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Let’s be honest, it takes time and effort to create good quality website content. It’s a monthly service we deliver for many clients as we all recognise that it’s good to engage audiences and improve SEO. But a common mistake is to accept that work ends after hitting “publish” – the content is shared once and is then lost in the archives. 

That’s a missed opportunity…

Good content has a long shelf life, and when properly managed, it can continue to deliver value for months, even years after its initial release. If you’re thinking “why would I share it again, I don’t want to bore people”, then don’t fear, repurposing and resurfacing your best content isn’t repetition — it’s smart marketing. 

Why repurposing content matters

Let’s start with the big picture: content repurposing is about getting more mileage from your existing content. But why is it so important? 

Here are three key reasons: 

1. Reach new audiences 

Not every visitor sees your content when it’s first published. Maybe they weren’t following your company back then, or maybe the timing wasn’t right. By resurfacing older content, you get a chance to reach a new audience—people who may not have seen your original post. This is particularly powerful if your content is evergreen (timeless topics that remain relevant). 

2. Reinforce key messages with your existing audience 

Even if your audience did see your content the first time, it’s worth resharing. Repetition can help reinforce important messages, ensuring your audience internalizes them. Frequency matters. Resurfacing quality content helps you stay top-of-mind for your audience and ensures your brand’s key messages are consistently reinforced. 

3. Boost SEO and organic traffic 

Fresh content is great for SEO, but updated content is even better. Search engines reward pages that are kept relevant over time. By revisiting, updating, and resharing your content, you give it new life in the eyes of Google and other search engines. You’re signalling to the algorithm that your page is still relevant, which can help you climb higher in search rankings and attract more organic traffic. 

How should you do it?

To repurpose content effectively there are some best practices which will help maximize the impact of your content over time. 

1. Identify your evergreen content 

The first step in a repurposing strategy is to identify your evergreen content—pieces that have long-term relevance. Unlike news articles or trend-based posts, evergreen content covers topics that remain valuable regardless of time. For example, core educational topics within your area of expertise. Our client FourPhase has a fantastic bank of content, much of which can be classed as evergreen – check it out here.

Tip: Review your website analytics to see which posts have consistently brought in traffic over time. These are prime candidates for resurfacing. 

2. Update old content for relevance 

Before resharing content, make sure it’s up to date. Revisit your older posts and check for outdated information, broken links, or design issues. A simple content refresh – like adding updated statistics, key dates, refining key points, or integrating new insights, can make your article feel new again. 

Tip: SEO / Google loves updated content. By tweaking and refreshing older posts, you can improve their rankings in search results. 

3. Change the format 

Another powerful way to repurpose content is by changing its format. Here are some ideas: 

• Turn blog posts into infographics: visual content is highly shareable and can reach audiences that prefer quick, digestible information. 

• Repurpose blog articles into social media posts: take out a key point and reiterate it  

• Create videos or podcasts from your articles: video and podcasts are hugely popular and effective mediums. Converting written content into engaging audio or video formats can expand your reach to new audiences. 

4. Strategically reshare on social media 

Simply resharing old content on social media without a plan won’t generate results. Approach it strategically by pairing it with current events, recent trends, or upcoming product launches. 

Example: If you wrote a blog post six months ago about a product which is particularly applicable in the middle east, then re-share it in the run up to ADIPEC.  

Using these moments to tie old content to current conversations increases its value and encourages engagement from your audience. 

5. Optimize for SEO – again 

If you’re updating content, it’s also a good time to reoptimize for current SEO trends. Research new keywords related to your topic and integrate them naturally into your post. Look for new opportunities to improve meta descriptions, image alt texts, and URL structures. 

Resurfacing content not only brings value to your audience but also signals to search engines that the content is still relevant and useful. 

6. Consider other channels  

Email marketing or LinkedIn newsletters are a great way to re-engage your audience, and repurposing your content can be a credible inclusion. Consider curating a monthly or quarterly email / LinkedIn newsletter series, where you reshare latest news, combined with some of your most valuable posts.  

