Purpose The purpose of this paper is to investigate the impact of social content marketing in social media on the effectiveness of the new product development process of high-tech companies with regard to the e-trust as a mediator between content and effectiveness. Design/methodology/approach For this study, a descriptive research method has been adopted. Data were collected through a questionnaire. In total, 430 questionnaires were distributed among professionals and managers working in R&D, marketing, sales and strategic departments of firms affiliated with ICT Guild Organization in September 2017. Of this number, 384 complete questionnaires were included in the study. Data were analyzed using structural equation method by Smart PLS software. Findings Findings show that although social content marketing and e-trust influenced the effectiveness of the product development process, e-trust did not play a mediating role in the relationship between social content marketing and effectiveness of product development process in high-tech companies. Practical implications High-tech companies, drawing on the results of this research, can utilize the component of social content marketing in social and mobile media and content publication through e-commerce, social and mobile media and m-commerce while analyzing user-generated content to identify user demands and achieve the proper idea generation. At the time of commercializing, by educating and informing customers, they mitigate fears and risks. This will lead to increasing the effectiveness of the product development process, market share and achieving revenue goals. Originality/value This study investigates the social content marketing role in product development process in high-tech companies and tests the model in the context of the Tehran IT industries. The result of this study provides a reference for managers of high-tech companies and helps them lower the failure rate of product development.