Our Blog

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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modern devops tools

Beneath the Hoodie: The DevSecOps Tool Buyer’s Journey

July 27, 2017 - Marketing

We live in a constantly evolving and adapting world. DevOps is no stranger to this concept, as it has introduced rapid adaptation, automation, and amplified the pace of software delivery. As a result, DevOps has been a major force to help drive innovation, and has…

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Culture

Allowing Customers To Know What It’s Like To Work With You

July 25, 2017 - Business Psychology, Marketing

When we engage with each other, our perceptions and previous interactions are key. During your day, say you just left a conversation with someone in a sour mood. Your second encounter may not start off well. In our lives, we tend to hold those closest…

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business strategy

Mirror, Mirror on the Wall, What’s the Most Beautiful Metric of Them All?

July 20, 2017 - Content Marketing, influencer content marketing

I recently witnessed the following dialogue (true story): Queen of Marketing (QoM): “Mirror, mirror on the wall, is my metric the most beautiful metric of them all?” Mirror: “Alas, my queen, there may be one prettier still. But, beware, the metric you seek could be…

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onboarding process

Magical On-boarding

July 18, 2017 - Business Psychology, influencer management

Our network of 65-plus influencers comes from all over the world, with different backgrounds. Because of this, it can be easy for group members to get lost in the mix. But keeping contributors engaged is an important part of getting great content. And it all…

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selling into businesses

Selling to Scientists and Engineers: B2B or B2C?

July 13, 2017 - Marketing

A Case Study: The Consumerization of Scientific Instruments I have always classified my marketing activities as business to business (B2B), because I have always created materials for selling into what on their face look like businesses. Scientific equipment sold into scientists’ labs. Software-as-a-service sold for…

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Contributors

5 Ways to Vet Content Contributors

July 11, 2017 - influencer content marketing, influencer management

At Fixate, we have interviewed around 150 contributors. About 50 have produced one or more pieces of content for Sweetcode.io or our vendor blogs, and about 15 contribute on a monthly basis. Our current network is around 65 contributors, but it is those elite 15…

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