Here are a few key points from this excellent webinar, presented earlier today, by SEIA on content marketing for solar companies.
- According to Tor “Solar Fred” Valenza, blogging is the centerpiece for any content marketing strategy for several reasons. For instance, it gives you organic search engine optimization, encourages people to turn to you as an expert, and gives your company a voice.
- A few reasons people might not be reading your blog include content that’s not interesting, too complicated, not visual enough, and not shared on social media like Twitter and Facebook. Presenting visual “eye candy” is much better than just a “wall of text.” You also need to blog regularly.
- Twitter is a hub for receiving and putting out information. There’s also a huge solar community on Twitter, people who you can interact with, ask questions of, start a conversation with. It’s also a terrific place to follow trends in your industry.
- According to Silvio Marcacci, visual content (e.g., “infographics”) is highly compelling to people, in part because the brain processes visual content 60,000 times faster than text. A good infographic catches people’s attention, conveys your message quickly and effectively, and helps grow your website’s traffic.
- In designing your infographic, think of it as a story – almost like a comic strip – with a beginning, middle, and end, plus a strong “hook.” Make sure that it’s helpful and informative, not just touting what you’re doing. Make it eye catching, focused on 3 or 4 core points you want to make. And make it easy to share, for instance by providing embed code for re-posting.
- Video can also be a highly effective way to get your message out. Consider that 90% of users say seeing a video increases the likelihood they’ll buy a product or service. Also consider that 80% of people online will watch a video, while only 20% will read all text content. Finally, keep your video short, as 45% of viewers will stop watching after 1 minute, and 60% after 2 minutes.
- Don’t forget Facebook, which is the largest social media audience in the world, with 1.2 billion monthly active users. You need to be there. Among other advantages, Facebook gives you the ability to micro-target customers (e.g., by geography, demographic, interests). Keep in mind that photos create 53% more “likes,” 104% more comments, and 84% more clicks than plain text. Also, posts with 80 characters or fewer create 66% more engagement than longer posts. And don’t forget to engage with people – it’s social media, after all!