Quantcast
return Home

How and why are tech companies using content marketing?

Tech companies have often lead the way in experimenting with new marketing concepts. Businesses built on change and innovation will arguably feel more comfortable exploring new directions than those that operate in more traditional sectors.

So it is not surprising that many tech companies have pioneered the use of content marketing, especially in the United States. Microsoft has a long history of providing content targeted at its customers, as do many companies which have evolved from being largely tech providers into media companies-  the most obvious being Aol which now owns The Huffington Post, Engadget and many others. BT in the UK, which runs news, sport and tech channles, is another example.

Other companies began blogs on their corporate sites as long ago as the mid 2000s giving their senior execs the opportunity to share their thoughts about the industry with a wider audience

More recently mobile phone chip maker Qualcomm blazed a trail with its Spark portal which took content marketing in the sphere to a new level. A team of specially recruited tech journalists worked to deliver a website that took an insider eye on the future in the type of way consumer titles like Wired had being doing for years. The key difference is that occasionally the articles would subtly reference work that Qualcomm was developing.

General Electric's GE Reports emerged at similar time and offers readers content in three categories; invocation, perspectives and performance. Articles on exploring the brain's potential - for example an interview with a prominent Icelandic scientist - sits next to a story which highlights how GE has worked with wind farm operators in South America to deliver cheaper  electricity. It is one of the most accomplished examples of content marketing online.

Another key trend is the creation of portals for tech companies on existing media sites. Interestingly GE has also worked with major US digital publisher Quartz on a portal that is housed on the Quartz Site. World in Motion is a warehouse for GE's articles, videos, graphics and social media posts from around the globe.

So why do the tech companies value content so highly?

Thought leadership

Until fairly recently tech companies, especially in the B2B sphere, tended to keep their expertise to themselves. The growth of content marketing has challenged this assumption. Surely one of the best ways to develop trust and an affinity with customers is to show that you really do know what you are talking about. In an excellent blog post on B2B thought leadership at Imedia Connection Gordon Plutsky argues

‘Those that have are able to rise to the top of consumer and prospect awareness by using once-proprietary knowledge to establish themselves as thought leaders in their field. They don't give away the house, but they share enough valuable insights to pique audience's' interest and prove they're worth their salt.’

There is also the more subtle fact of underlining to readers that the company is very future focused. Blog posts about future trends and interviews with prominent futurologist’s emphasis to the reader that the company, no matter what its heritage, is very much focused on creating, and being a part of tomorrow. Intel’s IQ website is another highly effective portal that majors on future tech and the company’s role in creating it.

Read the full article here

Source: CMA

More like this

The Economist EVP on the power of content as a strategic marketing resource

What effective B2B content marketing looks like

Ten content marketing game changers to look for in 2016

  • John Wilpers showcases top trends included in new FIPP Innovation World Report Messaging apps and chatbots are two of the main developments media should be paying a lot more attention to than is already the case, John Wilpers, Innovation Media Consulting senior US director and author of FIPP’s annual Innovation World Report, said at Digital Innovators’ Summit in Berlin today as he shared top media innovations from around the world. 20th Mar 2017 MagWorld
  • How to develop your chatbot strategy

    If you have Alexa, Amazon’s intelligent personal assistant, then you probably start your morning with a conversation with a chatbot. Because let’s admit it: chatbots are already everywhere. On the one hand, we love to hate them because they are, well, not human. On the other, we love to love them because they create an interactive and personalised experience. Brands have been quick to adopt this technology. Too many media companies lag behind experimenting in this field.

    16th Mar 2017 Insight News
  • Monetising content - from distribution to subscription Diversifying revenue streams is naturally on top of the to do list of the execs of most publishers. It is a topic that was widely covered at DIS 2017 with a number of speakers addressing the issue of monetisation from a number of differing perspectives on Day 1 and Day 2. 21st Mar 2017 MagWorld
  • Platforms as mass media, magazine media as niche and ‘why you should not outsource your future’ Published content drives daily news consumption and engagement on platforms all over the world. They (platforms) have become the new mass media. Magazine media are now in the niche media business, according to Grzegorz (Greg) Piechota, research associate at Harvard Business School and 2016 Nieman Fellow, presenting at Digital Innovators’ Summit yesterday in Berlin. 21st Mar 2017 MagWorld
  • Vivendi CEO highlights ‘five big opportunities for content creators’ There are five big opportunities right now for content creators. “Shared pain has been replaced by shared opportunity,” Vivendi CEO Arnaud de Puyfontaine said at Digital Innovators’ Summit 2017 today (21 March). 21st Mar 2017 MagWorld

SUBSCRIBE

FIPP newsletters allow you to keep up with industry trends, research, training and events across the world

FIND OUT MORE

SHARE YOUR NEWS

Get global coverage of your launches, company news and innovations

FIND OUT MORE

Upcoming @ FIPP

What’s happening now, what’s coming next

Go to Full Site