3 tips from a Houston expert on making the most of content marketing

guest column

Content marketing may seem like a challenge to get started and maintain, but it helps create a connection with your customers that benefits both of you in the short and long term. Image via Getty Images

For startups and established companies alike, content marketing is king. It is one of the most well-respected methods for growing brand recognition, establishing a reputation for expertise in a field and engaging your target market.

In fact, according to Mailchimp, businesses with blogs obtain 67 percent more leads than other companies and 88 percent of consumers credit branded videos for convincing them to purchase a product or service. Even better, one of the biggest benefits of content marketing is that it allows you to capture the attention of your audience without a hard sell.

So, what is content marketing? Coursera provides a simple definition: content marketing is the marketing strategy of creating articles, podcasts, videos, infographics, and other types of media to engage and retain potential customers. But let’s dig a bit deeper. In order for this content to be effective, it needs to be relevant and valuable. The content should help establish your organization’s reputation as an expert in the field, but it should be primarily focused on addressing the needs of your audience in one way or another.

What are some things to focus on when developing a content marketing strategy? Begin with the end in mind. What are you trying to gain from this strategy? Are you looking to increase brand awareness and build your list? Working to generate immediate sales? Build partnerships? Establishing your goals will guide the rest of your planning and implementation going forward.

Know your audience

It is also critical that you have a thorough understanding of your audience. For starters, this involves understanding your market’s demographics, needs, common communication vehicles, and preferred content formats. In regard to your strategy, you also need to understand what stage of the customer sales journey you are trying to appeal to. Are they ready to buy, or just at the ‘getting information’ stage? Or perhaps you want to connect with existing customers to retain their business and generate referrals.

Keep concise and organized

To make the most out of your strategy, make sure the content is engaging. You may have the answer to your customers’ challenges, but if it is presented in a way they cannot connect with, you will lose their attention. Work to create content that is relatable and easily digestible. As you continue to develop your content, find a way to serve it up in an organized manner and deliver it on a consistent basis.

Track analytics

Also, you want to make sure you are tracking the performance of your content. Analytics will help you understand if and how your content is being engaged with, providing guidance on what to adjust, what to scrap and what to do more of. There are several tools available that will provide these metrics, but before you look to spend on something new, it is helpful to understand the resources you already have through your site metrics, email platforms, etc.

Finally, make sure your content isn’t outdated, and check for broken links or statements that contradict your other content.

Content marketing may seem like a challenge to get started and maintain, but it helps create a connection with your customers that benefits both of you in the short and long term. At the end of the day, many businesses find content marketing is a strategy they cannot live without in today’s fast-paced environment.

------

Katherine Rupp is marketing director of LevelField Financial, a Houston-based financial services company.

From Your Site Articles
LevelField Financial is planning a nationwide expansion following a recent acquisition. Photo via Getty Images

Houston financial services firm announces acquisition, plans to grow

M&A radar

A Houston-based financial services company has made a recent strategic acquisition that gives it a new banking status.

LevelField Financial, which is creating a platform that combines traditional banking and digital asset products and services, announced this week that it is acquiring Burling Bank, an FDIC-insured, Illinois state-chartered bank. According to the company, once it receives regulatory approval, "LevelField will be the first full-service bank to offer fully compliant traditional banking and digital asset services."

The financial terms of the deal's transaction, which is expected to close later this year, were not disclosed.

The combined company will be able to provide traditional banking services, as well as LevelField's digital asset management. Burling Bank's senior management team will join LevelField's leadership, per a press release. They will focus on serving the bank's existing clients and growing the banking business nationwide.

"We conducted a broad review of banks in the U.S. to find the ideal institution with both an existing business and a management team who are aligned with our vision; we exceeded our expectations with Burling Bank. With this acquisition, LevelField will become a traditional bank, albeit one serving customers interested in the digital asset class," says Gene A. Grant II, CEO of LevelField Financial, in the release.

"We are thrilled to have the Burling executives join our leadership team, and together we intend to deliver fantastic customer service and well-designed products to customers who have an interest in accessing the digital asset class through a traditional bank," he continues.

