like.
Baseline bread
Baking bread for friends and clients - sourdough bread images
Baking bread for friends and clients - sourdough bread images

Baked with Care for Our Clients

Good business is like a good bread recipe. You must have just the right ingredients, and the right amount of kneading and work to make it rise to be a successful bake. It takes time, attention, and focus to be successful in baking as in business. It doesn’t hurt to bring actual bread into the workplace either. We love to celebrate success with old and new friends and hope you have as much fun baking your own bread as Nathan does! Ready to get baking? Contact us!

10 of the Most Relatable Marketing GIFS

By Blog

Digital marketing can be so incredibly fun and rewarding. That’s why it’s one of our specialties here at Baseline Creative. We’re passionate about strategy, content creation, design, SEO, and all the things that work together to make digital marketing successful. Marketing professionals, small business owners, and anyone who’s managed a social media profile will be able to relate to the following Top 10 Relatable Marketing GIFS.

1. Off Brand is Not Allowed

Brand, and brand voice, should always be considered in your marketing efforts. You don’t want any of your messaging or imagery to be off brand. Working with a marketing team that knows your business can keep you on brand and set you up for success!

2. Font Choice is Important

Branding is crucial, and an important part of that branding involves font choices. If you use the wrong fonts, you’ll definitely convey the wrong message. Fonts set the tone of everything you say. Baseline Creative started out as Baseline Fonts, so we know a thing or two about font creation and selection.

3. Analytics and Tracking are Cool

If you’re not measuring your efforts, then you can’t know what’s going right and what needs to be improved! Be like the cool kids and make sure you have Google Analytics installed on your site. We give that effort a big thumbs up. If you need help installing the tracking code or deciphering the analytics, Baseline Creative can help! We are a certified Google Partner Agency after all.

4. Don’t Forget to Caffeinate

This one is more of a suggestion, but totally relatable. Our team at Baseline Creative is known to enjoy a nice cup of coffee, or two! The Meryl Streep before and after coffee GIF says it all. Cheers!

5. Content Creation is Important

Content is key when it comes to marketing. From website content, blogs, social media, print collateral, and more, your content needs to be strong and working in favor of your efforts. You want your content to be engaging and also bring traffic to your business. Need help with content? Our team is like the cats in this GIF when it comes to content creation and strategy.

6. Creativity Matters

We mentioned content above, but want to stress that it has to be creative! If your content isn’t educational, entertaining, or evoking emotion in the viewer then it likely needs a creative boost. Don’t worry though, “creative” is in our name! From branding, mood boards, content creation, and more, you’ve got our entire creative team on your side when you work with us.

7. Teamwork Makes the Dream Work

Marketing is best accomplished with a team. That’s why full-service agency life is the best! You have access to an entire team of multi-talented professionals when you work with us. The ability to rely on a team is amazing.

8. We Love having Good Photography to Work With

Nothing is more exciting than having high-quality photography to work with for websites, social media, and print materials. Bad photography can ruin the impact of your messaging, meaning a waste of time and energy for your business. At Baseline Creative, we have a photographer on staff that specializes in custom photography for businesses we work with. Quality messaging paired with quality photography is a dream come true.

9. We Do Our Homework

What homework? Oh yeah, that homework, we did it. Every good marketer should do their homework. That means research, forecasting, analysis, competitor analysis, and more! Google is basically our best friend and if there’s information to find, we’ll find it. If the information doesn’t exist, we’ll help create it. That’s just how we roll.

10. We’re Here to Help

Marketing is incredibly complex. To do it right, takes dedication and hard work. We’ve been helping clients grow their businesses for over 20 years and have built some amazing partnerships along the way. Looking for help with your website, digital marketing, branding, or design? Let’s have a conversation.

Need Marketing Assistance?

We hope you enjoyed these relatable marketing gifs! Need help with any of your marketing efforts? Contact us today!

Baseline Creative is a Google Partner Agency

Baseline Creative is a Certified Google Partner Agency

By Our Work

As a full-service agency and Certified Google Partner, the Baseline Creative team works with a variety of businesses across multiple industries to help maximize the effectiveness of their Google Ads campaigns. Our team stays up to date on the latest digital marketing trends, tools, and strategies. Google Ads are a great way to maximize your reach and conversions online. How does our certification as Google Partner help you?

Baseline’s status as a Google Partner means the following:

  1. Our Agency has demonstrated knowledge and proficiency using Google Ads
  2. Our strategists are trained and certified in Search, Video, and Display Ads among other Google tools such as Analytics, Google My Business, and more
  3. The accounts we manage have met industry standards meaning they are successful, optimized, and making an impact

What does this mean for our clients?

We’re efficient with your time and budget.

We’ve been certified in the different applications for Google Ads. This means we know and understand the various ways to get your message or products to the right audience. Therefore, our optimization efforts go further because our efforts are strategic, not experimental.

We’ll keep things running smoothly.

Ads need to be continually optimized, assessed, and adapted. Our strategists make sure that the correct audience is being targeted for your business so that your budget isn’t being wasted. Additionally, we’re constantly making improvements to your campaigns and keeping everything on track and optimized.

