How This Marketer Electrifies ‘Energy is Good’ Stories (B2B CMY Finalist)




Editor’s be aware: We’re sharing insights from Content Marketer of the Year finalists on the weblog earlier than we announce the winner at Content Marketing World in September. This is the primary yr we’ll identify a Content Marketer of the Year in two classes – B2B and B2C. 

Corrado Paolucci is working to vary how folks take into consideration power’s complicated function within the local weather change saga.

His work because the content material technique and newsroom supervisor at Eni, an Italy-based international power firm, earned him a spot on the record of finalists for 2019 B2B Content Marketer of the Year.

Why he caught our eye

Corrado leads the worldwide workforce of storytellers behind the corporate’s content material model Eniday, which explores new frontiers in power and the individuals who work on daily basis to rework the earth’s pure assets into power.

The first digital storytelling asset of its variety in Italy, Eniday mixes refined written and visible storytelling methods to encourage, educate, and persuade the viewers that, because the hub’s tagline states, “energy is a good story.”

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The problem of a charged sector

Energy retains the world related, actually lighting our lives and making most of life’s duties quicker and simpler to do. Yet assembly the worldwide urge for food for power creates penalties and challenges at the moment and sooner or later.

Eni, the highest multinational firm headquartered in Italy and a high 10 power firm globally, acknowledges its function in that complicated dialog.

“With a global population expected to reach 9 billion in 2040, we feel the responsibility – as an international energy company – to contribute to bringing innovative and cleaner energy where it is needed,” mentioned Claudio Descalzi, Eni’s chief government officer, in a launch saying the corporate’s newest sustainability report.

The matter might skew closely to know-how and science. But as a talented content material marketer is aware of, dry science doesn’t seize folks’s consideration, creativeness, and admiration. It takes artistic tales that have interaction on a human stage.

.@CorradoPaolucci and his @Eni workforce flip dry science into content material that captures folks’s consideration. @carlajohnson Click To Tweet

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Wielding the facility of story to inform the brand new story of energy

Our kudos to Eni for hiring a communications director with a journalism background and an appreciation for high quality content material and storytelling. As that director constructed his workforce and created the interactive media platform, he employed Corrado as an government assistant.

A number of years later, Corrado took on the roles of editor-in-chief and lead strategist for the Eniday content material hub, managing the inner workforce and constructing relationships with exterior contributors together with journalists; photographers; videographers; and specialists in huge knowledge, power, and sustainable growth.

The interactive content material they produce (accessible in English and Italian) mixes knowledge and analysis with a wholesome dose of creativity. Visual storytelling retains the content material entertaining, accessible, and interesting to a broad viewers who cares about taking good care of the Earth.

#Visualstorytelling retains the #content material entertaining & partaking to an viewers who cares concerning the Earth. @carlajohnson Click To Tweet

Click to enlarge

A current Eniday story tells the historical past of fossil gasoline by means of partaking textual content dotted with a collection of tapestry-like panels that distill the weather into eye-catching and nearly whimsical representations.

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Forging energizing paths

Having grown up in a family that prized tales (his father is a journalist), Corrado studied communications, promoting, and artistic path on the University of Milan. Intrigued by the connection between artwork and communication, he began telling tales by means of video and pictures, and, later, writing. A agency believer in lifelong studying, he’s working towards a grasp’s diploma in enterprise administration and normal administration.

Just as he pushes himself to strive new issues, he consistently encourages his workforce to problem standard communication strategies. He now leads the technique behind newly launched Eni TV, doubtless the primary digital streaming platform of its variety in Italy. Eni TV covers main power points and showcases firm tradition by making Eni’s workers the protagonists of this system.

.@CorradoPaolucci urges his workforce to problem standard communication strategies, says @carlajohnson. #CMWorld Click To Tweet

Click to enlarge

Plugging into viewers pursuits

Storytelling methods are ineffective, although, if the story doesn’t resonate with the supposed viewers. To be certain that Eni’s tales carry the correct cost, Corrado and workforce analyzed viewers knowledge to tell the technique, type information, and fundamental key phrases.

These knowledge sources included:

  • Social media: By analyzing social media conversations, the workforce heightened its consciousness of the viewers’s pursuits and the subjects they care about most.
  • Google Trends and different analysis. Constant monitoring of power subjects on Google Trends mixed with on-line secondary analysis and subjects recognized from social media helped the workforce change into first-movers on new subjects. Predictive analytics assist them anticipate future tendencies.
  • Influencers and opinion leaders. Analyzing how opinion leaders speak about power points (and which of them they concentrate on most) helps the workforce learn to join with these authoritative and influential folks.

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Firing on all content material cylinders

With their viewers on the coronary heart of all their content material concepts, Eniday’s authentic tales focus much less on the technical facets of sustainable power and extra on the emotional responses these tales create.

And it appears to be working. Over the final yr, Eniday’s content material efficiency numbers are trending up, together with:

  • An enhance in returning guests
  • Page scroll depth (now averaging 75%)
  • Page views per go to (up 30% final yr)
  • Time spent (as much as Three.45 minutes from 1.30 minutes)

.@Eni’s emotionally centered tales have led to jumps in returning guests, pages per go to, and time on web site. Click To Tweet

The web site additionally promotes inner relationships. The genuine tales the Eniday workforce creates that includes Eni workers foster a powerful inner model tradition that reminds workers of their significance, and the values and aims they share with the corporate.

Corrado additionally produces a video technique to advertise the Eni Award for excellence in power occasion (often known as the Nobel Prize of power). The program celebrates folks inventing higher makes use of of power sources, selling scientific analysis and innovation, and inspiring a brand new era of researchers.

And, very doubtless, producing all types of recent power tales for Corrado and workforce to inform.

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Be among the many first to study the 2019 Content Marketers of the Year – the opening act to Scott Stratten and Henry Rollins’ keynote shows. Register at the moment for Content Marketing World Sept. Three-6 utilizing code CMIBLOG100 to avoid wasting $100. 

Cover picture by Joseph Kalinowski/Content Marketing Institute




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