Our Blog

kubernetes

How Kubernetes Stole Docker Swarm’s Share of Voice

August 31, 2017 - Share of voice, The Influencer Whisperer

Kubernetes dominates the market of open source container orchestration engines. Why? It’s not just because of technical features. It’s also because Kubernetes has skillfully cultivated the right image within the container ecosystem. In case you’re not familiar with Kubernetes, here’s a very brief overview: Kubernetes…

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keyword strategy

Connecting Keywords and SOV

August 29, 2017 - Share of voice

Calculating share of voice (SOV), and building and maintaining keyword strategies are often two disparate activities. While this may be okay operationally, strategically, they are linked at the hip, and changes in one will impact the other. The challenge we have seen for our customers…

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open source

Why Your Competitors Probably Don’t Matter

August 24, 2017 - Business Psychology

Competitors are not necessarily the same thing as competition. Competitors are vendors that have a product with feature parity with your product. Competition is anything that could be chosen in lieu of your product. Companies spend a lot of time scrutinizing their competitors, which is…

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blog posts and technical articles

Want a Great Title? The Ultimate Guide to Writing Blog Post Titles

August 22, 2017 - Content Marketing, influencer content marketing

Titles are to blog posts what curb appeal is to a house. If you have a bad title, no one will read your content, no matter how good it is—just as no one is going to pay attention to your house (regardless of its interior…

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Content Distribution Strategy

Content Marketer’s Notebook: When Should I Outsource Content?

August 17, 2017 - Content Marketing, influencer content marketing

Even the largest companies have a limit to their content marketing budgets.  Part of the role of the marketing professional is to know when to create content in-house, or outsource content. By starting with your business goals and metrics, this decision can be easy to…

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Meltwater, Share of Voice

Using Meltwater to Calculate Share of Voice

August 15, 2017 - Share of voice

Meltwater is a media intelligence company that provides media monitoring and social media monitoring to help companies grow and build their brands.  https://www.meltwater.com/ In order to optimize a company’s reach and presence in the media world, real-time analytic tools are needed to accurately measure how…

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share of voice

When Share of Voice Starts to Matter

August 10, 2017 - Share of voice

The three days before your upcoming board meeting, your entire marketing team is pandering to PowerPoint. Your objective is to give numbers and graphs that are clear enough to demonstrate activity for the last quarter, but that won’t incriminate. On the day of the meeting,…

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creating a topic strategy

How to Create a Topic Strategy to Increase SOV

August 8, 2017 - influencer content marketing

The details matter in content marketing. One of the peskier details that is difficult to get right is topic selection that can move the needle on your share of voice (SOV). When marketing to a technically savvy audience, this can become a particularly gnarly problem…

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Why Effective Content Marketing Needs Inefficient Communication to Achieve Thought Leadership

August 3, 2017 - Marketing

Effective content marketing has inefficient communication built-in to get customers to reach out. For example, effective content marketing relies on repetition, incomplete information to tantalize customers, and promises, hooks, and emotional tugs rather than just providing information or answers. Practitioner influencer marketing has integrity, but…

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efficient communication

The Inefficiency of Efficient Communication

August 1, 2017 - Business Psychology

One of the biggest myths I’ve had to confront as a professional is the holy grail of so-called “efficient” communication. What I’ve learned on a personal level is that efficient communication is not necessarily effective, and I’ve seen this play out to the detriment of…

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