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. ____________ 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.

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.

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this place…
is legit.

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worth every calorie…

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Remarkable.

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Content… is a lot like Food.

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We are all now running
Content Kitchens.
What’s going out
your kitchen doors?

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Content Kitchen Prep. .
@
Connect
3
Win
o
4
Simplify
2
4
Stand Out
1
Y
•Oil & Gas online landscape?

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8
L
l5
7 s
.
6
What does the Oil & Gas
social media landscape look like?

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Oil & Gas on social media…

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of the Top 100…here’s how it stacks up.

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Increased interest in visual platforms…

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And industry specific social networks.

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ContentMarketing
ENGAGEMENT
PUBLISHING FREQUENCY
“Content marketing is the only marketing left.”
- Seth Godin

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But does Content Marketing
work for Oil & Gas?

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61% of the Oil & Gas market…
is actively looking
for new solution providers.

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These buyers are influenced by vendors
that display demonstrable knowledge
& expertise in their fields.
(via content)

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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

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60%
of the buyer journey is complete before
prospects reach out to vendors.
f
!
- The Corporate Executive Board

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Content
Marketing
Institute
B2B Study
according to the 2014
93%
of B2B Marketers
use content
marketing.

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Make me care.
!
Entertaining
!
Informative
!
Interesting

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@
Connect
3
Win
o
4
Simplify
2
4
Stand Out
1
Y
Why Visual Content Marketing
for Oil & Gas?
4 Reasons

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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

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Stand Out
1
Y
90% of the information that comes to the brain is visual.
#1 Visuals filter out content noise.

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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

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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+

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Stand Out
1
Y #3 Visuals are naturally interesting.

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Stand Out
1
Y #3 Visuals are naturally interesting.

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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

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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.

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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

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My recipe for Content Success:
Be interesting.
Be visual.
Be consistent.

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Thanks for your
Attention
follow me @billrothcreates
Bill Roth
Founder & CEO
Industry Infographics
Denver, CO
720-282-9450
@billrothcreates