Insights, Ideas, and Strategies for Tech Communication & Storytelling
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.
Technology storytelling: The art of 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.
The hidden reason your B2B demand gen is failing (and it’s not your tactics)
Struggling with demand generation despite running all the right campaigns? You might be overlooking the critical foundation: your brand. In this article, we explore why even the most sophisticated B2B demand generation tactics fail to deliver results when they're not built on strong brand foundations. Learn the hidden costs of a weak brand, understand the core elements of strong B2B brand building, and get practical guidance for aligning your brand and demand generation efforts to create sustainable marketing success.
Why brand communication matters for technology marketers
Why should technology and product marketers care about brand communication? In this post, we’ll discuss why effective messaging needs to go beyond facts and features. It explains how a strong brand narrative serves as the foundation for a cohesive brand communication strategy, helping companies build trust, emotional connections, and differentiation in competitive markets. The article also explores how leading tech brands—IBM, Microsoft, Intel, and Nvidia—leverage brand communication to reinforce their narratives and drive engagement.
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.
Why every tech startup needs a strategic brand narrative
A strategic brand narrative is a powerful tool for tech startups to differentiate themselves, build trust, and inspire action. By clearly articulating your mission, vision, and values, your narrative creates a cohesive story that resonates with investors, customers, and internal teams. It simplifies complexity, fosters emotional connections, and serves as a guiding light for growth and alignment. Whether you’re competing in a crowded market or scaling your operations, a compelling narrative can be the key to standing out and achieving long-term success.
Is your brand’s story working? 3 key questions every B2B tech marketer should ask
A strong brand story is essential for building trust and driving engagement in the competitive B2B tech landscape. But how do you know if your brand's story is working? By asking three key questions—Does it resonate with your target audience? Is it consistent across all touchpoints? And is it driving action? This blog post dives into each of these questions, offering insights and actionable tips to help B2B technology marketers assess and refine their brand narrative for maximum impact.
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.
A step-by-step guide to creating a content campaign that delivers results
Launching a content campaign is one of the most powerful ways to build brand visibility, engage your target audience, and drive meaningful outcomes for your business. But to be effective, it requires more than just producing blog posts and videos—it demands careful planning, strategic alignment, and precise execution.
In this article, we’ll walk you through a step-by-step process for creating a content campaign that drives your business goals.
Is your AV content marketing failing? Here’s how to fix it.
Content marketing is a must for any type of business. But for AV companies in particular, content marketing can be a good way to provide value to customers. In an industry where purchasing decisions are often complex and involve multiple stakeholders, marketing teams need to do more than simply promote products—they must educate potential clients and build trust. Content marketing can help do just that.
Why case studies are critical for Pro AV businesses: A sales-driven approach
Pro AV technology sales is complex and challenging. To close deals, sales teams need more than just a standard product pitch. Customers often come with sophisticated needs, tight timelines, and specific technical and performance requirements. They’re looking for proof that your AV solutions work—not just in theory, but in real-world environments similar to theirs. That’s where case studies come in.