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. Practitioner content marketing, in particular, requires a high amount of planning and patience to…
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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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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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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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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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Share of voice (SOV), when calculated correctly, measures the impact of your brand’s practitioner 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…
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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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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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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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Fixate created this awesome infographic that represents an ROI calculation for in-house content versus influencer-generated content from an agency such as ourselves. Note the magnitude of difference in cost. Many think that creating content in-house results in a greater ROI. In actuality, investing in influencer-generated…
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