Welcome to Content24. What makes this different is that it’s a digest of the stories that have made an impact over the past 24 hours and not just a platform for a recycled content marketing strategy. Today we’re looking at the new CMO at GE, Nescafe and the FT.


With features like its recent Drone Week push on streaming service Periscope, GE is arguably one of the best practitioners of content marketing out there. So with this in mind it’s fairly important when it appoints a new marketing chief.

Typically for a company that tends to promote from within, GE has appointed executive director of brand marketing Linda Boff to the role of chief marketing officer. The move could be good for content marketing as it was Boff, with former CMO Beth Comstock, who pushed the company’s current digital strategy.

This piece in Adweek gives a short outline of Boff’s background and how GE’s marketing has embraced a number of different platforms in recent years. And talking of platforms…

Nescafe goes to Tumblr

Breaking the 24-hour rule here, we should have already commented on Nescafe’s decision to ditch its dotcom site and shift over to ‘teenage blogging platform’ Tumblr. The aim? The same as so many other established brands: to capture younger consumers and raise SEO.

Speaking to Brandrepublic, Michael Chrisment, Nescafé’s head of global integrated marketing says: “We’re actually moving everything to Tumblr but consumer data. Tumblr is unique. It’s an agile, responsive, connected platform, the fastest growing social platform and a fantastic way to connect with younger people.”

In return, Nescafe will be able to push its message across the Tumblr platform as well as benefit from its mobile application. But, and this is a question we asked over the Facebook Instant launch, is it a good move to put all your eggs in someone else’s basket?

FT says time-based ads work

Over the last nine months, the FT has been running online display campaigns where the client only pays if a consumer is exposed for more than five-seconds. Now the trial is over, the FT has said the model contributed over $2.2 million in revenue. The 13 clients include BP and Microsoft. It is an interesting model and raises the question of what if this was applied to content marketing?

CMO launches film

Lastly, the Content Marketing Institute has produced a 45-minute film “The Story of Content: Rise of the New Marketing.

Take a look.

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