Founded in 2018 by former banking executives, LevelField's leadership believes "the future of money is digital and that banks will continue to be a trusted provider of financial services," according to the website. This acquisition comes ahead of the company's plans to expand nationally.

"LevelField's strategic approach presented a tremendous opportunity for the bank to expand beyond our local footprint and serve customers with shared interests across the nation," says Michael J. Busch, Burling Bank president and CEO. "Together, we will continue to provide superior service and demonstrate that we truly understand the expanding and unique needs of our customers. Additionally, through the carefully developed suite of products we can address our customers' interests in digital assets and introduce them to LevelField's safe, simple, and secure platform."

Want to work for one of the top startups in Houston? These ones are hiring. Photo via Getty Images

Here's which of the 2022 Houston Innovation Awards finalists are hiring

Growing biz

After scouring Houston for the best of the Houston innovation ecosystem and evaluating dozens of companies, InnovationMap and Houston Exponential have announced the finalists that will be honored at the 2022 Houston Innovation Awards. But which of these companies are growing their teams?

Turns out, almost all of them have open positions — some planning to double their teams over the next year. In fact, the 30 companies that make up the cohort of finalists are looking for over 150 new employees — some have these positions open now and others are seeking these new team members over the next 12 months.

Click here to get your tickets to the 2022 Houston Innovation Awards Gala.
Let's look at how many new hires these top startups are looking for.

Double-digit growth

When it comes to the awards finalists looking to scale their team by 10 or more new employees, five companies are looking to enter this type of hiring spree. Blue People, a finalist in the BIPOC-Founded Category, is hiring 25 new employees. The company was founded in 2015 in Mexico and relocated its primary operations to Houston in 2020. Blue People, which develops software innovation for tis clients, has over 150 employees — seven of whom, including C-level executives, are based in Houston. Some of the company's new hires will be based in town.

Another company that's also relocated its operations to Houston recently and is growing its team significantly is Venus Aerospace, creator of a hypersonic spaceplane capable of one-hour global travel. Venus, a finalist in the New to Hou category, currently has a team of 60 people and is based out of the Houston Spaceport. The company is hiring an additional 20 people.

Fast-growing B2B Software finalist Solidatus — a data management software solution — has 16 open positions, including five in the US. According to the company, they hope to have reached a headcount of about 140 within the next 12 months — up from their current 110 employees.

NanoTech, a Green Impact finalist and materials science company, is looking to nearly double its team of 20 to add an additional 15 new employees.

Competing in the People's Choice category, LevelField Financial — a financial service platform that serves customers interested in the digital asset class — is looking to hire 10 people to join its team of 19 employees.

Steady as she grows

Six Houston Innovation Awards finalists are in the process of adding more than a few new team members. Rivalry Technologies, a finalist in the B2B Software and People's Choice categories, is hiring seven people to join its team of 13. The company created a mobile ordering solution — called sEATz — for arenas and recently rebranded and expanded to provide the technology to other industries.

Founded in New Orleans and relocated to the Houston area last year, Fluence Analytics has a total of 30 employees and is looking to hire an additional six new team members. The company, which created a real-time analytics solution for the chemicals industry, is also a finalist in two categories: Hardtech and New to Hou.

Biotech company Cemvita Factory — both a Green Impact and People's choice finalist — has already scaled to employ 75 team members. Now, the company is hiring an additional five more.

Encina Development Group — circular chemicals company for the consumer products and packaging, pharmaceuticals, construction, and other industries — is also looking to add five more team members to its 30 employees. The company is a finalist in the Green Impact category.

Another Green Impact finalist is IncentiFind, a database for green building incentives that's transforming real estate, is hiring five new employees to almost double their team of eight.

INGU, a New to Hou finalist, is a pipeline inspection solution to achieve Net Zero and ESG compliance for the water and oil and gas pipeline infrastructure. The company is seeking five new team members to join its 19 employees based in Houston and Canada.

Seeking selectively

The following awards finalists are looking to grow their teams by just a handful or so — between one and four — of new hires:

Find out which of these employers take home the win at the November 9 gala at the Ion. Click here to RSVP.

