Content marketing wasn't always on the radar for Penny Shone, GE's former managing director and head of global growth communications, but she soon changed her mind.
"I didn't even like the term when I first heard it," Penny Shone told Andrea Edwards in an onstage chat at the ACMA Content Conversations event in Singapore recently.
Shone compares content strategy to building and furnishing a house: "(Your audience) are going to want some information, presented in a beautiful way… What we like in our home is all different, so you've really got to know your audience: what do they want?"
For...