The purpose of any marketing game is creating a brand that promises a great experience for the consumer. This was a complicated task even in the heyday of traditional marketing, such as telemarketing, print and television ads. In the current climate, however, it's even more difficult for a utility to get its message in front of consumers, let alone try to build a brand. With Mashable1 reporting 200 million people registered to "No Call" lists and 86% of people skipping TV ads, marketers are left wondering if they’re wasting marketing budget dollars when using traditional communication techniques.
This shift in consumer habits is the reason that digital marketing and content marketing for utilities is emerging as an effective utility marketing tool. According to the Content Marketing Institute2, 86 % of successful marketing departments understand content marketing's value for branding enough to have someone in charge of content marketing strategy. If you're still not sure that content marketing for utilities is the right approach for improving your utility's brand perception, here are a few ways the strategy has already proven successful.