All assets are created equal. Until they aren’t. I led a cross-business team to develop a series of web pages in just three weeks time to support a major broadcast media program.
One of the best ways to extend thought leadership in digital is through blogging. I implemented the GE Intelligent Platforms blog which today has almost 2,000 subscribers and has more than 2,200 visits a month. In October of 2013 when our blog was almost a year old, we won a BtoB Content Marketing Best Award.
The GE Intelligent Platforms website is visited by engineers, technical managers and technical procurement specialists. To help these visitors find precisely what they are searching for, we added a Product Finder to the website providing fast, easy, reduced-click navigation.
Online white papers scream “print me.” Digital demands graphic documents with easy share buttons. Views like concise, clean text with charts and graphs that tell a story. I revised our online white paper content to digital formats with strong headlines, clear calls to action.