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 […]
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 an upcoming, very large, marketing program built around a major project that Miovision were announcing in a couple of months’ time. They were doing some cool things, […]