How should the B2B industry do content marketing? Analyze GE Power’s three marketing secrets
In recent years, I have often been invited to give speeches and lectures in government agencies, private enterprises, or universities to introduce the development of content marketing. Every time I talk about the latest trends in global content marketing, I never forget to remind everyone that many B2B industries have begun to increase their focus on content production and marketing…
Unlike the B2C industry, which can use a lot of cool and interesting information to stimulate the consumer public, the B2B industry must first put the needs of the target audience first, and create your content based on these needs, thereby establishing a trusting relationship with each other.
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I believe everyone understands the importance of content marketing, but the question is how should the B2B industry invest in content marketing? Are there any cases worth referring to?
Today, let us take GE Energy Company (opens in a new tab) as an example to see how they engage in content marketing!
GE Power is a world leader in power generation and water technologies for utilities, independent power producers and industrial applications.
When you open GE Power’s official website (opens in a new tab), you will first be attracted by the large featured picture in the middle of the page, which says “Powering Forward”. Although the words are very simple, they are quite consistent with the company’s service tenet. Quickly, you can attract everyone’s attention.
In the featured image, it also reads: “GE Power creates the energy technologies of the future and improves the power grids we rely on today. We create one-third of the world’s electricity, and our technology powers 90% of the world’s transmission facilities. 40% of the world’s energy is managed by our software.”
Next, GE Power also used graphic and text information to explain the three major trends in the future development of electricity, and clearly pointed out that GE is leading the transformation of the company-to jointly create the future of energy with customers, providing safe, efficient, reliable and affordable energy to promote global economic growth and improve living standards.
After reading this information, will you be in awe of GE Power? Have you even begun to trust and favor the company? If you agree, you may have the opportunity to become their potential customer in the future.
In addition to conveying professional knowledge, GE Power also encourages netizens to reimagine the future of electricity (https://www.ge.com/power/reimagining-our-electricity-future-whitepaper (opens in a new tab)), and invites everyone to learn how they work with customers around the world to create the future of energy? The company has also produced exquisite white papers to provide to interested companies and consumers. It is not difficult to see from here that they are indeed well versed in content marketing.
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To sum up, I think GE Power did three things right when investing in content marketing:
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Simplify the complex: Use easy-to-understand graphics and text to explain majors.
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Provide information: Beautifully produced white papers are available for free download.
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Call to Action: Encourage people to imagine the future of electricity together.
After reading the case of GE Power (opens in a new tab), do you have a deeper understanding of corporate content marketing? If you want to know more about how the B2B industry can start investing in content marketing, you are also welcome to contact (opens in a new tab).
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Vista Cheng speaks and runs workshops on AI workflows, writing and content systems for companies, schools and public agencies.
