DustPhotonics
Inspired Marketing helped DustPhotonics grow from a specialist semiconductor brand into a visible voice in silicon photonics across technical content, brand, LinkedIn, and PR. Over a three-year engagement, we turned complex engineering stories into content that grew annual website users fivefold and more than doubled the company’s LinkedIn audience ahead of its planned acquisition by Credo.
Modi'in, Israel
The business challenge
DustPhotonics operated in a highly specialized part of the semiconductor market. Its technology needed to earn the confidence of engineers while remaining clear and relevant to customers, partners, investors and industry stakeholders.
As the company expanded its silicon photonics portfolio, its marketing also had to keep pace with fast-moving market conversations around 800G, 1.6T, linear-drive optics and next-generation data infrastructure.
The challenge was not simply to publish more. DustPhotonics needed a steady flow of technically credible content that connected emerging industry priorities to its products and gave each audience a clear route into the company’s story.
“As DustPhotonics evolved, we needed our marketing to evolve with us. Inspired Marketing developed a strong understanding of both the technology and the direction of the company, and helped us translate that into clearer content, a stronger digital presence and a brand that better reflected who we had become and where we wanted to go.”
The strategic diagnosis
Technical buyers rarely move directly from a corporate message to a product decision. They begin with the technology shift, the engineering problem or the new architecture shaping their market.
That meant DustPhotonics’ digital presence needed to reflect how specialist audiences discover and evaluate emerging technology.
We prioritised three connected objectives:
- Build visibility around the technical subjects the market was already researching.
- Create clearer pathways from educational content into DustPhotonics’ product portfolio.
- Extend each major product or company development through website content, social distribution and relevant industry media.
The strongest opportunity was to concentrate attention around DustPhotonics’ most commercially relevant product stories rather than communicate every message with equal weight.
Our approach
Technical content developed with subject-matter experts
We created educational and product-focused content around silicon photonics, optical interconnects and high-speed connectivity.
Each article was developed in close collaboration with a DustPhotonics executive. Working sessions allowed us to unpack the engineering story, identify the most important market angle and test how far the subject could be simplified without weakening its substance.
We converted those discussions into structured drafts, then refined the content through detailed executive review and feedback. This thorough process helped preserve technical accuracy while making the material clearer and more useful to audiences beyond the engineering team.
A website organised around visitor intent
The website needed to serve several distinct forms of interest.
Engineers needed technical validation. Potential customers needed to understand product relevance. Partners and investors needed evidence of company direction. Candidates needed a clear view of the business and its momentum.
We supported product, educational, company, careers and news content with those different needs in mind. Technical articles created entry points through search, while product pages gave interested readers a natural next step into DustPhotonics’ portfolio.
Repositioning the brand
As DustPhotonics shifted from a transceiver company toward photonic integrated circuits and silicon photonics, its brand needed to reflect the change.
Inspired Marketing supported a visual refresh including an updated logo, new typography and a more vibrant colour palette. The new identity gave the company a more modern, distinctive presence and helped reinforce its new market positioning.
Timely content tied to market developments
The clearest strategic lesson was that technical content performed best when it addressed an active market shift and then connected that discussion to DustPhotonics’ technology.
Content covering 800G, 1.6T and linear-drive optics gained traction because it responded to questions already emerging across the semiconductor and data infrastructure markets. The content led with the industry development rather than starting with a direct product promotion.
This gave DustPhotonics a credible place in relevant technical conversations while creating stronger routes into its product story.
Consistent organic social distribution
LinkedIn extended the reach of technical articles, product announcements, event activity and company milestones.
The programme focused on steady organic publishing rather than paid promotion. Social content brought attention to the website, while the growing technical library gave DustPhotonics more substantive material to distribute.
Over the course of the engagement, the company’s LinkedIn audience grew from approximately 4,000 to more than 9,000 followers.
PR aligned with product launches and industry moments
Public relations added a third layer of visibility alongside owned content and social media.
We supported announcements tied to funding, technology demonstrations, new product launches and major semiconductor events. Coverage appeared in specialist and business publications including Lightwave, Optics.org, Data Center Dynamics, eeNews Europe, Semiconductor Today, Photonics Online and All About Circuits.
The PR programme placed DustPhotonics in front of relevant audiences at moments when attention around its category was highest. Examples included coverage of its 800G photonic integrated circuit, its 1.6Tb/s silicon photonics engine and the expansion of its 2xFR4 product portfolio.
The results
Between 2023 and 2025, DustPhotonics built a larger audience for its company, product and technical content.
- Annual active website users increased fivefold, from approximately 4,000 in 2023 to 20,000 in 2025.
- Organic search sessions increased from roughly 10,000 in 2024 to 15,000 in 2025. This indicates that the growing technical library was creating sustained discoverability rather than relying only on short campaign spikes.
- The website generated approximately 51,000 page views and 40,000 engagement events in 2025.
- Product-content views increased more than eightfold, from approximately 311 to 2,524, while active users grew from around 190 to 1,738.
- The article covering LRO, LPO and silicon photonics attracted approximately 3,700 views and 2,300 active users.
- The central Silicon Photonics Optical Interconnects page generated approximately 11,000 views in 2025.
- DustPhotonics’ LinkedIn audience grew organically from approximately 4,000 to more than 9,000 followers.
The strongest gains appeared where technical education and product relevance met. Pages covering current market developments attracted readers through subjects they were already researching and gave them a route into DustPhotonics’ products.
Three years of steady market-building
The work developed over three years rather than through a single launch or short campaign.
That continuity allowed Inspired Marketing to build familiarity with the technology, refine the content process and respond to new product priorities as they emerged. Each new article, website update, announcement and social programme built on the understanding developed through the previous work.
In 2026, Credo announced its planned acquisition of DustPhotonics, opening a major new chapter for the company and its silicon photonics technology.
Deep-tech marketing works best when focus meets timing
Specialist technology companies gain more from focused communication than from trying to promote every capability at once.
The strongest content concentrated on the products with the greatest market relevance, connected them to active industry developments and carried the story across owned content, social media and specialist press.
Work with a B2B tech marketing agency that gets close to the technology without diluting it. Book a strategy session with Inspired Marketing.
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