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

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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.

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

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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.

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FDA clears health startup, tech co. enters Houston market and more top innovation articles from the week

trending news

Editor's note:Let's roundup the most-read Houston innovation news from the week. Trending Houston tech and startup articles from InnovationMap and its daily newsletter included the last innovation events roundup of the year, TMC wins a prestigious award, a startup's acquisition, and more.

Founder bets on Houston to grow innovative corrosion detection technology

Anwar Sadek of Corrolytics joins the Houston Innovators Podcast to discuss his company's growth and move to Houston. Photo courtesy

Despite having success in taking his technology from lab to commercialization, Anwar Sadek made the strategic decision to move his company, Corrolytics, from where it was founded in Ohio to Houston.

"Houston is the energy capital of the world. For the technology we are developing, it is the most strategic move for us to be in this ecosystem and in this city where all the energy companies are, where all the investors in the energy space are — and things are moving really fast in Houston in terms of energy transition and developing the current infrastructure," Sadek, co-founder and CEO of Corrolytics, says on the Houston Innovators Podcast.

And as big as a move as it was, it was worth it, Sadek says.

"It's been only a year that we've been here, but we've made the most developments, the most outreach to clients in this one last year."

FDA greenlights Houston surgery robotics company's unique technology

EndoQuest Robotics secured an Investigational Device Exemption from the FDA for its clinical study. Photo via Getty Images

A Houston surgical robotics company has gotten a Investigational Device Exemption from the FDA to go forward with human trials.

This news allows EndoQuest Robotics to begin its Prospective Assessment of a Robotic-Assisted Device in Gastrointestinal Medicine (PARADIGM) study, which will be conducted at leading United States health care facilities, including Brigham and Women’s Hospital (Boston), Mayo Clinic (Scottsdale), Cleveland Clinic (Cleveland), AdventHealth (Orlando), and HCA Healthcare (Houston). The study will include surgeries on 50 subjects, who will hopefully begin to enroll in January.

“The foundational thesis is we're trying to make sure that the world's largest medical center is also the world's largest med tech innovation center,” Eduardo Fonseca, interim CEO of EndoQuest Robotics, tells InnovationMap.

Canadian construction co. enters Houston market amid Texas takeover

Mercator.ai, founded in 2020 by Chloe Smith and Hogan Lee, expanded in Austin earlier this year. The company has now established a presence in Houston and plans to break into the Dallas-Fort Worth and San Antonio markets next. Photo via mercator.ai

Construction tech startup Mercator.ai has entered the Houston area’s $22.3 billion commercial construction market with its AI-powered business development platform.

Calgary, Canada-based Mercator.ai says that although 80 percent of construction projects are secured through relationships, business development specialists spend about two-thirds of their time hunting for construction leads. The startup says its business development platform flips that script for the Houston area, Texas’ biggest commercial construction market.

“Houston’s construction community is known for innovation and relationship-building,” Chloe Smith, co-founder and CEO of Mercator.ai, says in a news release.

Houston AI data firm partners on Alzheimer’s clinical trial

The trial, known as ADO2, will utilize OmniScience's recently developed product, Vivo, which uses generative AI to centralize and analyze clinical trial data in real time. Photo omniscience.bio

Houston data science firm OmniScience announced this month that it has partnered with Florida-based INmune Bio (NASDAQ: INMB) on a global Phase 2 Alzheimer’s disease clinical trial.

The trial, known as ADO2, will utilize OmniScience's recently developed product, Vivo, which uses generative AI to centralize and analyze clinical trial data in real time, according to a release. The two companies also partnered during Vivo’s development and recent roll-out.

"OmniScience and INmune Bio share a vision to transform how clinical trial teams engage with data – transforming data into knowledge in real time and informing decisions that increase the probability of success,” Angela Holmes, CEO of OmniScience, says in a statement. “As our partnership moves forward, we’re gaining further insights from the INmune team that we can integrate into Vivo’s roadmap. We look forward to our continued mutual success.”

