When winter hits the Twin Cities, construction and trade projects don’t stop—and neither should your marketing. Snow, ice, and subzero temperatures might make job sites more challenging, but they also present a powerful opportunity to visually document the grit, skill, and professionalism behind your work.

Most business owners know the adage: “Content is king,” but as Artificial Intelligence (AI) continues proliferate our lives the phrase has developed more nuance. Not all content is created equal.

On a Tuesday afternoon you may find Cari Goodman tucked in the back room of her cozy Savage, MN Salon, Swanky Scrap, shears in hand serving as the sounding board to one of her longterm hairstyling clients. The faithful have been cheering Cari on for more than two decades for her skills in hairdressing, coloring, and extensions. The next morning, you may just as likely see Cari with a ballcap on, pacing in the dirt as she patiently checks on her next concrete delivery. That’s because for Cari life has never been about meeting the status quo.

Not all business owners are comfortable boasting about themselves online, but in the digital age if you’re not talking about your business no one is listening. It’s hard for your message to be heard, or for you to want to share your work with the world if you don’t have a professional image to match your expertise.