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Our Blog

Viral Posts and Content Strategies

September 7, 2021 - Content Marketing

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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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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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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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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Content: The Foundation of Lead Generation

April 19, 2021 - Lead Generation

Tech marketers too often think of lead generation activities in terms of lead guarantees, duration, clicks, impressions, etc. Organizations fail to realize that the content for lead generation directly affects the quality of their leads. Therefore, employing a focus on technically-rich content, as we do…

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Implement Persona-Driven Marketing

April 5, 2021 - Content Marketing

Content marketing should be architected around personas, not your brand. Some content marketing can be cut and dried. You can create content about yourself for self-promotion. Or, you can create content for SEO, serving clicks simply to increase traffic, irrespective of the value of your…

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Preventing Multiple Persona Disorder

April 5, 2021 - Content Marketing

When written for everyone, your copy has multiple persona disorder and therefore resonates with no one. For your copy to succeed, however, it should have the content your leads and customers want. To avoid multiple persona disorder, you must craft content for a specific type…

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Bridging the Communication Gap Between Business and Development Teams

March 29, 2021 - Business Psychology

Three things in life seem universally certain: death, taxes, and the great communication gap that forms between business and development teams. Despite the importance of collaboration between the two, this disconnect between front-of-house sales and marketing or engineering teams occurs even in the most forward-thinking…

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