太阳能和内容营销手拉手往前走。与各种各样的内容资产要选择，太阳能公司可以轻松地创建战略活动，以使目标客户参与企业对企业，企业对消费者和企业对企业领域。
但是不要说服我们的话 - 请汤姆（Thom）。
高级作家托马斯·穆尔塔格（Thomas Murtagh生产太阳能的内容多年来的公司。目前，Thom为在太阳能领域运营的两个客户提供服务。一个是总部位于中国的太阳能电池板制造商，办公室遍布全球。另一个是一家位于美国的太阳能分销商，专注于美国西南部。
从太阳能电池板制造到能源分销，Brafton为客户在阳光下的一天。
汤姆说：“太阳能行业客户是我最喜欢写的。”“感觉我们正在写的内容背后有一个目的。除了帮助客户发展业务并建立品牌知名度之外，我们正在做出改变。最后，至少在我看来，[与我们的太阳能客户开展业务]的人正在为更美好的世界做出贡献。”
Of course, client needs come first when determining the direction of content. While one of Thom’s solar clients is big on sustainability, reducing carbon footprints and the corporate advantages of eco-friendliness, the other is focused on regional visibility and the benefits provided to end-user consumers.
前者关注思想领导力，并成为太阳能信息的首选资源。后者以激光为专注于搜索引擎优化and boosting organic traffic.
Seeking solar SME
汤姆（Thom）研究了大学的可持续城市发展。
However, as is standard practice at Brafton, he spent his first few weeks getting better acquainted with both clients and the solar industry through an in-depth kick-off process that includes interviews with company stakeholders, reviewing existing client collateral and performing research regarding the solar industry as a whole.
From the beginning, Thom knew his biggest challenge would be writing about an inherently technical industry in a way that engaged and interested audiences.
“Solar panels are durable and reliable, and once they’re put on a roof, it’s pretty much out of sight and out of mind, but there are still a lot of technical aspects to discuss,” Thom said. “From energy conversion to construction and how they’re made. Making those things engaging [while still focusing on technical accuracy] is always the hardest challenge.”
除了具有不同的目标和受众群体外，汤姆的太阳客户的内容营销方法也有所不同。
汤姆说：“首先，我们只是与客户紧密合作，以制定全年进行的强大内容日历。”“我们在公司的日常工作对她想要什么以及何时想要的是非常清楚的。我们确保我们碰到他们所有的垂直行业，并提供他们想要的所有内容，吸引商业和住宅消费者以及行业思想领导者。”
However, his other solar client was seeking something a bit more free-form.
“While we base the writing on specific keyword research, [this client] just likes anything that’s fun and engaging,” Thom continued. “We’ve been doing blogs and视频内容。They love the engagement opportunities of video.”
除了博客和视频之外，汤姆还亲眼目睹了图形的有效性对于太阳能行业。
他说：“视觉效果很棒。”“显示过程，一切都如何工作。太阳系非常适合视觉表示。”
Solar的技术方面与Brafton Greatives无关。
Swimming with the current
Ask any Brafton creative what they like about their job, and you’re sure to hear about the chance to learn about so many different industries through content marketing. Solar is no exception.
汤姆说：“ [我马上学到的东西]太阳能有多受欢迎。”“现在，太阳能行业比煤炭，天然气和石油行业雇用更多的人。它的增长如此之快。在其他能源行业失去工作的人，技能集很容易转移。”
Brafton的作家，设计师，摄像师和客户经理还必须成为任何给定行业趋势的专家。
汤姆继续说：“现在太阳能行业如何损失工作上有很多。”“太阳能变得多么便宜。每兆瓦的太阳能价格呈指数级别，似乎每个季度。”
Thom has even uncovered research showing the psychology behind some of solar’s growth.
“I came across a study that shows solar panels are contagious,” he said with a laugh. “People who see panels in their neighborhood are more likely to get it for their own house. They get to see how it looks, hear about it from neighbors. It also adds to that ‘keeping up with the Joneses’ mentality.”
Based on Thom’s research, one thing is certain: The solar energy industry will not be running out of news to write about anytime soon. From technological advancements to increasing adoption rates, solar represents the future, not just a trend.
汤姆微笑着说：“看到未来几年会发生什么会很有趣。”
“Interesting” is an understatement.
