Our most recent blog delves into how emerging energy start-ups can leverage PR and marketing, even before the product goes onto the market. We’re following on from that with a guide on why content marketing must make it onto your energy PR strategy.
What is content marketing in energy PR?
The media landscape has changed since a news release to national press and a feature in trade mags was the primary PR route for businesses. Nowadays, there are fewer publications and more competition, leading to a much-needed shift in focus to spread PR efforts into different areas, like content marketing.
Also known as owned media, content marketing forms part of the PESO model of communications. This is a great starting point for energy start-ups and can be a powerful tool for energy businesses to support PR and marketing.
If you’re unfamiliar with the term, content marketing is the creation and sharing of online materials; blogs, videos, social media posts, white papers and lead-generating downloads. While traditional marketing aims to sell, sell, sell, content marketing sparks brand awareness in a way that doesn’t constantly promote goods and services, but instead educates and informs on topics associated with your brand and audience interests.
Overcome credibility challenges
Energy start-ups face challenges throughout the process – from development, to trial, to establishing a place on the market. As many big energy companies are reluctant to take a chance on new energy products, introducing content marketing can build brand awareness and credibility before you have a market ready product. You’ll have an extensive library of content to share before taking the product to market, enabling you to showcase all the brilliant and desirable aspects of your product or service.
Focusing on content marketing as part of your energy PR strategy can also enhance your Search Engine Optimisation (SEO) ranking. The right keyword research for your sector will give you valuable information to create content that your customers are looking for – from answering burning questions to presenting them with new solutions to pressing challenges. Content marketing, when promoted correctly, will help you climb up search rankings on Google and the higher up you are on Google search pages, the more likely you are to drive traffic to the website. Once they’re on the website, great content gives them a reason to stay.
Educate an ever-evolving energy sector
Those with challenges relating to the power sector look to energy start-ups to solve the problem. Content marketing lends itself to the complexities and technical nature of the energy industry to be used as a powerful tool to educate on topics, challenges and trends in the sector. By being a voice of reason in the industry, you will stay current whilst being transparent; vital for gaining trust and confidence in your brand.
If you’re struggling to implement content marketing into your energy PR strategies, head over to our content marketing page, or give us a call on 0113 347 2739 to find out how we can help you.