The Power of Content Marketing for Energy Companies
- Mar 30, 2017 11:48 pm GMT
- 1370 views
From the shale revolution to the boom in renewable energy, we’re in turbulent times. But consumers’ insatiable demand for energy means that even in times of change, your energy brand will remain robust. The secret is to stay ahead of the curve.
One of the best ways to show your commitment to innovation is with a strong content marketing strategy. Here are four ways you can use content marketing to get a competitive edge in the energy sector and transform the way the world sees your brand.
1. Explain trends
You’re well-versed in such complex facets of the energy market as reduced refinery capacity, rising demand, and the role geopolitics plays in determining and manipulating gas prices. But your customers are probably not so knowledgeable. Of course, this is how things should be — your clients look to you as an expert because you’re an industry professional with a comprehensive understanding of what makes the market tick.
Simply being aware of this dynamic between you and your clients creates the perfect opportunity for great content marketing.
Harness the range of content formats available today to offer insights of varying levels of depth. For example, use basic social media posts (such as, “Do you know how much it costs to make a gallon of gas?”) to scratch the surface. Go into greater depth with a blog post. Then, with more intricate and stat-laden white papers, answer in-depth questions about solutions, assuage fears, and relieve frustrations.
Nothing angers a 21st-century consumer more than feeling like they are being kept in the dark. With content marketing, you can be a source of light!
2. Stay current
The modern world moves at an astonishing pace. Change occurs in a matter of seconds, not years or even hours or days. When you let your content stagnate, it signals to consumers that you are stuck in the past, part of the “old” energy sector that can’t be trusted.
Instead, you need to project an image of modernity. Whether you’re selling coal or wind power, you must update your platforms constantly. That means daily social media posts, weekly blog posts, and regularly published white papers that match your current offerings and strategies.
Oh — and make sure to commit enough resources to this endeavor. Cutting corners can sometimes pull the plug on a company’s future.
3. Be transparent
Transparency is critical to building trust with your consumers and positioning your brand as a thought leader and a resource for credible information, especially in an much-maligned industry beset by accusations of purposeful misinformation and runaway corporate greed.
By directly engaging customers with clear and honest content, you can create loyal brand advocates for your business. Today’s consumers want to know that the brands they use are trustworthy and share their concern for the world. Content is the perfect way to show them you are that company.
4. Show you care
When it comes to the energy industry and the environment, consumers have a myriad of opinions. People get quite passionate when discussing this hot-button topic. While we’re not here to lobby for any one position, we are in favor of taking one!
Content marketing is a great way to make clear to your customers and the public at large where you stand. If you have a strong opinion that will help sell your product or improve your standing with a critical demographic, nothing beats a well-researched white paper or a timely social media post.
Customers don’t really trust brands — they trust the people behind the brands. Relevant, authentic, and engaging content is the best way to connect with them, because it gives a voice and personality to your brand.
But creating that content can be a tall order, especially when you’re managing an energy brand, where people count on you for everything from keeping the lights on to reducing the effect of carbon emissions on the planet. We here at Prose Media think that’s pretty important.