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Our Blog

Influential Marketing: Replacing the Influencer with the Influential

September 1, 2021 - Practitioner Marketing

All businesses need influential marketing to attract customers to their products. To that end, companies often pay popular celebrities (known as “influencers” in the marketing world) huge sums of money to advertise for them. This so-called influencer marketing has become a key component of many…

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A Practitioner’s Guide to Becoming Influential

August 3, 2021 - Practitioner Marketing

What makes a practitioner influential? It’s simple—changing someone’s behavior by sharing subject-matter expertise. Especially as it relates to tech specializations such as DevOps and DevSecOps, what’s the best way to do that? Share your expertise using the written word and images via the interwebs. You…

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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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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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Keeping Practitioners Engaged: The Ultimate Challenge

June 9, 2021 - Practitioner Marketing

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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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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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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How Much Does Original Blog Content Cost?

March 28, 2021 - Practitioner Marketing

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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