Insights, Ideas, and Strategies for Tech Communication & Storytelling
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.
The power of storytelling in advancing global innovation
What role does storytelling play in advancing global innovation? While technical breakthroughs are essential, it is the narratives that shape how innovations are understood, accepted, and adopted across cultures and disciplines. Storytelling bridges communication gaps, creates emotional connections, contextualizes innovations for diverse audiences, and fosters resilience by normalizing failure. As innovation grows more complex and global, effective storytelling will be crucial for ensuring new technologies and solutions truly transform society. Organizations that integrate storytelling into the innovation process stand to accelerate progress on critical global challenges.
Crafting your startup’s narrative: The foundation of founder-led marketing
This article explores how founders can create compelling startup narratives that power effective founder-led marketing. It covers developing authentic origin stories, articulating market challenges, and communicating transformative visions. The article explains how to tailor narratives for different stakeholders while leveraging the founder's unique voice to build genuine connections that traditional marketing cannot achieve, ultimately transforming audiences into active brand evangelists.
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.