A worked campaign example
A worked campaign angle for a digital inspection platform selling to municipal utilities.
Sequence: three public pieces plus one firm-facing piece, each anchored in material that already exists.
1. Lead with the manhole arithmetic. Build a cost-per-asset piece around the 2016 story: tripod and manual entry at roughly $500 per manhole, plus engineering hours for a 150-to-300-page binder, versus a 360-degree optical scan at about $125 per manhole. Across 100 manholes, that is $37,500 before the extra engineering time. Show the arithmetic rather than a product rendering, and end with the post's conclusion: the objective is not the biggest report but the best decision about what to fix next. This is the piece a utility engineer forwards to a colleague.
2. Follow with the loop: design, construction, verification. Use the wastewater post's failure list—unmonitored construction, missed end seals, broken pipe, unwrapped manholes and bad laterals—to argue that inspection data pays back only when tied to verification after construction and monitoring afterward. This is where a platform with monitoring or program-level delivery lands, separating the offer from a one-off scanning service.
3. Give the public works side a decision tool. Take the capital-planning post's question—how often do you truly re-evaluate capital projects from scratch?—and answer it with a short risk-ranking worksheet or a worked example of a pipe that needs attention before the road. The post already puts that question to the public works community, so the campaign continues an existing conversation instead of starting a new one.
4. Prepare a firm-facing piece from the business-model posts. The billable-hour critique and the moat argument answer the objection that faster inspection cuts hours. Position the platform as part of a firm's proprietary diagnostics and a reason owners come to the firm before procurement starts. Present the benchmark figures as the author's citations, attributed, rather than restating them as independent data.
Format: the posts follow a repeatable shape—a first-person field memory or blunt thesis, then arithmetic or benchmark figures, a bullet list of failure modes, a contrast between the old way and a technology-enabled way, and a closing question or offer. Reusing that shape keeps the campaign in the creator's voice and gives each piece a place to land. The posts close with links to civilMatch.us and sewersolver.us, so agree in advance how a sponsored call to action and link will work.
Before building the campaign, ask for publication dates and engagement for the anchor posts, audience composition for the 7,216 followers, and confirmation of whether sponsored placements are offered, in what format and on what cadence.