Our Blog

How to Create a Topic Strategy to Increase SOV

July 8, 2021 - Content Marketing

Selecting topics that improve your share of voice (SOV) is one of the most important details in content marketing. When marketing to a technically-savvy audience, topic selection itself can become a particularly daunting problem because it requires a certain amount of subject matter expertise to…

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Thought Leadership Content Marketing Best Practices

June 21, 2021 - Practitioner Marketing

Do thought leadership content marketing best practices differ from those of practitioner marketing? You may not think so. After all, thought leadership pieces are best generated by practitioners, as the topics that interest practitioners are those issues that your customers face and are often unaddressed….

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Creating a Practitioner Marketing Content Distribution Strategy

June 3, 2021 - Practitioner Marketing

Effective content distribution is essential to the success of a practitioner marketing campaign. While structuring practitioner content with the right keywords and links for search engine optimization and discoverability will help, SEO alone is not sufficient. As one of our lead practitioners, Chris Tozzi, has…

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What is Practitioner Marketing?

June 1, 2021 - Practitioner Marketing

Practitioner marketing employs content written by actively technical subject-matter experts. Similar to influencer content marketing, practitioner marketing is gaining traction as a strategy for business-to-business (B2B) companies. For technical markets, its origins in business-to-consumer (B2C) influencer marketing may result in misguided efforts to identify “influencers.”…

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Preventing Multiple Persona Disorder

April 5, 2021 - Content Marketing

When written for everyone, your copy has multiple persona disorder and therefore resonates with no one. For your copy to succeed, however, it should have the content your leads and customers want. To avoid multiple persona disorder, you must craft content for a specific type…

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Influencer Marketing in Tech:  I-Way or the Highway

April 30, 2019 - Practitioner Marketing

It’s tempting to begin with a definition of influencer marketing, but what‘s really driving this marketing strategy is the customer. So what do we know about the high tech market segment? Tech souls are more than skeptical when it comes to receiving product information when…

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Humor in Marketing is No Laughing Matter

April 16, 2019 - Content Marketing

Let ‘er Rip! Let Flatulence Keep Your Content Fresh. Why use humor in marketing? Because it’s fun, dammit!! It turns out there are MUCH better reasons then your own enjoyment (but I think that should factor in – what you enjoy, you tend to put more…

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Drip Campaign vs. Waterboarding

April 9, 2019 - Practitioner Marketing

You may have read information advising a drip campaign primarily focused at automated email campaigns originating from marketing automation software companies.  The premise of a drip marketing campaign, analogous to drip irrigation, is to deliver a small, steady stream of marketing materials in a pre-determined…

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Zach Flower

Meet the Practitioner: Zach “Keep it Simple” Flower

December 11, 2018 - Practitioner Marketing

Have you ever read a technical blog post and wondered how a developer made their way into writing? Are you curious about the backgrounds, inspiration and motivations of practitioners churning out blogs? For us, it’s simple. We know by experience that our practitioners come from…

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eric bruno

Meet the Practitioner: Eric “I Want to Hear From You” Bruno

December 4, 2018 - Practitioner Marketing

Have you ever read a technical blog post and wondered how a developer made their way into writing? Are you curious about the backgrounds, inspiration and motivations of practitioners churning out blogs? For us, it’s simple. We know by experience that our practitioners come from…

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