Content marketing offers many benefits to energy companies. This marketing strategy allows them to communicate messages that add differential value to the service or product offered by companies. Likewise, with content marketing , companies can become references or experts in the sector, which enhances their reputation. It also allows them to segment their audience to create personalized content and, thus, increase the number of potential customers.
Why should energy companies invest in content marketing ?
1. Position the energy company as an honest and transparent brand
To position a company against other companies that offer the same or similar service, it is necessary to strengthen the intangible values of the brand. In the energy industry, transparency, for example, is one of those values. In this sense, B2B and B2C energy companies must prioritize this value, because it allows them to improve trust in their internal and external relationships.
Brand positioning with content marketing
B2B energy companies carry out large transactions due to the complexity of their services or products. Therefore, it is essential that the market values companies in this sector as honest and transparent brands. This in turn has a positive impact on the B2C audience, as direct consumers will have the perception of purchasing a product or service from an ethical and humane company.
Sharing key company statistics and figures in articles vp business development email lists or infographics is a great way to position a brand. These formats can help to publicize the company's earnings, investments, partnerships, and environmental impact.
Energy companies must prioritise transparency in their processes and results, especially with respect to figures related to the environment. They must also communicate the actions they take to reduce their environmental impact.
If a company invests in a system to reduce its greenhouse gas emissions, for example, this action can be communicated on its website or social media. Sharing this information effectively will allow the brand to position itself for its social responsibility. In addition, it could build loyalty in some niches or market players and forge alliances with other institutions. These benefits would not be achieved without a good content marketing plan .
2. It has lower costs than traditional advertising and is three times more effective
Content marketing captures more than three times as many leads as traditional marketing and costs 62% less, according to research by Demand Metric .
Lower advertising costs content marketing
Traditional marketing uses communication channels such as television, newspapers, billboards, visits to potential clients, cold calling and cold emailing to convince the public to buy a product or service. It is a one-way conversation focused on selling that has lost effectiveness. The digital presence of B2B companies is increasingly important. A study by Demand Gen found that 96% of B2B buyers want content with information from industry thought leaders. Digital content is also effective in attracting manufacturing companies, indicated Google in its Think with Google platform .
