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Your Content Has Too Much Room to Hide

Give a content team unlimited word count, unlimited format options, and unlimited time to “get it right,” and watch what happens. They’ll research for a week. Draft something safe. Add three more paragraphs because it feels thin. Cut nothing, because everything seems important. The result reads like it was assembled by committee, because functionally, it […]

The Case for Bad Handwriting

I keep a Moleskine on my desk, but I don’t use it for “work stuff” or client content. I jot down moments from my life and little creative mantras to remind myself of what I want to do with my work. When I land on a line that captures something true about writing or content, […]

5 Habits of Clients Who Get Good Content From Their Agency

5 Client Habits That Produce Great Content

Content marketing isn’t a one-way street. Companies that work with outside marketing agencies get the best results when they show up as active partners, not just clients waiting for deliverables. That means staying engaged, collaborating openly, and being willing to pivot when the agency’s guidance points in a different direction. After all, agencies can only […]

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, […]

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 […]

Marketing Spotlight: Mikayla Davis, SewerAI

Marketing Spotlight: Mikayla Davis, SewerAI

Wastewater isn’t the first place you’d expect to find a marketing team experimenting with the latest AI tools. Over the last year and a half, SewerAI has changed that. For our first marketing spotlight, we sat down with SewerAI’s Director of Brand and Demand Mikayla Davis to discuss her role, how she handles product launches, […]

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 […]