Alright – so today we’ve got the honor of introducing you to Lucas Forsythe. We think you’ll enjoy our conversation, we’ve shared it below.

Lucas, looking forward to hearing all of your stories today. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard.

Blue Griffin is a branding and content marketing agency based in Austin, Texas. Over the last 10 years, we’ve honed in to serve companies in technical industries, like science, technology, engineering, and healthcare.

We’ve helped our clients achieve some great successes in this area by putting a uniquely human spin on complex technical topics.

My personal background is in engineering and journalism — I even subscribed to magazines like Popular Science as a kid and often dreamed about being a science journalist. Today, I’m pretty much doing exactly that, but with a marketing focus.

There are some seriously smart people out there doing some really cutting-edge work, but it doesn’t always get shared. Often, these subject matter experts (SMEs) are the quantitative engineering types who may not always have the communications skills or marketing mindset to share their stories. There’s a communication gap between what those companies offer and what the customers need.

Even from a visual standpoint, some of the most respected, established technical companies out there have some really underwhelming brands and websites. Their marketing doesn’t reflect the cutting-edge nature of their products and services.

That’s where we come in.

We start every engagement — be it a website or a white paper — by interviewing our subject matter experts. We really want to dig into how they think and what they care about. Then, we’ll talk with salespeople and/or customers to get an even better understanding of what they need. We’ll find out where they’re aligned and where there are gaps.

So, a lot of that process isn’t unique to us, but when we combine our technical and communications skills, everything starts to come together.

It’s great to experience those “aha moments” when suddenly everything clicks, and we all get better clarity about the messaging.

All too many agencies today are relying on AI to generate content, when truly authentic, valuable content starts with a human element — with a conversation. Don’t get me wrong, AI has helped us go faster and farther too, but AI can only synthesis information that already exist out there on the web. The REAL magic happens when you dig deep to uncover ideas that have never been shared before.

Is your company doing cutting-edge research? That should be celebrated.

Do you provide unique answers and perspectives to common challenges that your customers face? Those should be shared.

Even if you’re just asking unique questions, chances are other people are asking them too. You can show how your company is pushing the limits of understanding and exploring new areas — even if you don’t have all the answers.

What does this look like in practice?

Some of our favorite projects consistently come from an engineering firm that deals with oxygen and hydrogen safety. Their expertise is in incredible demand as the world continues to explore technologies like fuel cells, electrolyzers, and other pathways to energy diversification. We get to travel to New Mexico and watch things blow up in the desert, then chat with some incredibly smart people to learn how companies can protect lives and safely advance new technologies. Luckily, one of their products is technical training, so they already have some excellent communicators who are ready to help unpack complex topics so they can be accessible to the world at large.

We get to help make that happen, and we’ve seen some incredible growth when we connect the world’s pressing questions with our client’s unique expertise — both in terms of organic web traffic and qualified leads.

So far we’re talking about technical fields, but we apply this journalistic approach to clients in a variety of other industries. It’s something that companies and agencies around the world would do well to remember: your people are your most valuable resource. They hold the unique expertise and perspective that drives your company. Celebrate and share that fact.

Do this right, and you can create valuable an empathy link with customers who are just looking for someone to help. Most of us will naturally connect better with individual personalities. Combine that personal trust with the corporate backing of a respected brand, and you’ll have some serious chemistry.

And it all starts with a conversation.

Lucas, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

We help small and mid-sized businesses in engineering, science, and healthcare get better marketing results. With 10+ years building technical companies through brand and content marketing services, we know how to harness your unique subject matter expertise to increase visibility, generate leads, and drive more sales.

We’d love to hear about how you met your business partner.

My cofounder just happens to be my wife, Hannah! We met at the University of Tulsa where we were studying English and graphic design. I wouldn’t say that’s what drew us together, but it was a welcome surprise! Our first official collaboration was a cookbook Hannah designed for a local non-profit. I provided the food photography.

We’ve always shared a dream of running our own agency, and after gaining some industry experience in various agencies and marketing departments, we launched our company in 2014.

For you, what’s the most rewarding aspect of being a creative?

Being a commercial “artist” is maybe only 50% “creativity;” the rest is the intentional application of strategy and best practices to reach your goals. It’s form AND function.

Personally, the rewarding part for me is when design/marketing WORKS — when you connect the dots between a company and its customers in a way that’s clear and engaging. When you can measure your creative work in awareness, leads, and sales, there’s nothing subjective about those results.

And when it looks awesome, that’s just the icing on the cake!

Contact Info:

• Website: https://bluegriffinmarketing.com/
• Linkedin: https://www.linkedin.com/company/bluegriffinmarketing/