Toshiba has appointed search and social media specialist White Hat Media for a campaign to develop optimised content for its new blogging website;

The electronics manufacturer launched the site to build and engage with a new online audience that its main brochure-led website,, doesn’t currently reach. ToshibaLife publishes blogs to help aid consumers pre and post-purchase; promoting the technology behind Toshiba products and advising on how to get the best out of them. The blogs also include the latest 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 focuses on laptops at the moment, but will expand to cover home entertainment systems - 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 - showcases our products, while teaches people how to do things with them,” said Chris Scott, eBusiness Marketing Manager at Toshiba. “White Hat Media will help with content optimisation on ToshibaLife. SEO is imperative to our brand’s online strategy and is helping us to increase our online audience.”

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, MD of White Hat Media. “We are very pleased to be appointed by Toshiba on this project. Our objective is to assist Toshiba in building a lasting relationship with an engaged and enthusiastic audience.”

Toshiba eventually plans to create awareness of ToshibaLife among its customers via in-product marketing material.

About White Hat Media
White Hat Media ( is a specialist web marketing and development agency, focusing on search and social media. We're also very good at design, development and ecommerce. Although based in the UK we work for clients, mainly large and medium sized, throughout the world. The people who run White Hat Media have all had more than ten years’ experience working with the web. The team at White Hat Media have built and run marketing campaigns for clients including Toshiba, Yardley, private equity house 3i and B2B publisher Centaur Media.

For further information please contact:
Claire Armitt
01273 779449 / 07985 297842

Published on: 7:27PM on 26th June 2009