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


Editor’s observe: 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 12 months we are going to title a Content Marketer of the Year in two classes – B2B and B2C. 

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

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

Why he caught our eye

Corrado leads the worldwide group of storytellers behind the corporate’s content material model Eniday, which explores new frontiers in power and the individuals who work day-after-day to rework the earth’s pure sources 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 in the present day and sooner or later.

Eni, the highest multinational firm headquartered in Italy and a high 10 power firm globally, acknowledges its function in that advanced 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,” stated Claudio Descalzi, Eni’s chief govt officer, in a launch asserting the corporate’s newest sustainability report.

The subject may skew closely to expertise and science. But as a talented content material marketer is aware of, dry science doesn’t seize individuals’s consideration, creativeness, and admiration. It takes artistic tales that have interaction on a human degree.

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

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Wielding the ability 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 group and created the interactive media platform, he employed Corrado as an govt assistant.

A couple of years later, Corrado took on the roles of editor-in-chief and lead strategist for the Eniday content material hub, managing the interior group and constructing relationships with exterior contributors together with journalists; photographers; videographers; and consultants in massive information, power, and sustainable improvement.

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

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

Click to enlarge

A latest Eniday story tells the historical past of fossil gasoline by participating textual content dotted with a collection of tapestry-like panels that distill the weather into eye-catching and virtually 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 video and images, 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 always encourages his group to problem typical communication strategies. He now leads the technique behind newly launched Eni TV, possible the primary digital streaming platform of its variety in Italy. Eni TV covers main power points and showcases firm tradition by making Eni’s staff the protagonists of this system.

.@CorradoPaolucci urges his group to problem typical 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 proper cost, Corrado and group analyzed viewers information to tell the technique, model information, and essential key phrases.

These information sources included:

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

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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 unique tales focus much less on the technical elements of sustainable power and extra on the emotional responses these tales create.

And it appears to be working. Over the final 12 months, Eniday’s content material efficiency numbers are trending up, together with:

  • An improve in returning guests
  • Page scroll depth (now averaging 75%)
  • Page views per go to (up 30% final 12 months)
  • Time spent (as much as Three.45 minutes from 1.30 minutes)

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

The website additionally promotes inside relationships. The genuine tales the Eniday group creates that includes Eni staff foster a robust inside model tradition that reminds staff 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 (also called the Nobel Prize of power). The program celebrates individuals inventing higher makes use of of power sources, selling scientific analysis and innovation, and inspiring a brand new era of researchers.

And, very possible, producing every kind of recent power tales for Corrado and group to inform.

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Be among the many first to be taught the 2019 Content Marketers of the Year – the opening act to Scott Stratten and Henry Rollins’ keynote displays. Register in the present day for Content Marketing World Sept. Three-6 utilizing code CMIBLOG100 to save lots of $100. 

Cover picture by Joseph Kalinowski/Content Marketing Institute




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