Creating Valuable Tech Content

B2B tech companies are addicted to getting you to subscribe to their corporate echo chamber newsletter graveyard, where they dump their latest self-love notes. It's a cesspool of "Look at us!" and "We're pleased to announce..." drivel that suffocates originality and murders interest. Each link, each event recap and each funding announcement is another shovel of dirt on the grave of what could have been engaging content. UNSUBSCRIBE What if, instead of serving up the same old reheated corporate leftovers, your content could slap your audience awake? Ego-stroking company updates are out. 1. The pain point deep dive: Start by mining the deepest anxieties, challenges and questions your audience faces. Use forums, social media, customer feedback and even direct interviews to uncover the raw nerve you're going to press. 2. The unconventional wisdom: Challenge the status quo of your industry. If everyone's zigging, you zag. This could mean debunking widely held beliefs, proposing counterintuitive strategies or sharing insights that only insiders know but don't talk about. Be the mythbuster of your domain. 3. The narrative hook: Every piece of content should tell a story, and every story needs a hook that grabs from the first sentence. Use vivid imagery, compelling questions or startling statements to make it impossible to scroll past. Your opening should be a rabbit hole inviting Alice to jump in. 4. The value payload: This is the core of your content. Each piece should deliver actionable insights, deep dives or transformative information. Give your audience something so valuable that they can't help but use, save and share it. Think tutorials, step-by-step guides or even entertaining content that delivers laughs or awe alongside insight. 5. The personal touch: Inject your personality or brand's voice into every piece. Share personal anecdotes, failures and successes. 6. The engagement spark: End with a call to action that encourages interaction. Ask a provocative question, encourage them to share their own stories or challenge them to apply what they've learned and share the results. Engagement breeds community, and community amplifies your reach. 7. The multi-platform siege: Repurpose your anchor content across platforms. Turn blog posts into podcast episodes, summaries into tweets or LinkedIn posts and key insights into Instagram stories. Each piece of content should work as a squad, covering different fronts but pushing the same message. Without impressive anchor content, you won't have anything worth a lick in your newsletter. 8. The audience dialogue: Engage directly with your audience's feedback. Respond to comments, ask for their input on future topics and even involve them in content creation through surveys or co-creation opportunities. Make your content worth spreading, and watch as your audience does the heavy lifting for you. And please stop with the corporate navel-gazing. #newsletters #b2btech #ThatAshleyAmber

After managing hundreds (maybe thousands) of SEO campaigns… I've distilled content creation down to a science. Here are 6 core pillars that actually move the needle: 1. Smart Keyword Selection Search volume is a vanity metric. Focus on these factors instead: • Relevance to your business goals • Commercial intent signals • Click-through rate potential Pro tip: 60% of Google searches end without a click. Pick keywords where people actually click through to websites. 2. The Uniqueness Factor Google's drowning in AI-generated content. Your advantage? Being genuinely different. Here's how: • Conduct original research (even small studies work) • Share first-hand experience and opinions • Create fresh data sets • Build user-generated content around polarizing topics AI can't replicate human experience. Use that. 3. Perfect Intent Matching Want to rank? Match the format that's already working (while adding your unique spin). Simple process: • Search your target keyword • Study the top 3 results • Note the content format (list, guide, comparison) • Create something similar but better If Google shows informational content, don't try to rank commercial pages. Work with the algorithm, not against it. 4. Content Quality Standards Great content isn't about word count. It's about clarity and engagement: • Write like you're talking to one person • Use simple language (no jargon) • Break up text with headings and bullets • Add visuals that actually add value • Edit ruthlessly 5. Topic Authority Building One great page isn't enough. Build supporting content around your main topic: • Start with branded keywords (easiest wins) • Target competitor comparisons • Create problem-aware content • Build educational resources Each piece should link to others, creating a content hub that Google loves. 6. Technical Foundation All the great content in the world won't rank if your technical SEO is broken: • Page speed under 3 seconds • Mobile-first design • Proper URL structure • Internal linking strategy • Schema markup where relevant Stop pumping out random blog posts. Start building strategic content assets that serve your business goals. Every piece should either educate your audience or move them closer to becoming customers.

