Shell Catalysts & Technologies: Building a Digital Presence from the Ground Up
In the highly specialized energy sector, credibility and expertise are everything. Shell Catalysts & Technologies (SC&T), a global leader in refining, petrochemicals, and decarbonization solutions, needed a stronger digital presence to connect with customers, partners, and prospects across industries. As a Content Director at Ironpaper, I partnered with Shell Energy to create a content strategy that positioned SC&T as both a technical authority and an innovation partner.
The Challenge
Shell’s Catalysts & Technologies unit had deep expertise but no dedicated platform to tell its story to a B2B audience. The goal was to:
- Launch Shell’s first LinkedIn Showcase page for SC&T.
- Develop a comprehensive content strategy and editorial calendar that reflected the values and expertise of Criterion, CRI, and Shell Global Solutions.
- Provide a steady stream of lead generation, nurturing, and sales enablement content that would engage decision-makers across energy, chemicals, and refining.
My Role
As Content Director, I:
- Created and launched Shell’s first SC&T LinkedIn Showcase page, ensuring it was aligned with Shell Global’s broader brand guidelines.
- Developed a content strategy and editorial publishing calendar designed to sustain engagement with a technical but diverse B2B audience.
- Built messaging frameworks that positioned SC&T as a leader in both technical expertise and sustainability-driven innovation.
- Integrated marketing objectives across business units, aligning SC&T’s content with Shell Global’s overarching strategy.
The Outcome
This initiative gave Shell Catalysts & Technologies a powerful digital voice for the first time. The LinkedIn Showcase page and supporting content strategy:
- Established a consistent and authoritative presence in the energy sector.
- Enabled Shell to nurture leads through thought leadership and industry insights.
- Provided a scalable framework for sales enablement and long-term digital engagement.
Link: View the Shell Catalysts & Technologies LinkedIn Showcase page