UH researchers secure $3.3M for AI-powered subsurface sensing system to revolutionize underground power lines

Researchers have secured $3.3 million in funding to develop an AI-powered subsurface sensing system aimed at improving the safety and efficiency of underground power line installation. Photo by Matthew Henry on Unsplash

Researchers from the University of Houston — along with a Hawaiian company — have received $3.3 million in funding to explore artificial intelligence-backed subsurface sensing system for safe and efficient underground power line installation.

Houston's power lines are above ground, but studies show underground power is more reliable. Installing underground power lines is costly and disruptive, but the U.S. Department of Energy, in an effort to find a solution, has put $34 million into its new GOPHURRS program, which stands for Grid Overhaul with Proactive, High-speed Undergrounding for Reliability, Resilience, and Security. The funding has been distributed across 12 projects in 11 states.

“Modernizing our nation’s power grid is essential to building a clean energy future that lowers energy costs for working Americans and strengthens our national security,” U.S. Secretary of Energy Jennifer M. Granholm says in a DOE press release.

2024's 5 most-read startup feature stories

year in review

Editor's note: As the year comes to a close, InnovationMap is looking back at the year's top stories in Houston innovation. This past year, InnovationMap featured profiles on dozens of these Houston startups — from health tech to startups fostering community. Here are five Houston startup features that stood out to readers this year — be sure to click through to read the full story.

Houston immuno-oncology company reaches next FDA milestone, heads to phase 2 trial

A Houston company with a promising immuno-oncology is one step closer to delivering its cancer-fighting drug to patients who need it. Photo via Getty Images

A Houston immuno-oncology company has recently made major headway with the FDA, including both a fast track and an orphan drug designation. It will soon start a phase 2 trial of its promising cancer fighting innovation.

Diakonos Oncology was born in 2016, the brainchild of Baylor researchers already hard at work in the realm of dendritic cell vaccines. Drs. Will Decker, Matt Halpert, and Vanaja Konduri partnered with Dan Faust, a Houston businessman and pharmacist, to bring their treatment to the public, says COO Jay Hartenbach.

The name Diakonos means “deacon or servant in Greek,” he explains. “A lot of companies end up focusing on treating a specific disease or cancer and what you end up having is a significant amount of potential but with a lot of tradeoffs and downsides. And so our goal is we need to eliminate the cancer but we can't harm or dramatically malign the patient in doing so.” Continue reading.

Houston founder taps into AI tech to create game-changing healthy eating platform

A Better Meal — a new app from a Houston founder — gives you all the tools you need to make healthier food choices. Photo via abettermeal.com

After many years of living to eat, a large swath of American society is now facilitating a seismic shift to the healthier alternative, eating to live.

But here’s the rub: eating healthy is confusing, time consuming and, unfortunately, oftentimes pricey.

So, anyone that can come in and cut through the healthy eating machine can carve out a necessary niche in the marketplace.

Enter Houstonian Mark Semmelbeck, founder and CEO of A Better Meal, a platform created to help busy families plan healthy meals easier and to make gradual improvements to their health and well-being.

“My vision is to use rapidly expanding AI technology together with the knowledge and wisdom of an active community to take the stress out of meal planning and improving nutrition,” says Semmelbeck, a seasoned oil and gas executive with over 30 years of experience in founding companies. “While developing the technology for the app, my daughter gave me two beautiful grandkids who both have significant food allergies. Combine that with the fact I now have five cardiac stents and the significance of eating well while paying attention to the details has only grown in importance.” Continue reading.

Hardtech startup moves into Houston area with new Conroe facility, eyes tests in space

FluxWorks, a hardtech startup, opened its new home-base in Conroe, Texas. Photo courtesy FluxWorks

FluxWorks, a hardtech startup, recently opened its new base of operations in Workhub Developments’ Conroe location.

Founded in College Station by CEO Bryton Praslicka, FluxWorks specializes in making contactless magnetic gears for use in extreme conditions. At 9,000 square feet, the new Conroe facility is a result of discussions with Governor Greg Abbott's office and the Greater Houston Partnership, who introduced the company’s leadership to the Conroe Economic Development Council, encouraging their move, Praslicka tells InnovationMap.

