Our Blog

publish content

How to Tell When Content is Ready to Publish

March 28, 2019 - Practitioner Marketing

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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ghostwritten

Understanding Content Authorship

March 21, 2019 - Content Marketing, Practitioner Marketing

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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cost per word

Don’t Pay Per Word

January 15, 2019 - Content Marketing, Marketing

In the business of content creation, charging by the number of words is the original business model. While there are situations where this is fine, if your purpose is creating content, your goal is to provide value to the market. You should not be paying…

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healthy technical blog

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

September 25, 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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Content Distribution Strategy

Content Marketer’s Notebook: When Should I Outsource Content?

September 18, 2018 - Content Marketing, influencer content marketing

Even the largest companies have a limit to their content marketing budgets.  Part of the role of the marketing professional is to know when to create content in-house, or outsource content. By starting with your business goals and metrics, this decision can be easy to…

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content creation

How to Get in Developers’ Heads

July 17, 2018 - Content Marketing, Marketing, Practitioner Marketing

Most marketing teams focus on the “call” portion of a call-to-action, instead of the action. This is not a huge surprise, because the call is where the budget is spent. It’s also why marketing is infamous for getting a flurry of people in the door,…

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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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overcurating your blog content

Don’t Overcurate Your Blog Posts

January 25, 2018 - influencer content marketing, Practitioner Marketing

If you overcurate your blog posts, you could be losing money and momentum. The cost of not getting blog posts published is much higher than potentially not saying things exactly right. Many companies and marketing teams have a tendency to overthink and scrutinize the content…

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onboarding process

Magical On-boarding

July 18, 2017 - Business Psychology, influencer management

Our network of 65-plus influencers comes from all over the world, with different backgrounds. Because of this, it can be easy for group members to get lost in the mix. But keeping contributors engaged is an important part of getting great content. And it all…

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influencer-generated content

How to use Google Docs to manage influencer-generated content

June 27, 2017 - influencer content marketing

Many influencers see their influence dwindle when their audiences start to question the credibility of their content. Marketers have started realizing that to be relevant, influencers need to be given a greater role in content creation. The brand and influencer’s personality need to naturally match,…

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