The core of GE’s content marketing strategy is actually pretty old school, Director of Global Digital Strategy for GE’s Corporate Commercial and Communications Andy Markowitz told the crowd at the Content Marketing Insider Summit on Kiawah Island, SC, during a keynote that opened Day Two. Invoking Don Corleone from Mario Puzzo’s “The Godfather,” Markowitz said it is fundamentally to make its customers an “offer they can’t refuse.”
“You want to create great content. You want to provoke. You want to disrupt. You want to do those things, but you want to do it right,” he said, adding, “You want to make them an offer they can’t refuse.”
GE’s method for doing that is no less impressive than the ad tech and solutions stack you might see in one of Luma’s Lumascapes charts. In fact, Markowitz showed versions of GE’s own “Luma” stacks, explaining that the big industrial and consumer marketers toggles its use of different solutions at different times to execute, measure and analyze the results of its content marketing based on specific goals for specific audiences. But whether they are B-to-B, or consumer customer segments, Markowitz said one thing remains the same and at the core of every piece of marketing content GE distributes: how it measures its value to its and its customers’ bottom lines.
Markowitz described the concept as, “branded social currency,” which is simply a way of looking at the impact of its branded social content form a “currency standpoint.”
The currency can vary depending on what awareness and behavior GE is seeking to influence with its content.
Markowitz did the deep “Luma” dive, taking the audience through various content creation, distribution and measurement solutions, and how they are used in different ways, at different times, but the goal isn’t to let the stack drive its content strategies, but to let its content strategies drive what parts of the stack it uses.
He implied that it’s still a work in progress, but that enough “proof points” have emerged that “this stuff is becoming accountable.”
But at its core, Markowitz said, all the tech and all the strategies and all the back-end KPIs still emanate around one fundamental proposition:“At its core, we are a content company,” he asserted, adding, “Yes we make MRI machines. Yes we make jet engines, but at our core, we have great stories to tell.”