Helping KEMP USA Create Engaging Top of Funnel Content
When I first connected with Kemp USA several years ago, I had no idea that a one-off blog writing project would turn into a long-term partnership (but that’s often how it goes in the freelance world!)
In my work as a freelance writer and fractional content marketer, it’s been wonderful to work with a leading manufacturer in the water safety industry on multiple projects — and our recent collaboration on an AI in lifeguarding piece was a blast to put together.
I always enjoy pulling back the curtain on my work and progress — not just to showcase the work — but to show how educational content that focuses on relevant topics in the industry works so well.
The Project
Exploring AI in Water Safety
This past month, the team at Kemp USA wanted to switch things up — creating a piece of contenet that wasn’t so much a product focus blog, but one that could engage readers on an interesting topic — AI in lifeguarding contexts.
It’s easy to laugh off writing about AI as just another hype piece, but remember:
AI is still new enough that many industries are trying to figure out how to implement it in their work properly.
So it made sense that Kemp USA - as a leader in the EMS products industry - would want to position themselves as a thought leader on the topic.
The goal of the piece was to look at how artificial intelligence is beginning to upgrade and change lifeguarding and water safety – while digging into how AI won’t replace life-saving professionals but equip them to do their work better and more safely.
My goal? Help turn that idea into a piece that is original, timely, and backed-up by real case studies.
As I started researching, I had these focuses in mind:
Educate their audience about an emerging trend
Demonstrate Kemp USA's forward-thinking approach to the topic
Generate interest at the top of the funnel
Enhance brand engagement through valuable information
Deep Research, Conversational Delivery
When tackling specialized topics like AI applications in water safety, my process always starts with research.
This isn’t just about popping the idea into ChatGPT and seeing what pops out - we need real companies making real products that have real impact.
I needed to understand not just the technology, but how it's being implemented across the varying aquatic environments that KEMP USA clients work in. This meant:
Researching companies developing AI lifeguarding systems
Finding real-world implementations and success stories
Understanding technical capabilities without getting lost in the jargon
Identifying how these technologies complement rather than replace human lifeguards
The real challenge would be balancing technical accuracy with readability.
Kemp USA's audience includes everyone from pool managers to lifeguard equipment retailers – all with varying levels of technical knowledge.
The content needed to be authoritative without being overly academic, and informative without being dry.
The Process
Our collaborative approach makes my relationship with Kemp USA work so well.
After outlining the piece, I shared my vision for how we could structure the information to create maximum impact:
An attention-grabbing introduction highlighting the potential of AI
Section-by-section breakdown of applications across different environments
Balanced discussion of the human-AI partnership (addressing replacement concerns)
Clear positioning of Kemp USA as forward-thinking but still focused on the essential human elements
Once we aligned on the approach, I developed the first draft. I worked from our established brand style — which is a conversational tone that feels knowledgeable and relatable rather than just a dry white paper.
We worked together to refine certain sections to better emphasize points that resonated most with what their team felt would work with clients — and made sure that the conclusion reinforced their brand positioning as innovative and human-first.
The Result?
A Comprehensive, Engaging Resource
The final piece is now published live online - you can click here to check it out!
Here’s what makes this content especially effective (at least in my professional opinion):
Structure that maintained interest
Breaking down AI applications by different environments (pools, beaches, waterparks) made the information digestible and directly relevant to different segments of their audience.
Forward-looking but grounded
We discussed cutting-edge innovations without making unrealistic claims, maintaining Kemp USA's credibility.
Educational value
The piece served as a genuine resource, not just a marketing piece, establishing Kemp USA as a thought leader.
Conversational tone
Despite covering technical concepts, the content remained accessible and engaging, with a voice that matched their brand personality.
The Feedback
“Brad Bartlett consistently delivers top-notch work! His ATTENTION TO DETAIL and PROFESSIONALISM are impressive, and he skillfully crafted a conversational blog on a UNIQUE topic, enhancing brand engagement. Working with him is a breeze due to his POLITENESS and DEEP UNDERSTANDING. Thanks, Brad, great job as always! 🙌”
This project reinforced what I've always believed about content marketing:
When you take the time to understand both the subject matter and your client's goals, you can create content that serves multiple purposes simultaneously – educating audiences, building brand authority, and generating engagement.
For businesses looking to create similar top-of-funnel content, I'd encourage focusing on topics where your industry expertise meets current trends or emerging technologies.
This intersection often creates the most compelling content that positions your brand as forward-thinking while demonstrating your core expertise.
Are you looking for content that educates your audience while enhancing your brand engagement? I specialize in creating conversational, authoritative content for technical and specialized industries. Let's discuss how we can transform your content strategy – reach out today for a consultation.
