Make Every Molecule Matter - Shell

Shell Catalysts & Technologies, a subsidiary of Royal Dutch Shell, needed a communications strategy for their positioning within the energy transition. Starting with nothing but the tagline itself, I’ve now developed and executed (with help, support and great ideas from my colleagues at Ironpaper) multichannel plans for 2020 and 2021 that included:

  • a content themes framework and messaging architecture

  • a standalone Make Every Molecule Matter microsite

  • a webinar and digital events plan

  • on-site SEO targets and an organic search strategy

  • quarterly technology spotlight videos

  • ongoing Resource Library articles

  • an energy transition newsletter

“Something as small as a series of chemical reactions can have a profound impact on the health of our planet and its people. This is why Shell Catalysts & Technologies’ mission is to Make Every Molecule Matter.”

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Make Every Molecule Matter Microsite

The strategy included a microsite that would highlight subsequent webinars, articles, resources and points-of-contact for the effort in perpetuity. We’ve leveraged this microsite to transact hundreds of webinar registrations and are currently developing a second iteration with wider coverage of energy transition topics. Built on HubSpot, we’ve put real-time analytics and heat mapping technologies to work to help inform content strategy, conversion infrastructure and UX. By working with Shell’s legal and external relations teams, we were able to design and implement a fresh visual language for the Fortune 100 brand.

Explore the microsite for yourself by clicking this link.

Digital Event Planning & Promotion

In order to hit the ground running with this new thought leadership platform, we pitched for Shell Catalysts & Technologies to host their own live webinar: Making Every Molecule Matter Through the Energy Transition. I lead a series of client-facing workshops with VPs and the President of the company himself to write, edit and coordinate the use of the webinar presentation. Two of those slides are featured below.

508 people attended the live event representing over 50 countries. Nearly 100 questions were submitted by attendees during the 15-minute live Q&A with Shell’s experts. Immediately following the event, we transformed the webinar into an “on-demand” asset that has gone on to generate hundreds of leads and streams from energy transition stakeholders: Make Every Molecule Matter on-demand webinar.

Premium Resources

We spotlight different energy transition technologies or trends each month that align with Shell’s most pressing business objectives. Whether a case study, a report, a whitepaper or similar premium resource, I start in a research and outline phase and collaborate with Shell’s subject matter experts from the outset. I’ve had the pleasure of interviewing technology and services experts from Shell business lines including blue hydrogen, new energies, revamps, plastic circularity, reactor internals, natural gas processing and more.

Download the first energy transition report published: Biofuels: Trends and advantages of renewable energy. You’ll notice how the resource mirrors the visual language that was established by the microsite and the initial Make Every Molecule Matter webinar presentation.

Script Writing and Video Production

2021’s first quarterly technology spotlight video focuses on the Shell Renewable Refining Process. Working with Shell’s agency partners, I developed a video script template to provide voice-over text, timing and visual recommendations for the video below. We’re now beginning the process of incorporating non-webinar video content in microsites, emails and landing pages to take the brand one step further visually.

Resource Library Articles

Maintaining a consistent publishing calendar and growing Shell Catalysts & Technologies’ LinkedIn Showcase audience is crucial to overall platform growth. Working with other content writers and PMs on the Ironpaper team, we publish three to four original content pieces each month. Each piece that I deliver targets a specific keyword phrase and promotes related content assets under the Make Every Molecule Matter umbrella. Here are a few of my favorites that I’ve worked on:

  1. How energy producers can recover sustainably through the energy transition

  2. How Shell’s Renewable Refining Process can help reduce transportation emissions with low carbon fuels

  3. Q&A: How leading technology and cross-sectoral collaboration strengthen plastic circularity and sustainability

Energy Transition Newsletter

In the initial 2020 Thought Leadership plan, we identified three core KPIs to track against in order to measure the performance of the overall initiative. One of those KPIs was newsletter subscriber growth. At the time of the platform’s launch, the newsletter had 127 subscribers. That number is now quickly approaching 2,000.