If your website isn’t driving engagement, attracting clients, or positioning you as a trusted authority, chances are it’s missing one thing: valuable content. A static website is just an online brochure - it sits there, waiting to be found. But when you add useful, well-researched content, it transforms into a powerful business development tool. Here’s how to do it right: 1. Build a Strategy That Works: Great content doesn’t happen by accident. Your plan should align with your audience’s needs, your expertise, and your resources (time, people, and budget). A content calendar keeps you consistent, so you’re always top of mind. 2. Prioritize Research-Driven Content: Opinion pieces can be interesting, but data-backed insights and original research build credibility. If you want your content to get shared, bookmarked, and cited, focus on providing real value such as new information, deep expertise, and actionable takeaways. 3. Use Multiple Formats to Reach More People: Not everyone consumes content the same way. Some people prefer in-depth articles, while others engage with videos, podcasts, or infographics. Repurpose your best ideas across different formats to maximize reach and impact. 4. Curate, But Add Your Expertise: Sharing industry news, expert interviews, and event takeaways is a smart way to add value—but don’t just repost. Layer in your own insights to make it meaningful for your audience. Thoughtful curation strengthens your brand as a go-to resource. 5. Never Publish Without Editing: Typos and unclear messaging can hurt your credibility. Take the extra step to review your work (or have someone else do it) before publishing. Professionalism matters. 6. Publish With Purpose: A great piece of content means nothing if no one sees it. Optimize your posts with search-friendly URLs, embed videos strategically, and make sure everything is easy to find. Then, share it where your audience is - on LinkedIn, in email newsletters, and beyond. Content builds trust, and trust leads to business. If your website isn’t actively helping you attract opportunities, it’s time to rethink your content approach. Done right, it can position you as the go-to expert in your industry. Let me know what you think of these tips in the comments below! #contentmarketing #personalbranding #legalmarketing #bestadvice

Thought leadership content is a powerful way for professional services firms to showcase expertise, build trust, and position themselves as industry authorities. By providing valuable insights and addressing client concerns, you can create content that truly resonates. Here’s how: 1️⃣ Address Key Client Questions Focus on the issues that matter most to your audience. What challenges do they face? What questions do they frequently ask? Examples: “How Does the No-Fault Divorce Law Affect Me?” “Preparing for an Employment Tribunal: Essential Steps.” “What Every Small Business Owner Should Know About Tax Planning.” Tip: Use tools like Google Trends or FAQs from client interactions to identify relevant topics. 2️⃣ Provide Unique Insights Go beyond surface-level information by offering actionable advice and perspectives based on your expertise. Include anonymised case studies or client examples to demonstrate real-world applications. Explain the implications of legal changes and how clients should respond. Example: Instead of just summarising a new regulation, outline practical steps clients can take to adapt. 3️⃣ Diversify Your Formats Using different content formats helps reach a broader audience and keeps your messaging fresh. Examples: Blog posts: Dive into specific legal topics. Webinars: Host discussions on trending issues. Infographics: Visual guides for complex processes. Whitepapers: Comprehensive resources for in-depth exploration. Tip: Test different formats to see what engages your audience most effectively. 4️⃣ Prioritise Clarity and Accessibility Professional content doesn’t have to be complicated. Keep it simple and client-focused. Use clear language and avoid jargon. Clients value understanding over technical terms. Organise content with subheadings, bullet points, and visuals to make it easy to navigate. Tip: Write as if explaining to someone unfamiliar with the topic. 5️⃣ Promote Strategically Great content is only effective if it reaches your audience. Distribute it across key channels to maximise visibility. Share posts on LinkedIn, newsletters, and your website. Encourage your team to amplify the reach by sharing on their profiles. Repurpose content into smaller pieces for social media, like turning a blog into multiple LinkedIn posts. Example: Use a blog on workplace rights to create short LinkedIn tips for employees. 6️⃣ Track and Optimise Results Monitor how your content performs and use the data to refine your strategy. Metrics to Track: Page views, time on site, shares, and conversions. Tip: Identify successful topics and formats, then double down on what works best. Thought leadership isn’t just about sharing knowledge—it’s about providing value and clarity to your audience. By focusing on your clients’ needs and delivering actionable content, your firm can strengthen trust, establish authority, and inspire confidence. 💬 What topics do you think would resonate most with your clients?

Here's a reality check if you believe "engaging with your ICP's content" will help you generate business. Only 1% of LinkedIn users post regularly. For technical audiences like engineering leaders? That number is even lower (probably closer to 0,05%). This creates a fundamental problem with most B2B content strategies targeting technical buyers: You're building an engagement engine for an audience that doesn't engage. I see this constantly in GTM plans: • "We'll monitor their activity and engage with their posts!" • "Our CEO will comment on their content!" • "We'll build relationships through social engagement!" But when your ICP is a VP of Engineering or CTO or Chief Scientist, there's often nothing to engage with. This doesn't mean content is worthless for technical audiences. It means we need to be realistic about how it works: Content for technical buyers is primarily consumption-based, not engagement-based. They read. They evaluate. They rarely comment. So what actually works? Instead of spreading yourself thin across dozens of lightweight content pieces hoping for engagement, here's what I'd do instead: 1) Spend time on creating one or few research-heavy content pieces that demonstrates deep technical understanding, but also communicates a clear POV. You'll want them to take you seriously, but it needs to be interesting first. »This might take weeks/months and you actually need to put in the work«. E.g. assemble data across your target industry that will actually be useful to your target buyer. 2) Highly personal outreach that shows you have done your research, understand their tech stack. That's almost impossible without involving a subject-matter expert btw. 3) Focus on building a trusted relationship first via communities and events, rather than pitch-slapping. Tech-first buyers are often tinkerers and like to give new tech a shot, but they are also put off by commercial fluff. The best technical content isn't designed to generate likes and comments. It's designed to make someone think: "These people actually understand our problems." And then used in sync with your outreach. That won't show up in your engagement metrics. But it will show up in your pipeline.

