Talk about making a lasting first impression: Intelligence Press’ naturalgasintel.com gets it right the first time.
The unmistakable reader experience is about data: NGI's new responsive design highlighting maps, charts and graphs breaks the mold for BtoB sites by delivering essential industry data in engaging, intuitive formats. NGI adds value to indispensable data, by sorting and processing daily feeds from multiple states and regions to create an invaluable resource for energy industry professionals.
Audience Data: Acting on On-Site Product-Behavior Relationships
What visitors may not notice at first glance, however, is NGI’s ability to monitor site behavior: staff can monitor and create account reports and sort individuals into groups, based on articles read, recency of visits to the site, time on specific pages, reports downloaded and more.
This breakthrough feature enables NGI to take action based on individual behavior: to target content strategy, renewal efforts and marketing promotions.
NGI staff, using CRM functionality built in to their content management tools and integrated with their email service provider, now tailor offers, renewals and other communications based on reader preferences and individual behavior.
NGI’s Data and Newsletters – offering the industry’s longest-running and most extensive natural gas news insight and pricing data – have carved out a leadership position in a booming industry.
In addition to natural gas News and Analysis updated throughout the business day, NGI provides:
- Article archives – Use NGI as your research tool
- Charts and Graphs – brought to you by a seasoned team of analysts
- Storage/CFTC/Weather/Futures/Rig and Flow Data
Natural Gas Prices - 120+ locations across North America
- FERC-approved; used extensively in contracts
- Daily/Weekly/Bidweek and Shale datasets
- Extensive History back to 1988 at many Hubs
The Challenge: Differentiate NGI with Content in Context
NGI publishes publicly available data, adding value with news and analysis crafted by a veteran reporting staff.
Equally important, the new naturalgasintel.com’s Shale Daily delivers news and data sorted by region, with an overview, maps, news, charts and graphs automatically assembled using a sophisticated semantic tagging (taxonomy) system. Each page, such as Bakken Shale, is a complete resource, automatically presenting background data and maps with developing news, in context.
Similarly, GPI Daily organizes site content by Topic. Industry professionals no longer have to go to one section for news, another page for data and yet another website for maps; NGI brings it all together on full-featured Topic Pages. And NGI staff delivers this premium resource efficiently, simply tagging articles and other relevant content to automatically associate new material with the relevant page.
Bottom Line: Making More Money by Enhancing Traditional Revenue Streams
At its core, NGI is a newsletter subscription business. So what’s different now?
Metered Paywall: Visitors are informed they can view a few articles for free, but are encouraged to register and subscribe. NGI staff can designate content tiers by simple tagging articles as Free, Requiring Registration, or Requiring Subscription.
eCommerce in Context: Topic Pages present samples of premium content, such as maps and price indices for sale on the site. Readers view related items in context, as they read related articles, or in search results for a specific topic.
Galleries Increase Pageviews: NGI increases ad impressions and site performance indicators, while making sophisticated content easily accessible by presenting data, maps and other graphics in Media Galleries. Admin tools enable NGI staff to add alt tags to optimize and link images to enhance SEO, while increasing page views with engaging, value-added content.
Self-Serve Account Management: In addition to capturing Behavioral Data, NGI customers can quickly check subscriptions and status by mousing over their welcome message. Opening account details allows subscribers to update passwords, contact info, review subscriptions and check past purchases and downloads.
There’s quite a bit more going on at naturalgasintel.com; stayed tuned for updates on:
- Built in “CRM-lite” system
- Customer facing service
- Integrations, and how they create workflow efficiencies while delivering value and of course, sales opportunities.