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How to Make Utility Content Marketing More Customer-Centric

Posted by David Quigley on February 21, 2020

Most utility companies are focused on improving their customer experience, enhancing their brand reputation and establishing themselves as thought leaders. Researchscape reports that the majority of consumers expect their utility to provide them with personalized advice. Educational content can be a useful technique to engage customers on a myriad of topics.

Engaging customers on energy related topics can sometimes be challenging. Content marketing can help utilities be in the right place at the right time, making it one of the key solutions utility marketers can employ to deliver the useful, practical information customers crave. Here are a few examples of topics that can be highlighted by utilities in content marketing to help foster customer engagement.

Click here to download 12 Powerful Examples of Energy Marketing

#1. Show how technology benefits your customers 

According to a recent survey by the Smart Grid Consumer Collaborative, many people have heard of smart meters and smart grids (72% and 70%, respectively).

Even though consumers are aware this technology exists, "they want to see the benefits that can be delivered to them," says deputy director of the Smart Grid Consumer Collaborative Nathan Shannon. "Utilities are going to have to explain themselves a little more."

This is a great example of how content marketing can help. In this example, you should lead with solutions a smart meter can provide for customers. Formulate content around money-saving energy tips — and position new technology as a means to that end. This is key to developing customer-centric content: lead with the angle that solves a customer’s problem. It's about what's in it for the customer rather than your business. 

#2. Empower customers on rate options

One of the biggest challenges for utilities is engaging customers around topics such as rates. While customers are more engaged in states that have choice, utility rate plans are still more of a housekeeping topic for many customers versus an active decision. Whether your utility is in a state where customers have choice or simply offers rate plans for peak usage periods, content marketing can help.

There are 23 states where consumers can choose the company they want to buy their electricity from. According to PricewaterhouseCoopers, consumers have much more freedom when it comes to choosing a rate plan and the contract term. Help customers understand how plans differ. Explain the specifics of each plan, and the advantages or disadvantages plans offer for customers whose needs vary greatly, but again take it from the customer perspective.

For states without deregulation legislation, consider how to marry energy savings with rate plans. Build an article around a key phrase such as “reducing utility bills.” If your utility offers any plans for load shifting or incentives for load shedding, highlight those plans a strategy for reducing a utility bill. This transforms content that otherwise might be company-focused to customer-centric engaging solutions.

#3. Position online tools around customers’ needs

Most utilities offer online tools that serve as a useful mechanism to drive engagement among customers. Content marketing for utilities can be the perfect venue to tell this story. In truth, most online tools are a means to an end from a customer’s perspective. Educating business and residential customers about online tools is important, but generally not enough. Customers need to fully visualize the specific types of information that will be generated from using the tools. Additionally, the utility can demonstrate the applications of the tools, how certain customers have used them, and more importantly, the outcomes.

If your utility offers an online energy audit tool, for example, an article titled "Five Areas Where HVAC Systems May Be Wasting Money and Energy” could discuss common ways that businesses can increase HVAC efficiency. The article can highlight customers’ ability to identify those areas as a key feature of the online energy audit. This type of content allows the customer to see the linkages and draw a conclusion on what this can mean for their home or business. The key is not to talk about the tool first, but focus on the customer’s problems with the tool being a solution.

#4. Transform rebates to energy saving measures

Many utilities offer rebates and incentives for energy efficiency products. Some customers could be pushed over the purchase threshold if they understood what rebates and incentives were available for energy saving products. Content can be used in a storytelling and customer-centric fashion to help customers visualize the types of energy saving measures that can be employed. Authoring this type of content can position a utility as a trusted advisor. Additionally, content can engage customers by educating them about the products that have rebates.

Content needs to go beyond just rebates. Demonstrate what changes in a business or home can be made to qualify for rebates. Educate customers about the benefits of upgrading various older products to newer, energy efficient models. For example, an article titled "How to Improve Retail Performance with LEDs" can discuss the savings that LED bulbs offer and offer new uses for LED lighting, such as creating ambiance and the application techniques that best accomplish the desired level of light.

Content and digital marketing is proven technique for driving customer engagement to utilities — but you need the right partner. J&C has experience building transformative content marketing strategies for utilities companies. To get inspired, make sure to download J&C's 12 Powerful Examples of Energy Marketing. And if you need a partner with proven results for utility companies, contact J&C today.

Topics: Digital Marketing

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