Ready to see how blue-collar media actually turns into real bids, stronger teams, and a clearer brand? We walk through the messy middle of building a YouTube-first strategy from jobsite clips and how-tos to a repeatable system that wins trust. From a million-view shifting tutorial to a small skid steer pull that sparked big connections, we break down what worked, what didn’t, and why storytelling now sits at the center of everything we publish.

We cover the grind behind “consistency”: crafting hooks that hold retention, writing human captions that beat AI every time, and packaging long-form videos so searchers can find exactly what they need. Events like Mid-America Trucking Show and Treybo Expo became accelerants, linking our online work with a real-world community: truckers, operators, foremen, who now shape our roadmap. The result is a channel that doubles as a living portfolio: project playlists in our email signatures that GCs and owners can click, watch, and trust.

You’ll also hear the hard parts we rarely say out loud: slow weeks where views stall, people changes that hurt, and the patience it takes to keep shipping when the algorithm shrugs. Those lessons sparked our next step: The Pipe Playbook, a practical training hub for utility contractors covering pipe installation, safety, estimating, project management, and sequencing. It’s built from wins and mistakes we’ve paid for, with new videos added monthly and a direct line for topic requests, so your crew gets the answers that matter on the days they matter.

If you’re waiting for perfect gear, stop. Your phone is enough. Film one real process, title it for search, post to YouTube, slice for shorts, and iterate. Story builds trust. Trust drives work.

Subscribe, share this with a buddy who needs the nudge, and drop a comment with your biggest content roadblock so we can tackle it next.

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Tired of chasing the wrong leads and wondering why your shiny site doesn’t ring the phone? We sat down with Australian marketer Wes Towers of Uplift 360 to unpack a simpler path: build a clear, fast website that reflects your crew, publish real job stories tied to your service areas, and push that signal across every channel customers actually use—Google, YouTube, TikTok, and even AI tools like ChatGPT.

We start by fixing the foundation. Your website should read like a straight answer on a job site: who you help, what you do, where you work, why you’re different, and how to book you. Service pages beat slideshows, and trust markers—reviews, photos, case studies—do the heavy lifting. From there, we swap “search engine optimization” for “search everywhere optimization,” because customers don’t just Google; they watch, scroll, and ask AI. The win comes from consistent, specific updates: short blogs and case studies that name the suburb, the problem, the fix, and the result.

If writing scares you, talk instead. Wes shares a dead-simple AI workflow: have ChatGPT interview you after a job, answer by voice during your drive, and hand a ready-to-polish draft to your marketer. Repurpose that into Google Business updates, social captions, and short videos. No gloss required—authentic clips from the truck often outperform studio productions, as long as they’re clear and helpful. We also dive into brand basics: a tight logo, colors, and voice applied everywhere, so people recognize you on the road and online.

Expect practical takeaways you can use this week: pick your core services and areas, tighten your site copy, post a case study, and syndicate it with a scheduler that hits Google too. Real beats perfect, and momentum compounds when your message matches the team who shows up on site. Enjoy the conversation, then put it to work—subscribe, share with a fellow contractor, and leave a review telling us which channel you’ll start with first.

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The labor gap isn’t just a numbers story; it’s a connection and knowledge story. We bring on JJ Owen, executive director of the Skilled Careers Coalition and Skills Jam, to map a practical playbook for reaching Gen Z, transferring craft wisdom, and rebuilding the trades pipeline with real stories, real training, and real community.

We start by unpacking why five pros exit for every one who enters—and how that compounds into lost know-how on jobsites. JJ shows how to meet young people where they are: TikTok, YouTube, classrooms, and jobsite tours. We talk about peer-to-peer storytelling, mentorship that actually transfers skills, and why polished content loses to authentic day-in-the-life clips that answer two core questions: Will I belong here? Can I grow here?

From SkillsUSA’s Teamworks competition to paid high school apprenticeships, we spotlight models that work and the tools that accelerate learning. Simulators, AR, and VR aren’t toys; they’re bridges to confidence and safer first reps, whether you’re welding or running an excavator. On the retention side, we break down building an internal micro-training library so rookies show up prepared and foremen feel respected, not drained. That small shift creates buy-in on both sides and keeps culture strong.

Along the way, we dig into “fans first” thinking for trades recruiting, partnerships with media and industry, and a mindset reset for leaders who are ready to adapt instead of complain. If you’re serious about hiring, training, and keeping great people, this conversation gives you a blueprint you can start using this week.

Enjoyed the conversation? Follow Skills Jam on TikTok and YouTube, visit skilledcareers.org to connect, and subscribe to the show. Share this episode with a fellow builder and drop a review to help more blue-collar pros find us.

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