The Trust Ledger: Attention, not impressions

In energy marketing, it is easy to confuse impressions with impact. But an impression is only a metric of distribution. Attention is the metric of influence.

Installers are unlikely to remember a brand because they saw a logo. They remember the content or tool that helped them explain value to a customer. EV buyers are unlikely to remember a glossy ad. They remember the video review or influencer story they watched all the way through.

Attention is scarce. Winning it requires content that andswers the audience's most immediate need, delivers genuine value and holds the audience long enough to shape perception and preference. This means shifting focus from vanity reach metrics to attention metrics like dwell time, watch-through rates, and reuse by intermediaries such as installers.

Actions you can take:

1. Redefine KPIs to prioritise attention over impressions. Measure depth of engagement, not just reach.
2. Build rich content designed for reuse by the channel. For solar, this means brochures or explainers installers can repurpose. For EVs, it means reviews, guides, and stories that influencers want to share.
3. Test content against the “memory rule”: does it leave behind a clear, simple association after 30 seconds? If not, refine.

In a noisy, high-stakes sector, attention is the only currency that counts.

Side note- we just launched a bespoke sponsored video content program partnering with RenewEconomy, to be shot in the Channel 31 studios in Melbourne. If you'd like to find out how you can capture an in-depth discussion of a topical issue in the renewables sector, whilst positioning your brand as a thought leader, get in touch - olivia@positivegood.com.au

#marketingmeasurement #renewables #evmarketing Positive Good – we work with brands to build content that wins attention, not just reach.