Welcome to The Beat by Rockstar CMO. I’m Ian Truscott, not a rock star, but a CMO and trusted advisor, and in this newsletter, I’d like to share a mix of marketing street knowledge that I hope will help unlock the rockstar marketer in you.
Hello!
I’m developing an idea for Startups Magazine here in the UK, a jolly nice publication I have started writing for (that, incidentally, still has a print edition even in 2026), and I thought I’d float the premise here, see what you think.
It started with me reviewing a shit load of B2B tech websites (OK, maybe not a “shitload” - but 25 for this article for Velocity B) and working on a piece of work to help a client move from the typical B2B habit of talking about features and functions to engaging their target buyer.
I have worked with a number of product and content marketing frameworks over the years, and was recently reading about the Japanese Kano model used in product development to prioritize product features based on their ability to satisfy or delight customers.
I like this idea of “delight”, which most content models don’t; for example, Google’s Hero, Hub, and Hygiene focus on satisfying current content needs, but today we need to lean into what will make us stand out.
So, I was inspired to come up with this, which, as I love a bit of alliteration, I have called the 3 D’s of product content marketing:
Default - The table-stakes content every buyer expects. It helps them quickly place you in a category by describing familiar problems, using shared language, outlining expected features, and providing reassurance through proof points like customers, integrations, security, and compliance. Without it, buyers can’t confidently consider you, but on its own, it rarely wins the deal.
Distinctive - Content that goes beyond claiming to be “different” and focuses on being memorable. It articulates what genuinely sets you apart - whether that’s a defensible product choice, a compelling customer story, or a clear point of view on how the problem should be solved. This is where trust starts to form and where buyers begin to remember you, not just your feature list.
Direction - Content that leads the market rather than following it. It reframes how buyers think about the problem, the category, and the future they’re moving toward, often backed by research, insight, or a strong, well-argued perspective. It won’t resonate with everyone, and that’s the point. Direction earns belief, attracts the right audience, and answers the question: why should I follow you?
You may notice I don’t use the word “delight”, which inspired me down this path. Aside from being a little naff, it doesn’t fit, as even Default content, as humdrum as it may sound, could delight the practitioner persona in your buying group if it ticks all the boxes on their job-to-be-done.
What do you think? Do these 3 Ds resonate? What am I missing?
And the subject line, is a bit of a cheat this week, as it’s usually a song title, but I’ve gone for a track by the band “Deee-lite” (see what I did there).
Have a splendid week!
Cheers!
Ian
Ian Truscott
Host & Chief Bottle Washer - Rockstar CMO podcast
Managing Partner - Velocity B
Personal website: iantruscott.com
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Maybe my D’s didn’t delight you, maybe Deee-lite will :-)