Why oil & gas needs content marketing

Posted by on Sep 29, 2016 in Blog, Featured, Portfolio | 0 comments

Oil & gas companies can make a big leap forward by embracing a good content marketing strategy. ‘Many in the industry refuse to “meet people where they are at” and demonstrate the true (and nearly miraculous) value oil and gas brings to the world.’ As Vice President of Marketing and co-founder of Castagra Products Tatsuya Nakagawa remarks in drillinginfo ‘there are still only a handful of companies in the oil industry that really push the marketing boundaries…’ The offshore oil & gas industry lags behind other industries when it comes to social media engagement and content marketing. Conducting a Google search on the topic is comparable to searching for a needle in a haystack. Among the needles, which I prefer to refer to as pearls, are blogs by TwinEngine (14 Trends in Online & Social Marketing in 2014), Tribe Rocket (Oil and Gas News Alert: Industry Turns Down Billions in Profits) and drillinginfo articles. Traditional versus content marketing mindset James Hahn, owner of Tribe Rocket, sums it up nicely in The Top 5 Marketing Mistakes Oil & Gas Operators Make, ‘…our industry is at an inflection point. New technologies aren’t just changing the way people live, they are changing the way they think. And you can’t play ostrich and ignore these facts anymore.’ According to James Hahn, ‘People in oil and gas tend to have a very traditional mindset that says, “I need to meet people in person to build relationships and grow my business.”’ Understandable, but if your business contacts are building relationships using social media, your first encounter with them might not be face-to-face. Social media is also a cost-effective way to reach a large target group. Take LinkedIn for example. ‘Compared to running content in a traditional publication, like The Globe and Mail’s Report on Business, Huska* says LinkedIn can provide reach without any wastage, a pain point for clients in industries like oil and gas or business-to-business technology that look to target a very specific niche.’  Best practices oil & gas social media For inspiration, see: • Tatsuya Nakagawa’s examples of top content marketing cases: 4 Ways the Oil Industry can Create Raving Fans & Brand • successful social media cases of four trailblazers (Statoil, Shell, Chesapeake, Payson Petroleum) • TwinEngine’s list of the top 100 oil & gas companies involved in social media.   * Armin Huska, Digital Managing Director at Mindshare   Image courtesy of Ryan McGuire, Bells Design (http://www.gratisography.com/). An incredible source for free...

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When should you outsource your copy?

Posted by on Sep 28, 2016 in Blog, Featured, Portfolio | 0 comments

I follow a number of copywriters and one of them is well-known American copywriter Bob Bly (www.bly.com). I certainly enjoyed Bob’s last piece on “Should you write your own copy?” Bob explains that business owners and marketing managers who fit three criteria often produce copy which is better and more successful than professional copywriters. You are an excellent copywriter. You enjoy writing copy. You have the time to write copy. The reason being is that since they know the product and market well, they have an edge on the professional writer. Half the battle in copywriting is actually knowing the customer and the product. However, unless you meet the following three conditions, Bob Bly says you are better off hiring an agency or a freelancer. So if you are an excellent copywriter, enjoy writing copy and have the time to write copy – do it yourself instead of outsourcing your copywriting. That is, according to Bob Bly. I would like to add another condition which negatively rocks the foundation of the other three mentioned. When working for companies and their publications, I sometimes come across a kind of company blindness which gets in the way of a company’s communications with its (potential) customers. Thinking “outside the box” can be essential in communicating your company’s message effectively to your audience. * Read Bob Bly’s article on Should you write your own copy?   Photo of  Lediberg notebook “I love 2...

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Fundraising and sea turtle drama

Posted by on Sep 2, 2013 in Blog, Featured, Portfolio | 0 comments

Leading US copywriter Richard Armstrong’s Sea Turtle Rescue Fund letter is one of my favorite fundraising direct-mail letters. It’s a compelling and convincing story about the plight of Florida sea turtles which unfolds on four pages. The technique used is one you don’t often see in direct-mail copywriting: drama. Armstrong describes it as a “little soap opera playing out right before your very eyes.” Read this letter (www.sofii.org/node/591) and you’ll want to donate to this fund. Written a couple of decades ago, this direct-mail letter could be mailed today and still work. It’s a classic without a shelf life. Not only would it still work, institutions involved in fundraising and grappling with the economic crisis, should consider using this approach in supporting their causes. Social media is all about connecting and conversing with people. What better way to reach and convince donators than by telling them an engaging story. Create a ”little soap opera” for your Facebook, Twitter and LinkedIn fans, and see what happens. By: Lesley J. Langelaar-Thomas Your English language copywriter in the Netherlands P.S. Read Richard Armstrong’s ”My First 40 Years in Junk Mail”: www.freesamplebook.com. Copyright photo, Rob...

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