GE Content Marketing Creates Broader, Deeper Consumer Engagement

GE, known as the ultimate mega-conglomerate, has been experimenting with new approaches to unifying its brand to consumers. Using social media, it has been presenting touch-points that engage consumers from not just from the product side, but the content side. Its goal is to use content marketing (meaningful and valuable content developed by a business that aims to influence and alter consumer behavior) to engage new consumer segments to the brand. Without utilizing overt “selling” techniques, GE is using content marketing tactics not to pitch products, but to deliver valuable information to consumers that will allow them to make more intelligent purchasing decisions, and foster brand loyalty for GE.

By profiling employees doing interesting work, honoring past scientists and mathematicians, highlighting new inventions by everyday people, and even creating short videos called “GE Masterclasses”, GE is taking an approach of educating and enhancing the lives of its consumers to generate leads. Much of this content is delivered via Twitter, as seen below.

As consumers become immune to traditional advertising and glaze past online display, rich media, and ads, what will connect with consumers is relevant information and stories. Other large multinational corporations have taken this approach as well. Proctor and Gamble created a community for the pre-teen and teen girl community called beinggirl.com, General Mills has developed the Tablespoon cooking community, and Home Depot DIY Trends and Tips.

This trend towards content marketing signals the need for businesses to be more thoughtful about how they engage with audiences and consumers. The quality of the marketing content must high, frequent, and something that consumers take seriously in order to truly become effective.