Why storytelling plays a key role for GE

This event report shows how General Electric (GE) has used content marketing to build consumer relationships, awareness and interest in its brand.

Why storytelling plays a key role for GE

Stephen WhitesideWarc

Content marketing may not usually be associated with jet engines, wind turbines and mining equipment. But for Linda Boff, executive director/global brand marketing at General Electric, demonstrating the "big-ass beauty, so to speak, of industrial scale" everywhere from YouTube to Twitter and Imgur has proved an effective strategy for telling stories and engaging customers.

"I never kid myself is that when we tweet about a jet engine, Quantus is calling up the next day and saying, 'I need three of those.' But what I would say is, over and...

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