A recent LinkedIn newsletter we launched for Ace Well Technology got over subscribers in the first month (20% of their LinkedIn audience). Sharing good quality content keeps your subscribers engaged and drives them back to your website. 

Work smarter

Honestly, there is a real irony to this blog, as we wrote it after discussing how we could “just” reshare an older website article as a social post! Once we started to talk about resharing we couldn’t resist writing this! 

However, the point is – smart content marketing isn’t always about producing new content. You can extend the life of your existing content by refreshing, updating, and resharing.  

Our next social post will be a re-share!! 

With the Offshore Northern Seas (ONS) conference approaching, the relevance of corporate giveaways is a question we’ve been asked a lot recently. What’s our take on it?

Aligning giveaways with your brand

The primary consideration for any corporate giveaway should be how well it supports and reflects your brand. Giveaways shouldn’t be arbitrarily; they should convey your organization’s message and values. For instance, one of our clients specializes in transmitting power and data through a pipe. For them, charger cables make an ideal giveaway, symbolizing their core functionality. If your company prides itself on precision, why not give out branded rulers? If safety is your primary concern, consider reflective items. The key is to make a logical choice that ties the giveaway item directly to what your company stands for.

Environmental considerations

In today’s eco-conscious world, the disposable nature of giveaway items is a critical factor. Environmental priorities are more important than ever, and plastic or throwaway items are increasingly frowned upon. Opt for sustainable choices that reduce waste and demonstrate your company’s commitment to the environment. Reusable, eco-friendly items are not only practical but also leave a positive impression on recipients.

Practicality is key

The best giveaways are those that recipients can use in their daily lives. Practical items such as pens, reflective accessories, sports gear, and chargers are always appreciated. People love items that serve a purpose beyond the initial excitement of receiving them. A well-chosen practical giveaway can keep your brand in the minds of recipients for a long time.

The popularity of consumables

Consumable giveaways, such as food and drink, are consistently popular, especially when the weather supports your choice – ice creams are always a hit on a hot day! However, these choices also need to be balanced with environmental impact considerations. For example, branded water may be practical but it often leads to a significant amount of plastic waste. Consider alternatives like reusable water bottles or eco-friendly packaging to minimize environmental harm.

Conclusion

Corporate giveaways remain relevant, but their success hinges on thoughtful selection. Choose items that align with your brand, offer practical use, and demonstrate environmental responsibility. By carefully considering these factors, your giveaways can effectively promote your brand and leave a lasting, positive impression on your audience.

With delicious aromas filling the air, Stavanger is once again abuzz as thousands of people flock to the streets for the 26th annual Gladmat food festival, held from June 26 to June 29, 2024.

Gladmat, meaning “happy food,” is Norway’s largest food festival, attracting around 250,000 visitors each year. This event showcases the culinary delights of over 150 exhibitors, ranging from local producers to innovative food processors and catering businesses. Gladmat has grown into one of Norway’s largest cultural events and a prominent brand in the Stavanger region, demonstrating the power of collective marketing.

The power of collective marketing
Collective marketing is the collaboration of like-minded businesses to create a mutually beneficial event. Despite some businesses’ reluctance to partner with competitors, combining forces can craft a compelling narrative that captivates local audiences, media, and buyers. The power of working together gives a wider reach more than a single business could manage alone.

For collective marketing to succeed, participating businesses must share target markets and values. Finding the right partners is key. When these align, collective marketing can be used as a strategy across various industries. For example, we recently helped our client Izomax deliver an Isolation Technology Day, in collaboration with their competitors ValveTight and IKM Testing.

By creating a synergy, you not only benefit from increased brand awareness for all participants, but practically this approach also shares the organizational and financial burdens, making it a cost-effective marketing strategy compared to running an event alone.

So, with that food for thought, we’re going to tuck into these delicious waffles. Happy food everyone!

For more information on Gladmat visit: https://www.gladmat.no

Does anyone else have The Beatles “Here comes the sun” in their heads?

Yes, spring is in the air and we are all excited in anticipation of sunnier days and longer, lighter evenings. It’s the season of renewal and rejuvenation, making it the perfect time to apply that mentality to your marketing efforts.

