What GE Capital learnt from its failed content marketing experiment

This event report considers why a bold step into content marketing failed to deliver on its initial promise.

What GE Capital learnt from its failed content marketing experiment

Andrea Sophocleous

A failed marketing experiment is not something most marketers willingly discuss in a public forum, but for GE Capital Australia and New Zealand's head of digital marketing & analytics, Cameron Partridge, the lessons learned made for a compelling case study on what it takes to succeed in one of marketing's newest fields.

The financial services company took a bold step into content marketing with a lifestyle-based money website, Art of Money, but top brass pulled the plug on the experiment after just 12 months. Speaking about the experience...

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