Humanizing Technology: The Power of Storytelling in Tech Marketing
by Adam Coughlin
What you'll discover
when watching Adam's story
- A strategic marketing plan advocates for a clear and consistent message across channels.
- Start by building a strong owned platform (blogs, social media) before seeking earned media (PR).
- Humanizing technology through relatable storytelling is crucial for brand engagement.
- Connecting your company's story to larger trends can capture media attention effectively.
- Approach PR programmatically to ensure a strong foundation in owned content before seeking coverage in earned channels.
- Startups often struggle with impatience, but they must never neglect the consistency needed to build a brand over time.
- The need for a marketing plan to see cumulative benefits means not going for a sporadic and reactionary approach to marketing efforts.
Meet Adam Coughlin - Co-Founder, CMO, and Managing Partner @ York IE
Adam Coughlin is a Co-Founder, Chief Marketing Officer, and Managing Partner at York IE. He leads the marketing efforts of this company that specializes in scaling startups with active capital and tech-enabled services.
With a background in journalism and tech marketing, Adam brings a unique perspective to his role. He has a track record of humanizing technology by creating compelling narratives that resonate with audiences.
His expertise lies in bridging the gap between technical intricacies and relatable stories that drive brand engagement
Through his journalism and marketing background, Adam helps entrepreneurs and businesses craft their message and find their brand’s voice.
Moreover, Adam’s trademark focuses on humanizing technology brands. Adam achieves such goals for the businesses he helps through a step-by-step process of brand building through owned, earned, and paid channels.
For all his contributions, Adam has earned content coverage in several renowned publications like the Wall Street Journal, the New York Times, and TechCrunch.
Check out Adam's thoughts on content marketing
When it comes to creating engagement using marketing, Adam shares:
"This is at the epicentre of marketing. There is no cookie cutter way to create engagement, it is trial and error. Great marketers fail a lot. We A/B test even the greatest campaign because it can be the smallest thing that drives that extra 1%."
He also shares about how to keep your brand fresh over time:
"Be relevant to the consumer at all times. If you understand what the consumer needs you'll always appear fresh. When you communicate a message that is targeted and relevant you'll get an engaged consumer that identifies with your brand."
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