How the Global Energy Show Increased Average Monthly YouTube Views by 140%

The Goal:Fortify the Brand’s Positioning as the Industry’s Best Source of Innovation

The Global Energy Show is the largest B2B exhibition that engages those working in energy to share cutting-edge knowledge and fuel innovation in the industry.

As with any exhibition or conference, the event’s success depends on its ability to generate registrations. And, increasing registrations starts with boosting brand awareness and establishing trust and thought leadership with potential attendees.
 
The marketing team for the Global Energy Show knew that in order to be North America’s leading energy event, they needed their target audience to see the brand as the foremost source of the industry’s most innovative insights.

---

The Challenge:Getting the Most Out of Their Video Content Investment

A key strategy that the Global Energy Show’s marketing team implemented to drive brand awareness and reinforce the desired brand reputation was a series of YouTube videos called 5x5s. The series features different industry experts and the exciting and innovative ways their companies are impacting the energy sector.  

Unfortunately, despite the fact that the videos are insightful, interesting, and well-produced, the team struggled to get new eyes on their video content beyond their existing audience, resulting in limited ROI.

Due to a lack of in-house SEO and PPC expertise, they needed a digital marketing partner they could trust to help them increase the reach of the 5×5 videos with the right audience and also find ways to repurpose the video content to maximize ROI.