Corporate Blogs

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Corporate Blogs: Microsoft and GE

Microsoft's Transform is a corporate blog that features posts highlighting the company's work and achievements regarding the transformation of digital and tech landscape. General Electric (GE)'s corporate blog GE Reports posts an array of content regarding GE's work in various fields such as innovation, technology, management, and economy.

Microsoft (Transform)

  • Microsoft, through its corporate blog Transform, delivers a variety of content to highlight the company's recent works and achievements in transforming the digital landscape.
  • The type of content varies from articles to videos.
  • Posts on the blog are authored by Microsoft's C-suite and non-C-suite executives. These executives come from various departments and branches of Microsoft.
  • It also posts case studies on individual organizations that are making use of Microsoft products to progress or advance their business.
  • The blog generally posts every 1 to 3 days. Sometimes, there is a gap of 5 to 7 days between the posts.
  • Microsoft's Transform, with all its hosted articles and videos, receives 45.4K organic visitors.
  • The corporate blog gets most of its social traffic from Twitter (35.34%) followed by Facebook (25.66%); according to SimilarWeb.
  • 56.21% of the visitors access the blog via search platforms. Around 23.52% of visitors access it directly.
  • Geographically, most of the traffic is from the United States (25.01%), followed by Germany (5.72%) and United Kingdom (5.50%).
  • The most recent post on Microsoft's Transform blog was by Deb Cupp (Corporate Vice President, Enterprise & Commercial Industries, Microsoft), made on September 20, 2019, titled "Microsoft customers gain a financial services advocate in new CVP Bill Borden."
  • Another recent post was a case study, posted by Deborah Bach on September 19, 2019, titled "Bollywood, blockbusters and a $5 billion industry: How Indian company Eros Now is redefining online video."
  • The next recent post on the blog was the 15th episode of Microsft's 'The Shiproom', in which Johns Hopkins’ Darren Lacey and Microsoft’s Brad Anderson talked on cybersecurity. It was posted on September 17, 2019.

GE (Reports)

  • The most recent post from GE Reports was by Sam Worley, made on September 20, 2019, titled "The 5 Coolest Things On Earth This Week."
  • On September 19, 2019, Tomas Kellner posted two articles titled "The Coast With The Most: Two New U.S. Offshore Wind Farms Will Use The World’s Most Powerful Turbines" and "Team Spirit: What It Takes To Build A Factory That Makes The World’s Longest Wind Turbine Blade"
  • On September 18, 2019, Tomas Kellner posted an article titled "Power Up: GE To Add 1.5 Gigawatts To Iraq’s Grid.


To provide an overview of the corporate blogs Microsoft's Transform and GE Reports, we conducted a scan analysis of the general features and themes played by them. We went through their most recent posts made in the last 6 to 8 months. This gave us a good idea of their general type of content and their authorship patterns. We went ahead and analyzed their web addresses with domain analysis tools like k-meta and SimilarWeb. This further informed us what type of audience the blog has. It also helped us understand the main sources of audience for these blogs. Finally, we conducted a press scan to find any news and media which specifically focused on any of these two corporate blogs. We found several posts "from" these specific blogs in the press scan; however, none of the results we found had anything "about" the blogs themselves.
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Corporate Blogs: Axios and Shell Global

After an extensive search for Axios's and Shell's corporate blogs, these do not appear to be available in the public domain. However, the research team was able to gather valuable insights about Axios's and Shell's website content and audience.


  • Axios news content covers the following topics: technology, politics, business, health care, science, autonomous vehicles, future, media, energy, world, cities, education, and sports. The articles are posted every 1 or 2 hours.
  • Axios offers a subscription for its newsletter, which covers the most important news on different topics.
  • Axios news website has 3.61 million organic visitors.
  • According to a SimilarWeb report, 81.78% of its audience is from the U.S. and 4.43% is from Canada.
  • Also, most of its audience is interested in news and media.


  • Shell Global has a channel called "Inside Energy", which provides fresh insights into energy and technology. It contains different stories on topics such as deep water, technology, transport, new energies, digitization, and the Paris Agreement.
  • Inside Energy has 2.67K organic visitors.
  • The company also has a "media" channel that includes press releases, speeches and articles, and annual reports and publications.
  • Their media channel has 3.35K organic visitors.
  • has 3.57 million total visits, of which 18.09% are from the U.S. and 11.20% from the U.K. Most of its audience is interested in news and media.


We were unable to provide an overview for the corporate blogs of Axios and Shell Global, as neither of these companies has a corporate blog.

In order to find each of these companies' blog, we first tried looking into their websites ( and for a "blog" section. Axios only provided sections such as newsletter, news sections (types of content), special features, about Axios, among others; while Shell has different articles posted in their Inside Energy and Media channels. After a thorough search, we found that neither of these websites had a "blog" section.

Next, we tried to find out if these companies had a corporate blog that was not linked to their website. For this, we searched through both companies' social media sites like Facebook and Twitter to see if any of their posts was linked to a blog. However, the articles posted on these sites were linked to Axio's news website or Shell's Inside Energy or Media channel.

Finally, we tried finding their corporate blogs in the Blog Search Engine. Here, when searching for Axios's corporate blog, the only results that came out were links to its main news website or any section of this site, such as politics or business. When searching for Shell's corporate blog, we came upon David Hone's blog, who is Shell's climate change advisor.


From Part 01