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healthy technical blog

A Good Technical Blog Should Be a Destination, Not an Ad

March 20, 2018 - Content Marketing, influencer content marketing, Influencer marketing, Practitioner Marketing

In my last rant, I explained that a technical blog’s primary motive should not be leads, visits, or clicks. While these are a natural side effect of a good blog, they shouldn’t be the goal. Many people maintain their blog simply as a new type…

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Build Your Use Case

To Get Customers, Build Your Use Case First, Then Your Product

March 15, 2018 - influencer content marketing, Practitioner Marketing

Building a company means building a customer base. An effective strategy uses content marketing and practitioner marketing to build your use case first, then your product. It’s counterintuitive to technical founders to make spending money on marketing as important as spending money on technical development….

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Writing content

Need to Write Content? Step 1: Start Writing. Step 2: Think About Your Writing.

March 13, 2018 - influencer content marketing, Practitioner Marketing

Content marketing requires writing content. Even if the content is a small video with no words on the screen, there will still be an outline, if not a full script. However, writing has an inertia problem. You will never start writing—until you start. This inertia…

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Technical Blog

Two Things Every Technical Blog Must Do

March 8, 2018 - influencer content marketing, Practitioner Marketing

There are several factors that determine a technical blog’s success. Some are predictable, and some, like the market landscape and the perception of content, are up to the gods. But for a technical blog to even have a chance to produce magic, there are some…

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Developing Topics for Practitioner Marketing: It’s Tough, But Someone Has to Do It

March 1, 2018 - Practitioner Marketing, Share of voice

Writing meaningful content is hard. Choosing what to write about is even harder—especially in the practitioner marketing business. How do you pick topics that your expert writers can discuss compellingly, and that readers will find engaging? How do you strike the right balance between timely…

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pr

The Practitioner Marketer’s Playbook: PR or Practitioner

February 22, 2018 - Practitioner Marketing

Building a brand requires a strategy that includes a combination of PR and content marketing. Practitioner content marketing is a powerful way to establish your brand through thought leadership, education, and product-specific content. It requires experts with domain expertise from outside your company who exert…

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share of voice

How Do You Measure Share of Voice for Practitioner Content Marketing?

February 20, 2018 - influencer content marketing, Influencer marketing, Practitioner Marketing, Share of voice

All your marketing creativity has to be harnessed for one thing—revenue. In saturated markets, that’s not easy. You have to build a relationship with the market with practices like practitioner marketing. It takes a lot of effort, and it can be hard to connect that…

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types of freelance writers

The Practitioner Whisperer: The Three Types of Freelance Writers

February 15, 2018 - influencer content marketing, influencer management, Influencer marketing, Practitioner Marketing, The Influencer Whisperer

If you work in the content-marketing business long enough, you learn that there are three main types of freelance writers with whom you can partner to help write content. Understanding the differences between these types, and how each category of freelancer corresponds to different business…

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freelance writers

The Practitioner Whisperer: The Money Question—How Much to Pay Freelance Writers

February 13, 2018 - influencer content marketing, influencer management, Practitioner Marketing, The Influencer Whisperer

If, like us here at Fixate, your practitioners are freelance writers, and you have probably often wondered what to pay them. In this post, we provide the answer—or something close to it. We can’t tell you exactly which pay rate is the best fit for…

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content distribution

Creating a Practitioner Marketing Content Distribution Strategy

February 8, 2018 - Content Marketing, influencer content marketing, Influencer marketing, 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 our Practitioner Whisperer, Chris Tozzi, has pointed out,…

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