General Electric is a household name, but its individual business units have their own unique products and differentiators that are not always distinguished from the overall GE brand. Leadership at GE's Industrial Solutions business were looking to increase awareness of its solutions beyond its existing customer base. With so many subject matter experts within the Industrial Solutions business, it made sense to launch a thought leadership effort that would deliver valuable content to the target audience.
Over a period of three months, we conducted research into the digital and competitive landscapes using specialized tools and technology. Through keyword research, persona development, competitor analysis and a content audit, we identified the topics and trends dominating the conversations happening in the subject areas GE Industrial Solutions was looking to promote.
As we uncovered these topics and trends, we tracked them carefully to ensure our recommendations would be based on the most relevant activity happening in the digital and competitive space. We compiled our findings and recommendations into a comprehensive report that turned extrapolated data into actionable, fact-based content strategy initiatives.
We recognized a need to focus on thought leadership and Fishnet helped us take the effort one step further by providing important research into how to reach our audiences with the content they want. We are now delivering strategic content that more effectively resonates with our customers' pain points.
Shonodeep Modak, Chief Marketing Officer, Industrial Solutions at GE
