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.
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 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.
Strategic storytelling at industry trade shows: Making your brand narrative stand out
Strategic storytelling at tech trade shows extends brand narratives beyond digital channels. Effective stories connect technical capabilities to human outcomes, resonating with analytical tech audiences across booth design, demos, and conversations. When product features become commoditized, compelling narratives cut through the noise, creating lasting impressions that transform trade shows from promotional events into brand-building opportunities that forge deeper connections with potential clients.
From forgettable to unforgettable: Creating case studies that drive results
In this post, we’ll examine why so many tech case studies fail to perform, identify the essential elements that drive results, and provide a practical framework for creating case studies that actually move prospects through your sales pipeline. By addressing these common shortcomings, your marketing team can transform case studies from obligatory content marketing checkboxes into strategic assets that demonstrate your solution’s real-world value.
Content marketing isn’t a bandage: Solving your real marketing problems
Content marketing isn’t a bandage for deeper marketing problems. This article challenges the “more is better” approach, arguing that effective content marketing requires clear positioning, deep audience understanding, and strategic alignment rather than production volume. Success comes from translating insights into focused communication that addresses fundamental business challenges and drives meaningful results.
Crafting your startup’s origin story: The narrative that defines your company
In this blog post, you’ll learn how to create a compelling startup origin story that resonates with stakeholders by capturing your founding purpose and journey. It covers the business value of strong origin narratives, essential elements like catalyst moments and missions beyond profit, and practical frameworks for crafting authentic stories for different audiences.
The art of technology storytelling: Bridging complex ideas with human experience
Technology storytelling bridges the gap between complex technical concepts and user understanding by transforming them into compelling narratives. By combining traditional storytelling elements with digital tools, organizations can make their innovations more accessible and create meaningful connections with their audiences. This approach not only simplifies technical communication but also enhances engagement and retention through emotional resonance and multimedia experiences.