Solar meets content: Powering tomorrow with today’s marketing techniques

1 reason for increased business success on a year-over-year basis. However, not all industries are created equal in terms of content marketing potential. While content strategies can certainly serve businesses of all shapes and sizes, regardless of the market they operate in, specific sectors more easily lend themselves to content marketing success. Online presence. Consumer problems and questions Whether solar energy companies are providing products and services to other businesses or the general public, it’s guaranteed their audiences will have questions in need of answering. The company that is best able to answer questions through targeted content creation will automatically be seen as a leader in the space. Specialized information Thanks to these cycles of innovation, particularly concerning technological advances, the solar energy industry is ripe with the type of specialized information that attracts engaged readership and social sharing due to its rarity and freshness. Specificity and uniqueness As Alton pointed out, businesses operating in broad, well-known industries, such as automotive or construction, can be at a disadvantage in terms of content marketing. Fortunately, while solar energy adoption is growing, it is far from on par with other types of product- and service-based industries, making it both specific and unique. However, solar companies unwilling to invest in strategic content marketing efforts will find themselves missing out on the potential for audience engagement.

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Regardless of industry or aim, the benefits of employing a content marketing strategy are clear.

It’s why 89 percent of business-to-business and 86 percent of business-to-consumer marketers report investing in content marketing, according to the Content Marketing Institute and MarketingProfs.

It’s also why those same marketers overwhelmingly describe their content marketing efforts as either extremely, very or moderately successful in terms of achieving organizational goals.

Marketers in both the B2B and B2C spaces cite content creation as the No. 1 reason for increased business success on a year-over-year basis.

However, not all industries are created equal in terms of content marketing potential. While content strategies can certainly serve businesses of all shapes and sizes, regardless of the market they operate in, specific sectors more easily lend themselves to content marketing success.

Case in point: solar energy.

What sets solar apart?

As seen on CIO, digital marketing specialist Larry Alton outlined why content marketing benefits some industries more than others. The criteria used for measurement included:

  • Consumer problems and questions.
  • Cycles of innovation.
  • Specialized information.
  • Specificity and uniqueness.
  • Online presence.

Alton’s list, seemingly unintentionally, is a perfect fit for the solar energy industry.

Solar consumers have questions. Content marketing has answers.
Solar consumers have questions. Content marketing has answers.

Consumer problems and questions
Whether solar energy companies are providing products and services to other businesses or the general public, it’s guaranteed their audiences will have questions in need of answering. Uncertainties regarding price, installation, environmental impact and more will all be researched online. The company that is best able to answer questions through targeted content creation will automatically be seen as a leader in the space.

Cycles of innovation
The solar energy industry seems to make headlines on a routine basis thanks to continued innovation. These constant breakthroughs breed sustained interest among consumers, and thereby call for content marketing to foster and engage…

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