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Our Blog

Viral Posts and Content Strategies

September 7, 2021 - Content 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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Getting Started with Practitioner Content Marketing

July 18, 2021 - Practitioner Marketing

Marketing approaches like growth hacking, relationship marketing, and practitioner marketing are great. Understanding their value is easy, but getting started and getting them to fit into existing paradigms can be challenging. DevOps practitioner content marketing, in particular, requires a high amount of planning and patience…

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The Difference Between Vetting Influencers and Practitioners

June 28, 2021 - Practitioner Marketing

The value of getting real-world, peer-to-peer exposure for your product or service is undeniable. But how you do it (and with whom) takes several forms. Both influencer and practitioner marketing are effective ways to increase your share of voice and credibility within the market. But…

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Marketing for a Tech Startup? You Have a Target on Your Back

May 15, 2021 - Marketing to Developers

Joining the startup community is exciting. Even more exciting is the ability to execute in such a knee-jerk environment. Tech startups are often founded by technical people—people who don’t have much marketing experience but know they need it. And when pressured by investors, they are…

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Tech Evangelist: Nightmare to Hire but Great to Have

May 9, 2021 - Developer Relations

On a recent trip to meet my co-workers in Israel, a software developer I had known for six months hit me with a funny surprise. Right after we met in person and said our first “hellos”, he said to me, “You’re an ‘evangelist,’ so you…

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Content: The Foundation of Lead Generation

April 19, 2021 - Lead Generation

Tech marketers too often think of lead generation activities in terms of lead guarantees, duration, clicks, impressions, etc. Organizations fail to realize that the content for lead generation directly affects the quality of their leads. Therefore, employing a focus on technically-rich content, as we do…

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How to Measure Share of Voice for Practitioner Content Marketing

April 19, 2021 - Practitioner Marketing

Share of voice (SOV), when calculated correctly, measures the impact of your brand’s content marketing compared to that of your competitors’, over time. All your marketing creativity has to be harnessed for one thing—revenue. In saturated markets, that’s not easy. You have to build a…

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Easy Numbers Lie – Be Realistic About Your Marketing KPIs

April 19, 2021 - Business Psychology

When used as Key Performance Indicators (KPIs) in marketing, easy numbers lie and have little correlation to campaign success. The trick to avoiding the allure of easy numbers is to always pair the outcome with its impact on conversions, the next step, or to revenue….

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Implement Persona-Driven Marketing

April 5, 2021 - Content Marketing

Content marketing should be architected around personas, not your brand. Some content marketing can be cut and dried. You can create content about yourself for self-promotion. Or, you can create content for SEO, serving clicks simply to increase traffic, irrespective of the value of your…

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Bridging the Communication Gap Between Business and Development Teams

March 29, 2021 - Business Psychology

Three things in life seem universally certain: death, taxes, and the great communication gap that forms between business and development teams. Despite the importance of collaboration between the two, this disconnect between front-of-house sales and marketing or engineering teams occurs even in the most forward-thinking…

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