The Observatory

Social media advice you can actually use.

Where I take a closer look at social media, content, and local marketing, with straight answers from 18 years in the trenches. New posts every week.

How Should Real Estate Agents in Aurora and the Southeast Metro Use Social Media?

Aurora real estate agents: neighborhood content, DMAR market updates, listing reels, Fair Housing-safe captions, and a five-day weekly posting rhythm.

Should Aurora Med Spas and Salons Use an AI Chatbot for Booking and DMs?

Should your Aurora med spa or salon use an AI chatbot for booking and DMs? What the bot should answer, what to hand off, privacy cautions, and real costs.

How Do I Vet a Social Media Manager in Aurora? 10 Questions to Ask Before You Sign

Vetting a social media manager in Aurora, CO? Ask these 10 questions before you sign, with what good answers and red-flag answers sound like for each.

Stellar Weekly Digest: Week of October 23, 2026

Meta makes Threads a default ad placement, Facebook adds an algorithm dial, LinkedIn loosens daily ad budgets, and ChatGPT Ads hits 89 countries. Here is what it means for your business.

What Questions Should My Website Chatbot Answer? A 20-Question Build Checklist

The 20 questions a small business website chatbot should answer, from hours and pricing ranges to booking and handoff, plus what it should never answer.

How Do Aurora Businesses Show Up in Google AI Overviews for "Near Me" Searches?

How Aurora businesses show up in Google AI Overviews for near me searches: Google Business Profile, reviews, service pages, local mentions, and how to check.

How Do I Know If My Marketing Isn't Working? 7 Signs for Denver Home Service Businesses

How do you know your marketing isn't working? 7 signs for Aurora and Denver home service businesses, what to check, and what to fix first.

Social Media for Aurora Roofing, HVAC and Plumbing Companies: From Hail Season to the Holidays

A weather-driven 12-month social media calendar for Aurora roofing, HVAC and plumbing companies, from hail season to the first freeze and the holidays.

How Can Parker, CO Businesses Use Social Media to Win Local Customers?

Parker, CO social media guide: Facebook groups, Nextdoor, owner video, Google Business Profile, and a posting calendar built around Parker Days and holidays.

Should a Local Business Still Blog in 2026? What a Blog Does for Google and ChatGPT

Yes, but differently. In 2026 a local business blog feeds Google AI Overviews and ChatGPT. What gets cited, how often to post, and what to avoid.

Will an AI Chatbot Say the Wrong Thing to My Customers? How to Keep It Accurate

Why AI chatbots give wrong answers, what Air Canada and a Chevy dealer learned, and the 8-point checklist I use to keep small business chatbots accurate.

What Should Aurora Small Businesses Plan For in Q4 2026? A Local Marketing Calendar

Q4 2026 marketing calendar for Aurora small businesses: verified dates, Google holiday hours timing, review asks, and what to post October to December.

25 Local Content Ideas for Aurora Businesses, Tied to Real Aurora Places and Events

25 local content ideas for Aurora, CO businesses, tied to Stanley Marketplace, Southlands, Havana Street, Aurora Fest and more, with the format to use for each.

Local Business Content Marketing: A Playbook That Works

How Do I Turn One Customer Job Into 10 Pieces of Content?

Turn one finished customer job into 10 pieces of content: the full list, an on-site shot list, and a two-week posting schedule for service businesses.