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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Technical founders are amazing at a lot of things — doing a lot with little, understanding their market at the ground floor, and leading technical teams. But what they are not good at is marketing. And this is why technical founders can often be the…
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In the practitioner-marketing business, your product is only as good as the practitioners who create it. That’s true whether the product takes the form of events, videos, social media engagement, or (as is the case at Fixate) expert blog posts and articles. To get good,…
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By its nature, content is subjective. It would be nice if there were a quantifiable, black-or-white, metrics-based assessment we could perform to determine objectively whether content is “good” and ready to be published, but there isn’t. That doesn’t mean you should publish content without first…
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Understanding Content Authorship How content gets published matters. It may seem like authorship is a trivial thing, but it isn’t. There are three types of content authorship: authored, non-authored, and ghostwritten, and each has its own unique advantages and disadvantages. Authorship seems so trivial that…
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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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What is practitioner marketing? While Influencer content marketing is gaining traction as a strategy for business-to-business (B2B) marketing, for technical markets, its origins in business-to-consumer (B2C) influencer marketing may result in misguided efforts to identify influencers. This is particularly true in very specific technical markets…
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Have you ever had a post go viral? It’s awesome. Especially when you publish your post in the evening, wake up to look at your web stats (you know you always do), and think, “How the hell did we hit that number?” I can’t argue…
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The impact of a successful vendor blog is huge — and the time wasted on a weak one is just as significant. Most companies we encounter are not meeting the bare minimum requirements to make a vendor blog a success. If this describes you, maybe…
Read More →It doesn’t matter who you are or what you put out there — If your blog content is making any impact, you will encounter negative comments. The first thing to realize is that it is a GOOD thing. But how you respond matters. Let’s explore…
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