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How our partnership with MediaOps makes content the star

March 12, 2019 - Content Marketing, Lead generation - , ,
By: Chris Riley

Everyone at Fixate is a content purist. We believe that in technical markets, content is the pillar for all other marketing campaigns to stand on. But we understand that content alone is not going to help marketing teams hit their objectives. Content needs a chance to stand out by introducing additional programs. That is why I’m excited to announce our partnership with MediaOps. Together, Fixate + MediaOps will bring strong practitioner content to the forefront in a very noisy tech world.

Content needs to be surfaced. In the practitioner content marketing model, vendors gain credibility, organic traffic and engagement by having practitioner-created content that is deeply technical and related to the area they sell in. But it can’t always be promotional. It needs to speak peer-to-peer. The lack of vendor promotion adds credibility, but it does not directly obtain leads and eyeballs for a brand. Fixate helps customers curate, source, create, and publish content. But that is where we stop.

Getting content published is very important. It is what motivates our contributors. But getting eyeballs on that content is even more powerful.

While we have Sweetcode.io as a tool to prove our model, vet new contributors, and syndicate customer posts on dedicated pages, we are not a media company. That is why it’s so important for us to partner with one, and help our customers take the next step of creating more visibility of the content we produce. MediaOps is an obvious partner to do that. MediaOps’ expanding network of brands like DevOps.com, SecurityBoulevard.com, ContainerJournal.com, and promotional programs like Digital Anarchist, DevOps TV, DevOps Chat, and DevOps Connect provide a huge breadth of awareness across many technical fields.

In our partnership with MediaOps, we are taking the content pillar and putting it on an assembly line of promotion that includes webinars, podcasts, ads and syndication. This helps us activate a community of industry thought-leaders to build engagement around content on social media and through virtual and live events. This is what it looks like:

Fixate builds a content pillar:

  • Practitioner blogging
  • How-to product reviews
  • Dev portal content
  • Assets such as whitepapers
  • Technical landing pages
  • Public-facing documentation

Wrapped with MediaOps promotion:

  • Webinars
  • Podcasts
  • Syndication
  • Live events
  • Social media promotion
  • Lead capture

The Outcome

  • Help curating content topics from industry experts: Industry experts help marketing teams curate topics based on research, and engagement with the community.
  • Populate vendor blogs: Stop chasing content, and get a regular stream of content for your blog.
  • Multi-channel content distribution: Content on the forum that best matches the customer’s target markets.
  • Get content in front of more eyes: Your posts are published, now get it views and engagement via market-specific social media.
  • Leads — the endgame

Fixate will always focus on what we do best — content that is technically pure, and produced and reviewed by people who work with the technology every day. By working with MediaOps, we are able to help customers complete the content lifecycle by getting it in front of the right people, boosting its readership, and tying it directly to new business.


Chris Riley (@HoardingInfo) is a technologist who has spent 12 years helping organizations transition from traditional development practices to a modern set of culture, processes and tooling. In addition to being a research analyst, he is an O’Reilly author, regular speaker, and subject matter expert in the areas of DevOps strategy and culture. Chris believes the biggest challenges faced in the tech market are not tools, but rather people and planning.

  • vickyReply

    Greetings! The blog posted above is great material. I just realized the role played by content in marketing.

    July 17, 2019
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