The goal of a marketing campaign is to convince potential customers to buy your products and services instead of your competitors’. This used to involve telling prospects why your company is better than the others in the form of ads on TV, radio, and billboards. Now, it also requires showing them through relevant, high-quality content.
Thanks to the Internet, consumers and businesses have access to information about companies from around the world. With that much competition, it would be nearly impossible to reach target audiences with traditional messages, let alone stand out from other companies. A better strategy is to produce content that not only draws in these audiences, but generates enough interest for them to initiate a business relationship.
This page provides an overview of content marketing, including the benefits of a strategy and the steps required to put an effective content marketing plan in place. If you'd like to speak to a specialist, you can contact us online or reach us at 888-601-5359.
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What are the benefits of content marketing for oil and gas companies?
While content marketing has become widespread over the last few years, it’s always been an effective method of promoting a business. So what makes it so useful? Here are a few advantages:
It helps you stay competitive
According to a recent study, 86 percent of B2B marketers are using content marketing. These companies use it to generate leads, increase sales and improve customer loyalty—and your competitors may be doing the same.
Many of these companies are getting the results they want from their content strategies. And as their content strategies improve, so does their visibility—specifically, their visibility compared to companies that don’t produce content.
It differentiates your brand
You may be dealing in commodities, but that doesn’t mean your oil and gas company is like every other. Each company offers different services and financing options, with different technologies and projects in different regions.
Producing content that leverages your company’s unique capabilities helps you set it apart from similar companies, create a distinctive brand position, and gain a competitive advantage. And when you can stand out from the noise, you have a better chance of converting customers.
It builds trust
Whether your company is more involved in exploration or production, a typical project can last for years and cost millions of dollars. The decision to hire your company won’t be taken lightly by prospective clients, which is why they want to know what they’re getting before they close a deal. Content allows prospects to get to know your business without the hard sales pitch that some marketing strategies employ.
What types of content should you create?
Now that you know why content marketing is a good idea, you need to figure out what kind of content makes sense for your company. Certain formats are appropriate for some topics and audiences, but not others. When you know what you want to accomplish with the content, you’ll be able to find the best presentation. Here are some of the most effective for oil and gas companies.
1. Blog posts
There’s always something new happening in the industry—new fields are being discovered, new projects are beginning, and prices are fluctuating. Meanwhile, consumers and businesses often have questions concerning environmental regulations, safety, or cutting their bills in extreme weather. A weekly blog post can keep followers up to date on all of these events and position your company as a thought leader in the industry.
2. Informational guides
Whether you conduct your own oil and gas research or not, it’s important to know about the latest findings. This research also provides a steady stream of premium content. If you do your own research, you should present the results in informational guides, which will not only inform potential customers, but also establish your authority in the field.
People hear a lot about oil and gas exploration in terms of regulation, environmental concerns, and utility rates. It’s one thing to hear about it, but it’s another to understand it. Complex topics and numbers-driven data can be harder to grasp—and, frankly, less interesting—when presented in text form. Infographics have become valuable tools on this front, as they allow you to translate complex data into easy-to-grasp illustrations.
Keep this format in mind if your latest topic has a lot of numerical data or requires charts and diagrams to explain. As an added bonus, infographics are more likely to be shared than text-based content, which expands your potential audience.
4. Case studies
The marketplace is always interested in how a particular company can provide solutions to a variety of issues and concerns. While other content formats are great for telling them how your company would hypothetically address these issues, case studies show potential customers how you’ve actually done it.
Create detailed case studies showing how customers or prospects came to you for a solution, what you delivered, and the short-term or long-term results. You can show that your company is a reliable source of expertise and insight, particularly for those facing similar issues.
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Want to use content marketing for your oil and gas company?
Given the number of oil and gas companies competing for their business, consumers and businesses must find a way to narrow their choices. Content can help by showing them what each company has to offer.
An effective content marketing strategy will help you differentiate your company and develop a stronger online presence, but if you don’t have the time or resources to do it on your own, WebFX can help. Contact us today for more information about how our team can create and launch a results-driven content marketing strategy for your oil and gas company.