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Trends + Trendsetters: The Best in Energy Content Marketing


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It’s no secret that the general public and energy companies don’t always see eye to eye. The political complexity and historical environmental disasters (think BP oil spill), rightfully so, sets energy companies up for a steep challenge to change their public perception. Based on our findings, lack of perceived authenticity, transparency, innovation and environmental responsibility are the core issues the public finds with these companies. The good news for energy companies looking to change these issues, is that content marketing can help. In this SlideShare, we'll dive into the content marketing strategies of a leader in the energy space.

Published in: Environment, Marketing
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Trends + Trendsetters: The Best in Energy Content Marketing

  1. 1. Trends + Trendsetters The Best in Energy Content Marketing
  2. 2. NewsCred Trends + Trendsetters NewsCred’s Strategy Team helps brands build and hone their content strategies, taking into consideration marketing goals, brand positioning, and the competitive landscape Our Trends + Trendsetters guides aim to educate marketers on trends, opportunities and content strategies that best-in-class brands are utilizing to engage their audiences. In this guide, we’ll take a look at content marketing in the energy industry. Interested in learning more? We’d love to hear from you! Feel free to reach out at - Liz Bedor, Associate Brand Strategist, NewsCred
  3. 3. The energy industry has a perception issue.
  4. 4. 61% Source: 24/7 Wall Street, 2012 of consumers said they had negative feeling toward oil and energy companies.
  5. 5. Why?
  6. 6. Energy companies and the public have a poor understanding of one another.
  7. 7. “Levels of trust between energy companies and wider society have come under severe pressure. ”- SAM LAIDLAW - Chief Executive of British Gas Owner Centrica
  8. 8. Energy companies want the public to understand…
  9. 9. 9 Complexity of the energy industry Source: ‘Steffy: Energy industry thin-skinned to criticism’, Chron, 2012
  10. 10. 1 Fundamental need for energy Source: ‘Steffy: Energy industry thin-skinned to criticism’, Chron, 2012
  11. 11. While the public wants energy companies to be…
  12. 12. Authentic
  13. 13. Source: Cohn & Wolf – Important Behaviors for Companies to Display 63% of consumers would buy from a company they consider to be authentic over and above its competitors.
  14. 14. Transparent
  15. 15. Source: Cohn & Wolf – Important Behaviors for Companies to Display 91% of consumers agreed that it’s important for companies to communicate honestly about their products and services.
  16. 16. Innovative
  17. 17. Source: PWC: Breakthrough Innovation and Growth 62% The most innovative companies are growing at a much faster rate: 62% vs 21% over the next five years.
  18. 18. Environmentally Responsible
  19. 19. Source: Nielsen Global Survey on Corporate Responsibility 55% of global online consumers say they are willing to pay more for products and services provided by companies that are committed to positive environmental impact.
  20. 20. How content marketing can help.
  21. 21. Energy companies can use content marketing to change perceptions and improve communication with the public.
  22. 22. Let’s see an example of an energy company doing just that.
  23. 23. In 2013, British Gas lost nearly 400,000 customers after coming under fire from politicians and consumers groups.
  24. 24. In 2013, British Gas lost nearly 400,000 customers after coming under fire from politicians and consumers groups. In response, British Gas developed a new marketing strategy, leveraging content and social to deliver better service and communication to its customers.
  25. 25. The British Gas Blog The energy blog that keeps you in the loop
  26. 26. Easy to find blog lives at: Posting cadence is consistent 3-5 times per week Tone of voice is informative, but casual enough to be relatable and feel authentic The British Gas Blog at a Glance
  27. 27. Content topics are a balance between customers’ energy concerns and British Gas’brand purpose. British Gas’ brand purpose Customers’ energy concerns
  28. 28. British Gas’ blog delivers content to its customers that demonstrates authenticity, transparency, innovation and environmental responsibility.
  29. 29. Let’s see how.
  30. 30. Authenticity
  31. 31. Employee-generated content humanizes the enterprise brand. Posts by internal employees speak to company initiatives - Managing Director of Residential Energy writes on how the company is helping customers stay out of and manage debt. As a result of these initiatives and the way we care for our customers, we have 13% fewer customers in debt and have seen their average debt decrease. “ ”
  32. 32. Transparency
  33. 33. Source: Creative Blog, “5 Big Branding Trends for 2015” British Gas overhauled its bill, making it simpler and easier to understand. Resulted in immediate 10% drop in customer call center volume. New monthly bill design simplifies the message and makes bill distribution easy to understand.
  34. 34. When wholesale gas prices dropped in 2014, many of British Gas’ customers questioned why their bills did not see a decrease as well. Answers to questions posed by the public offer radical transparency. I’d like to explain our pricing, and why movements in the wholesale markets do not always result in price changes on your bill. “ ”
  35. 35. Innovation
  36. 36. Content on innovation and new technology position the brand as forward-thinking. Positions itself as a partner to the customer to be environmentally friendly. As 2015 approaches, we’re looking at the latest and coolest eco inventions that will help you do your bit for the environment. “ ”
  37. 37. Environmentally Responsible
  38. 38. Over the next five years, Thames Water and British Gas will work together to promote energy-saving and water saving products. Informing customers about the initiatives British Gas is committed to, shows environmental causes are a top priority. “
  39. 39. Tips for customers to reduce, reuse and recycle empowers individuals to make an impact in their own homes. Hopefully these three simple things will help you enjoy your Christmas, safe in the knowledge that it’s not costing the Earth “ ”
  40. 40. And social ties it all together.
  41. 41. British Gas Social Media All accounts have consistent friendly and approachable look and feel.
  42. 42. British Gas Social Media on Blog Social engagement is showcased for every post. Key social accounts linked at top of the page. Latest Tweets are pulled in and displayed on left of screen.
  43. 43. Blog Content Shared on Social Media, But Tailored for Different Channels
  44. 44. Want to learn more? Our team of strategists can help your brand build a marketing growth engine. From ongoing support and program management, to customized strategy sessions and workshops, we’ll set your brand up for success.
  45. 45. NewsCred is the most comprehensive content marketing solution.
  46. 46. Get in touch!