Our Blog

peer review

Adding Peer Reviews to the Influencer Content Marketing Process

February 19, 2019 - influencer content marketing

Who edits influencer marketing content? In most cases, the answer is professional editors, who may or may not have a deep understanding of how target readers think. At Fixate, we’ve started a new approach. Instead of relying just on our professional editorial staff to review…

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content marketing

Why you do content marketing

February 14, 2019 - Content Marketing

Unfortunately, content marketing does not have clear KPIs, which justifiably begs the question   — Why do it? Obviously, everyone at Fixate is huge fans of content marketing, above and beyond other marketing activities. But we understand that the benefits are not always clear, and sometimes…

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numbers

The Easy Numbers Lie – Be realistic about your marketing KPIs

February 12, 2019 - Business Psychology, Marketing

I suspect the next time you work on your slide deck for an internal meeting, you will spend a good chunk of that time hunting down that one big number or up-and-to-the-right graph to include. In marketing, we have to measure what we do, and…

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documentation

Turn Documentation into a Marketing Activity

February 7, 2019 - Marketing

If you are a software company selling to technical audiences, your public documentation is a huge asset. Documentation can easily become your number-one source of inbound traffic. It can also increase conversions and help influencers get on your side to spread the word. Turning documentation…

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pr agencies

Why no one Likes their PR agency

February 5, 2019 - Marketing

A good content marketing operation will frequently intersect with the other marketing activities of SEO/SEM, Demand Generation, and Public Relations (PR). These activities are necessary to make sure that the content that is produced gets the best opportunity to excel out in the wild. But…

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seo research

When SEO research harms you blog content

January 31, 2019 - Marketing

While we are not experts in search engine optimization (SEO), we are exposed to it on a regular basis, and we understand its value in giving the content we produce wings. In my last post, I talked about a misconception around SEO optimization as a…

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If only SEO were a Science

January 29, 2019 - Marketing

For any good practitioner content marketing operation, the stage between complete copy and hitting the Publish button is search engine optimization (SEO). If you are reading this post, chances are you already know what that is, and that you, like us, want it to be…

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practitioner content

Best of 2018: What is Practitioner Marketing?

January 24, 2019 - influencer content marketing, Marketing, Practitioner Marketing

What is practitioner marketing? While Influencer content marketing is gaining traction as a strategy for business-to-business (B2B) marketing, for technical markets, its origins in business-to-consumer (B2C) influencer marketing may result in misguided efforts to identify influencers. This is particularly true in very specific technical markets…

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marketing and developer relations

Best of 2018: Why Your Developers Should Not Write Your Product Documentation

January 22, 2019 - Content Marketing, Marketing

For organizations that sell directly to developers, or have public-facing APIs, their product documentation is a unique opportunity to educate, drive adoption, and market. Yes, I said market. Many organizations don’t realize how powerful documentation can be as a marketing tool. So if you are…

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viral blog posts

Virality is not a KPI

January 17, 2019 - Marketing, Practitioner Marketing

Have you ever had a post go viral? It’s awesome. Especially when you publish your post in the evening, wake up to look at your web stats (you know you always do), and think, “How the hell did we hit that number?” I can’t argue…

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