Why informative content builds positive brand perception.
In an era where entertainment media dominates… why is informative content so vital for brand success? How does it still cut through, and how can sectors like energy compete?
In the energy sector, change is constant, innovation is happening at exceptional speed, and that can be hard for audiences to understand and keep up with, leading to uncertainty or scepticism. Now more than ever, the cost-of-living crisis, fuel poverty etc. means energy brands need to fuel (pardon the pun) their various audiences, such as suppliers, network operators and customers, with the knowledge that helps them understand the bigger picture, their options, and informs decision-making, to build trust, advocacy and customer loyalty.
There are many reasons why energy companies share informative content. Helping customers understand their energy consumption patterns, providing practical tips to reduce their bills, and even keeping customers informed about network issues or outages ensures they are aware of any disruptions and can plan accordingly.
As the world transitions to net zero, educating customers about sustainable energy options and practices is essential. This not only empowers customers to make environmentally friendly choices but also supports the broader goal of reducing carbon footprints and promoting a sustainable future. Through clear and consistent communication, energy companies can build stronger relationships with their customers and contribute to a more informed and proactive community.
When energy organisations engage with their customers and stakeholders through clear, concise, and valuable content, they foster a sense of reliability and authority. Informative content is the bridge that connects complex energy concepts with everyday understanding. By breaking down technical jargon into digestible information, companies ensure that their audiences feel informed, empowered, and respected.
It can also help demystify the often-complex energy industry. By providing transparency and clarity around issues such as renewable energy sources, energy efficiency, and environmental impact, energy companies can position themselves as leaders in the field. This not only enhances their brand perception but also strengthens consumer loyalty.
Let’s talk tactics:
For audiences, staying informed and understanding the information quickly and easily can make all the difference. When it comes to building trust, having an effective, mixed medium content strategy is critical to creating content that supports customers and informs stakeholders. It really is the not-so-secret ingredient to positive brand perception.
Of course, social media platforms enable the sharing of concise, engaging posts featuring infographics, videos, and tips, enhancing brand perception and fostering a sense of community. Whilst Blogs and articles allow them to delve into complex topics, provide valuable insights, and humanise their brand.
Case studies are another great way to showcase a company’s expertise and impact, building credibility and trust and when partnered with event-based content such as webinars and workshops offer real-time engagement opportunities for providing insights and advice directly to the audience.
Don’t underestimate the use of visual elements to tell a data driven story. Infographics present complex information visually, making it easy to understand and share and video content explains processes, showcases projects, and shares stories, prioritising quality and storytelling. Email newsletters deliver informative content regularly, keeping the audience engaged and informed. Thought leadership involves sharing industry insights and expert opinions to establish a brand as an authoritative voice. Finally, influencer collaborations amplify a brand’s reach and credibility by partnering with expert voices and micro-influencers. Through mixing these diverse content strategies, energy companies can effectively communicate with their audiences, build trust, and foster a sense of community.
So, to answer my original question: why is informative content so vital for brand success? It’s simple.
Information creates understanding and understanding enhances the most coveted of all audience sentiment, the one that lasts… Informed positive brand perception. Knowledge isn’t just power, it’s a tool to reassure in uncertain times.
We help brands of any size, in any sector, define who they are and how they’re seen.
Our work spans perception audits, brand identity, positioning, and campaign strategies, ensuring your brand makes an impact from launch to every interaction. From energy and water to property and beyond, we create brands people believe in.
Keen to find out more? Check out our service here.
