Communicate technical complexity with clarity
Tech bro or tech-broke?
Have you ever tried to explain a concept like “two-factor authentication” to your non-tech-savvy uncle? Or maybe you’ve caught yourself in a conversation with two crypto enthusiasts — and felt quickly out of your depth. In a culture that’s gone from radio to AI within the span of a single lifetime, technical literacy is all over the place.
If you’re the leader in AI-powered total spend management software, communicating technical complexity clearly is critical to reaching a wide audience, from procurement leaders to IT managers.
OUR PROCESS
Workshop and strategy
When we first started working with this client, they recognized that their messaging had become overly technical, inconsistent, and primarily geared toward developers, which diluted their brand voice and weakened engagement with prospects.
We helped them get back on track by hosting a multi-day Content Strategy Workshop. We rehashed best practices, dove deep into target audience pain points, and ultimately aligned around a content mission statement that would ground future content marketing efforts across the entire organization.
By the end of the workshop, team leaders had bought into key concepts — such as storytelling, centering audience pain points, and using the language of the customer — that would take their content from muddy and jargon-filled to clear and purposeful.
OUR WORK
Execution and follow-through
Laying this foundation early on ensured we set a baseline for how we approached content across the brand’s entire marketing ecosystem.
Some of our accomplishments:
Reframing case studies to follow a storytelling structure
Focusing on customer benefits when describing product features and capabilities
Taking a pillar-based approach to SEO content, which broke complex topics down into more focused and digestible pieces while also improving search performance (win-win)
Reviewing content with an eagle eye for voice and messaging consistency to keep content simple and on-goal
We implemented a focused content execution strategy, including blog writing, webpage content generation, and more, resulting in a 170% increase in non-branded organic blog traffic within the first year.
Outcomes
From achieving a #1 ranking for the key phrase "business spend management" to boosting organic reach across multiple areas, our SEO strategy, webpage overhauls, and updates to product pages showed that a clearer, more grounded approach to an otherwise complex subject matter resonated with our client’s target audiences.
To date, we have partnered to produce:
52 web pages
30 blogs
2 e-books
Customer story templates
Social and email support
SEO content strategy and planning
Messaging development for a partner app marketplace
Summary
Results that resonate
Every successful project we undertake starts with knowing the "why" behind the "what." By deeply understanding our client’s audience and employing targeted messaging and marketing strategies, we ensure that even the most technical concepts are communicated with clarity and impact. Partner with us to transform complexity into clarity and connect with the audiences that matter most.
Partner with us to transform complexity into clarity and connect with the audiences that matter most. Let’s get started.