Here are two of the latest updates on new appointments from two Houston organizations. Photos courtesy

2 Houston organizations announce strategic appointments across finance and research

short stories

Two Houston innovators have new roles they're excited about this summer. From new academia to bitcoin, here's who's moving and shaking in Houston innovation.

Rice University names vice president for research

Ramamoorthy Ramesh joins Rice to lead research. Photo via Rice.edu

Rice University named Ramamoorthy Ramesh, a condensed matter physicist and materials scientist with more than 25 years of experience, as vice president for research. He most recently chaired energy technology and taught physics at the University of California, Berkeley. He is expected to start his new position on August 15. He follows Yousif Shamoo, who served as in the position for eight years, and Doug Natelson, has acted as interim since June.

“Ramesh comes to Rice with a distinguished research career and a wealth of experience and knowledge in various types of research enterprises,” says newly inducted Rice President Reginald DesRoches. “I am confident he will be a transformational leader who can strengthen Rice’s reputation as a center of increasingly impactful and broad-based interdisciplinary research that retains a deep commitment to pedagogy and the student experience.”

In addition to his extensive leadership at Berkeley, Ramesh was the founding director of the U.S. Department of Energy SunShot Initiative, deputy director of science and technology at Oak Ridge National Laboratory, and associate laboratory director at the Lawrence Berkeley National Laboratory, per a news Rice release.

“Building upon its rapidly rising research portfolio, Rice has the potential to further strengthen and expand its engagement with public and private funding agencies and be the science and technology beacon for the world,” he says in the release. “I look forward to helping make that happen and to engaging on behalf of the university at various state, national and international fora of relevance to the Rice research enterprise.”

Bitcoin expert joins Houston financial firm

Lisa Hough has a new title. Image courtesy of LevelField

Houston-based LevelField Financial has named Lisa Hough as the company’s head of business development. The financial services firm focuses on uniting digital assets and traditional banking services onto one platform. Hough, with her background in bitcoin and energy trading, will focus on expanding LevelField's market presence and report to Gene A. Grant, II, founder and CEO of the company.

“Lisa is the perfect addition to LevelField's veteran banking and financial service executive team. Her experience will meet our clients’ wants and needs, which are well-managed and regulated investment products that blend established and emerging digital assets,” says Grant in a news release. "Lisa's ability to connect with clients will enable them to rapidly build a well-informed perspective on digital assets.”

Hough has a decade of experience in natural gas trading and risk management at energy trading organizations, including Vastar Resources, Enron, and PG&E National Energy Group, and is a frequent speaker at global finance and energy conferences.

“My passion is to educate and connect all people to bitcoin because it is the only form of property that can be held by every human on earth, regardless of property rights,” she says in the release.

Ad Placement 300x100
Ad Placement 300x600

CultureMap Emails are Awesome

Property Showcase

Houston ranks high on best cities for small-business expansion report

business growth

For small businesses looking to expand, Houston might be the right place.

Among 56 major U.S. metros, Houston grabbed the No. 6 spot on a new list of the metros boasting the strongest environments for small-business expansion.

A 2025 report from the state comptroller’s office showed roughly 970,000 small businesses operate in the 13-county Gulf Coast region. The region includes the majority of the Houston metro area.

“Whether it’s a family-owned shop on Main Street or a fast-growing startup, small businesses power our state’s economic engine, create opportunity, and strengthen the character of every Texas community,” Kelly Hancock, who was interim state comptroller when the report was released, said in a press release.

Business lending platform Clarify Capital analyzed five factors to develop the list: job growth, business entry and exit, net job creation, and unemployment.

Overall, the Nashville area claimed the No. 1 spot on the list. Other major Texas metros also cracked the top 10, including Austin at No. 3 and Dallas-Fort Worth at No. 7.

“The highest-ranking metros combine labor-market momentum with steady business formation and relatively favorable local employment conditions,” Clarity Capital says.

The Houston metro ranked sixth for job growth, 11th for business entry rate, 38th for business exit rate, second for net job creation rate, and 50th for unemployment rate.