If you’re energized to take on a ‘spring clean’, we have five suggestions to help you freshen up your marketing:

Audit your content:
Take a moment to assess your existing content. Is it resonating with your audience, or have your sales team provided feedback on how to refine it further? Is there content that needs updating or archived. Can you find more recent case studies or gather testimonials from satisfied customers. Consider repurposing successful content in different formats or channels to maximize its impact.

Refresh your brand:
Customer preferences, industry trends, and technology are constantly evolving. Spring presents an ideal opportunity to give your brand a makeover or refresh. Evaluate if your messaging, visuals, and tone need updating to stay aligned with your audience and business objectives. Remember, change doesn’t have to be drastic—a style update can breathe new life into your brand.

Dive into your digital channels:
Review your website and social media profiles to ensure they’re up to date and optimized for search engines. Remove outdated information, broken links, or irrelevant content that may detract from your online presence.

Clean out your database:
Over time, data accumulates in CRM systems, leading to duplicates, outdated information, and inaccuracies. Conduct a thorough audit of your CRM database to identify and eliminate redundant or obsolete records. Update your data management practices enhancing the quality of your database and resulting outreach.

Re-connect with your audience:
As everyone emerges from their winter “caves,” use spring as an opportunity to reengage with your audience. Consider hosting an open day or tech event, organizing a webinar, or creating new video content. Launch targeted email or social media campaigns to reconnect with your audience and stay top of mind.

So, there you have it. Five ideas to help you spring clean your marketing and communication efforts! And don’t forget: “Here comes the sun, doo, dun, doo, doo…”!

In Hollywood the awards season may be coming to an end, but in the energy sector it’s all go!

This week the Offshore Achievement Awards took place in Aberdeen and ONS announced that the application portal for the ONS Innovation Awards is now open.

Some of our clients are previous award winners and industry accolades like this can really help highlight emerging technologies. In addition, awards can help companies:

Increase credibility
Winning awards can significantly enhance a company’s credibility within the energy sector and beyond. It demonstrates to stakeholders, clients, and partners that the company is at the forefront of innovation and leading positive change in the industry.

Stand out
In a crowded marketplace, receiving industry accolades can help a company stand out from competitors. Being recognized for groundbreaking developments or initiatives highlights the company’s unique value proposition and sets it apart as a leader in the field.

Create great PR & marketing opportunities
Awards provide excellent material for PR and marketing campaigns, allowing companies to generate positive publicity and raise awareness about their achievements. Whether through press releases, social media announcements, or feature articles, winning awards can amplify a company’s visibility and reputation.

Boost morale internally
Earning recognition through awards not only celebrates the company’s success but also boosts morale among employees. It validates their hard work, fosters a sense of pride in their contributions, and motivates them to continue innovating and striving for excellence.

Attract talent or investment
For companies looking to attract top talent or secure investment, awards serve as powerful endorsements of their potential and credibility. Being recognised for innovation and contributions to energy transition can attract skilled professionals who are passionate about working for a forward-thinking organisation, as well as investors who see value in supporting sustainable initiatives.

Over the next few months, it’s also going to be possible to apply for these well recognized sector awards:

Hart Energy ESG Awards – deadline 5 April 2024
Open to producers, operators, services companies and midstream companies in the oil and gas industry, these awards recognise organisations for their environmental, social, governance or overall ESG impacts and accomplishments.

More information: https://www.hartenergy.com/form/energy-esg-awards

ONS Awards – deadline 22 May 2024
First launched in 1982, these well-established awards recognise cutting-edge technology and solutions in the energy sector. Submissions are now open.

More information: https://www.ons.no/all-you-need-to-know/awards

ADIPEC Awards – deadline TBC
It’s possible to register your interest now, to be kept up to date with the awards details. These awards recognise the pioneers driving transformative change toward a sustainable future. Since ADIPEC is the biggest event in the Middle East, they are not to be missed if this is a key sector for your company.

More information: https://www.adipec.com/awards/

Gulf Energy Excellence Awards – deadline 12 July
With categories across upstream, midstream and downstream, these US based awards recognise and celebrate cutting-edge technological developments and exceptional leadership in the industry.

