Going beyond the surface by sharing asphalt stories

In this week’s episode of Pave It Black, Marvin Joles shares how he went from a teenage roofing laborer in rural Wisconsin to a respected asphalt contractor, entrepreneur, and industry storyteller. With more than 20 years as a contractor, Marvin has built a sustainable business while also carving out a unique role as a content creator. As the founder of Wis-Coat and the voice behind In the Mix and Blacktop Banter, he has used social media, podcasting, and personal branding to transform his company and the way contractors connect with clients.

For Marvin, storytelling is more than marketing. It is a responsibility. Not only does it document the life stories of contractors and industry veterans who might otherwise go unheard, but it also reshapes perceptions of the industry. By highlighting the technology behind modern pavers and excavators, the innovation within asphalt mixes, and the pride contractors take in their work, Marvin’s goal is to inspire the next generation to consider asphalt as a career option.

Here’s a sneak peek into this week’s conversation but be sure to tune in to the full episode for all the insights. You can listen wherever you get your podcasts.

R: Between In the Mix and Blacktop Banter, you focus on telling contractor stories. Why does storytelling matter so much for this industry, and why are we often so bad at it?

MJ: When I was in my twenties, I only cared about what the asphalt industry provided for me, like a nice vehicle or vacations. As I matured, I worried more about what I would be doing for the next 30 to 40 years. I wanted to be part of a legacy and a community. I found that sense of belonging through conversations at conferences and events. Hearing conversations about paving or milling made me want to get into those areas. The technology on our pavers and excavators is awesome. Content like this is essential because I didn’t want my life to just be about making “blacktop black” for 40 years. I wanted to create content that showed our clients were happy and create fun videos for them.

Some people work their whole lives and no one ever hears their story. Blacktop Banter was the first time some of these life stories were recorded and shared on the internet. I realized I have a responsibility to document these important people. I also want to attract young people by showing that the industry is cool and fun. I have a son, Eli, and I would love to work with him. If all he knew was that we sweat in the sun, it wouldn’t be attractive. I want to show the fun and interesting side of the industry.

R: What advice would you give to someone thinking about entering the industry?

MJ: Go to World of Asphalt, Conexpo, or your local conference. When I walked into my first expo and saw brand-new machines, my brain lit on fire regarding what was possible for my business. My daughter Elizabeth came with me to the last World of Asphalt and met the Women of Asphalt. She saw career possibilities I didn’t even know existed. Put yourself in a situation to be curious.

Season 10 of Pave It Black is sponsored by FleetWatcher by AlignOps.