trends + trendsetters: the best in energy content marketing
TRANSCRIPT
Trends + Trendsetters The Best in Energy Content Marketing
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 [email protected]
- Liz Bedor, Associate Brand Strategist, NewsCred
The energy industry has a perception issue.
61%
Source: 24/7 Wall Street, 2012
of consumers said they had negative feeling toward oil
and energy companies.
Why?
Energy companies and the public have a poor understanding of
one another.
“ Levels of trust between energy
companies and wider society have come under severe pressure.
” - SAM LAIDLAW -
Chief Executive of British Gas Owner Centrica
Energy companies want the public to understand…
9
Complexity of the energy industry
Source: ‘Steffy: Energy industry thin-skinned to criticism’, Chron, 2012
10
Fundamental need for energy
Source: ‘Steffy: Energy industry thin-skinned to criticism’, Chron, 2012
While the public wants energy companies to be…
Authentic
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.
Transparent
91% Of consumers agreed that it’s important for companies to communicate honestly about their products and services.
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.
Innovative
62% The most innovative companies are growing at a much faster rate: 62% vs 21% over the next five years.
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.
Environmentally Responsible
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.
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.
How content marketing can help.
Energy companies can use content marketing to change perceptions
and improve communication with
the public.
Let’s see an example of an energy company doing just that.
In 2013, British Gas lost nearly 400,000 customers after
coming under fire from politicians and consumers groups.
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.
The British Gas Blog The energy blog that keeps you in the loop
Easy to find blog lives at: www.britishgas.co.uk/blog 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
Content topics are a balance between customers’ energy concerns and British Gas’ brand purpose.
Customers’ energy
concerns
British Gas’ brand purpose
Customers’ energy concerns
British Gas’ blog delivers content to its customers that demonstrates authenticity,
transparency, innovation and
environmental responsibility.
Let’s see how.
Authenticity
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.
“
”
Transparency
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.
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.
“
”
Innovation
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.
“
”
Environmentally Responsible
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.
“
”
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
“
”
And social ties it all together.
British Gas Social Media All accounts have consistent friendly and approachable look and feel.
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.
Blog Content Shared on Social Media, But Tailored for Different Channels
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.
NewsCred is the most
comprehensive content
marketing solution.
Get in touch! [email protected]