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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Key energy leaders to converge in Houston for CERAWeek 2026

where to be

CERAWeek returns this month, March 23-27, and will once again bring leading energy executives and government officials to Houston.

The 44th annual event will again host U.S. Secretary of Energy Chris Wright and U.S. Secretary of the Interior Doug Burgum.

Wright will participate in a plenary session focused on energy policy with Daniel Yergin, conference chair and vice chairman of S&P Global, on March 23. The following day, he will be featured in the Celebrating 10 Years of U.S. LNG reception with Jack Fusso, president and CEO, of Cheniere Energy. Both events are part of the Executive Conference track.

Burgum will participate in a leadership dialogue plenary session with Yergin on March 25. It is also part of the Executive Conference track. Burgum is also chairman of the National Energy Dominance Council, established by President Trump in 2025.

Top energy executives, many of whom are based in Houston, will also be featured prominently at the week-long event. Other speakers include:

  • Bill Blevins, director of grid coordination for the Electric Reliability Council of Texas (ERCOT)
  • Trevor Best, CEO of Syzygy Plasmonics
  • Marie Contour Carrere, executive director of the Rice Sustainability Institute
  • Ryan DuChanois, co-founder and CEO of Solidec
  • Reginald DesRoches, president of Rice University
  • Georgina Campbell Flatter, CEO of Greentown Labs
  • Jim Fitterling, chair and CEO of Dow Inc.
  • Vicki Hollub, CEO of Occidental Petroleum Corp.
  • Renu Katon, chancellor and president of the University of Houston
  • Ryan Lance, chairman and CEO of ConocoPhillips
  • Olivier Le Peuch, CEO of SLB
  • Patrick Pouyanné, chairman and CEO of TotalEnergies SE
  • Adrian Tromel, chief innovation officer and interim VP for Innovation at Rice University
  • Bobby Tudor, founder and CEO of Artemis Energy Partners and chairman of HETI
  • Wael Sawan, CEO of Shell plc
  • Lorenzo Simonelli, chairman and CEO of Baker Hughes Co.
  • Mike Wirth, chairman and CEO of Chevron Corp.
  • Jeremy Pitts, managing director of Activate Houston
  • And many others

This year, CERAWeek will center around the theme of Convergence and Competition: Energy, Technology and Geopolitics.

"Change is inescapable," Yergin said in a news release. "The global energy landscape—and to a large extent the entire global economy—is being fundamentally reshaped by the dual forces of convergence and competition. The race for AI is fusing the energy and technology industries like never before, bringing into sharp relief the need to align energy expansion with sustainable economic growth."

"Yet, the potential for collaboration and innovation is increasingly matched by the risk for collision and conflict in a world marked by geopolitical rivalry, tariffs and fragmented supply chains," he continued. "Reconciling an increasingly complex world with the growing demand for energy that is stable, secure and affordable is a complex reality that CERAWeek 2026 will tackle when global energy leaders meet in Houston."

Key topics of discussion will include:

  • Politics, Economics, Trade and Supply Chains
  • Policy, Regulations and Stakeholders
  • Oil Value Chain
  • Power, Renewables, Generation and Grid
  • AI and Digital
  • Minerals and Mining
  • Electrification Technologies
  • Investment and Financing
  • Chemicals and Materials
  • Business Strategies
  • The Innovation Ecosystem
  • Managing Emissions
  • Low-Carbon Fuels and Mobility
  • Climate and Sustainability
  • Workforce Strategy

The CERAWeek Innovation Agora track, which is the program's deeper dive into technology and innovation, will feature thought leadership on "AI, decarbonization, low carbon fuels, cybersecurity, hydrogen, nuclear, mining and minerals, mobility, automation and more," according to the release.

Agora Hubs will return this year and be divided into three zones: new energies, carbon and climate, and AI. The hubs will feature amphitheater-style sessions and panels. Agora Pods will allow energy startups to showcase their ideas in 20- to 30-minute presentations.

Additionally, CERAWeek will introduce a new program this year on Friday, March 27. Known as Look Forward, it will focus on economics, politics and technology.

See the full agenda for the week here. Find more information and register for the event here.

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This article originally appeared on our sister site, EnergyCapitalHTX.com.

Texas ranks as the No. 13 most innovative state in 2026 study

innovative states

During a SXSW reception March 12 at the Governor’s Mansion in Austin, Gov. Greg Abbott hailed Texas as the No. 1 state for innovation. Personal finance website WalletHub doesn’t see it that way, though.

A new study from WalletHub assigns Texas a No. 13 ranking for innovation among the states and the District of Columbia. D.C. comes out on top, followed by Massachusetts, California, Colorado and Washington. Mississippi appears at the bottom of the list.

Texas earns an innovation score of 49.56, compared with 69.13 for top-ranked D.C. In two broad categories, Texas ranks 12th for human capital and 13th for innovation environment.

