You’re a rockstar. Your head is filled with ideas for blog posts, podcasts, videos, infographics, white papers and so much more. You know content belongs in a strong oil and gas marketing strategy in 2017.
Problem. No matter how enthusiastically you make the pitch, your boss just won’t bite. Sometimes he seems to get it, other times he brushes you off like so much dirt on Jay-Z’s shoulder. What gives?
If you have unsuccessfully tried to convince your company to set you free online, it’s frustrating. You’re upset because you know how many more leads you could get with the leverage and scale digital conversations bring. You’re worried if you don’t step into the way business is done today, you might not be around to do business tomorrow. You’re anxious because you see your competitors snatching up valuable keywords every day.
These are all valid concerns. It’s true the quicker companies in the oilfield get out in front of the digital land grab, the quicker they can solidify their position as the market leader. So why won’t your company take the plunge?
Every business is different, so it’s impossible to diagnose the exact reason you can’t get the company to jump. However, here’s one of the biggest objections many oilfield leaders have about making moves online; time.
“We don’t have time to create all this content. I have to meet with prospects, attend networking lunches, keep our current customers happy, and put out a dozen fires I’m already fighting. How can I possibly have time to write a blog post?”
All this content business sounds like a lot of work. Your job is to convince the leaders in your organization that with your help time is not an issue. With that in mind, here are 3 ways you can quickly produce high-quality content and finally get your company dominating online with a strong oil and gas marketing strategy.
#1 Create Short Videos
When people hear the word video, they automatically think Hollywood. They think to do video you need a fully-equipped studio flush with expensive lights, cameras, green screens, and ferns. At least two ferns.
The truth is you don’t have to become Martin Scorcese to be successful with video. They don’t have to be long either. Actually, short videos are perfect because we all have short attention spans.
Grab your iPhone, a tripod, and quality mics (sound is the one area you CANNOT cut corners), then sit down with one leader in your organization each week. Ask them questions about the things they care about and know extensively, then – Boom! – you’ve got a great piece of content.
He only has to spend a few minutes answering questions. As the marketer or business development pro in the scenario, you only have to spend about 30 minutes between asking questions, editing, and sharing the post.
#2 Transcribe Recorded Interviews
Google can’t crawl and index the words spoken in a video. Transcripts are the perfect solution to that problem. When you get your videos transcribed and post the transcript underneath the video on your website, Google can now crawl and rank that content.
But this doesn’t just have to be for videos. Grab your iPhone or pick up a digital recorder, then sit down with one member of your sales team each week for 10 minutes. Ask them about the top questions they get every day. Discuss the problems your clients face out there in the field. Then get the audio transcribed and edit it into a blog post.
You might think it takes hours to write content. Doing it this way, you can knock out a strong article with 2,000 words in under and hour. I don’t really believe in “secret sauce”, but if we had one transcripts are absolutely a key ingredient.
This one tactic in his oil and gas marketing strategy is a HUGE reason Mark LaCour, President of modalpoint, no longer gets on airplanes to fly thousands of miles and pitch prospects. Today, all of his business comes to him, thanks in large part to transcripts.
#3 Purchase Dictation Software
Much like transcribing videos, dictation software allows you to speak freely about a subject without the constraints of punctuation and grammar. It’s often times much easier for people to talk about something they know extensively than it is to write about it. So why fight that battle?
If you’re on a Windows machine, Dragon Naturally Speaking is the go-to solution. If you’re a Mac guy, look for its sister software Dragon Dictate. You can also double tap the “fn” key on any Mac to start dictating, though I usually get frustrated with its inconsistency and open Dragon Dictate most days.
With dictation, you will be amazed at how quickly you can knock-out articles over attempting to physically write them. Investing in dictation software in 2014 has probably saved me hundreds of hours over the past three years.
Oil and Gas Marketing Strategy: I Got You Covered, Boss
Here is the beautiful thing. The more content you produce, the quicker you become. It used to take me hours to write a good 800-1,000 word article. Today, it took me just over a half hour to write this article. And it’s nearly 1,000 words!
But, it took me a long time to get here. Content has been part of my oil and gas marketing strategy in one way or another for nearly 5 years now – gasp! The good news is you don’t have to wait 5 years to bust out 1,000 words in 30 minutes. When you create short video and audio interviews, get them transcribed, and invest in dictation software, you can start doing it today.
So the next time you pitch your boss on doing it right online and they push back with time objections, tell them not to worry. You’ve got it taken care of, and it will only take a few minutes of their time… and yours!
I’m always looking for content hacks. Do you have any good ones I can borrow (steal!) from you? Hit me up in the comments.