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.
More like this
Time Out Group announced that it has signed a lease agreement for a new Time Out Market in Boston, Massachusetts, with the benefit of planning for the site already secured.3rd Oct 2017 Industry News
TheExcursionist.com and The Excursionist magazine aim to help customers inspire their next holiday.2nd Oct 2017 Industry News
Samuel Irving “Si” Newhouse, Jr., joined Condé Nast in 1961 after it had been acquired by his father, Samuel I. Newhouse in 1959. He served as chairman of Condé Nast beginning in 1975.2nd Oct 2017 Industry News
Today, MPA – The US Association of Magazine Media released the latest Magazine Media 360° Brand Audience Report. Total audience for August 2017 continues to hold steady compared to last year, with similar trends from recent months, most notably growth in print plus digital and video audiences. The report covers 127 magazine brands across 30 companies.28th Sep 2017 Industry News
“No other industry predicted its own doom as much as print media. The magazine is not dying, but it may be killing itself.”10th Oct 2017 Features
Magazines are a shortcut to quality and continues to deliver top results for advertisers, according to Linda Thomas Brooks, CEO at MPA, USA, said during a keynote on the second day of the FIPP World Congress in London (11 October) last week.16th Oct 2017 Features
Ralph Büchi, Chief Operating Officer (COO) of the Ringier Group and CEO of Ringier Axel Springer Switzerland, has been elected as the new Chairman of FIPP – the network for global media. The chairmanship of the international magazine media association was passed to Büchi after Erwin Fidelis Reisch, president & CEO of Alfons W. Gentner Verlag completed his term as FIPP chairman.11th Oct 2017 FIPP News
“Smart repackaging” and "content swarming" are the main ways that Hearst UK’s titles are trying to reach a greater audience - and it’s working, according to Betsy Fast. Betsy, who recently moved from Hearst US to become Executive Director of Digital Editorial Strategy at Hearst UK, shared her insights from the stage on day two of the 41st FIPP World Congress (11 October).13th Oct 2017 Features
We are at the 41st FIPP World Congress, taking place from 9-11 October. If you were unable to make it to London, here are some ways you can follow news from there.8th Oct 2017 FIPP News
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
Get global coverage of your launches, company news and innovationsFIND OUT MORE
What’s happening now, what’s coming next