Writing renewable energy marketing copy or blogging can be a tough request.
But firstly, why is it so hard?
On the one side, despite being of paramount importance to everyone who plugs something in, clean tech is a complicated sector.
Often you need to convey complicated engineering theories.
And you are often writing for people that are not engineers.
This is because the sector contains many more people than engineers and technicians.
In the wind energy sector alone you could be writing for investors, operators, data analysts, risk management, and many others.
It is also truly global.
Yes, English is mostly used. But, as with many other international sectors, you need to write in a clear and concise way.
For proof of this, take a look at our Copywriting Guide. It explains how to create wind energy articles that can be consistently and univerally understood.
A Quick Breakdown of our Areas of Expertise and what we Offer
We and handle most types of content. Whether you are looking for news articles, features, infographics, or a 10,000-word corporate report, we can hit the ground running.
The problem with hiring a jack-of-all trades content consultancy is you have to bring them up to speed on your industry.
Wouldn’t it be better to bring in someone who already knew that market?
If so, here are just a few of the areas we are expert in.
Are you looking for some analysis of the wind industry? Who the big players are such as Vestas, Enercon, Siemens Gamesa etc.
Or do you want someone to write about the latest in wind turbine blade technology? Offshore turbine foundations. Or government policy?
Need someone to write about Chinese exports? Falls in the costs of solar panels or rises in maintenance costs?
Or a list of the biggest projects. Or how solar is being integrated with other forms of renewable energy?
Perhaps you want some copy produced, or a page building up, on how households can sell electricity back into the grid.
We can handle all of these things.
Grids and Energy Supply
Smart grids, electrification, and the energy markets.
The seven words in the previous paragraph encompass several huge sectors, which interlock with most areas of industry.
It encompasses the massive challenge the world faces as a result of decarbonisation and changes to energy generation.
If you are involved in this area, then we can help put your ideas across.
Thanks to Tesla and the growth of electric vehicles, the price of battery storage has plummeted.
Whether you want content about the lithium batteries stored in houses to storage solar-generated electricity, or around 50MW to balance the grid, we can handle it.
Tidal or Wave power
The reliability of the tides helps defeat one of the main criticisms of wind and solar power – that they are intermittent sources of power.
If you are planning projects with tidal-powered turbines, lagoon tidal power, or wave power, we can help.
Electric vehicles form one of the key planks of electrification, along with battery storage and flexible response.
Writing about them requires a knowledge about the technology the underlies them as well as the latest models and brands.
For example, few people know car batteries could form additional storage for companies during periods of high electricity demand.
Good Writing is at the Heart of Renewable Energy Marketing Strategy
Copy is still all-important.
For all the talk about the growing importance of video and images, text is still at the heart of most pages ranked highly by Google.
Indeed, it has been proved that Google has a clear preference for pages with more text.
And getting the right renewable energy term right is important for ranking. If you want to rank for a specific wind turbine for example, then you need to know what permutation of its name is most common on Google.
V164 8MW or V164-8MW?
Likewise, longer articles are more important. In Google’s eyes, a 2000-word article means the page is likely to be more in-depth, and of more value to the reader, than 200-words.
One other thing Google knows is whether the copy of good quality or not. It can pick out repetitions, plagiarism, spelling mistakes and more.
In-depth articles and posts on wind or solar power
Yes, good writing may well be at the centre of things.
But web pages need to take advantage of the medium and include visual media. And Wind and Solar are ideal subjects for 2000-word articles.
This is where Power Pages come in, something Electro Content specialises in.
These pages are in excess of 2000-words and structured with rich HTML, images, tables and videos.
The aim behind them is to create an extraordinary resource that other people will want to link to or bookmark.
Images are crucial. Research has proven images increase dwell time and interaction three-fold. They can be used to explain complex ideas such as how a wind turbine drivetrain works.
From an SEO perspective, the use of tables and images provides a better web experience. Here is a good explanation of the rationale for this.
As with any text reproduced online, it needs to be easy to read. There is a reason why most of these paragraphs are two sentences long.
Additionally, Electro Content has experience in creating interactive elements from quizzes to complex infographics.
Other formats that can be helpful
There is a sense many content producers are missing out on interactive content, especially in renewables.
The vast majority of content published online was in article format.
Conversely, the infographics and interactive pages were the most shared.
Just look at these sharing statistics for the last year for wind energy-related content.
This proves that many renewable energy content producers are not thinking about what is working for the reader.
Video and images are hugely important in renewables
What is the second most-used search engine after Google?
All in-depth pages should include video. Not only can it be embedded into the page itself, but it can also bring in valuable traffic from YouTube.
And it doesn’t need to be directed by Ridley Scott to be effective.
A simple headshot on a white background is more than enough. Yet as with images, renewable energy is exceptionally suitable when used around pictures of wind farms or solar projects.
Google image search is often left out of the equation. All good content managers should be trying to rank images for clean tech terms.
Writing about wind, solar, grids and storage
It is more than just words. It is about knowledge of the energy mix, how the markets work, and how the grid operates, how wind turbines and solar panels generate electricity.
It is also about policy and industry. And how things will work in the future.
Get in touch
If you are producing content or copy for renewable energy marketing then you need to bear all of these factors in mind.
Too much renewable energy web writing is overlong and too technical, or simply rehashed press releases.
If you want people to read and share your work, then make take the easy option and make it better.
For more information, get in touch via [email protected] or the form below.