More information: https://e2awards.com/

Hydrogen awards – deadline 27 November
For those operating in this emerging sector, these awards have been launched to recognise enterprise, innovation and excellence in relation to bringing hydrogen to market, across various sectors.

More information: https://hydrogenawards.com/

Platts Global Energy Awards – deadline TBC

Having run for 25 years, these awards honor organisations and individuals in the energy industry who are dedicated to achieving excellence. The 2024 entry page is not live yet but we anticipate award entries being opened in the summer. Keep an eye on the website.

More information: https://www.spglobal.com/commodityinsights/global-energy-awards

If the prospect of applying for an industry award appeals to you, but you don’t know where to start with the application, then please reach out. We’ve supported many clients with award entries and would happily help you create an entry, designed for success!

We live in a media centric and interconnected world. Information is constantly at our fingertips and for businesses, communicating and sharing information is essential.

A discipline intrinsic to successful communication is PR, or Public Relations. Often a profession which is widely mis-understood, PR plays a pivotal role in shaping public perception, influencing stakeholder attitudes, and establishing strong relationships with key audiences.

But what exactly is PR, and how does it contribute to the growth and sustainability of businesses and individuals? Keep reading and we’ll share how understanding and leveraging PR can help you build trust and reputation.

What is PR?

PR stands for Public Relations and is summarised by the UK’s Chartered Institute of Public Relations as follows:

“Public Relations is about reputation – the result of what you do, what you say, and what others say about you. Public Relations is the discipline that looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public.”

Strategic alignment

It’s important to note that public relations is a strategic communications process. Before we create communication plans for our clients, it’s essential that we understand their wider business strategy. We can then develop clear communication objectives to support those goals. For example, if we know a client is looking to grow within a certain geographical market then we can align PR activity with their sales teams’ efforts and target influential publications and journalists in a specific geographical area. Effective and proactive PR is all centred on helping to deliver business goals.

PR in practice

Proactive PR

Traditional PR activities involve securing media coverage for organisations through press releases and other means. These activities include:

• Identifying and writing credible, newsworthy press releases
• Crafting full-length features on topics relevant to an organisation and pitching them to publications.
• Placing comments on articles and features that are relevant to an organisation.
• Creating opinion-led thought leadership articles, typically published exclusively in media titles, using the perspective of an individual within the organisation.
• Building a reputation as an industry or topic matter expert so that media outlets contact you for your opinion when a related situation arises

A skilled PR professional is not only a talented writer who can capture an organisation’s tone and outlook but also can identify emerging news and create engaging press releases to share that news. They cultivate excellent relationships with the media outlets they target, ensuring clients take advantage of every opportunity for coverage.

In some cases, PR professionals may even create newsworthy opportunities as part of their strategy. This could involve curating a notable collaboration, organising an event, conducting industry-specific surveys, or establishing positive corporate social partnerships. The specific story created and conveyed depends on the communication objectives and the desired outcomes for the organisation.

Reactive PR

PR also encompasses crisis communications and the need to respond to a situation. How an organisation communicates in a time of crisis can heavily impact the brand, so PR professionals carefully manage the narrative during challenging situations to help preserve a brand’s reputation.

Most organisations do not leave these situations to chance, and crisis management forms a core aspect of many organisations contingency planning. From a communication perspective, emergency preparedness involves identifying scenarios and planning for the outcome. This can be as simple as developing holding statements for key personnel. The main objective is to give more clarity and confidence if the situation were to arise. This can ultimately help mitigate potentially problematic stories.

Editorial vs Advertorial

In today’s media landscape there are opportunities for paid content placement. A PR professional can identify these opportunities and create the content, but it’s important to note that this differs from earned editorial coverage. Paid content allows organisations to convey a story that may not be picked up editorially and offers greater control over the message. It does not have to be validated by an editor or journalist before being used. Whereas editorial coverage needs to be earned – it needs to be newsworthy and give insight.

