Every Company Is A Media Company, But Not Everybody Who Works At The Company Is A Writer, Photographer or Videographer

Content marketing in a B2B context isn’t as sexy as launching a new show on cable, making a glossy magazine, or cutting a record, but it can be entertaining and informative to a broad audience, nevertheless.

Take the Free Press online newsroom from Intel. Social Media Today calls it a “leading example of not only how to integrate social media but also how to create content aimed at more than just journalists.”

For the audience’s convenience, Intel’s content is available on a destination site, but it also plays out on Google+, YouTube, Tumblr and Flickr.

It seems Intel adopted a DIY content strategy for their online newsroom, which is fine for a bootstrapped startup. But Intel can well afford to tell better stories by employing the help of professional content creators.

Brands are asking customers, investors and journalists to pay attention. The obvious thing to do is earn that attention by providing consistently compelling stories that follow a classic story arc.

In the videos above, Intel says it wants to be active in emerging markets like Turkey. And that most people don’t know what an “Ultrabook” is. That’s good information to know, but the presentation is flat.

So, why don’t more brands build some tension and resolution into their content offerings (and place an emphasis on production values)?

Previously on AdPulp: Heard Over Lunch: Spruce Up Your Online Newsroom (Unless You Want To Be Invisible and/or Boring)



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.