“For business owners, the ranking is a starting point rather than a guarantee,” Clarify Capital says. “Local demand, competition, operating costs, and access to capital still shape whether an expansion works.”

“Building enough cash-flow room for hiring, equipment, and unexpected expenses can help small and midsize business owners take advantage of a strong market without stretching the business too thin,” the company adds.

Of course, money fuels small-business expansion in the Houston area or anywhere else.

According to an analysis of SBA loan data by feasibility consulting firm MMCG, the Houston metro area saw 1,685 approvals for 7(a) loans and 101 approvals of 504 loans in the federal government’s 2025 budget year. The approval numbers for both loan categories increased from the previous year.

Altogether, the 7(a) and 505 loans exceeded $1 billion.

The data from the U.S. Small Business Administration suggests small-business expansion may be on the rise in the Houston area.

Further potential evidence of small-business expansion in the Houston area: The region experienced a 92 percent rise in account applications from 2024 to 2025 submitted to Bluevine, a small-business banking platform. The Houston metro ranked fifth for the number of Bluevine small-business applications in 2025.

What to expect from the inaugural TiECon Texas event this week

where to be

Innovators and entrepreneurs will gather in Houston this week to show off their latest advancements in automation during the first-ever TiECon Texas conference at the Ion District.

“Automation is not simply changing how we work. It is redefining how value is created across every industry,” Somesh Singh, president of TiE Houston, said in a release. “Texas has the talent, the infrastructure, and the entrepreneurial spirit to lead this transformation. TiEcon Texas 2026 is where the people building that future will come together to shape it."

The Indus Entrepreneurs (TiE) started in Silicon Valley in 1994 as a two-day seminar, but has grown into a worldwide network of events celebrating technological advancement. TiECon in Houston is a merger of the TiE networks across Texas for one large-scale event taking place at the Ion on Wednesday, October 28, and Thursday, October 29. Tickets are available here.

The event includes a partnership with Hatch Pitch, a founder-first startup showcase that has raised over $20 billion in funding for new companies in the tech industry. Participants will come from industries like space exploration, healthcare, energy, and the AI sector to present their ideas in front of an investor network for possible development.

“Over 80 percent of the teams we have coached have gone on to receive funding,” Greg Wright, founder of Hatch Pitch, added in a release.

In addition, there will be forums and talks on a variety of automation subjects, everything from robotic surgery to automation in government. Educators from Baylor College of Medicine, UTHealth Houston, and the University of Houston plan to discuss the raising of children in a world with extensive artificial intelligence integrated into so many areas. Steven Kean, President and CEO of the Greater Houston Partnership, will give the keynote speech on the Bayou City’s place in these emerging technological spheres.

Singh highlighted how the large-scale disruptions in the technological status quo by the rise of AI could be a sign of potential growth and innovation. The entrepreneurs presenting at TiECon may be the ones to harness the sometimes unsteady AI industry for good causes.

“History shows that periods of technological disruption create extraordinary opportunities for those prepared to act,” he said. “TiEcon Texas is designed to help founders, investors, and enterprises understand where the automation economy is headed and how to participate in building it."

Here are the 10 startups pitching during the TiE Hatch Pitch competition:

Houston startup makes Time's list of the best inventions of 2026

Innovation Station

One of the year's most buzzworthy innovations comes from a Houston-based leader in the energy transition. Utility Global's H2Gen recently made Time magazine’s list of the 300 best inventions of 2026.

The H2Gen is an innovative system that produces low-cost clean hydrogen from water and industrial off-gases. The company says the process doesn’t require electricity, a notable claim since hydrogen production typically consumes a lot of power.

"Using a tubular electrochemical cell containing a proprietary electrolyte and water, the company can turn industrial off-gases into hydrogen at scale—no extra electricity required," writes Time. "Bonus: the process also pulls out carbon dioxide as a separate stream, where it can be captured and kept out of the atmosphere.

CEO Parker Meeks tells Time, it's “a practical pathway to decarbonize existing industrial assets."

