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B2B marketing in upstream oil & gas has forever changed. No longer do corporate buyers wait for your salespeople to call and sell them. 70% of the B2B sales cycle is now done via content. And not just textual content, but visual content that rises above the noise. This presentation explores how buyers now consume content, and how social media and content communications are changing oil & gas. Energy brands have some of the most intriguing stories in the world to tell, if we but have the courage and creativity to do so. ____________ This presentation was given by Bill Roth (President, Industry Infographics) at the Energy Digital Summit in Houston, TX (June 2014). Please contact him at [email protected] with any questions, insights or to explore visual content strategy for your energy brand.
Citation preview
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Why Visual Content
Bill Roth Industry Infographics Denver, CO
for Oil & Gas Communications. is KEY
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mehhh…
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Alright…
lets give a try.
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this place…
is legit.
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worth every calorie…
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Remarkable.
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Content… is a lot like Food.
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We are all now runningContent Kitchens.
What’s going out your kitchen doors?
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Content Kitchen Prep. .
@Connect
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Wino
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Simplify
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4Stand Out
1 Y
•Oil & Gas online landscape?
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L
l57 s
.
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What does the Oil & Gas social media landscape look like?
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Oil & Gas on social media…
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of the Top 100…here’s how it stacks up.
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Increased interest in visual platforms…
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And industry specific social networks.
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Content Marketing
EN
GA
GE
ME
NT
PUBLISHING FREQUENCY
“Content marketing is the only marketing left.” - Seth Godin
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But does Content Marketing work for Oil & Gas?
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61% of the Oil & Gas market…is actively looking
for new solution providers.
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These buyers are influenced by vendorsthat display demonstrable knowledge
& expertise in their fields.
(via content)
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87% of B2B buyers…
say CONTENT has an impact on vendor
selection.
p
O
More than 27% say it has a major impact.
!- Social Media Today
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60% of the buyer journey is complete before prospects reach out to vendors.
f
!- The Corporate Executive Board
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ContentMarketingInstituteB2B Study
according to the 2014
93%of B2B Marketers
use content marketing.
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Make me care.
!Entertaining
!Informative
!Interesting
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@Connect
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Wino
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Simplify
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4Stand Out
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Why Visual Content Marketing for Oil & Gas?
4 Reasons
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Stand Out
1 Y #1 Visuals filter out content noise.
2,000,000 blog posts a day. !
27,000,000 pieces of content are shared each day.!- AOL / Nielsen
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Stand Out
1 Y
90% of the information that comes to the brain is visual.
#1 Visuals filter out content noise.
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Stand Out
1 Y #2 Visual content gets our attention FAST.
Since the year 2000, the average adult attention
span has dropped from :12 seconds to just
:08 seconds. !- Statistic Brain
Visuals are processed
60,000 x faster
than text! !- Zabisco
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Stand Out
1 Y #3 Visuals are naturally interesting.
60-70% of B2B marketing content goes
unused.
!- Sirius Decisions
Articles with compelling images get 94% more
views than those without.
!- Content+
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Stand Out
1 Y #3 Visuals are naturally interesting.
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Stand Out
1 Y #3 Visuals are naturally interesting.
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Simplify
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Visuals simplify our brand message.
Simplify
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The Restaurant Impossible Recipe.
1. Remodel the restaurant.
2. Simplify the Menu.
Simplify
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The Restaurant Impossible Recipe.
Nobody can afford to do it all.
The food is the message.
WHY?
Simplify
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The Restaurant Impossible Recipe.
We need to focus our resources.
Visualizing our brand messages makes them
tangible.
Same thing with our Content Kitchens.
Simplify
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Oil & Gas Communications are Complex.
•text-heavy •data-driven •complex engineering •ever-changing technologies •shifting geologies
•highly regulated •misinformation abounds •Big Crew Change •geo-political pressures
just to name a few!
Simplify
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#1 Visualizing Complexity makes it more Accessible.
Simplify
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#1 Visualizing Complexity makes it more Accessible.
Simplify
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#1 Visualizing Complexity makes it more Accessible.
Simplify
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#2 Resonate with ‘visual shorthand’.
• visual snacks
• 1 compelling idea
• easy to share
Simplify
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#2 Resonate with ‘visual shorthand’.
Simplify
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#2 Resonate with ‘visual shorthand’.
Simplify
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#2 Resonate with ‘visual shorthand’.
Simplify
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#3 Visuals can simplify potential.
Simplify
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#3 Visuals can simplify potential.
@Connect
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Visuals help our brands Connect.
If people aren’t talking about you, they aren’t talking about you for a reason.
They’re not talking about you - because you’re boring.
- Seth Godin
@Connect
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So is Oil & Gas boring?
Only if our communications are boring.
@Connect
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So is Oil & Gas boring?
•We have some of the most engaging stories to tell!
No way!
•We are powering American prosperity!
•We should be proud to tell these stories…
and make it as visually engaging as possible!
@Connect
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Visual Content shows personality.
Interesting Content is a top reason people
follow brands on social media.
!- Content+
Emotional marketing messages are
TWICE as effective as promotional ones. !- The Corporate Executive Board
@Connect
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Visuals can Connect…with feelings and attitudes.
@Connect
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Visuals can Connect…with core brand values and beliefs.
@Connect
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Visuals can Connect…with your audience’s language.
@Connect
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Visuals can Connect…with your people & stories.
@Connect
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Visual content Connects your…
Ideas Personality
Values
Faster than just about anything else.
Wino4
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Visual content helps you Win.
Content marketing costs 62% less than traditional
marketing and generates about 3x as many leads.- Demand Metric
Wino4
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How do visuals build owned media?
Z
?
W
@@
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WIN ATTENTION
INCREASE BRAND AWARENESS
REALIZE TRUE ENGAGEMENT
BUILD AN INTERESTED AUDIENCE (which now seeks your brand content)
ADJUST MEDIA SPEND OVER TIME
Wino4
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Do you rent or OWN their attention?
PAID MEDIA
OWNED MEDIA
EARNED MEDIA
Audience Conversation
Content
Decrease reliance and
spend on paid media
Increase organic presence in earned media
Wino4
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How does visual content impact search engine rankings?
Search engine algorithms are increasingly weighted to give authority and ranking
to social media.
Brands with high levels of engagement in Social, are
also winning in Search.
Wino4
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How does visual content impact website traffic?
Brand publishers who use infographics realize 12% more traffic than
those who don’t.
Posts with videos attract 3x more inbound links than plain text posts
attract.
Wino4
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How does visual content impact website traffic?
Viewers spend 100% more time
on pages with videos.
Including a photo or video in a press release
increases views by over 45%.
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@Connect
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Wino
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Simplify
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4Stand Out
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Why Visual Content Marketing for Oil & Gas?
4 Reasons
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Visual Menu Options for your Content Kitchen.
IMAGES
Memes
Photos
Illustrations
Comics
User Generated
INFOGRAPHICS
Mini-Graphics
Social Graphic Campaigns
Narrative Infographics
Data Visualization
Interactive Infographics
PRESENTATION
Slideshows
Case Studies
Reports
eBooks
White Papers
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Visual Menu Options for your Content Kitchen.
VIDEO
Demos
Short-form Video
Interviews
Commercials
Long-form Video
OTHER VISUALS
Animated GIFS
Cinemagraphs
Explainer Videos
Quizzes
Surveys
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My recipe for Content Success:
Be interesting.
Be visual.
Be consistent.
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Thanks for your Attentionfollow me @billrothcreates
Bill Roth Founder & CEO Industry Infographics Denver, CO 720-282-9450
@billrothcreates
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