Marketing Spotlight: Lee Drugan, OBIC

For most people, underground infrastructure is easy to ignore. If the water flows and the toilets flush, the job is getting done. That presents a unique challenge for marketers in the trenchless industry. How do you tell the story of work that most people never see? How do you make complex infrastructure projects understandable, engaging, […]

The Content Marketing Equivalent of a Dad Joke

There’s a LinkedIn post that’s been making the rounds for years in some version or another. It’s a pun. A groaner. The kind of joke that makes you exhale through your nose instead of laugh, then immediately go find someone to share it with anyway. It gets thousands of likes. It gets shared by people […]

Marketing Spotlight: Jess Baculik, Woolpert

Jessica Baculik has spent nearly 20 years in technology marketing, most of it navigating the kinds of companies where the product changes faster than the content calendar. As Director of Product Marketing at Woolpert, she translates cutting-edge technology into content that works for audiences ranging from city assessors to cloud architects. It’s complex work that […]

How to Get Your Technicians to Create Content Without Making It Weird

Your technicians have the best stories. They solve problems in the field every day. They see what actually works and what doesn’t. They know the job in ways that marketing never will, but it’s not their job to create content. If you could capture even 10% of what they know and package it into content, you’d […]

The Hidden ROI of Content: Changing Minds, Not Just Generating Leads

Most content gets measured the same way: clicks, conversions, cost per lead, pipeline impact. Did it drive traffic? Did it generate MQLs? Did it move someone through the funnel? Those metrics matter. But they miss the bigger picture. Because the highest-value content doesn’t just generate leads. It changes how people think about entire industries, career […]

Encore360 Launches Energy Daily: B2B Media Brand for Power Generation Professionals

The launch extends Encore360’s proven model of serving critical infrastructure sectors with operationally-grounded analysis and economics-focused coverage.

Why Your Content Sounds Like Everyone Else’s (And How to Fix It)

Read your draft out loud. If you wouldn’t actually say these phrases in a real conversation, cut them.

Where Good Content Ideas Actually Come From

The single best source of content ideas is the questions your customers are already asking.

How to Plan a Quarter of Content in Two Hours

There’s a better middle path: a simple planning session that gives you enough structure to execute without overthinking it.

The Subject Matter Expert Problem: How to Extract Gold Without Burning Them Out

Every time you ask for their time, you’re adding to an already impossible workload. So what do you do?