Working in clean energy is more than a job; it’s a calling. The public has a general understanding of the industry, its importance to the environment, and to all of us who share the planet. But beyond those basics, odds are their knowledge is limited to seeing solar panels on buildings or windmills across a landscape.
This is why it’s absolutely critical for your organization to tell your story in a compelling, engaging manner that connects authentically with your customers and prospects. So how can you tell your unique story and improve your content marketing for clean energy?
Finding Your ‘Why’
As Simon Sinek so eloquently and powerfully described in his now legendary TED Talk, “Start with Why,” most customers are not interested in “what” you’re selling. Especially when they can buy it from multiple vendors.
Customers are much more interested in the “Why.” Why are you in renewable energy? Why do you believe in this product? Why are you such a passionate advocate? That is the story your customers want to know. And if you tell that story well, those customers will follow you from education and consideration to purchase and even advocacy. And there’s no better spokesman for your product than a customer who is thrilled and wants to share their experience.
Better Content Starts Here
Here’s a simple, three-step guide to creating clean energy content that tells your story in a way that compels your audience to take meaningful action.
1) Master the Basics
“Content is king” is more than an aphorism; it’s a reminder for marketers that your story has value. Every piece of content you publish should be informed by your story, whether it’s a blog post or a case study or an entire web site.
Let’s use wind turbines as an example. Customers, from individuals to large companies, purchase wind turbines for one purpose above all others: to produce a clean, reliable, cost-efficient source of energy that does not pollute or add carbon to the atmosphere. They may be purchasing a turbine, but that’s just the “what.” They’ll buy the turbine from you because they understand your commitment to the environment and want to be part of that commitment.
2) Create Content that Converts
Only publish content that you would read if you were an otherwise disinterested party. Focus less on speeds and feeds of your solution and more on the benefits it provides.
Learn how to introduce yourself to new readers, and casually remind those who know you of why you do what you do. And why you’re committed to helping every customer succeed.
Polish your “Elevator Pitch” to ensure it focuses more on the reasons you are in business. Then connect your why with what the customer can expect to gain from building a relationship with you.
One of our clients recently summed their pitch up this way:
We are in this business because it’s time to solve the climate crisis. The renewable energy solutions we offer help our customers reduce their carbon emissions, improve resiliency and save money too.
Mission-focused, benefit-packed, and only 32 words!
Practice your pitch with people who know you, and make sure it comes across as authentically “you.” After a while, your elevator pitch will be second nature because it will no longer be just a “pitch.” It will be an authentic and compelling explanation of what you do and why it matters to your customer – and it will show up naturally in every piece of content you create.
Skillfully use Calls to Action (CTAs) to guide your prospects and customers through the purchasing journey. Educate whenever possible. Share new industry developments. Link to interesting articles. By demonstrating your commitment to and knowledge of the industry, you will inspire your customers to trust you and take the next step.
3) Measure Content Effectiveness
Here’s the cold hard truth: if you’re not going to monitor the performance of your content (especially digital content), then you might as well not have any. That’s how crucial it is to understanding performance metrics.
You can find most of this data in your website analytics, which includes page views, new users and return users, as well as from your social media accounts. Monitoring click-through-rates, or CTR, is another quick way to assess how well your content is translating to clicks to a product link on your website or a “contact us” form.
If you’re a renewable energy company struggling to break through with your communications, contact us. We’re glad to help discover and tell your story in a way that will engage your audience to start a conversation that converts.