Insights, Ideas, and Strategies for Tech Communication & Storytelling
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.
How content strategy reveals regional market nuances for international product marketing
Content strategy is a powerful market intelligence tool for PMMs. By analyzing content performance patterns across regions, product marketers can uncover cultural preferences, competitive dynamics, and behavioral insights that inform more effective global go-to-market strategies than translation alone.
The strategic datasheet: Transforming technical specs into revenue-driving assets
In B2B tech, datasheets are one of the most requested yet underutilized sales tools. This post explores why so many fall short—and how to fix them. Drawing from firsthand experience, it outlines how unclear ICPs and weak messaging show up in technical collateral, and offers a framework for turning datasheets into strategic assets that support sales cycles, build technical credibility, and influence competitive evaluations.
The European Accessibility Act (EAA): What product content teams need to know
The European Accessibility Act extends accessibility requirements to private companies operating in the EU, impacting digital products and services. This guide covers essential compliance requirements including WCAG 2.1 Level AA standards, practical implementation steps for product, marketing, and content teams, and strategies for building long-term accessibility infrastructure. Organizations can leverage these requirements as a competitive advantage while ensuring compliance with mandatory EU standards.
What B2B tech marketing gets wrong about social media (And how to fix it)
B2B tech marketing fails at social media by swinging between two extremes: relentless product promotion and meaningless fluff like engagement bait. Both approaches miss the mark because they prioritize company agendas over audience value. Success comes from sharing genuine technical insights and building relationships through consistent value contribution.
Dear PMM: You can’t build a content strategy on a generic story
Too many content strategies fail—not because of poor execution, but because they’re built on generic positioning. If your story isn’t differentiated, your content team has nothing real to scale. This post explores why clear, sharp differentiation is the foundation of any effective content strategy—and why it’s on PMMs to get it right.
Too much content, not enough strategic impact
B2B tech companies produce massive amounts of content across multiple teams but struggle with scattered messaging and wasted resources. The problem: marketing, sales, and product teams create content independently without a unifying strategy, leading to contradictory messages and missed opportunities. The solution is strategic content development where all efforts align around clear business objectives and a unified narrative, transforming content from an expense into a compounding competitive asset.
Technical content marketing: What it is and why it matters
Technical content marketing prioritizes education and technical accuracy over traditional lead generation. It reaches developers and engineers through in-depth tutorials, working code examples, and transparent technical discussions. While traditional marketing may build brand awareness with technical audiences, only technical content marketing drives the deep evaluation and trust needed to influence technical purchasing decisions.