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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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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As someone who both freelances and manages a network of freelance content writers who are practitioners, 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 have a…
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Effective content distribution is essential to the success of an influencer marketing campaign. While structuring influencer content with the right keywords and links for search engine optimization and discoverability will help, SEO alone is not sufficient. As our Influencer Whisperer, Chris Tozzi, has pointed out,…
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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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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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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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What do you do if an event you planned on hosting or attending is canceled? You turn to technical content. Well-executed technical content marketing campaigns allow marketers to do most of the things they would at a live event. As a bonus, technical content is…
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They say nothing beats face-to-face communication. In general, that may be true. But when it comes to technical sales – selling to a technical audience – we beg to differ. When used the right way, quality technical content can have even more of an impact…
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