When writing about technology, there are, broadly speaking, two ways to address your topic, depending on your audience and goal.
With new technology, you may need to motivate how your technology is relevant – to explain why someone should use it. This will be directed at decision makers: it’s about convincing your audience to give you a look.
Other times – either after the why has been established, or even at the same time, you may want to discuss how the technology is used. This kind of article will be longer and more technical, directed at practitioners and technical influencers. Its purpose is two-fold: convince the reader by example that your technology adds value and empower them to take action after reading. This is about bolstering your message with credibility.
Of course, the challenge in both cases is in framing the discussion in a way that doesn’t sound like a product pitch. That’s usually not too hard with why articles because you’re dealing with a technology as a whole.
But with how articles, you must necessarily demonstrate your product. In that case, the discussion needs to be couched in general terms – a technical problem with a technical solution. The use of your product needs to be motivated as an example of the broader topic, not as the main focus of the article.
That can be a tricky thing to balance when your product is the only example that exists, but it can be done. When there are alternatives, then, depending on the editor for whom you’re writing, you may need to give some column inches to your competition to provide more of a technology survey.
Either way, it’s important to understand what your goal is and what the editor is looking for to ensure that both your and the editor’s expectations are met.