It’s never a slow day in the clean energy industry. Marketing leaders must devise effective strategies to build attention, attraction, and the continued interest of a specific buyer persona. Traditionally, the energy industry has leveraged outbound sales, direct marketing, and trade shows to drive lead generation. But with digitalization, clean energy audiences are moving online and companies in renewable energy will need to adopt. Content marketing for clean energy is a viable Inbound Marketing Strategy to attract leads, retain customers, and build an audience.

What is content marketing?

Content marketing is a collection of strategy frameworks, content assets, and content best practices, with the ultimate goal, to attract a specific and well-defined audience. And it’s with the intention to get that specific audience to buy from you. 

It’s a subsection of Inbound Marketing, and it’s highly diverse with the ability to incorporate into other marketing disciplines. As a renewable energy company, you might want to leverage content marketing. It’ll help you meet specific goals that matter to your company. These company goals might include;

  • Generating leads
  • Attracting a specific audience
  • Educating on clean technology topics
  • Enlightening a niche audience
  • Tackling complex topics in the industry

Content marketing involves several tactics and content formats that you can use to attract a specific audience. For clean technology, popular content formats include;

  • Editorial blog content
  • Content assets like white papers, ebook content, webinars, and podcasts
  • Social media content (i.e. LinkedIn marketing)
  • Media relationships
  • On-Page SEO and link building
  • Tradeshow support and sales enablement

Why content matters for clean energy companies

For your B2B marketing strategy, you can choose various marketing approaches. So, why should you choose content marketing? Any why is it the best strategy for your company?

Energy companies have complex buyer cycles, multiple decision makers, and long-term nurturing periods. Content can support a customer during their buying journey, educating them on the subject, the market, and the product thoroughly.

Content marketing for clean energy, renewable energy, and green energy companies
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5 reasons why content matters

  1. Complex subjects: Clean energy is evolving with new technologies emerging daily. Many of these technological advances are progressive, and they’re very much unknown to the market. Content marketing can help marketing teams educate customers on the complexity of their product, but also how that product can be a solution to customer challenges.
  2. Multi-decision makers: The energy industry is not only complex in [product, but complex in company personnel structures. Sales teams will often have to talk to multiple decision makers and change their value proposition. Content marketing can support an Account-based Marketing (ABM) approach that specifically supports the needs of specific customer target markets.
  3. Leverage your WHY: Renewable energy benefits the environment—but also humanity. As new topics are trending in this industry, it’s now the time to leverage content marketing to tell your story, why you started your company, what you’re looking to solve, and build those core pieces into your marketing strategy.
  4. Emerging topics: New technologies are entering the energy market daily. Content marketing is a viable solution to educate your audience on these trends, the innovations that your company is enacting, and elevate your brand as an industry thought-leader.
  5. Lower your cost per lead: Trade shows, sales meetings, and conferences are expensive. With the world going more digital, you can leverage digital marketing to place your product and solution in front of more people within your target market. But more so, a strong content marketing and SEO strategy will overtime reduce the high costs that you’re currently paying to acquire leads.

Best content tactics for energy marketing

Content marketing is a collection of strategy frameworks, content assets, and content best practices, with the ultimate goal, to attract a specific and well-defined audience. And it’s intending to get that audience to buy from you. 

It’s a subsection of Inbound Marketing, and it’s highly diverse with the ability to incorporate into other marketing disciplines. As a renewable energy company, you might want to leverage content marketing. It’ll help you meet specific goals that matter to your company. These company goals might include;

  • Generating leads
  • Attracting a specific audience
  • Educating on clean technology topics
  • Enlightening a niche audience
  • Tackling complex topics in the industry

You’ve decided to leverage content in your marketing strategy. Content will work for industries whether you’re a traditional energy company, innovative SaaS product, or residential solar company. If you’re a solar residential company, you can use localized SEO best practices to get in front of a business to consumer market. 

But if you’re B2B, here are several popular Inbound Marketing tactics that leverage content.

  • Building a robust editorial and SEO blog content strategy
  • Developing a series of webinar content
  • Leverage LinkedIn Marketing to get in front of more customers
  • Creating content assets like white papers, eBooks, and infographics to educate and entertain
  • Using media to tell your story and get known

Content marketing for clean energy

If you’re ready to leverage content, an agency partner can help you set up a content strategy that delivers results based on your business goals. As a niche-focused agency, MTC | The Content Agency has worked with several companies just like you to establish and grow their content marketing. Learn more about what we can do for you at MTC.