Content is king. This buzz phrase seems to be plastered all over the Internet these days. Mostly in part, because it’s true. The recently launched Energy Media Group (EMG), with its 36 specialized professionals, is focused on building the next generation digital media company. EMG has cracked the code on engaging highly fragmented audiences in targeted business categories, using a combination of original content and data that is distributed across a proprietary network of publishing and social media platforms. According to Advertising Age, “U.S. agency revenue rose 5.4% to a record $43.6 billion in 2014. Growth was driven by digital work, which captured nearly 40% of U.S. agency revenue in 2014.”
According to Ben Reed, Vice President of Sales and Business Development at EMG, “You need to continually distribute compelling content to digital and social platforms to stay relevant.” Clever, original content is the only way to stay ahead of competitors in an age where unique messaging has the potential to go viral and dominate mindshare. It’s no longer enough to simply market a product or service using traditional media. Without a “social” context, your marketing message is less likely to get noticed in an increasingly congested marketplace. Companies must now consistently prove their social and digital acumen to be considered apropos.
In the fast paced world of digital marketing, messaging is less about who shouts the loudest and more about who offers the most pertinent information that encourages engagement. Relational and educational aspects of marketing are becoming the norm and are experienced as applicable, advantageous information by audiences. According to Entrepreneur.com, “73 percent of people prefer to get information about an organizations through articles, rather than in traditional advertisements.”
The Birth of a Distribution Network
Shale Plays began as a news network focused on the energy revolution that was occurring in North America. Over time, the company discovered the ability to leverage original content to promote client products and services to a growing audience. By leveraging social media platforms such as Facebook, Twitter, Google+ and LinkedIn, EMG could acquire highly relevant data on the target audiences and narrow down messaging and demographics to achieve amazing response rates. This revealed the value of its social media assets that were initially an afterthought. According to Reed, “While working with clients during our development period, it became clear that content and agency support was the key ingredient.” The client need was there, so the creation of the EMG was only a matter of time.
The Evolution of Energy Media Group
Having secured over $3 million in equity financing to date, Engage Media Strategies (Engage) and Shale Plays Media (Shale Plays), both co-founded by Michael Marcil, merged to create Energy Media Group LLC., on September 1, 2015. Engage was created to provide a diverse set of creative services such as content development, web development, graphic design, photography, video and animation. Shale Plays contributed a digital publishing and distribution network of properties that include EnergyBizWire, Bakken.com, Marcellus.com, EagleFordTexas.com with associated newsletters and social media platforms (Facebook, Twitter, Google+ and LinkedIn).
The EMG team spent the first two years of its history flying under the radar, assembling a diverse team of professionals across multiple disciplines. As a result the organization established a network of creative publishing and distribution assets from scratch. According to Michael Marcil, CEO of EMG, “We were initially focused on building a world class publishing business that was focused on news in the unconventional Oil and Gas industry. From that initial idea we evolved into a diversified content distribution network that allowed us to target disparate audiences in other industries. We learned how to help companies leverage our content methodology to achieve success. The net result is a current portfolio of over seventy clients in the oil and gas, alternative energy, engineering, manufacturing, financial services, consumer products and real estate categories. We know we have a tiger by the tail!” said Marcil.
The Influence of the Energy Industry
Despite low energy prices EMG is proud of its oil and gas roots, especially since the energy industry still plays such a big part of the EMG digital publishing network. Since its beginning, EMG has focused on building expertise in all aspects of the energy sector while also continuing to expand into other areas such as manufacturing and real estate. According to Marcil, “Energy powers everything in our lives, and the idea of energizing our clients through innovation, technology and creativity says everything about our culture and brand. Not only does EMG create relevant and compelling content, but it manages and optimizes distribution to reach a large and already engaged audience. This ensures that the right message is delivered to the right audience at the right time to achieve positive outcomes.”