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article imageGE Capital and Slate win Midas Award for content marketing effort

By Michael Krebs     Jan 19, 2014 in Business
In 2013, GE Capital partnered with Slate to create the "Roadshow For Growth," and the long-form content strategy and tour was recently recognized with a Midas Award.
GE Capital and Slate have won a Midas Award for their "Roadshow For Growth" content marketing partnership in 2013, the international awards body announced.
"Midas Awards is the only international competition to recognize excellence in financial marketing & advertising on a global scale. Midas Awards honors the World's Best Financial Marketing & Advertising," the organization stated on its web site. "The competition extends over regional, national and continental boundaries to provide a true worldview of advertising and corporate communications in the international financial community."
The content strategy featured a bus tour of 20 cities, with brand journalism in articles, infographics, and videos produced by SlateCustom, Slate's internal content marketing concern.
"The GE Capital and Slate 'Roadshow for Growth' national tour is a unique platform designed to give middle market businesses ($10 million to $1 billion in revenue) a major stage to voice their issues and promote growth within this critical segment of the U.S. economy," SlateCustom explained on the Roadshow for Growth site. "While only 3% of American companies belong to the middle market, they account for one-third of the national GDP contributing to more than 43.3 million U.S. jobs."
The roadshow benefited along the way with stops at middle-market businesses, thought leadership events, and notable press coverage.
Business-to-business marketing specialist, Sharmila C. Chatterjee, a senior lecturer at the M.I.T. Sloan School of Management, described the roadshow to The New York Times as a “very nice way for GE Capital to connect with customers, establish credibility and gain their trust, three very important things in the day of information bombardment.”
The Midas Awards announcement represents an important acknowledgement — not only for GE Capital and Slate but for digital- and event-oriented content marketing.
More about Slate, content marketing, Advertising, GE Capital, Financial
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