How a battery-storage analytics company turned dry market data into a media engine the whole industry follows
Most B2B data companies treat content as an afterthought; a blog nobody reads, a quarterly whitepaper gated behind a form, a LinkedIn account that posts press releases into the void. Modo Energy did almost the exact opposite. It built a media operation first, and let that operation become the front door to a regulated analytics business.
Open Modo's channels on any given week and you find a documentary about why Britain pays to switch off its own wind farms, a podcast episode with the co-founder of a venture fund unpacking emerging-market battery risk, a benchmark launch explained with a live data chart, an analyst breaking down how ERCOT batteries performed during a winter storm and, somewhere in the mix, photos from the afterparty at an industry summit. For a company whose actual product is FCA-regulated revenue benchmarks and price forecasts for energy-storage assets, that is a strikingly large surface area of content.
https://www.youtube.com/watch?v=H63kB6e4KZY&list=PL_lhNBgOJnjSxaAfzu5naWJQPKEKJTo5N
The first thing worth noticing is volume, because volume is the tell. A company experimenting with content posts occasionally. A company that has decided content is the strategy posts relentlessly, across formats, in a way that only makes sense if there's a dedicated engine behind it.
What's interesting is that Modo refuses to let that credibility flatten the content into something boring. The same brand that publishes a regulated benchmark index will also release a nine-minute mini-documentary with a title like "Why are wind farms in Scotland getting paid to turn off?" a genuinely cinematic framing of a transmission-constraint problem that could easily have been a dense PDF. The documentary format does something a report can't: it makes a niche, technical grid problem legible and even emotionally engaging to people outside the immediate expert circle.
Modo's YouTube presence alone spans well over a dozen active playlists: a documentary strand, a "Customer Stories" series, region-specific explainer tracks (US Power Markets, ERCOT, Great Britain, Australia), product walkthroughs, and a Shorts library with hundreds of clips. Its podcast, Transmission, has accumulated more than 250 episodes. On the data side, the research feed publishes monthly revenue benchmarks for seven separate US markets plus GB, Europe, and Australia each one a standalone, numbers-led article alongside explainers, policy updates, and market outlooks, often several a week.
https://www.youtube.com/watch?v=XI_jBuTAtB0&list=PL_lhNBgOJnjTWNEh36McujYkniw5kJmkw
A recurring choice runs through almost everything Modo publishes: there is nearly always a person on screen. Analysts like Ed Porter and Robyn Lucas host the documentaries and Q&As. Named team members front the benchmark explainers. The Transmission podcast is built entirely on real conversations with named guests: the co-founder of a venture fund on emerging-market storage, a market-risk specialist on the German market, a CEO of a renewables-project marketplace on Spanish solar economics.
The portfolio of formats isn't variety for its own sake. Each one is solving a distinct problem in the funnel from "never heard of Modo" to "we've embedded a Modo benchmark in our financing documents."
The documentaries and explainers do top-of-funnel reach and reputation. They make complex market structure understandable and shareable, pulling in people who would never search for a battery-revenue index but will watch a well-made video about why the grid does something that seems absurd.
The benchmark and market-analysis posts the ERCOT winter-storm breakdown, the monthly per-market revenue benchmarks that build authority and recency. They're proof of competence, published often enough that Modo becomes the default reference point whenever something happens in a given market.
The podcast, Transmission, does depth and relationship-building. Long-form conversation is where nuance lives, where guests bring their own audiences, and where the brand demonstrates range across geographies and sub-topics.
Product-release content — the launch of a German BESS benchmark explained with a live revenue chart, or the announcement of an AI Analyst inside the Terminal does the actual conversion work, but dressed as insight rather than as a sales pitch. A new benchmark is framed first as "here's what this lets you understand about the market," and only second as "here's a thing you can now buy access to."