364K to 1.7M impressions in 6 months. Here's what I changed. Most people blame the algorithm when LinkedIn doesn't work for them. But the problem is almost never the algorithm. It's your profile and content not being optimized to show up in the feed. Here's the breakdown: 1. My headline Your headline should scream exactly what you specialize in. When someone lands on your profile, there's zero confusion about what you help with. I use the formula: "I help X achieve Y through Z" So your ideal client knows instantly you’re the right person for that. Mine is: “Helped 300+ companies scale revenue with AI & Tech” If your headline is vague, no one remembers you. 2. My content I stopped posting what I wanted to talk about. I started answering the burning questions my ideal clients already have. If they struggle with lead generation, I break that down in detail. How do you find those questions? Ask yourself: What are they struggling with right now? In my case, my ideal client was me 2 years ago. So I spend time thinking: What kept me up at night when I was at that stage? That's your content goldmine. For me, those questions became my content pillars: → Workflows and automations → Tech stack breakdowns → GTM strategies (outbound, content, ads) → Operations and systems → Lessons from my founder journey Every piece of content I create is focused on helping B2B business owners and teams increase revenue through technology. The goal is giving away so much tactical value that people see you as their trusted advisor, before they ever talk to you. 3. My proof It's not enough to say what you do. You have to prove you can actually deliver. - Testimonials - Achievements - Case studies - Screenshots - Real data If you claim you get X results, show data. Show client wins. People need evidence before they trust and invest in you. Which of these 3 do you think moves the needle the most?

Clear technical content isn’t less expert. It’s more effective. The single best way to make technical B2B topics more accessible? Talk like someone who actually understands them. Not like a marketer trying to 𝘴𝘰𝘶𝘯𝘥 technical. Not like an engineer quoting the documentation. Like someone who knows the product and knows the person on the other end of the screen. The goal isn’t to oversimplify. It’s to remove friction. Make the right people understand the right things, faster. So how do you do that? Here are a few ways we break down complexity without watering it down: → Lead with the business case → Swap out jargon for clarity, selectively → Use analogies that land → Show, don’t just tell → Segment by audience → Test your content with someone outside your industry Clarity is a skill, not a compromise. Technical content can be detailed without being dense. It can be smart without being confusing. It can sound like your brand and still make sense to people outside your team. Because making it easy to understand isn’t oversimplifying. It’s respecting your audience’s time. --- Follow Jeff Gapinski for more content like this. ♻️ Share this with a marketer tackling technical topics.

One fascinating shift we’re seeing with our clients is how 𝗔𝗜 𝘀𝗲𝗮𝗿𝗰𝗵 𝗲𝗻𝗴𝗶𝗻𝗲𝘀 (𝗹𝗶𝗸𝗲 𝗖𝗵𝗮𝘁𝗚𝗣𝗧 𝗮𝗻𝗱 𝗚𝗲𝗺𝗶𝗻𝗶) are reshaping content discovery. An application of this is clearly 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗰𝗼𝗺𝗽𝗮𝗿𝗶𝘀𝗼𝗻𝘀, where AI can summarize complex characteristics of products in a way that’s clean and digestible. For instance, we recently published a technical 𝗯𝗲𝗻𝗰𝗵𝗺𝗮𝗿𝗸 𝗼𝗻 𝗣𝘆𝗠𝗖 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘃𝘀 𝗚𝗼𝗼𝗴𝗹𝗲 𝗠𝗲𝗿𝗶𝗱𝗶𝗮𝗻 (link in the comments 👇), and within days it was surfaced in AI-generated summaries across multiple platforms. Publishing 𝗵𝗶𝗴𝗵 𝗾𝘂𝗮𝗹𝗶𝘁𝘆 𝘁𝗲𝗰𝗵𝗻𝗶𝗰𝗮𝗹 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 on our authoritative site made it almost instantly accessible in ChatGPT, Gemini, and others. 👉 Here’s a trick: ChatGPT 𝗿𝗲𝗹𝗶𝗲𝘀 𝗼𝗻 𝗕𝗶𝗻𝗴’𝘀 𝗶𝗻𝗱𝗲𝘅 for surfacing fresh content. That means if your content is well-optimized for Bing and hosted on an authoritative site, it gets picked up fast and made available in AI summaries. ✅ The result? 𝗧𝗵𝗶𝘀 𝗽𝗼𝘀𝘁 𝗶𝘀 𝗻𝗼𝘄 𝗮𝗺𝗼𝗻𝗴 𝗼𝘂𝗿 𝘁𝗼𝗽 𝟱 𝗺𝗼𝘀𝘁 𝘃𝗶𝘀𝗶𝘁𝗲𝗱, 𝘄𝗶𝘁𝗵 𝗮 𝘀𝗶𝗴𝗻𝗶𝗳𝗶𝗰𝗮𝗻𝘁 𝘀𝗵𝗮𝗿𝗲 𝗼𝗳 𝘁𝗿𝗮𝗳𝗳𝗶𝗰 𝗰𝗼𝗺𝗶𝗻𝗴 𝗱𝗶𝗿𝗲𝗰𝘁𝗹𝘆 𝗳𝗿𝗼𝗺 𝗔𝗜 𝘀𝗲𝗮𝗿𝗰𝗵 𝗲𝗻𝗴𝗶𝗻𝗲𝘀. Original content has always mattered — but the distribution game is changing fast. When you publish something valuable, 𝗔𝗜 𝗲𝗻𝗴𝗶𝗻𝗲𝘀 𝗰𝗮𝗻 𝗮𝗺𝗽𝗹𝗶𝗳𝘆 𝗶𝘁 𝗳𝗮𝗿 𝗯𝗲𝘆𝗼𝗻𝗱 𝘁𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻𝗮𝗹 𝘀𝗲𝗮𝗿𝗰𝗵.

