Seasoned corporate communications pro (and Senior Manager, Corporate Communications at eSentire) Dan Deeth shares his knowledge of public relations, media and analyst relations, and data-driven thought leadership.
Technical marketing is hard.
Just having a great solution—even the best solution—isn’t sufficient. And the news gets worse: it’s hard for many reasons, so there’s no quick fix.
But the good news is that there are proven strategies that can increase your chances of success.
This post explains some of those strategies.
Setting the right marketing goals and realistic expectations for your initiatives is important, because different activities move different needles.
This post compares and contrasts types of marketing activities and explains why it’s important to set appropriate organizational expectations.
“My question to marketers and organizations is: do you have a topic you want to talk to the industry about? Or does the industry have a topic they want to learn about? You need to start from the right place to be relevant. An eBook was just the appropriate medium. We didn’t start with, ‘We need an eBook!’ It was about creating […]
For many tech companies in general, and especially for those in highly technical fields, establishing your technical differentiators is vitally important.
Using an example from my past, I’ll show how you can tackle technical topics.
Your customers are looking for solutions to problems, they’re not Googling for your product or technology. Talking about solutions and problems helps you get discovered, and makes your message stronger by relating to an acute pain point; done right, this approach earns you the product and technology conversations that come later. The last Communitech Marketing P2P of the year took a Lightning […]
As foreshadowed previously, last night I had the pleasure of speaking at the Technical Communication P2P group down at Communitech. A dozen or so folks braved the wintery (!) conditions to hear me go through a presentation with the intriguingly bland and broad title, How Tech Communicators Can Help Businesses (you can find a PDF version of the slides at the bottom of this […]
My advice is always that – when thinking about content – companies think bigger than a single medium. Websites, presentations, videos, blogs, datasheets, press releases (the list goes on) – these are all simply different media/channels through which your message is told/communicated. So instead of thinking “website”, think “message”: develop core messaging about your company, solutions, products, and technologies, from which all the […]
There are lots of technical people out there: people who understand how technology works, why small implementation differences matter, and so on. There are also lots of capable communicators: people who can deliver an engaging presentation, who recognize the importance of information design, aesthetics, clarity, etc. It’s pretty rare that both sets of characteristics are found in the same person, intersecting as […]
Elsewhere on this site, we’ve summarized this project in a success story; this post takes you behind the scenes to see how the project was delivered. Background Like many things do, this project started over lunch. Matt Trushinski and I worked closely together for a few years at Sandvine; while catching up over taco bowls, and without getting into specifics, Matt alluded to […]