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How To Make The Most Of Lockdown
Albert Einstein once said, “Life is like riding a bicycle. To keep your balance, you must keep moving.” In conversation with many vendors in the water and wastewater markets over the last few weeks, it’s evident that many are struggling to know how to keep pedaling during this unprecedented time.  Continue Reading..
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Homebound Water Industry Adapts To Travel-Less Reality
Research conducted in 2018 by the Center for Exhibition Industry Research indicated that companies who participate in industry events allocate nearly 40 percent of their marketing budget to exhibitions and industry shows, almost five times more than the 8% spent on online marketing.  Continue Reading..
Leading The Fleet
The Risk Of Confusing Thought Leadership With Selling
B2B buyers engage with – and find immense value in –thought leadership content, but only when marketers focus on helping during the early stages of the buyer’s journey (not on selling).  Continue Reading..
Adding Context To Content Marketing
By now, especially if you are reading this post, you’re aware of what content marketing is. For those of you still unsure, here’s a definition from Wikipedia:  Continue Reading..
The Fallacy Of Social Media Following
In today’s world of information-overload, are you struggling to engage customers and prospects with your marketing? Are the click-rates of your emails falling as thousands of rival emails flood your clients’ inboxes? Do you find yourself trying to justify your social media activity by number of likes but struggle to link them to any commercially-advancing behavior?  Continue Reading..
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Marketing Attribution In The Water And Wastewater Market
One of the reasons Marketing gets such a brush off in the water and wastewater market is that unlike Sales, it has always been difficult to measure Marketing’s return on investment. Measuring sales is easy. It doesn’t matter what happens out in the field, at the end of the day, you measure your Sales reps on how many units they sell. They might be hard to manage but their output is simple to measure.  Continue Reading..
Do You Have A Chief Content Officer Yet?
Do You Have A Chief Content Officer Yet?
Do you have a Chief Content Officer in your equipment manufacturing company? I’ve yet to find one in the water and wastewater industry. There are many examples in more B2C enterprises such as Goldman Sachs, HP or Uber. As consumers turn to online search and phone apps more frequently to understand issues and identify solutions, companies are finding they need to take a more strategic approach to generating the types of reader-facing...  Continue Reading..


Hi, I’m Travis Kennedy, Founder of B2Brand Water.  If you have been paying attention, you’ve noticed that marketing to the water and wastewater industry has evolved and changed dramatically. The time has come to make our marketing helpful.  

More about me here.



A lot of writers and marketing experts are starting to promote the principles of brand publishing. Here are some recent stories I’ve found that relate to brand publishing in the water industry:

  • Shorter Bests Longer Content: New Research

    Don’t be fooled by the title of this post. William Comcowich’s article on looks at some recent reports on content performance and suggests that although shorter articles tend to garner more backlinks and shares, longer content lengths can generate higher search engine rankings and satisfy different reader intentions:

  • What A Digital-Only World Means For Your Marketing Strategy

    In his conversation with the ClickZ peer network, DeepCrawl’s Alex Schaefer referenced a McKinsey study showing 10-years’ worth of growth in US ecommerce penetration in just the first three months of 2020. Although very much consumer-focused and driven by shelter-in-place, “shop-from-home” determinations, Schaefer’s advice for marketers is universal: Focus on your website, aligning your marketing and software engineering teams around organic search performance, which at its heart is all about brand publishing to pull audience in:

  • Trends That Will Continue To Stay Relevant In Digital Marketing

    Despite Tommy Wyher’s post addressing general digital marketing trends, a lot of what he suggests we’ll see in the year ahead are B2C marketing approaches, such as podcasts and influencer marketing tactics, being adopted in the B2B marketing space: