Our Blog

How to Make Your Product Stand Out in the DevOps Market in 2018

January 18, 2018 - influencer content marketing, Practitioner Marketing

I would be naive to suggest that the DevOps market will be any more volatile than last year or the year before. DevOps (or more broadly, the application development tooling market) has always been a rollercoaster. Technologies can come and go in a month, open…

Read More
top 10

What Readers Want—Fixate’s Top 10 Blog Posts from 2017

January 9, 2018 - Content Marketing, Marketing, Practitioner Marketing

Our top 10 blog posts from 2017 indicate that product managers and marketers in the tech and sciences spaces are looking towards case studies that point to increasing share of voice, calculating share of voice, content marketing strategy, influencer marketing, practitioner marketing, and managing the…

Read More
press release

Writing a Press Release: How to Get Reporters to Notice Your Tech Business

January 4, 2018 - Marketing, Practitioner Marketing, Share of voice

Getting your tech business noticed by reporters is hard. Making sure your press releases are tailored to reporters’ needs can help build your audience and get eyeballs on your business. Press releases are an important part of any company’s media strategy. Press releases are official…

Read More
keeping practitioners engaged

Keeping Practitioners Engaged: The Ultimate Challenge

January 2, 2018 - influencer content marketing, influencer management, Practitioner Marketing

As someone who both freelances and manages a network of freelance content writers who are practitioners, I think I have a good grasp of the pros and cons of working with them. Here’s one of the biggest cons: If left to their own devices, practitioners…

Read More
Managing a practitioner community

Managing a practitioner community vs. an influencer community for content marketing

December 26, 2017 - influencer content marketing, Practitioner Marketing

Influencer and practitioner content marketing deliver similar value to companies, so it would seem that managing a practitioner community would be similar to managing an influencer community. Both types of communities increase reach, should increase credibility, and have a substantial impact in long-term lead and…

Read More
difference between journalists and practitioners

The Difference Between Journalists and Practitioners

December 21, 2017 - Practitioner Marketing

Understanding the difference between journalists and practitioners is critical to executing your brand-building content marketing strategy. One of the most important things to remember about journalists is that they are professional writers who write about people and topics that are newsworthy. A journalist’s attention is…

Read More
Practitioner marketing

Your Practitioners Should Know Your Product—But Not Too Well

December 19, 2017 - Practitioner Marketing

When planning a practitioner marketing strategy, you should make sure your practitioners are experts in your product or service—Right? Not quite. Although it may seem like the people who have the most familiarity with your product are best equipped to develop articles, videos or other…

Read More
Content that drives customer decisions

Practitioner Marketing Playbook: Content That Drives Customer Decisions

December 14, 2017 - Practitioner Marketing

What is the best way to create content that drives customer decisions so they select your product? There are many tools available, but if you’ve successfully employed practitioner marketing for creating thought leadership, then invest in market education, you can easily segue into decision-making content….

Read More
Market Education Content

Practitioner Marketing Playbook: Creating Market Education Content

December 7, 2017 - Practitioner Marketing

Practitioner marketing is a powerful tool for creating market education content that is authentic and persuasive. Often employed to help a company achieve thought leadership in a highly skeptical audience of experts, practitioner marketing, also called practitioner content marketing, is more than influencer marketing. Influencer…

Read More
practitioner content

What is Practitioner Marketing?

December 5, 2017 - 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…

Read More