Teaming Up to Blog
One of the best ways to extend thought leadership in digital is through blogging. GE Intelligent Platforms had no blog presence when I joined. We quickly developed a strategy and launched a blog that at its peak had 2,000+ subscribers with more than 2,200 visits a month. We averaged 50 shares per blog post. Blog readers also visited our commercial website. In November, 2015, we refocused our subscribers, encouraging targeted personas to join our Industrial Internet blog on ge.com/digital.
In 2013, we won a BtoB Content Marketing Best Award for blogging. In their October 15, 2013 publication, BtoB stated:
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.