In an effort to discover new ways to engage plumbers and contractors—the majority of our customer base—we decided to create a podcast. Our goal was to provide a platform that not only educates listeners about our products and their applications but also keeps them informed about industry developments, such as new regulations and trends shaping the future of their work. The podcast also gave our internal experts, like engineers, a unique opportunity to connect with customers directly, offering insights that are not usually shared in public-facing roles. This format proved to be particularly effective for our audience, as plumbers and contractors often spend long hours driving between job sites, making podcasts an ideal medium for consumption. Beyond the podcast itself, this initiative also generated valuable short-form content, such as Instagram Reels and YouTube Shorts, which allowed us to reach customers on multiple platforms and maximize the impact of the effort.