Our Blog

Bridging the Gap Between Business and Development Teams

September 25, 2019 - Business Psychology, Marketing, Startups

Three things in life are pretty much universally certain: death, taxes and the great organizational gulf that always seems to form between business and development teams. Despite the importance of collaboration between the two, I find this disconnect between front-of-house sales and marketing and engineering…

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lead generation

Content is the Big Brother of Lead Gen

July 16, 2019 - Practitioner Marketing

Too often lead generation activities are thought of in terms of lead guarantees, duration, clicks, impressions, etc. What organizations fail to realize is the content behind these campaigns directly relates to the quality of leads you will receive. That is why thinking “content first,” as…

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waterfall

In Content Marketing, Waterfall Works

July 11, 2019 - Practitioner Marketing

“Waterfall” in the tech world has become synonymous with antiquated processes and lack of execution. So it might seem strange that a content marketing agency like us, who specifically serves tech vendors, champions waterfall content creation processes. The reason is, it’s what works, and we…

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Copy Editing Technical Content

Do not under estimate Copy Editing in the world of Technical content

July 2, 2019 - Practitioner Marketing

I’m dyslexic, yet I’m in the business of content creation. How the hell does that work? For me, it works great. I get to write a stream of consciousness, and never re-read. For those who have to copy edit my content, it’s not as fun….

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practitioner content marketing

Service Persona’s not your brand

June 13, 2019 - Practitioner Marketing

Content marketing can be cut and dried. You can create content about yourself for the purpose of self-promotion. Or you can create content for SEO, serving clicks simply for the purpose of traffic versus providing content that imparts value. Both of these are valid, and…

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developers eating the world

Introduction to Developers Eating The World

May 21, 2019 - Tech Evangelism

Marc Andreessen’s 2011 quote “software is eating the world” has to be one of the most stable and actively used quotes in the software development space. It might be stating the obvious, but software is absolutely the substrate that all current and future businesses will…

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Why non-writers often produce the best blog content

May 16, 2019 - Practitioner Marketing

Since the advent of the blog, the assumption has been that blog content creation should be left to those who are professional writers. In the mainstream media, I think this assumption still holds true. But in specialized fields going after specialized audiences, such as application…

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marketing and developer relations

StackOverflow and Fixate Partner to Make Public Docs a Business Accelerator

May 7, 2019 - Marketing

Is it possible to be giddy over a standard B2B partnership? I think so. If you are a developer — even a mediocre one like myself — you know Stack Overflow. I’m a duct tape developer, and I need Stack all the time to slap…

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Building a developer portal

Best Practices for Building a Developer Portal

April 23, 2019 - Content Marketing, influencer content marketing, Practitioner Marketing

It used to be that the only types of businesses that had to worry about having a developer portal were those which sold to developers. The second cohort of portals was made up of companies that had tech products and an API. But now, unless…

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practitioner content marketing

Who we compete with

April 18, 2019 - Practitioner Marketing

When you are shopping vendors, knowing their competition is helpful — Maybe not in the large company procurement sort of way, but in understanding the ecosystem and the nuances between offerings. This is especially true when investigating an agency, where the advantages can be highly…

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