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Why Visual Content is Key for Oil & Gas Communications
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Why Visual Content is Key for Oil & Gas Communications

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B2B marketing in upstream oil & gas has forever changed. No longer do corporate buyers wait for your salespeople to call and sell them. 70% of the B2B sales cycle is now done via content. And not …

B2B marketing in upstream oil & gas has forever changed. No longer do corporate buyers wait for your salespeople to call and sell them. 70% of the B2B sales cycle is now done via content. And not just textual content, but visual content that rises above the noise.

This presentation explores how buyers now consume content, and how social media and content communications are changing oil & gas.

Energy brands have some of the most intriguing stories in the world to tell, if we but have the courage and creativity to do so.

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This presentation was given by Bill Roth (President, Industry Infographics) at the Energy Digital Summit in Houston, TX (June 2014).

Please contact him at bill@industryinfographics.com with any questions, insights or to explore visual content strategy for your energy brand.

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  • 1. 1 Why Visual Content Bill Roth Industry Infographics Denver, CO for Oil & Gas Communications. is KEY
  • 2. 2 mehhh…
  • 3. 3 Alright… lets give a try.
  • 4. 4 this place… is legit.
  • 5. 5 worth every calorie…
  • 6. 6 Remarkable.
  • 7. 7 Content… is a lot like Food.
  • 8. 8 We are all now running Content Kitchens. What’s going out your kitchen doors?
  • 9. 9 Content Kitchen Prep. . @ Connect 3 Win o 4 Simplify 2 4 Stand Out 1 Y •Oil & Gas online landscape?
  • 10. 10 8 L l5 7 s . 6 What does the Oil & Gas social media landscape look like?
  • 11. 11 Oil & Gas on social media…
  • 12. 12 of the Top 100…here’s how it stacks up.
  • 13. 13 Increased interest in visual platforms…
  • 14. 14 And industry specific social networks.
  • 15. 15 ContentMarketing ENGAGEMENT PUBLISHING FREQUENCY “Content marketing is the only marketing left.” - Seth Godin
  • 16. 16 But does Content Marketing work for Oil & Gas?
  • 17. 17 61% of the Oil & Gas market… is actively looking for new solution providers.
  • 18. 18 These buyers are influenced by vendors that display demonstrable knowledge & expertise in their fields. (via content)
  • 19. 19 87% of B2B buyers… say CONTENT has an impact on vendor selection. p O More than 27% say it has a major impact. ! - Social Media Today
  • 20. 20 60% of the buyer journey is complete before prospects reach out to vendors. f ! - The Corporate Executive Board
  • 21. 21 Content Marketing Institute B2B Study according to the 2014 93% of B2B Marketers use content marketing.
  • 22. 22
  • 23. 23
  • 24. 24
  • 25. 25 Make me care. ! Entertaining ! Informative ! Interesting
  • 26. 26 @ Connect 3 Win o 4 Simplify 2 4 Stand Out 1 Y Why Visual Content Marketing for Oil & Gas? 4 Reasons
  • 27. 27 Stand Out 1 Y #1 Visuals filter out content noise. 2,000,000 blog posts a day. ! 27,000,000 pieces of content are shared each day. ! - AOL / Nielsen
  • 28. 28 Stand Out 1 Y 90% of the information that comes to the brain is visual. #1 Visuals filter out content noise.
  • 29. 29 Stand Out 1 Y #2 Visual content gets our attention FAST. Since the year 2000, the average adult attention span has dropped from :12 seconds to just :08 seconds. ! - Statistic Brain Visuals are processed 60,000 x faster than text! ! - Zabisco
  • 30. 30 Stand Out 1 Y #3 Visuals are naturally interesting. 60-70% of B2B marketing content goes unused. ! - Sirius Decisions Articles with compelling images get 94% more views than those without. ! - Content+
  • 31. 31 Stand Out 1 Y #3 Visuals are naturally interesting.
  • 32. 32 Stand Out 1 Y #3 Visuals are naturally interesting.
  • 33. 33 Simplify 42 Visuals simplify our brand message.
  • 34. Simplify 42 34 The Restaurant Impossible Recipe. 1. Remodel the restaurant. 2. Simplify the Menu.
  • 35. Simplify 42 35 The Restaurant Impossible Recipe. Nobody can afford to do it all. The food is the message. WHY?