Digital marketing is ever-changing. We’re here to partner with your business to make sure you’re able to react and adapt before your competitors.

Want to work with a Google Partner?

Whether you’re looking to improve existing Google Ads to drive growth, or you’d like to begin implementing Google Ads into your marketing strategy, we can help. We’ve also worked with clients at varying stages of the process so we can jump right in to start making an impact for your business. Schedule a consultation with our team today to see how we can partner for success.

Instagram Features Algorithm and Feed Changes 2022

Is Instagram Going Algorithm Free?

By Blog

Instagram has announced some upcoming algorithm changes for user feeds that will affect consumers and advertisers alike. Over the past few years, Instagram users have complained about excessive advertisements and not seeing enough content from friends and companies they follow. Along with not seeing all relevant posts, posts do not show up in reverse chronological order. The content shown to viewers, and the order in which it is shown, can make or break the user experience on social media. Instagram usage, however, continues to rise and Instagram stakeholders are working to shape the user experience for the better. Keep reading to learn about upcoming Instagram changes that are projected in 2022.

Increasing Control Over Content Feeds

Adam Mosseri, Instagram chief, shared on his Instagram that they are testing feed changes in 2022. With the proposed changes, users will be able to toggle between three different feeds; Home, Favorites, and Following. These three feeds utilize the algorithm in different ways.

  • Home will be similar to current Instagram feed settings. Home, using the algorithm, features suggested profiles, advertisements, and other relevant content during your time spent on the app.
  • Favorites will consist of select profiles marked as favorites. Mosseri mentions using this feed for family or other profiles he wants consistently view.
  • Following will be similar to the previous Instagram experience consisting of only accounts you follow with posts listed in reverse chronological order, showing the latest content first.

What Will Instagram Algorithm Changes Mean for Advertisers?

Will Instagram’s feed customization features make users feel more in control and happier, resulting in more time spent on the app? We think so. Therefore, Instagram will still be a great place for companies to focus marketing efforts. We see great promise in the Home feed of Instagram. Advertising is all about getting the right message in front of the right person at the right time. Users browsing the home feed want inspiration, entertainment, and new content. Strong and engaging content will be vital to stand out on Instagram.

Partner with A Professional

As always, we’re here to stay on top of the latest social media and advertising changes to strategize in the best interest of our clients and partners. If you need help making sure that your social media marketing efforts resonate with your audience, contact us. Let’s strategize.

Baseline Creative Wins “Best Places to Work” Honor

By Blog

Baseline Creative was recently honored as the winner of the “Best Places to Work” for Small Business by the Wichita Business Journal. The award is based on the results of an employee survey that is administered by Quantum Market Research. Employees fill out the confidential survey which evaluates everything from team effectiveness, retention, employee alignment with company goals, trust with coworkers, and individual contribution to feeling valued, work engagement, and people practices. The companies with the highest scores are ranked in order, and the businesses with the top scores receive the award. Baseline Creative was a finalist in 2015, and took the top honor home this year.

“We are so excited to receive the Best Places to Work award,” said Bridgette West-Williams, Vice President at Baseline. “We have worked hard over the past several years to create a culture that shows appreciation to our team members through everything we do. From fair and equitable compensation to fully employer-funded top-notch health, dental and supplemental insurance, to flexible schedules and paid time off, we believe in easing the burdens that our team faces so they can thrive and not just survive.”

A positive and empowering workplace culture at Baseline Creative is important to leadership. “We believe we have the best team members,” said Nathan Williams, Principal at Baseline. “Our team members care about our clients and the quality of work we produce. We also care about each other. There are no egos at Baseline. Everyone is part of the team and as a team, we help out one another and get the work done.”

Baseline Creative leadership also believes in investing in the professional development of team members. “We believe deeply in growing and coaching our team members and their evolving areas of career and personal interest. We provide formal and informal continuing education, certifications, and degree opportunities for employees, and more importantly, mentoring and coaching opportunities with leadership and outside professionals as needed,” West-Williams said.

While many companies talk about self-care and work/life balance, Baseline truly walks the walk. Flexible work from home and in-office schedules allow team members to take care of their personal needs and the needs of their families. Additionally, self-care and mental health are important to Baseline leadership. “When we were working fully remote at the beginning of the pandemic, Nathan and I decided to provide 10-14 extra days of paid leave to give team members more frequent breaks throughout the stressful year,” West-Williams said. “It’s important to us to touch base with individual team members and see how they’re doing. Not only do we think it’s the right thing to do, but it’s also good for business.”

Baseline Gives Back Holiday Campaign

By Blog

Happy Holidays! It’s the season of giving and instead of spending money on cards or branded tchotchkes, Baseline Creative wants to give back!

Throughout the year our team donates time, talent, and resources to organizations that have missions that we believe in. This year we’re honoring our clients with a gift back to charity!

Please choose one of the following nonprofits and Baseline Creative will donate to the cause you select based on your vote. Every organization that receives a vote will get a donation. It’s the best way to end the year!

Vote by clicking here!

You can learn more about each of these wonderful organizations on their websites.