Discover more from Tofu
From Boring to Engaging: Ways to Amp up Lackluster Content; Resisting the Urge to Overcomplicate Climate Change; Put These Call—to—Action Tips on Your Favorites List & Tofu Community Updates
From Boring to Engaging: Ways to Amp up Lackluster Content
Three frequently used approaches to amping your brand content
There was a time when climbing the roof of a Marie Calenders for an HVAC photoshoot was sexy AF. Not really. But for the sake of engaging content in a business-to-business industry, we were rocking the casbah.
Climate tech marketers of today all face the same challenge. It’s not that the product is boring or mundane; it’s the brand and the marketing. Even if you’re targeting utilities, energy services firms, and OEMs, your brand has the opportunity to be engaging and dare I say, fun! [Read More]
Climate tech marketing commentary [paid]
Resisting the Urge to Overcomplicate Climate Change
How audiences react to climate communications and changing strategies to effect change
What we’re reading
Put These Call—to—Action Tips on Your Favorites List
Content can take your brand almost anywhere it wants to go.
But if you want your audience to take steps beyond viewing or reading, show them where to go next. And that means creating a compelling call to action (CTA). At Content Marketing Institute, Jodi Harris puts together a list of strategic fundamentals to help you achieve the results you want from your CTAs. Our content team vouches for it. Do give it a read!
Will clicking disrupt their content experience by taking them to an off-site page? Will that page contain the information they expect, or will they have to search around for it? Will they get direct access to the download your CTA referenced, or will there be a form? You may not have the space to include every detail of the experience that follows the click, but avoid ambiguity by using words like “register,” “sign up,” or “visit our site” ……[Read More]
From the archives [paid]
Top Three Reasons to Integrate PR
Growth marketing only works if your content is aligned with what your buyer is looking for
For most climate tech companies, the sales cycles are long. And while your brand pushes new content in case studies or blog posts to drive your narrative, who or what is publishing content on your behalf?
The validation and credibility from a third party can be an enormous lift for your brand, especially for startups to mid-level companies …[Read More]
From the community
👋 Welcome, new Tofus!
Thank you to everyone who’s subscribed, joined the Tofu Slack community and shared this newsletter with their climate tech marketing friends!
Here’s a snapshot of some of our newest members – head over to #introductions on Slack, where you can say hi and learn more about them.
Tim Steppich: “Hey everyone, I’m the Founder of ClimatEU, where we connect climate-tech companies with talent and investors. Tofu has been mentioned a lot, so I’m keen to figure out what it’s all about. Feel free to reach out if you’re looking for a job in Europe, building a climate company here, or investing in climate tech.”
Bree Brouwer: “Hello, all you lovely people! I'm eager to move my content marketing skills into climate tech. In my free time, I run a Sonoran desert farm with my husband, where we grow native plants to reduce water usage and encourage water conservation.”
Ana: “Hi, everyone! I am Ana, freelance branding and graphic designer based in London. I specialize in branding and am passionate about culture and purpose-led projects. I use branding and graphic design to create platforms that celebrate organizations in what they do best.”
Sam Shonfeld: “Hi, everyone! I’m an SEO account manager at a marketing agency. I also volunteer under the Director of Partnerships, doing market research at Climate Neutral. I’m open to working outside of an agency and SEO. Backpacking/being outside, playing music, sports, realistic fiction, and cookies excite me.”
Emily Smith: Hi, everyone! My name is Emily Smith, and I am a recent graduate of Santa Clara University. I studied Environmental Studies and Studio Art in college. I work part-time as a yoga instructor, part-time podcast editor, and producer of Nature’s Archive Podcast.“
Tarlan Isaev: “I am a DevOps engineer, a vegan, and a supporter of the Venus Project. I'm also the founder of a young global startup, Foodshare, which allows everyone to share food items that may not be needed in their fridge. I live in Moscow. Cheers!”
Claudia Guerreiro: “Hey there, my name is actually ‘Cláudia,’ but I go by ‘Claudia’ for ease of use. ‘Guerreiro’ means ‘Warrior’. I’m passionate about empowering women and committed to finding ways to help make this happen. I call myself a “conscious marketer.”
Are you missing your rockstar climate tech founders or marketers? Invite them to Tofu!
🔖 Tim shared about a free job recommendation service launched at ClimateEU that collates more than 10,000 European climate jobs monthly and sends a weekly e-mail with all jobs that fit your specific background.
🍀 Katharine collated a list of articles to amplify perspectives on nature-based solutions and equitable Indigenous sovereignty since colonial viewpoints tend to get amplified in the stories we tell.
🏁 Joanna wants to contact early-stage climate not-for-profits in Europe interested in joining Subak’s accelerator program.
🤝 Katharine is looking to connect with someone at ‘Rewiring America’ for an informational chat with someone there before applying for a position.
🤖 Nicole presented a new use for ChatGPT that helps instantly compile and de-duplicate information from virtual events when it's coming in on the fly.
✍️ Claudia shared her recent article on female-founded businesses adopting inclusive marketing practices.
👭 Natalie posted about the ‘Women in Cleantech & Sustainability’ led cleanup event in LA, SF, Phoenix, and Denver on Saturday, March 4. It will be an excellent opportunity to network with others in cleantech while enjoying a beautiful day outside.
🍸 Katharine invited Tofus to the in-person ‘Green Drinks Meetup in San Francisco on March 9.
🌁 Wade shared about a climate tech meetup focused on Low Carbon Innovation on March 15 in Sunnyvale, CA.
🦪 Mike is hosting a Canary Live Boston event on April 6 for an evening of expert insights, networking, drinks, and hors d'oeuvres.
👩🏻🔬 Katherine posted about the Bioneers conference in Berkeley from April 6-8.
✍️ Rhythm shared a recent article from the Scientific American titled "The Right Words Are Crucial to Solving Climate Change." Bree and John chimed in with personal experiences where words transformed consumer perception.
🎙Julie reached out to podcast experts at Tofu for insights on effective marketing strategy. She is also looking for collaborators. Mitch and Kathrin shared deep learnings on strategy, guest curation, and promotions.
🤖 Nicole put together tips on AI tools for marketing that would benefit anyone looking to get started. Sara asked for recommendations for understanding the basics of what AI is.
🌅 Katharine posted about the opening for a remote position (Europe or Africa) of Senior Communications Campaigner at The Sunrise Project.
👩🏻🎓 Tanya called on college students and recent graduates to apply for the EDICT Internship Program.
✍️ Nicole shared how she used ChatGPT to write LinkedIn cover letters.
👩🏻💻 Maddie, People Operations Lead at Tenet, is looking for a Senior Software Engineer to help support their risk and audibility efforts.
💼 Did you know that Tofu has a vibrant jobs channel featuring new jobs in climate tech marketing daily? Check it out for your next career move.
Want to feature your climate tech marketing job ad here and promote it to more than 400 climate tech marketing experts? Get in touch with Bettina to chat more.
Thank you to our supporters!
Thank you to all who have subscribed to support this community – it means a lot!
Mel & Bettina