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 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.