How GTUIT Cut Content Production Time by 70% and Became a Brand Their Competitors Are Copying
Gas Treatment Using Intelligent Technology GTUIT
Key takeaways
GTUIT turned a genuinely different technology into a consistent, visible marketing presence without adding headcount or going back to an agency.
Their content doesn't stop at one campaign. Playbooks keep the team and their partners moving week after week.
They went from best-kept secret to a brand their competitors are watching and copying.
The situation
A best-kept secret in a market that rewards visibility
GTUIT is a Billings, Montana-based mobile gas solutions company. Founded in 2011, they capture, separate, and condition gas at the well site. That means cutting emissions, powering field operations, and turning what was once waste into a profitable stream.
Tony McCullough, Vice President at GTUIT, describes the business plainly: a "solutions provider for field gas optimization." It's a specific, technical offering in a market with a long education cycle. The problem wasn't the product. It was that no one outside their existing relationships knew it existed.
Senior leaders were carrying business development, assets, and go-to-market work at the same time. They'd tried an outside marketing firm and in-house efforts before. As Tony put it: "It really wasn't getting our messaging out and took away a lot of time, energy, and focus." Nothing was sticking.
Their digital presence was thin. Prospects arrived at conversations without context. The company felt like exactly what their own SVP called it: a best-kept secret. And that was the problem.
They weren't sure another tool or partner would be any different from what they'd already tried.
"When you see competitors copying your marketing almost word for word, that tells you you're doing something right. You're shaking them up a little bit."
— Tony McCullough, Vice President, GTUIT
What changed
GTUIT started by getting their foundation in order: content pillars, a competitor analysis, and a weekly publishing rhythm built around their role as a field gas optimization solutions provider.
They loaded their technical language, market position, and proof points into Ella's Brand Bot, a private AI trained on their voice that applies it across every piece of content. Nothing has to be re-explained from scratch.
From there, they built marketing and business Playbooks: repeatable content and campaign frameworks their team and business partners run week over week. The weekly rhythm created accountability and kept everyone on task. Content stopped being a one-off effort and started compounding. Playbooks moved their content production cycle from 10 to 21 days per post down to 2 to 5 days, roughly 70% faster, with a lean team and no in-house marketing hire.
Day-to-day looked like this: content ready to go, a clear feedback loop, and the ability to move fast when GTUIT deployed new technology or entered a new market. Tony put it plainly: "As we develop new technology, as we deploy new equipment, as we go to new corners of the globe, I feel like that can't be done without Ellavator."
Before Ellavator Ai, GTUIT was feeling the pressure of the Age of Average:
| Before Ella | After Ella | |
|---|---|---|
| Digital Presence | Thin. Prospects arrived without context. | +15.9% impressions in 90 daysAvg. 1,088 impressions per post |
| Content Development | 10 to 21 days per post | 2 to 5 days per postRoughly 70% faster |
| Team Engagement | Little to none | Unsolicited public praiseFrom a long-tenured former employee |
| Competitive Position | Best-kept secret | Competitors copying their postsHashtags included |
By the numbers
~70% faster content production, from 10 to 21 days down to 2 to 5 days per post
+15.9% increase in LinkedIn impressions in 90 days (10,883 vs. 9,388)
Unprompted advocacy from a long-tenured former employee, posted publicly on LinkedIn
Competitors copying GTUIT's LinkedIn posts, hashtags included
Results
GTUIT now shows up consistently alongside larger competitors without building an in-house marketing department. LinkedIn impressions grew 16% in 90 days. The publishing cadence nearly doubled. Posts that used to take weeks now move in days.
Prospects arrive at conversations already familiar with their content. A long-tenured former employee, one who left on good terms to work closer to home, publicly praised GTUIT on LinkedIn with no prompting. Tony said it made his day. One competitor copied a GTUIT post nearly word for word, hashtags and all. When a GTUIT C-suite member flagged it, Tony's reply was simple: "That's because it's our exact same post."
The system is built to move with them as they enter new markets and deploy new technology.
They went from best-kept secret to a brand their competitors are copying.
