escaping brochures: how we got started with content marketing

Imagination at work.

@Steven_Pepe, GE Water

Escaping Brochures How we got started with content marketing

GE content

vs. GE Water content

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This was our growth strategy

How did we get started (with digital)?

Finding a shared painpoint

Leads!

We knew…

Better content = better leads

Earn equity + influence by showing revenue impact

Leaders needed to hear….

Competitors are doing it better

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Title or Job Number | XX Month 201X See tutorial regarding confidentiality disclosures.

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How we got started (with content)

Title or Job Number | XX Month 201X See tutorial regarding confidentiality disclosures.

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How did we get started (with content)?

By auditing what we had.

The good news? We had plenty of technical content. Gobs of it.

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But did it match up to the “journey”?

Overview + splash videos

Product summaries

Fact sheets

How does it work?

Tech papers

Benchmark reports

Case studies – ease of use

Case studies with ROI

TCO comparisons

Savings calculators

Awareness Consideration Justification

So we reorganized to appeal to different stages…

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Industry, Application, Products

Finding user flows for all

stages of customer Q’s

Start telling more stories…

video, webinar, case studies

… Our early results helped win influence

• Reached 60K visits/month

• Began converting web visitors into marketing-qualified leads

• Simplified all lead collection through 2 Marketo forms

• Upload/assign leads in CRM, minimize data entry for reps

• Measure website traffic $ closed won

250+ leads 130 new opps 7-digit return

And we can start telling more interesting stories…

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Now the content investment has opened up

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… and use content in automated campaigns

Open rate - 59% , Click rate - 28%, Reuse of all existing content

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The hardest step was from brochures to valuable content. The next step is the fun part… to emotional storytelling.

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The Steps Needed for Change

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Thanks for reading!

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