PR for building trust

PR plays a crucial role in reputation building and developing trust between a brand and its audience. Through a well-managed PR strategy, trusted third parties endorse a product or business, directly influencing decisions to work with the business or purchase its products. While securing media coverage in print was historically the focus, the growth of the digital world has shifted the emphasis towards establishing an online presence. 

Coverage within online media outlets increases online mentions, and having high-ranking news outlets’ direct links to your website builds trust. This also aids search engine optimisation (SEO) efforts by boosting online visibility and showcasing endorsements from others. Ultimately this can help to boost your websites authority score, as your website is referenced and recognised as a credible source of content. As the worlds of SEO, digital marketing, and PR increasingly converge, it’s increasingly valuable to have knowledge and experience across various communication disciplines to ensure all channels are maximised

By understanding the role of PR in reputation management, targeting the right audiences, and leveraging digital channels effectively, organisations can build trust, enhance their brand image, and drive business growth.

Source: About PR (cipr.co.uk)

“It’s the most wonderful time of the year…” and whether you’re physically out and about or digitally browsing / viewing, there is no getting away from the fact the festive season is approaching.

While the kids are writing their Santa letters, we are busy writing company social media content, and at this time of year we are often asked:

“Should we post a holiday message on LinkedIn?”

“Do people like Christmas card style posts?”

“Is it culturally acceptable to post Christmas content?”

What’s the answer?

Honestly, there is no correct or definitive answer to this. How you communicate as a business depends on several factors, so here are a few things that are worth considering and reflecting on when deciding the best holiday messaging strategy for your business:

• Does it align with your brand values:

Never produce content for the sake of it. Consider how holiday messaging aligns with your brand values. If the festive season resonates with your company culture, go ahead, spread the joy. However, if it feels forced or inconsistent with your brand, it might be worth exploring alternative ways to engage your audience. Perhaps an end of year summary or 2024 outlook piece would work better. Giving calendar appropriate content, but from a different perspective.

• Acknowledge diversity:

Many of our clients have an international focus and a customer base in regions which don’t share the same seasonal traditions. If you have a global audience, be mindful of cultural differences, but don’t automatically omit holiday post content, particularly if you’re from a country which does celebrate the holiday. Instead, consider creating content that focuses on universal themes like gratitude and reflection, rather than being overly focused on the big guy in a red suit. This inclusivity demonstrates an understanding and respect for your diverse audience, while enabling you to acknowledge your own traditions too.

• Consider your terminology

 Be mindful of the language you use in your holiday messages. Consider the diversity of your audience and opt for inclusive terms like “Happy Holidays” or “Season’s Greetings” to encompass various celebrations, rather than “Merry Christmas”. This can help your message speak to a broader audience. Also consider this from a visual, as well as verbal perspective and if relevant, select, or create images that are less aligned with a particular cultural reference… we are thinking of the big guy again!

• Know your audience:

Consider who your audience is and what resonates with them. If your B2B clientele appreciates a more formal tone, ensure your holiday messages reflect that professionalism. On the other hand, if your audience engages well with a more relaxed approach, feel free to inject humour and warmth into your seasonal content. Also consider whether you are communicating for your clients, or if this content is more about employee engagement. Tailoring your messages to suit the preferences and expectations of your specific audience ensures that your holiday communication hits the right note.

• Show your personality:

If you do want to embrace the festive spirit, then it’s a great time to infuse personality into your posts. Share behind-the-scenes glimpses of your team decorating the office tree or remotely celebrating. People connect with people, and the festive season is all about connecting and celebrating. So don’t shy away from letting your human side shine through and demonstrating your company culture by showing off your personality.

• Balance is key:

Maintain a balance between festive content and your regular industry-related posts. If you do want to join in the holiday cheer, then maintaining a mix of content keeps your audience engaged without overwhelming them. Of course, Christmas countdown style campaigns can be fantastic ongoing content in December, but ensure the message is one that can last the duration and keep resonating, rather than boring your audience and turning them into the Grinch.

