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
Other companies began blogs on their corporate sites as long ago as the
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
General Electric's GE Reports emerged at
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.
So why do the tech companies value content so highly?
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
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.
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