I led the strategy and execution of a new blog for GE Intelligent Platforms, capturing 2,000+ subscribers and attracting more than 2,200 visits a month.
Background:
Blogging is an excellent way to extend thought leadership and drive company awareness. Blogs also contain the messaging you think is important. Written correctly, within a strong messaging framework, they are also a great way to drive organic traffic to your site, showcase your partners and leading experts, and develop dialog with customers.
Challenge:
GE Intelligent Platforms had no blog presence when I joined the division. We quickly developed a strategy and launched a winning blog.
KPIs
The blog drove visitors to our website. When our software business moved to the newly created GE Digital business, we refocused our subscribers, encouraging targeted personas to join our Industrial Internet blog on ge.com/digital.
After only one year, we won a BtoB Content Marketing Best Award for blogging.
GE Intelligent Platforms blog offers readers a broad look at the issues and rends affecting manufacturing and infrastructure. Content includes posts by a team of almost two dozen contributors who wrote about everything from mobility and workforce enablement to moving industrial data to the cloud. The tone of the posts is friendly and conversational. The contributors have personalities, and their voices blend seamlessly into the overarching discussion. The blog integrates well with other channels–including a video series, podcasts and webinar announcements–and makes social sharing easy. The overall look and feel of the site is sophisticated, clean an consistent with the GE brand. Navigation is simple and straightforward, just the way it should be to help readers access lots of content that will help them think intelligently about their industry.
