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Betty Tessien
Content Marketing to the Power Industry Starts with Identifying Each Product, Fuel Type, Product, and Fluid Medium
Content Marketing to the power industry entails conveying the benefits of a product for the specific application, medium and process. The focus here is products for which McIlvaine Company provides market research. The media incudes air-gases, liquids, and free flowing solids.
Operators of coal-fired power plants have unique applications not found in plants using other fuels. Nuclear plants have safety regulations, which would make them unique even if the processes were similar.
The first step in a content marketing program is to determine how big the opportunity is with each type of fuel. For each product below, we have rated the worldwide opportunity from 1 being the largest and 5 the smallest. An x indicates there is no market.
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Relative Market Size of Flow and Treat Products for Each Fuel Type
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Products
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Coal
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Gas
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Biomass
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Nuclear
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Engine
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Solar
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Wind
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Fabric Filter
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1
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x
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3
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5
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x
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x
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x
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Scrubber
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1
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5
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3
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5
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3
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x
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x
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Precipitator
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1
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x
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4
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x
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x
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x
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x
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Catalytic
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1
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1
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3
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x
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1
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x
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x
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Sedimentation –
Centrifugation
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1
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3
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3
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3
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5
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x
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x
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Macrofiltration
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1
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4
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4
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4
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x
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x
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x
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Cartridges
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1
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3
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3
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1
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5
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5
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5
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Membranes
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1
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3
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3
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1
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x
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x
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x
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Pumps
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1
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3
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3
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1
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5
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5
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5
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Valves
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1
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3
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3
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1
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5
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5
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5
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Fans + Compressors
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1
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1
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3
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1
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5
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5
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5
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Monitoring - IIoT
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1
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1
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3
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1
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1
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1
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1
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Air Filtration
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5
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1
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5
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1
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x
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5
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5
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Other than lubrication pumps and valves, and monitoring, wind offers very little opportunity for flow and treat suppliers. The only solar market of any consequence is the molten salt approach for storage and heat transfer.
Air and Gases: There are a few unique gases used in power plants, but most applications fall into three categories. Intake air, exhaust air, and compressed air. The fabric filters used for air pollution control fall into two sub categories: combustor exhaust and material handling exhaust.
The big air intake application is the combustion air for gas turbines. Compressed air is used throughout power plants.
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Products Involved with Air and Gases
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Products
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Coal
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Gas
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Biomass
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Nuclear
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Engine
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Solar
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Wind
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Fabric Filter
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e
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e
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e
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e
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Scrubber
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e
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e
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Precipitator
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e
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Catalytic
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e
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e
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e
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e
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Sedimentation-Centrifugation
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Macrofiltration
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Cartridges
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Membranes
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Monitoring
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ec
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ie
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iec
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e
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Pumps
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Valves
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ec
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e
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e
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iec
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ie
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Fans + Compressors
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iec
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c
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iec
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iec
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Monitoring - IIoT
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iec
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iec
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iec
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iec
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iec
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Air Filtration
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c
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ic
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c
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iec
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iec
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Air Intake = I Exhaust = e Compressed Air = c
Liquids: The four broad processes involving liquids are water intake, liquid processing, cooling, and wastewater treatment. Lubrication is used with all fuel types and is not analyzed below. Coal-fired power plants have large FGD systems, which create gypsum as a byproduct. So, this is a major liquid processing application.
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Products
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Coal
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Gas
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Biomass
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Nuclear
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Engine
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Solar
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Wind
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Fabric Filter
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Scrubber
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Precipitator
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Catalytic
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Sedimentation-
Centrifugation
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IPCW
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ICW
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IPCW
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IPCW
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Macrofiltration
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IPCW
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ICW
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IPCW
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IPCW
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Cartridges
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IPCW
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ICW
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IPCW
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IPCW
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Membranes
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IPCW
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ICW
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IPCW
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IPCW
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Monitoring
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IPCW
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ICW
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IPCW
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IPCW
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Pumps
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IPCW
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ICW
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IPCW
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IPCW
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Valves
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IPCW
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ICW
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IPCW
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IPCW
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Fans +
Compressors
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Monitoring - IIoT
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Air Filtration
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Water Intake = I Liquid Processing = P Cooling = C Wastewater = W
The pumps and valves used on water intakes and cooling are quite different than those used in processing. The processing segment covers the steam cycle starting with ultrapure water. It also includes the scrubber slurry and gypsum dewatering. Wastewater developments include zero liquid discharge. This can involve evaporation. So, there are lots of unique sub-segments each of which need its own content marketing program.
Free Flowing Solids: Some treatment chemicals are delivered as dry powder, but the big applications are fuel handling, including coal and biomass. A more recent development has been DSI or Direct Lime Injection where powdered lime is injected into the exhaust gas stream. Pneumatic conveying systems use compressors. Unique valves are needed for storage hoppers.
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Products
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Coal
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Gas
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Biomass
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Nuclear
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Engine
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Solar
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Wind
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Fabric Filter
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m
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m
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Scrubber
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m
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m
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Precipitator
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m
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m
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Catalytic
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mt
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mt
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Sedimentation-
Centrifugation
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Macrofiltration
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Cartridges
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Membranes
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Monitoring
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mt
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Pumps
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Valves
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mt
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Fans +
Compressors
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m
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Monitoring - IIoT
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mt
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Air Filtration
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Material Handling = m Treatment Chemicals = t
The Content Marketing Program should consider the regional exhibitions and conferences. There are a range of magazines focused on individual fuels as well as ones covering all power applications. There are product magazines covering pumps, valves, and filtration. With much of the market in countries speaking Chinese in preference to English, there is also a need to sort content marketing by Chinese key words. Here is an example from the Global Decisions Orchard. http://www.mcilvainecompany.com/Decision_Tree/subscriber/Tree/Default.htm
221112 - Fossil Fuel ????
221112 - Fossil Fuel ????Coal Liquefaction ????
221112 - Fossil Fuel ????Coal-Fired ??
221112 - Fossil Fuel ????Gas to Chemicals
221112 - Fossil Fuel ????Gas-fired ??
221112 - Fossil Fuel ????Shale Gas ???
221112 - Fossil Fuel ????Waste-to-Energy ??????
Mcilvaine market reports providing detailed forecasts are described at www.mcilvainecompany.com and then “Markets” at the top
Bob Mcilvaine can answer your questions at 847 226 2391 rmcilvaine@mcilvainecompany.com
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