GE Gets 30% Better Returns Through Smart Content Marketing

CMO Beth Comstock on her brand's five-year comeback

General Electric's popularity dipped during the 2008 recession, but the massive brand has since more than recovered. How big has content marketing been in the company's comeback?

"We've done some research on our content marketing," said CMO Beth Comstock, speaking with Adweek at the ANA Masters of Marketing conference. "And we get 30 percent extra value for every dollar spent."

How important have Facebook, Twitter and other social channels been to the brand's revival? After all, those platforms were either nascent or nonexistent back when the GE turnaround began.

"I think social media has been a big part of it because it makes us relevant in a lot of new ways," said Comstock, who came on board shortly after the recession.



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