The startup is on a roll. It has raised $100 million so far in an ongoing Series D round to offer its decarbonization technology at industrial scale around the world.

H2Gen is joined by 10 other inventions with Texas connections onTime's list, as well as one "special mention."

In North Texas, they are:

Samsung
Plano-based Samsung Electronics America pulled off a hat trick this year, with three products making Time’s list. First up is the Galaxy S26 Ultra smartphone. It packs a more powerful camera, Galaxy AI features, and pro-level content creation tools. But Time singled out its new built-in privacy display as the phone’s “biggest selling point.”

Samsung’s Bespoke AI Family Hub refrigerator also got smarter. When AI first came to the Family Hub in 2024, it could recognize some fresh foods, but you still had to log packaged items by hand, Time noted. Now, with Google Gemini built in, the fridge can identify more than 2,000 packaged foods, read handwritten labels, and warn you when food is about to expire. It then uses what’s inside to build grocery lists and suggest recipes.

And for gamers, there’s the Odyssey G8 monitor. Its 6K resolution leapfrogs the 4K standard, delivering what Samsung calls “exceptional visual clarity and detail” on a screen big enough for gaming and multitasking.

OxeFit
Plano-based OxeFit’s XS1 Peak is about the size of a treadmill but works like an entire gym. It can be set up for strength training, simulated skiing or kayaking, Pilates, or rowing. What makes it stand out is a built-in virtual spotter. According to Time, the machine “uses AI, computer vision and sensors to correct the user’s form, change resistance in the middle of a rep and reduce the weight when the user is struggling, much like a human spotter.”

EssilorLuxottica
EssilorLuxottica, the French eyewear giant whose U.S. headquarters is in Farmers Branch, makes Essilor Stellest lenses. The lenses correct nearsightedness while also slowing the eye growth that makes it worse over time. Stellest is the first and only eyeglass lens authorized by the U.S. Food and Drug Administration to control myopia, Time said. The lenses look like regular glasses but contain 1,021 tiny lenslets. In a U.S. trial of kids ages 6-12, myopia progression slowed by an average of 71 percent over two years compared with standard lenses.

Helpany
Helpany, a startup based in Phoenix that manufactures its devices in DFW, makes Paul, a ceiling-mounted gadget that uses radar and AI to spot subtle changes in how residents move and flag those at higher risk of falling. Helpany says the technology can cut falls by as much as 72 percent.

Aurora Innovation
Aurora, based in Pittsburgh with a corporate and operations hub in Coppell, rolled out its second-generation Driver 2 system in July. By September, Driver 2 trucks had logged more than 500,000 driverless miles without a single at-fault crash, Time reported, and the company expects 200 of them on the road by the end of 2026.

Colossal Biosciences
Dallas-based Colossal Biosciences built an artificial egg by placing an ultra-thin, transparent silicone membrane inside a rigid 3D-printed cup, letting scientists watch the embryo develop. Twenty-six chickens have already been hatched.

In Austin, they are:
Cedar Park-based Hyliion landed on Time’s list with its Karno Power Module, a modular generator designed to produce power wherever it’s needed. The Karno represents a big pivot for the company. Hyliion got its start building electrified powertrains for 18-wheelers before shifting into power generation after acquiring the Karno generator technology from GE Aerospace. Founded in Pittsburgh in 2015, the company relocated to Cedar Park in 2018.

The other Austin-associated honoree is Moment Energy. As more electric vehicles hit the road, a growing number of their batteries are nearing retirement, while demand for power keeps climbing. Moment Energy found a way to tackle both problems at once. The company’s Megafactory 1, which opened in Vancouver, Canada, in June, turns old EV batteries into modular energy storage systems for hospitals, factories, data centers, and other big power users. “Our goal is to make sure these batteries don’t end up in landfills,” founder Edward Chiang told Time.

In the “Special Mentions” category, Austin-based Renzoe Box gained notice for its refillable custom makeup palette for on-the-go people. Licensed architect René Graham designed the box. She graduated from Houston's Rice University, and was born and raised in Dallas.

---

A version of this article first appeared on CultureMap.com.

View All Listings