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.
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.
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.
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.
Understanding the differences between brand story, brand narrative, and brand storytelling
This article explains the differences between brand story, brand narrative, and brand storytelling, highlighting their unique roles in branding. A brand story serves as the foundational identity, defining who a brand is and why it exists. The brand narrative expands on this foundation, evolving as a dynamic, audience-influenced conversation. Brand storytelling brings both to life through creative execution in content, campaigns, and experiences. Together, these elements form a cohesive brand strategy that ensures consistency, fosters deeper audience connections, and drives impactful results.
10 content types for building your B2B tech brand
Discover 10 essential content types to build your B2B tech brand. Learn how case studies, webinars, newsletters, and more can position your brand as an industry leader while connecting with your audience.