Toshiba launched the blogging site to engage with a new online audience that its main brochure-led website, uk.computers.toshiba-europe.com, doesn't currently reach.
ToshibaLife publishes blogs to help consumers before and after purchasing Toshiba products. The blogs also include the news and information on broader innovations and technologies.
Traffic to ToshibaLife is being generated solely online through search activity. White Hat Media will optimise ToshibaLife by helping to produce credible and engaging content.
ToshibaLife currently focuses on laptops but will expand to cover home entertainment systems such as TVs and DVD players later this month.
‘The new site allows us to engage with an audience we haven't been able to attract so far - uk.computers.toshiba-europe.com showcases our products, while ToshibaLife.com teaches people how to do things with them,' said Chris Scott, eBusiness marketing manager at Toshiba.
An online discussion forum on ToshibaLife allows consumers to comment on blogs. Users need to register, but the site will shortly release a new tool where anyone can comment without being logged in, to encourage higher participation.
‘Driving traffic through quality and user-focused content is absolutely key for brands,' said Jeremy Spiller, managing director of White Hat Media.
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