  • 36. Simplify 42 36 The Restaurant Impossible Recipe. We need to focus our resources. Visualizing our brand messages makes them tangible. Same thing with our Content Kitchens.
  • 37. Simplify 42 37 Oil & Gas Communications are Complex. •text-heavy •data-driven •complex engineering •ever-changing technologies •shifting geologies •highly regulated •misinformation abounds •Big Crew Change •geo-political pressures just to name a few!
  • 38. Simplify 42 38 #1 Visualizing Complexity makes it more Accessible.
  • 39. Simplify 42 39 #1 Visualizing Complexity makes it more Accessible.
  • 40. Simplify 42 40 #1 Visualizing Complexity makes it more Accessible.
  • 41. Simplify 42 41 #2 Resonate with ‘visual shorthand’. • visual snacks • 1 compelling idea • easy to share
  • 42. Simplify 42 42 #2 Resonate with ‘visual shorthand’.
  • 43. Simplify 42 43 #2 Resonate with ‘visual shorthand’.
  • 44. Simplify 42 44 #2 Resonate with ‘visual shorthand’.
  • 45. Simplify 42 45 #3 Visuals can simplify potential.
  • 46. Simplify 42 46 #3 Visuals can simplify potential.
  • 47. @Connect 3 47 Visuals help our brands Connect. If people aren’t talking about you, they aren’t talking about you for a reason. They’re not talking about you - because you’re boring. - Seth Godin
  • 48. @Connect 3 48 So is Oil & Gas boring? Only if our communications are boring.
  • 49. @Connect 3 49 So is Oil & Gas boring? •We have some of the most engaging stories to tell! No way! •We are powering American prosperity! •We should be proud to tell these stories… and make it as visually engaging as possible!
  • 50. @Connect 3 50 Visual Content shows personality. Interesting Content is a top reason people follow brands on social media. ! - Content+ Emotional marketing messages are TWICE as effective as promotional ones. ! - The Corporate Executive Board
  • 51. @Connect 3 51 Visuals can Connect… with feelings and attitudes.
  • 52. @Connect 3 52 Visuals can Connect… with core brand values and beliefs.
  • 53. @Connect 3 53 Visuals can Connect… with your audience’s language.
  • 54. @Connect 3 54 Visuals can Connect… with your people & stories.
  • 55. @Connect 3 55 Visual content Connects your… Ideas Personality Values Faster than just about anything else.
  • 56. Win o4 56 Visual content helps you Win. Content marketing costs 62% less than traditional marketing and generates about 3x as many leads. - Demand Metric
  • 57. Win o4 57 How do visuals build owned media? Z ? W @@ 7 WIN ATTENTION INCREASE BRAND AWARENESS REALIZE TRUE ENGAGEMENT BUILD AN INTERESTED AUDIENCE (which now seeks your brand content) ADJUST MEDIA SPEND OVER TIME
  • 58. Win o4 58 Do you rent or OWN their attention? PAID MEDIA OWNED MEDIA EARNED MEDIA Audience Conversation Content Decrease reliance and spend on paid media Increase organic presence in earned media
  • 59. Win o4 59 How does visual content impact search engine rankings? Search engine algorithms are increasingly weighted to give authority and ranking to social media. Brands with high levels of engagement in Social, are also winning in Search.
  • 60. Win o4 60 How does visual content impact website traffic? Brand publishers who use infographics realize 12% more traffic than those who don’t. Posts with videos attract 3x more inbound links than plain text posts attract.
  • 61. Win o4 61 How does visual content impact website traffic? Viewers spend 100% more time on pages with videos. Including a photo or video in a press release increases views by over 45%.
  • 62. 62 @ Connect 3 Win o 4 Simplify 2 4 Stand Out 1 Y Why Visual Content Marketing for Oil & Gas? 4 Reasons
  • 63. 63 Visual Menu Options for your Content Kitchen. IMAGES Memes Photos Illustrations Comics User Generated INFOGRAPHICS Mini-Graphics Social Graphic Campaigns Narrative Infographics Data Visualization Interactive Infographics PRESENTATION Slideshows Case Studies Reports eBooks White Papers
  • 64. 64 Visual Menu Options for your Content Kitchen. VIDEO Demos Short-form Video Interviews Commercials Long-form Video OTHER VISUALS Animated GIFS Cinemagraphs Explainer Videos Quizzes Surveys
  • 65. 65 My recipe for Content Success: Be interesting. Be visual. Be consistent.
  • 66. 66 Thanks for your Attention follow me @billrothcreates Bill Roth Founder & CEO Industry Infographics Denver, CO 720-282-9450 @billrothcreates