It’s no secret that the general public and energy companies don’t always see eye to eye. The political complexity and historical environmental disasters (think BP oil spill), rightfully so, sets energy companies up for a steep challenge to change their public perception. Based on our findings, lack of perceived authenticity, transparency, innovation and environmental responsibility are the core issues the public finds with these companies. The good news for energy companies looking to change these issues, is that content marketing can help. In this SlideShare, we'll dive into the content marketing strategies of a leader in the energy space.

1. Trends + Trendsetters
The Best in Energy Content Marketing

2. 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 liz.bedor@newscred.com
- Liz Bedor, Associate Brand Strategist, NewsCred

3. The energy industry has
a perception issue.

4. 61%
Source: 24/7 Wall Street, 2012
of consumers said they had
negative feeling toward oil
and energy companies.

5. Why?

6. Energy companies and the public
have a poor understanding of
one another.

7. “Levels of trust between energy
companies and wider society have
come under severe pressure.
”- SAM LAIDLAW -
Chief Executive of British Gas Owner Centrica

8. Energy companies want the
public to understand…

9. 9
Complexity of the energy industry
Source: ‘Steffy: Energy industry thin-skinned to criticism’, Chron, 2012

10. 1
Fundamental need for energy
Source: ‘Steffy: Energy industry thin-skinned to criticism’, Chron, 2012

11. While the public wants
energy companies to be…

12. Authentic

13. 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.

14. Transparent

15. 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.

16. Innovative

17. 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.

18. Environmentally Responsible

19. 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.

20. How content marketing
can help.

21. Energy companies can use content
marketing to change perceptions
and improve communication with
the public.

22. Let’s see an example of an energy
company doing just that.

23. In 2013, British Gas lost nearly 400,000 customers after
coming under fire from politicians and consumers groups.

24. 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.

25. The British Gas Blog
The energy blog that keeps you in the loop

26. 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

27. Content topics are a balance between customers’
energy concerns and British Gas’brand purpose.
British Gas’ brand
purpose
Customers’ energy
concerns

28. British Gas’ blog delivers content to its
customers that demonstrates authenticity,
transparency, innovation and
environmental responsibility.

29. Let’s see how.

30. Authenticity

31. 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.
“
”

32. Transparency

33. 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.

34. 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.
“
”

35. Innovation

36. 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.
“
”

37. Environmentally Responsible

38. 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.
“

39. 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
“
”

40. And social ties it all together.

41. British Gas Social Media
All accounts have consistent friendly and approachable look and feel.

42. 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.

43. Blog Content Shared on Social Media, But Tailored
for Different Channels

44. 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.

45. NewsCred
is the most
comprehensive
content
marketing
solution.

46. Get in touch!
strategy@newscred.com