“The pieces of the puzzle were all there, and with the support of the local, state, and federal government, we were thrilled to move to Conroe,” Paslicka says. Continue reading.

Houston startup secures IBM partnership for AI-backed consumer tech

IBM and Boxes recently partnered to integrate the IBM watsonx Assistant into Boxes devices, providing a way for consumer packaged brands to find out more than ever about what its customers like and want. Photo courtesy of Boxes

With the help of a new conversational artificial intelligence platform, a Houston startup is ready to let brands get up close and personal with consumers while minimizing waste.

The Boxes device, about the size of a 40-inch television screen, dispenses products to consumers in a modern and sustainable spin on the old-fashioned large vending machine.

CEO Fernando Machin Gojdycz learned that business from his entrepreneur father, Carlos Daniel Machin, while growing up in Uruguay.

“That’s where my passion comes from — him,” Gojdycz says of his father. In 2016, Gojdycz founded Boxes in Uruguay with some engineer friends. Continue reading.

Houston founder aims to help find your purpose, make strategic connections over a cup of coffee

Cup of Joey has expanded across Houston to help make valuable connections to Houston entrepreneurs. Photo courtesy of Cup of Joey

What is your purpose in life? One Houstonian is asking that question of his fellow entrepreneurs all across town.

Joey Sanchez founded Cup of Joey, a weekly meetup opportunity for innovators, business leaders, and the whole Houston community. The events are a place not only to share a cup of coffee but also their very own mission in life.

It all started in 2021 at the Houston Tech Rodeo, an initiative from Houston Exponential, where Sanchez worked as a director of corporate engagement. Texas had just opened social distancing in public events since the beginning of the COVID-19 pandemic, and Sanchez was finding ways to reconnect the Houston community.

‘We thought what better way than over a cup of coffee?” Since then, Sanchez has connected thousands of people based on purpose every Friday for the past three and a half years. Continue reading.

3 clean energy innovators make Forbes list of top young energy professionals

under 30

A handful of Houstonians have been named to the Forbes 30 Under 30 Energy and Green Tech list for 2025.

Kip Daujotas is an investment associate at Aramco Ventures, a $7.5 billion venture capital arm of the world's largest energy company. Houston is the Americas headquarters for Saudi Aramco. Since its inception in 2012, Aramco Ventures has invested in more than 100 tech startups. Daujotas joined the team over two years ago after studying for an MBA at Yale University. He led Aramco’s first direct air capture (DAC) investment — in Los Alamos, New Mexico-based Spiritus.

Also representing the corporate side of the industry, Wenting Gao immigrated from Beijing to obtain an economics degree from Harvard University, then got a job at consulting giant McKinsey, where she recently became the firm’s youngest partner. Gao works on bringing sustainability strategies to energy and materials companies as well as investors. Her areas of expertise include battery materials, waste, biofuels, and low-carbon products.

Last but not least, Houston entrepreneur Rawand Rasheed is co-founder and CEO of Houston-based Helix Earth. He co-founded the startup after earning a doctoral degree from Rice University and co-inventing Helix’s core technology while at NASA, first as a graduate research fellow and then as an engineer. The core technology, a space capsule air filtration system, has been applied to retrofitting HVAC systems for commercial buildings.

Each year, Forbes 30 Under 30 recognizes 600 honorees in 20 categories. The 2025 honorees were selected from more than 10,000 nominees by Forbes staff and a panel of independent judges based on factors such as funding, revenue, social impact, scale, inventiveness, and potential.

Specifically, the Energy & Green Tech category recognizes young entrepreneurs driving innovation that’s aimed at creating a cleaner, greener future.

“Gen Z is one of the fastest-growing groups of entrepreneurs and creators, who are reshaping the way the world conducts business, and our Under 30 class of 2025 proves that you can never begin your career journey too early,” says Alexandra York, editor of Forbes Under 30. “With the expansion across AI, technology, social media, and other industries, the honorees on this year’s list are pushing the boundaries and building their brands beyond traditional scopes.”