Here’s how I’d create a content strategy for a highly “technical” B2B SaaS brand: 1/ Simplify the message Technical doesn’t have to mean confusing. • Translate complex features into real-world benefits. • Use clear language that decision-makers, not just engineers, can understand. 2/ Focus on pain points Your audience has specific challenges. • What problems are they facing daily? • How does your solution make their jobs easier or save them time? 3/ Leverage case studies and proof Show, don’t just tell. • Use data, case studies, and real-world examples to prove your value. • Highlight the measurable impact your solution has had on other businesses. 4/ Create multi-level content Speak to different roles within the buying process. • For CTOs, focus on technical specifics. • For CEOs, focus on ROI and business outcomes. 5/ Offer educational resources Help your audience become better informed. • Produce how-tos, guides, and webinars that address common challenges in their industry. • Position your brand as the go-to resource for solutions. This strategy helps cut through the complexity and builds trust with your target audience. PS. If you’d like to have me review your current content strategy (for free), DM me.

How can you turn one research report into a year’s worth of content? ⬇️Start with a cornerstone report: Your research report is the foundation. This is your deep dive into the data, packed with insights, analysis, and takeaways. Use it as the main piece that sets the tone and direction for all other content. ⬇️Break it down into blog posts: Don’t let all that valuable information sit in one place. Extract key findings and turn them into multiple blog posts. Do an executive summary of the research, a stats roundup post, and then create several more articles that highlight different themes, dive deeper into specific data points, or explore each section of your report in greater detail. ⬇️Host a webinar or virtual event: Webinars are a great way to bring your research to life and engage directly with your audience. Use the data as a jumping-off point for discussions, bring in industry experts, and answer questions live to add extra value. ⬇️Create infographics: Visual content can make your data more digestible and shareable. Design infographics that highlight the most compelling stats or surprising insights from your research. These can also serve as great social media content. ⬇️Develop interactive quizzes or assessments: Turn your findings into a quiz that allows your audience to compare themselves against the data. Quizzes can drive engagement and are excellent tools for lead generation. ⬇️Build case studies and white papers: Use the data to create more in-depth content like case studies or white papers that demonstrate how your insights can be applied in real-world scenarios. These are perfect for middle-to-late-stage funnel content. ⬇️Leverage social media: Share key stats, quotes, and findings across your social media platforms. Use each post to drive traffic back to the full report, blog posts, or webinar sign-ups. Repurpose content for different audiences: Segment your research for a specific audience (industry, role, etc.) and then tailor your content to speak directly to different segments of your audience. Create targeted emails, sales enablement materials, or thought leadership pieces that align the research insights with specific pain points. ⬇️Pitch the research to industry publications: Use your findings to pitch guest articles, contribute to industry publications, or secure speaking engagements. Original research is a great way to position your brand as a thought leader. ⬇️Plan regular check-ins and updates: Don’t let your research become stale. Plan to revisit your data throughout the year. Are there trends emerging that align with your findings? Any updates or new data points you can add? By strategically planning your content calendar around a single research study, you can maximize the ROI on your investment, maintain a steady stream of valuable content, and continuously engage your audience with fresh, relevant insights. #contentmarketing #contentstrategy #originalresearch