To identify the top places for innovation, WalletHub evaluated the 50 states and D.C. by reviewing 25 key indicators of innovation friendliness. The indicators include:

  • Share of STEM professionals.
  • Forecast for Share of STEM professionals
  • Forecast for STEM jobs
  • Eighth-grade math and science performance
  • Concentration of tech companies
  • R&D spending per capita
  • Share of science and engineering graduates age 25 and over
  • Average internet speed
  • Venture capital funding per capita

“The most innovative states are especially attractive to people who have majored in science, technology, engineering and math, or STEM, as they offer abundant career opportunities and investment dollars, both for jobs at existing companies and for startups,” WalletHub analyst Chip Lupo said in the report.

“These states also instill young students with the skills they need to succeed in the current workforce, skills which are useful whether or not they pursue a STEM career,” he added.

Texas zeroes in on semiconductor industry

On the innovation front, Abbott and other state leaders have focused intently on growing the state’s semiconductor industry, which generates roughly $30 billion to $60 billion in economic activity per year. Texas ranks among the top states for semiconductor manufacturing, with major operations in North Texas and Central Texas.

To bolster the industry, Abbott signed the Texas CHIPS Act into law in 2023. The law established the Texas Semiconductor Innovation Fund, which issues grants for semiconductor research, design and manufacturing, and the Texas Semiconductor Innovation Consortium, which advises the governor and state legislators on matters related to the semiconductor sector.

Among the consortium’s appointed representatives are:

  • Joe Elabd, vice chancellor for research at the Texas A&M University System
  • David Staack, deputy vice chancellor for research at the Texas A&M University System
  • Ramanan Krishnamoorti, vice president for energy and innovation at the University of Houston
  • Magesh Rajan, vice president for research and innovation at Prairie View A&M University

Semiconductor companies with a presence in the Houston area include chip manufacturer NVIDIA, which is building an AI supercomputer factory in Houston; Labtopia, a tech staffing firm that does business in the semiconductor sector; Microchip USA, a distributor of semiconductors and other electronic components that opened an office in Kingwood last year; and Infineon Technologies, which designs, develops, and manufactures semiconductors.

The Greater Houston Partnership touts the Houston area’s track record as an innovation hub.

“As a home to world-changing innovations and a talented labor pool, Houston has been an attractive region for innovation and startups across all key industries for years,” the partnership says, “and as a major player as a center of activity for the next generation of innovators and entrepreneurs.”

Houston fuels energy innovation

As for energy innovation in the Houston area, Abbott last month announced a 455-megawatt, $617 million natural gas plant that Houston-based NRG Energy is building at its Greens Bayou facility in north Harris County is now a designated project under the Texas Jobs, Energy, Technology, and Innovation (JETI) program. JETI offers economic incentives for qualifying projects.

The NRG plant is expected to begin generating power for the Electric Reliability Council of Texas (ERCOT) in 2028.

Other energy innovators in the Houston area include Chevron, ExxonMobil, Occidental’s 1PointFive subsidiary, Schneider Electric, Shell, AB Energy USA, Fervo Energy, Solugen and Syzygy Plasmonics.

One promising area for energy innovation in Houston is carbon capture, utilization, and sequestration (CCUS). A new study from the Houston Energy Transition Initiative (HETI) and Deloitte Consulting says the Houston area is positioned to take a leading role in the development of CCUS, thanks to the region’s chemical and refining industries, energy infrastructure, energy-heavy workforce and access to global markets.

“With supportive policy, continued innovation, and strong industry partnerships, we can accelerate [CCUS] deployment, create new low-carbon value chains, and ensure Houston remains at the forefront of the global energy transition,” said Jane Stricker, HETI’s executive director and senior vice president of energy transition.

Uber rolls out women-only ride preferences to Houston users

Women Preferences

Houston women riders and drivers can now be matched to other women on the Uber app. The ride-hailing giant has expanded its pilot program nationwide in response to customer safety concerns.

“When women riders and drivers told us they wanted more control over how they ride and earn, we listened,” wrote Uber in a blog post announcing the move. “That feedback led to Women Preferences, features designed to give women the choice to ride with other women. Since our first pilots last summer, we’ve heard just how much that choice matters — from feeling more comfortable in the back seat to more confident behind the wheel.”

According to Uber, passengers can request to be matched with a woman driver by requesting an on-demand ride, scheduling a trip in advance, or setting a preference within the ride app. If wait times are longer than anticipated, the rider can opt to be paired with a driver of any sex.

Uber says it began offering the rides in 2019, after women in Saudi Arabia gained the right to drive. Since then, it has rolled out the program in Europe, Latin America, Australia, and Africa — although in some countries, only drivers can make the match.

The move forward on Women Preferences comes despite a pair of lawsuits aimed at Uber and its main competitor, Lyft. According to Time reporting, the plaintiff’s lawyers argue that women-only rides unfairly limit the volume of rides for male drivers and reinforce gender stereotypes about men.

Lyft rolled out its similar program, Women + Connect, in 2023. The initiative is slightly more expansive than Uber’s preferences, allowing both women and nonbinary people to participate.

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This article originally appeared on CultureMap.com.

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