Increasing Market Demand with Environmental Content Marketing Plans
01. The challenges
Asolar warranty company needed solutions to increase market demand for their protection products with homeowners and increase sales with their current installation partners. The challenge was that as a B2B2C brand, their partners weren’t comfortable with a direct communication path with their customers, the homeowners. So, the solar warranty company needed to find a high-integrity workaround to communicate with homeowners.
02.The solutions
Research
We used our research services to survey homeowners and installers, uncovered pressing questions and myths through online groups and forums, and took polls in business and consumer spaces. Through this research, we clarified potential solar homeowner pain points and installer missed opportunities for increasing adoption and sales.
Branding and Messaging
Since the brand hadn’t previously published much or very educational content, we developed a Content Marketing Brand Packet that included a Content Mission Statement, core messaging, tone, voice, look, and feel for all produced content. We incorporated corporate compliance and rules for brand representation through which all content was filtered. We infused the brand’s personality, which included loyalty, friendliness, intelligence, hard work, expertise, and inclusiveness.
Strategy
A tailored 2-year digital educational content plan was created to reach homeowners interested in solar and battery storage nationally, which would increase market demand. Another 2-year plan was crafted to increase the value of partnerships by delivering helpful B2B2C educational marketing content to partners to increase current sales.
Execution
We implemented our proprietary educational hub, which was tailored to the client and included a two-year curriculum aimed to shift homeowner sentiment from skeptical to trusting of solar solutions through the transparent content of the client. The framework included ideation, creation, and dissemination of all content with clear call-to-action messages.
03.The results
The company went from very little content production and low market share to becoming a leader and dominating the conversation for renewable asset protection by having a full suite of diverse content to support its B2B2C model. Homeowners began to request the product by name and began to trust the company as a resource for transparent information and guidance on how to select an installer.
The website became a source of education for both B2B partners and end-users, focusing on providing education for B2C audiences. The surge in well-planned, executed, and promoted content led to the plan’s success, which included the following results.
04.Opportunities
The multidisciplinary approach to content marketing allows us to support business development. Here are some of the opportunities that arose.
- PR Engagement
- Leadership opportunity for speaking and interviewing
- Increased value to partners and installers
- PR Engagement
- Increased manufacturer list
- Digital education for installers
- Repositioned as a leader in the industry
- Educational framework used for webinars, tradeshows, and educational training sessions
- Content assets that continue to drive traffic and hold ranking
- Opportunity to distill long-form content into shorter content for social
- Build brand trust and integrity with consumers in a skeptical market
- Opportunity for additional revenue streams