Blog Posts

  1. Are You Ready For WEFTEC?

    Less than one week to go until WEFTEC 2018 kicks off in New Orleans. Are you ready?

  2. The Top 4 Consequences Of Not Creating Commercial Insight

    The environment in which we sell our solutions has evolved and it’s up to us to adjust or be left behind. The information your customers needed you to provide is now everywhere and the role they needed you to play in their purchasing process is forever changed.  The entire concept of selling has evolved into a journey of helping, informing, and educating along the way to cultivate that connection.

  3. Giant-Killing Content: How To Compete Against Goliath

    Like every other commercial industry, the water and wastewater market has seen its fair share of mergers and acquisitions over time. M&A activity is an important growth mechanism used to extend the product portfolio, move up or down the value chain by providing a different level of service and to compete head-to-head with rivals. In the past twenty years, we’ve seen some giant multi-national companies evolve through the acquisition and assimilation to varying success of smaller companies. But many an independent player survives and thrives.

  4. Why We Think People Want To Listen To Our Pitch: The Illusion Of Control

    Imagine yourself for a moment walking along a crowded street in your favorite city.  Hear the horns of the cars, the buzz of people talking on their phones as they walk by, and feel the heat coming off the asphalt streets.  You come up to a cross walk and nonchalantly press the crosswalk button, wait for the little guy in lights to turn white and you cross.  You get to your destination, get on the elevator, see someone you don’t particularly want to talk to and you start pressing the close door button until the door finally closes and you can enjoy the ride in peace.

  5. The Pros And Cons Of Creating Reader-Inspired Content

    One of the biggest conundrums about brand publishing is how to reap the fruit of your reader-focused content marketing efforts.

  6. Is Selling Dead?

    I know what you’re thinking: “NO!”  You’re also probably thinking, “How can you ask such an egregious question Travis? Isn’t your business dependent on sales too?”  Before you get too worked up and angry at me, please hear me out. 

  7. Case Study: Commercial Insight vs. Product-Centric Content

    As of January 2017, a wastewater treatment solutions provider had 100 pieces of content on Water Online. After classifying by content type, 93 were product-centric assets and 7 were considered commercial insight.

  8. Humanizing Your Brand: Introducing Mr. Pump Head To The Water And Wastewater Industry

    The more human you can make your brand, the more likely it will resonate with your customer. After all, they are human. Right? Still? We might be entering a new era of machined intelligence but for now, you still face the centuries old challenge of marketing and selling your products to human customers.

  9. Reader Engagement Analytics From The Water And Wastewater Market

    We’ve been thinking a lot about the users of our website recently. Obsessing in fact. Not to sound too much like a private detective but we call it following. We’re not interested in chasing them around the Web evaluating every which way and under they turn. But we are conscientiously making an effort to understand which content our readers engage with. At a very simple level, we want to provide them with more of what they read and less of what they don’t.

  10. Help Is On The Way: Publishers’ In-House Content Studios

    When considering how to improve your marketing effectiveness, there are so many variables in play that it can become an intimidating process.  Tasked with such an important decision for facilitating the growth of their company, many water and wastewater equipment manufacturers and service providers are seeking outside counsel.