From Complex Diagrams to Captivating Stories: Olena Postelniak Reveals the Secrets of Content Strategy in Energy

09.07.2025

Olena Postelniak

How can complex technical data from the energy industry be transformed into understandable and engaging content for a wide audience? How can stories and visualization be used to build trust in a company during a crisis? These and other questions were central during the lecture by Olena Postelniak, Head of Media Department at Energy Club, which took place as part of the “Communications and Interaction in Energy” course.

The lecture was dedicated to content strategy—a key element of effective communications, especially in a field as sensitive and important to society as energy. The speaker emphasized that creating content chaotically without a clear plan is a direct threat to a company’s reputation and business goals.

“Content strategy is not just about creating materials. It is our clear roadmap, a kind of bridge that allows us to transfer important, complex information from our experts to our audience. We must transform expert knowledge into accessible understanding,” noted Olena Postelniak.

During her speech, the expert detailed the key tools that help make content lively and effective:

• Storytelling: Information presented as a story is remembered much better because it activates the emotional centers of the brain.
• Infographics and Visualization: The brain processes visual information much faster than text. “Given the complexity of energy data, visualization is not a decoration, but a necessary tool for effective communication,” the speaker stressed. Participants learned about the principles of quality infographics and received an overview of tools for their creation—from simple ones (Canva, Piktochart) to professional ones (Tableau, Power BI).
• Video: In 2025, video content dominates global internet traffic, and messages conveyed through video are remembered 95% better.

Olena Postelniak paid special attention to the importance of content accessibility and inclusivity. “Inclusivity is not only a social responsibility; it is your strategic advantage. It will help attract a wider audience and increase loyalty,” she concluded.

The lecture concluded with a key takeaway: an effective content strategy is not the chaotic production of materials but a well-thought-out system that works towards achieving business goals, builds trust, and makes a company’s brand stronger.

About the course: The course “Communications and Interaction in Energy: Strategies for PR, Marketing, GR and Lobbying in Ukraine” from Energy Club is designed to enhance the communication capabilities of companies, promote their competitiveness, and support the sustainable development of Ukraine’s energy sector.