• Spread goodwill:

Whether you align it with a wider holiday message or not, the end of the year marks is an annual milestone and opportunity to express gratitude for the last 12 months. So, thank your clients, partners, team, and followers for their support throughout the year. Authentic appreciation goes a long way and sets a positive tone for the upcoming year. Remember, there’s no one-size-fits-all approach. Your holiday communication should be an extension of your brand identity. So, take a moment to reflect on what feels right for your business, and have fun spreading the festive cheer… if you choose to do so!

In recent years, Environmental, Social, and Governance (ESG) factors have gained significant importance across all industries. As the world grapples with the challenges posed by climate change, there is increasing demand from consumers, investors, and wider stakeholders for sustainable practices and transparency. The Energy Industry in particular faces scrutiny and often backlash in this area, which only makes the need to communicate positive change stronger.

In this blog post, we will explore the significance of ESG messaging in the energy sector and discuss strategies for crafting impactful messages that drive positive change and foster sustainable transformation.

What is ESG in simple terms?

ESG stands for Environmental, Social, and Governance. It is a framework to evaluate a company’s or investment’s sustainability and ethical impact.

• E: The “Environmental” aspect focuses on how a company’s activities impact the planet, such as carbon emissions, waste management, and resource usage.
• S: The “Social” aspect assesses the company’s impact on society, including its treatment of employees, community relations, and diversity policies.
• G: The “Governance” aspect evaluates the company’s leadership, transparency, and adherence to ethical practices.

ESG factors help investors and stakeholders understand a company’s overall impact beyond financial performance to promote sustainable and responsible business practices.

Understanding the power of ESG Messaging:

By effectively conveying their ESG initiatives, organizations can build trust, enhance their reputation, attract investors, and gain a competitive edge. But before you can begin to craft compelling messages, you must ensure that the organisation is doing ESG activity or has a strategy to address it. With ESG initiatives in place you can then communicate it in the best way. Here are some key aspects to consider:

Aligning with Stakeholder expectations:

Successful ESG messaging begins with understanding the expectations of various stakeholders. Conduct research to identify the specific ESG issues that matter most to your target audience. Engage with customers, investors, employees, and communities to understand their concerns and aspirations. You can create a stronger connection and foster a shared purpose by aligning your messaging with their values and ultimately use their insight to ensure the overall initiatives are inline.

Authenticity and transparency:

Authenticity is paramount when it comes to ESG messaging. Stakeholders are increasingly adept at spotting greenwashing or insincere efforts. Organizations must demonstrate a genuine commitment to sustainability and transparency to build trust. Communicate your goals, progress, and challenges. Embrace transparency by disclosing relevant data, performance metrics, and third-party verifications. Engage in open dialogue with stakeholders to address concerns and showcase a willingness to improve. Everyone is on an improvement journey in relation to ESG and it’s best to communicate the journey, even if you haven’t reached the end goal.

Highlighting impactful initiatives:

Showcase your efforts in renewable energy generation, energy efficiency, emissions reduction, and resource conservation. Highlight social impact initiatives like community engagement, diversity and inclusion programs, and employee well-being. Illustrate how good governance practices, ethical behaviour, and responsible leadership are embedded in your organization’s DNA.

Tailoring the message:

Like all aspects of eeffective communication, ESG messaging needs to be adapted to suit different communication channels and target audiences. Utilize a multi-channel approach, leveraging social media, corporate websites, sustainability reports, and press releases. Tailor your messaging to resonate with diverse stakeholders, using language and narratives that align with their interests and values. Use compelling stories, visuals, and case studies to illustrate the tangible impact of your sustainability initiatives.

Collaborating for greater impact:

ESG challenges are complex and require collaboration between energy companies, and other industry stakeholders. Emphasize your partnerships and collaborations to showcase your commitment to driving collective action.

Overall

Crafting effective ESG messaging in the energy sector is not just about public relations; it is a vital pathway to drive sustainable transformation. By aligning with stakeholder expectations, embracing authenticity and transparency and tailoring messages, energy sector organisations can convey their commitment to sustainability and build a better future.

At Project Neon, we understand the importance of crafting effective ESG messaging that aligns with a company’s mission, values, and ESG goals. We specialize in helping companies develop and refine their sustainability narratives, ensuring they resonate with stakeholders and drive positive change.