Insights, Ideas, and Strategies for Tech Communication & Storytelling
5 content marketing trends B2B tech companies can’t ignore in 2026
B2B tech content marketing in 2026 requires balancing AI capabilities with human expertise. Five critical trends are shaping success: optimizing for AI-driven discovery, establishing authentic thought leadership, implementing hyper-personalized account-based strategies, building integrated distribution across LinkedIn, email, and owned media, and measuring real business outcomes over vanity metrics. Companies mastering these trends will outperform competitors focused solely on content volume.
What is Developer Relations (DevRel)?
Developer Relations (DevRel) is the practice of building relationships between a company and its developer community through technical expertise, education, and advocacy. Unlike marketing or sales, DevRel focuses on helping developers succeed with your product while bringing their feedback back to improve it. This article explains what DevRel professionals do, how the function differs from developer marketing and product marketing, and when companies should invest in dedicated developer relations.
How to market to developers: 7 strategies that actually work
Marketing to developers requires a different approach than traditional or product marketing. Developers, especially those in complex industries, evaluate tools based on technical merit, not marketing promises. This guide covers seven essential strategies for demonstrating competence and building trust through technical credibility, not persuasion.
Strategic communication in a multilingual world: AI-powered translation for live events
Live events are central to modern communication strategies, but language barriers have always forced difficult trade-offs between reach and budget. AI-powered translation technologies—from real-time captioning to voice cloning—are changing this calculus. Organizations can now deliver multilingual experiences at scale without traditional interpretation costs. While AI can’t replace human expertise for high-stakes communications, strategic communicators who deploy it effectively will gain significant advantages in engaging global audiences.
What comes first: Product story or Brand story?
In engineering-driven B2B tech companies, early success comes from product excellence—but global growth requires a compelling brand story. Drawing on examples from Nvidia and Intel, this article explains why sequencing product and brand is critical, how to know when to shift, and what leaders should ask to turn technical credibility into lasting market impact.
Planning 2026 marketing? Don’t forget your tech story
As you finalize your 2026 marketing plans, don’t overlook your technology story. With increasing buyer sophistication, AI noise, and complex technical landscapes, clear tech storytelling has become a strategic necessity. This article explores why 2026 is different, what gets lost without strong technical narratives, and provides a practical checklist for integrating tech storytelling into your marketing strategy.
Why prospects don’t care about your product features (And what actually makes them buy)
Your technical product is brilliant, but prospects aren't buying. The problem isn’t your features—it’s that you’re speaking the wrong language. Learn why technical teams fall into the “feature trap,” how to translate capabilities into business outcomes, and the narrative framework that bridges technical excellence with customer transformation.
Engagement theater: Why B2B tech companies create content that feels good but does nothing
B2B tech companies waste resources on “engaging” content that generates impressive metrics but fails to influence buying decisions. In complex enterprise sales, engagement theater—videos, infographics, quizzes—distracts from creating the substantive technical content buyers actually need: comprehensive documentation, working code examples, and detailed implementation guides. The most important B2B content rarely goes viral, but it helps qualified buyers make confident decisions faster.
The language technology differentiation problem no one wants to admit
Every language tech platform offers the same capabilities. Sophisticated buyers know it. Content marketing won't fix it. So how do you actually differentiate when your technology is commoditized? This article tackles the uncomfortable truth about language tech differentiation—and offers a strategic path forward that goes beyond features and thought leadership.
Breaking down silos: Why social media and PR must unite for maximum brand impact
This post explores why social media and PR must work as one to maximize brand impact. Operating in silos leads to fragmented messaging, duplicated work, and missed opportunities. By integrating strategy, reporting, and KPIs, brands achieve stronger consistency, faster response times, and greater amplification. The post also outlines how to implement integration and the competitive advantage it creates.
What your competitors’ content strategy reveals about global market opportunities
Traditional competitive analysis focuses on features and pricing, but content performance analysis reveals how competitors position themselves and what messages resonate in each market. This intelligence helps PMMs identify positioning opportunities and develop differentiated messaging strategies across regions.
Retention starts with localization in B2B tech
This article explores why localization is more than a translation exercise for B2B tech companies—it’s a strategic driver of retention, adoption, and customer advocacy. By embedding cultural intelligence into customer success, learning, UX, and community-building, companies can create competitive advantages that competitors can’t easily replicate.
Why your product launch stalled (and how content strategy fixes It)
Product launches often fail not because of the product itself, but because of fragmented, inconsistent content across teams. Without a cohesive strategy, messaging gets diluted, adoption stalls, and revenue leaks. This post explores how content strategy acts as growth infrastructure—aligning sales, marketing, product, and customer success around a shared narrative that drives adoption, accelerates sales, and sustains long-term growth.
Why Quebec’s Bill 96 demands a product strategy rethink
Quebec's strengthened language laws represent a strategic product opportunity rather than just a compliance burden. The piece explores how designing with French as a primary consideration creates better user experiences overall, opens doors to global francophone markets worth 280+ million speakers, and can become a competitive advantage. It guides PMM leaders through rethinking content strategy and viewing Bill 96 as a catalyst for building more inclusive, successful products that serve diverse linguistic communities authentically.
Message-market fit: The missing link between product-market fit and global GTM success
Many companies struggle with international expansion despite achieving strong product-market fit in their home market. This post introduces message-market fit—the ability to communicate your product's value clearly and consistently—as a critical foundation for global GTM success. PMMs learn why perfecting messaging domestically before expanding internationally creates a scalable framework for cultural adaptation rather than fundamental messaging discovery.